2012 mbo conference presentation-carissa newton-flipping the funnel
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FLIPPING THE FUNNELCarissa Newton, Chief Marketing Officer
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Connecting with Non-traditional Demographicsthrough Inbound Marketing
Takeaways:
•How to shift outbound marketing efforts to inbound results•Tips and strategies to attract any audience•Effectively measuring and scaling for growth
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Commission-Based Commercial Financing
Insurance Industry
$10,000 to $10 Million
Delivering the funding agents
need to buy, build, or sell
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High Growth
Inception – June 2005
Prime, Sub, Non Prime
Independent & Captive
$10,000-$10 Million
July 2008-2010
Slowed Growth
2011 - Beyond
Sub/Non Prime
Independent & Captive
$10,000-$3.5 Million
Sub/Non Prime
Independent & Captive
Less than $1 Million
High GrowthModerate Growth
Prime, Sub, Non Prime
Independent & Captive
$10,000-$5.5 Million
July 2005 – June 2008
FOCUS & SEGMENTATION
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The 5 Business Profile Segments defined are mutually exclusive and vary by geography, business profile, sales and revenue, credit risk, and demographic makeup
36%
39%
4%14%
7% Segment12345
Total ProspectsSegment 1Younger Driven Sole Agents
Segment 2Experienced Steady & Downscale
Segment 3Franchised/Allstate Sole/Home-Office Agents
Segment 4Remote & Corporate-Connected Agents
Segment 5Independent & Prosperous Boomers
Note: All information herein was derived from the “Segmentation Analytics & Modeling” work conducted by Eris Consulting in 2011.
$600 Million Annualized
Loan Market
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RED Incep-6/05YELLOW 7/05-6/08BLUE 7/08-10/10GREEN 11/10-Fwd
OSF Resource Center
PR |Articles | Placements
Speaking | Events
CE | Webinars
Direct Response
Web | Search | Social
Direct Mail
Newsletter | Email
Products | Markets
National Advertising
Messaging | Collateral
PR | Search
Insurance Carriers
Managing General Agents
Associations
Industry Providers
Origination Segmentation StrategyImplemented January 1, 2012
Target Market (>$1M)
Small-Mid Market (<$1M)
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FLIPPING THE FUNNEL
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Outbound Marketing Efforts
Funded Loans
Inbound Leads & Opportunities
Lead
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Flow
Key Shifts
Transition from primarily outbound to mix of inbound & outbound
Content marketing platform built to support lead generation
Clear understanding of conversion flow and success rates
Automation of all lead traffic including initial touches
Real-time dashboards to manage all stages in the conversion flow
HOW WE GET IT DONE
Primary Functions
• Lead generation• Bus development• Awareness building• Sales support
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• Outbound Campaigns• Industry Presence/Leadership• Advertising/Events• Business Development
Demand Generation Leadership
• Leadership Library• Videos/Content• Best Practice Collateral• Thought Leadership
Technical & Best Practice Framework
• Product & Services
• Basic Collateral• Website• Messaging
Core Marketing Foundation
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search engines & social media
print ads/articles
referrals
telemarketing campaigns
email marketingdirect mail/newsletters tradeshow/events
prospect lists/research
content development
Lead Generation & Development
public relations
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Finding the channels that work for you:
•Advertising (Print/Online/Sponsored Placements)•Direct Mail•Telemarketing•Email Marketing/Webinars•Whitepapers/Collateral•Oak Street Websites/Blog/Social Media
11/2/2012
Awareness• Advertising• Directories• DM/EM
Needs Analysis• Outbound Calls• Whitepapers• Education
Conversion• Lead Nurturing• Application• TQA
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Follow-Up
EmailMonthly Opt-In
Wkly Personalized LO
Monthly Newsletter
Advertising/WebOnline AdsPrint AdsWhite Papers/eBooks
Direct MailPost Cards/LettersQtrly Newsletter
Other• Webinars• Conferences• Newsletter Requests• Agency Listings
2-LO Call
1-Email
3-Company Email
Offer Specific
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IN2012
Mail to over 15,000-25,000In 2012 will send to opt-in list, but also test new audiences w/in DB.
