2012 mbo conference presentation-carissa newton-flipping the funnel

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


$10,000-$3.5 Million

Sub/Non Prime


Less than $1 Million

High GrowthModerate Growth

Prime, Sub, Non Prime


$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

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RED Incep-6/05YELLOW 7/05-6/08BLUE 7/08-10/10GREEN 11/10-Fwd

FLIPPING THE FUNNEL

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Outbound Marketing Efforts

Funded Loans

Inbound Leads & Opportunities

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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

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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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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: [email protected]

mailto:[email protected]

http://www.oakstreetfunding.com/