searchlove boston 2015 | eppie vojt, 'from rankings to full funnel ownership
TRANSCRIPT
FULL FUNNEL NUDITY
Eppie Vojt, @eppievojt
Driving massive profit growth through full funnel ownership.
RED VENTURES’ MODEL We assume marke*ng risk on behalf of our partners
We are only compensated when we win (deliver a sale)
We tend to own the en*re sales and marke*ng process
Use technology to close feedback loop on sales & marke*ng cycle
THE FUNNEL IS BROKEN Digital Marke*ng Agency (+) Design / Dev Firm Internal Opera*ons / Outsourced Center Fulfillment Team
Uses over 1.5 million phone numbers
Intelligently leases a phone number to each unique visitor
Connects sales center performance to marke*ng / website performance
Supplies technographic informa*on about callers
Bid on Avg -‐ Exis.ng
Paid Search, $5 CPC
Paid Search, $5 CPC
1000 impressions
700 impressions
250 visits 175 visits
50 responses 10 sales
35 responses 10 sales
9 ac*va*ons 9 ac*va*ons
25% CTR
20% RR
20% RC
90% AR
Cost: Baseline: $1,250 -‐ Exis*ng: $ 875 Op*mized: $2,400
Op.mized
Paid Search, $6 CPC
1600 impressions
400 visits
100 responses 30 sales
27 ac*va*ons
Assume $100 bounty / sale Revenue: Baseline: $900 -‐ Exis*ng: $900 Op*mized: $2,700
Profit: Baseline: -‐$350 -‐ Exis*ng: $ 25 Op*mized: $300
25% RR
30% RC
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood
STAFFING PLANNING
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
STAFFING PLANNING
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood 45 minute sold talk *me (proj) 7 minute non-‐sold talk *me (proj)
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood 20 minute sold talk *me (proj) 5 minute non-‐sold talk *me (proj)
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
STAFFING PLANNING
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood 45 minute sold talk *me (proj) 7 minute non-‐sold talk *me (proj) Expected Revenue: $360 Expected Talk Time: 41.2 minutes Revenue / Minute: $8.74
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood 20 minute sold talk *me (proj) 5 minute non-‐sold talk *me (proj) Expected Revenue: $225 Expected Talk Time: 16.25 minutes Revenue / Minute: $13.85