Email to over 15,000
Posted to Website/Social Media/Email Signatures
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1Q12 2Q12 3Q12 4Q12Main Theme Key
considerations of buying –from seller and buyer perspectives
Best Ways to Grow Your Agency
Positioning an agency to succeed (or sell)
Building a plan for 2013 and beyond
Supplemental Content
Tips for due diligence
Marketing an agency5 Step Marketing Plan
Getting a fair valuation
Long & short term goals
1Q12 EB
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GROWApr/May/Jun
ACQUIREJul/Aug/Sept
SUCCEEDDec/Jan/Feb
2012-GR
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Monthly ENews
Bridge Highlights
Campaign Personalized PR Opt-In
Product announcmtand resources
Overview of Bridge Pub
Focused on one topic
Intro to LOTemplate F/UDisposition
Press Release Highlights
General OSF info
Industry updates
Video and article links
Whitepapers Links to sign-up
OSF News Opt-In
Frequency: Monthly
Frequency: Quarterly
Frequency: 1-2/month
Frequency: Weekly
Frequency: Monthly
Frequency: Weekly & Monthly
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Demand Generation Lead Sources
Outbound Campaigns
Loan Officers
Phonetree
Inbound Leads
Advertising
Email Marketing
Web
Public Relations
Events
Referral Partner Leads
Carriers
Associations
Service Providers
Agents/Agencies
MGAs
Data/Research
Tranzact/Equifax
Eris Consulting
Directories
Associations
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Indiana Companies to Watch Award
Press Release & Article Placements in the following publications:
• Wall Street Journal Online• Insurance Journal• National Underwriter (P & C)• PIA National• Westlaw/Thomson Reuters• Exclusive Focus (NAPAA)• Rough Notes
CONTENT | CONTENT | CONTENT
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LEAD ATTRIBUTION & PIPELINE REFINEMENT
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METRICS & RESULTS
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DOak Street Funding, LLC
Daily Marketing Dashboard
As Of 10/24/2012
Incoming Lead TrafficOct 24 Oct MTD Prior MTD 2012 YTD 2011 YTD % Change
Inbound Calls 5 120 118 1,430 1,496 96%
Quote Requests 1 75 45 1,401 835 168%
White Papers 1 32 70 1,449 0 --
Contact Us 0 38 15 167 111 150%
Opt-Ins (Email) 26 422 467 5,142 3,264 158%
Opt-Ins (Paper) 17 286 343 3,671 9,309 39%
Agency Listings 0 7 7 159 127 125%
Total Inbound 7 272 255 4,606 2,569 179%
Total SubscribersCurrent Sep '12 MTD Aug '12 MTD Jul '12 MTD Jun '12 MTD
EMAIL 12,998 12,645 12,200 11,692 11,096
PAPER 15,869 15,578 15,196 14,833 14,355
TOTAL UNIQUE 20,816 20,483 20,018 19,510 19,002
Total LeadsActual Qty Budget Qty % To Goal New Contacts New Contacts Budget
Oct 24 33 34 97% 1 7
Oct MTD 701 610 115% 76 117
2012 YTD 7,799 8,602 91% 1,988 1,467
Total Applications†Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
Oct 24 4 $2,194,000 5.41 $865,590 --
Oct MTD 125 $37,813,655 97 $15,580,621 89
2012 YTD 969 $345,609,626 1,100 $175,969,193 --
Marketing Budget
Budget Actual Variance $ Variance % Total TQA†Oct MTD $62,092 $40,328 $21,764 65% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
2012 YTD $661,720 $519,329 $142,391 78% Oct 24 2 $262,000 1.89 $302,957 --
Oct MTD 37 $14,936,300 34 $5,453,217 31
Conversion Rates 2012 YTD 251 $91,218,036 385 $61,589,217 --
Budget Actual† Variance
Lead to App 16.12% 17.83% 1.71% Total Funded*Lead to TQA 5.64% 5.28% -0.36% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
Lead to Fund 2.82% 1.71% -1.11% Oct 24 0 $0 0.96 $151,478 --
App to Fund 17.50% 9.60% -7.90% Oct MTD 12 $7,283,000 17 $2,726,609 10
TQA to Fund 50.00% 32.43% -17.57% 2012 YTD 146 $54,041,097 200 $52,127,945 --
*Loan Amount Based On Initial Draw (Additional Draws Not Considered) Contacts†Actual Application and TQA data includes unarchives, unlike the Tracking Report New New (scraped) 1st Touch Budget New
Oct 24 8 7 17 130
Oct MTD 583 240 381 2,348
2012 YTD 57,148 51,431 6,568 29,348
2.25 2.3 2.35 2.4 2.45
2012 YTD
Hours
Avg. Talk Time per LO
39%
33%
23%
4%1%
Top Last Lead Sources Email
Internal TelemarketingData Scraping
Newsletter
Other
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Brand & Market Segmentation• Utilizing data models to segment audience• Tailored messaging to Core and Strategic Markets
Increased Presence in Digital Channels• Increased webinar registration by over 250%• Increased article/media placements by over 90%• Online Traffic Sources increased over 234%• Sponsored email/digital channels producing 4X the leads over
print channels
Overall Successes• Marketing ROI – 2X improvement from since 2011• Awards/Continuing Education Courses/Events• PR/Media Placements-3X improvement since 2011• Tripled lead flow-flipped the funnel from 40/60 to 80/20• Over 350% YOY Growth in Loan Originations
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WHO HELPS US
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Oak Street Info:
Carissa NewtonChief Marketing OfficerOak Street Funding11350 N. Meridian StreetSuite 600Carmel, IN 46032Tel: 317.428.3834carissa.newton@oakstreetfunding.comwww.oakstreetfunding.comOak Street Twitter: OSFundingPersonal Twitter: FullcirclecPersonal email: cnewton@fullcircle-c.com
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