Marketing Strategies to Improve your Reach
Throughout our business life-cycle our team has created and perfected custom models to assist with improving the rate at which incoming leads are converted into matriculating and ultimately successful customers. This is accomplished through more intelligent routing of incoming leads, with respect to:
- The sales professionals assigned to the leads
- Prioritization of leads
- Adjusting the focus on the product offered
Utilizing our Lead Intercept™ System, we have developed a real-time system to score, rank and route each of the incoming leads.
Lead Scoring provides the capability to assign incoming sales leads estimated likelihoods of achieving downstream outcomes. These outcomes can range from initial conversion to sale, through retention, and even lifetime value. Lead scoring algorithms utilize a variety of information about leads, both internal and external, combined with advanced statistical methods to produce the likelihood estimates. Scoring occurs in a real time process, and is made available to the client the seconds after a lead enters the client’s lead management system. Lead scores can be used for a variety of tasks including prioritization of leads for sales personnel, and potentially as a means of providing feedback and negotiating CPL rates with lead providers.
Measuring performance is a key to effective ongoing campaign management. MIS develops custom tailored reporting systems for its clients. These systems break down campaign performance along multiple dimensions, showing response/conversion rates by geography, creative, channel, business segment, customer segment, etc. MIS thoroughly reviews these reports, providing executive summaries that highlight key performance elements.
Profiling & Segmentation
Understanding who your customers are is a critical step in designing and executing campaigns, whether for acquisition or retention. Profiling illustrates what your customers look like with respect to key behavioral, demographic, or geo-demographic attributes. Comparative profiling examines how key attributes differ across pre-defined customer groups (e.g. customers sourced via direct mail vs. customers sourced online). Segmentation divides your customers into a small number of groups, within which customers share key characteristics (e.g., segment 1 = young, female, income<75K, segment 2=older, male, homeowner, income>100K, etc.). These segments can be used to craft a handful of focused campaign messages, creative, and product offerings, all specifically targeted to individual customer segments.