Customer Relationship Marketing
MEDTRONIC DIABETES
Lead Nurture & Database Marketing
Goal: Shorten the adoption cycle/ increase conversion rate for prospects and identify when they are purchase-ready.
Developed strategy for lead nurturing program overseeing agency development including:
Inventory of all marketing content
Mapping content to funnel stage
Lead scoring- established scoring thresholds, rules for advancement/demotion
Lead routing process and procedures for Sales-qualified leads
Created schedule for communications
Developed email communications overseeing agency creative process, revisions and approvals
Creative, landing pages & forms continuous optimization and testing
Tested progressive profiling - limit what we ask for based on what we need
Phase 1 Included: (Marketo development by agency)
Developed 4 email creatives and 3 different versions of each
Each email tested 4 subject lines
Each email contained 4 videos
Clicks anywhere within the email changed lead score
Developed 4 landing pages and dynamic headlines
Tested progressive profiling - limiting what we ask for based on what we needed
REX REAL ESTATE (START-UP)
Develop Strategy for Lead Nurture & Assess Software
I developed the strategy for the first marketing lead nurture program. Performed SAAS software assessment and selection. Presented to leadership and obtained agreements. Developed timelines, projections, tasks, cooperation from IT/engineering, personas, lead scoring and Sales. This strategy work was not supported by an agency. I worked closely with the President/COO, VP of Digital Marketing and VP of Technology to develop these strategies.
Assessment of SAAS software options Main Criteria
Email marketing
Online marketing Lead management
Campaign management
Social Reporting & analytics Platform integration
Dynamic content for geos
WYSIWYG Brand-approved template
Asset management
HTML editor
Postcard/SMS notification
Platform Decision: Autopilot HQ
CRM Marketing - Content Mapping
I developed a strategy for nurturing marketing qualified leads aiming to:
Deliver the right content at the right time to people considering selling or buying a home
Transform our emails from static promotions to dynamic, relevant messages using dynamic content mapped to their activity, geography and stage in the sales funnel
Accelerate the time in between Awareness and Action
Warm-up marketing leads to sales-ready leads
Increase ROI (and measurement) of awareness marketing spend
