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Table of Contents
Traditional Approach
Our Approach
Lead Generation
Nurturing Leads
Scoring
Developing a Lead Conversion Index
Summary
Next Steps
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Nurturing
(Engagement)
Then Sales engagement
For e.g. you don’t go from
“Hello!” to “Will you marry me?”
Pre mature sales engagement
Loss of sales persons time
Increase in lead conversion time
Buy now!
Discount!
Lead Salesperson
Unqualified Leads
May just want more info
Curious
Inconsistent Messaging
Information overload
Confusion & mistrust
LOSS OF CUSTOMER INTEREST, LOW CONVERSION
What’s needed?
Traditional
Approach Sales Team
Sales Attack
Campaign/ Activation
Not optimum
Lead Data Base
Lack of Structured process for Engagement
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Table of Contents
Traditional Approach
Our Approach
Lead Generation
Nurturing Leads
Scoring
Developing a Lead Conversion Index
Summary
Next Steps
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Campaign/ Activation Database Interest level
Activity(Scoring)
Lead Routing
(Sales)
Engagement
LEAD GENERATION NURTURING
(Engagement)
Our Approach
CONVERSION
Lower Acquisition Cost
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Lead Generation (Online)
SEO Advertisements
LinkedIn
Campaign/
Activation
Company Page Showcase Page
ATTRACT
Database
Social Media Campaigns
For e.g.:
+
Re-marketing
Click here for more on Re-marketing
1. Most offerings end here
2. Most focus is on Lead Source
optimization
3. Lead Conversion is typically low
4. Lead Conversion Intelligence is
lacking
5. Lack of Identification of ‘Lead
Conversion’ parameters
Nurturing is Essential
(To increase Lead Conversion)
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Once Segmenting is
complete, Nurturing
with appropriate
messaging is
needed, followed by
engagement
For a Real
Estate Client
Segmentation was based on the following
Result
‘Young Guns’ are the most un captured segment. ‘Migrants’ and ‘young guns’
can be the Target Group having the most potential
Original Segments
For example
Research based identification of segments
Knowing who to nurture is the first step
Segmenting Audience based on:
• Historical Sales Data
• Demographics
• Call center recordings
• Primary and Secondary data
Nurturing Leads
Data Sources Analysis
Randomly selected Personal files of
buyers
Collated excel sheets
Call center recordings Randomly selected call
recording
Personal Interviews Interviews with current
customers
Secondary Data Census Data, NSS Data,
Research Reports,
Journal Articles, News
Paper Reports, Blog posts
etc.
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Original Segments
Research based identification of segments
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Nurturing Leads (Engagement)
E-mail Campaign
Site Video Brochure
Microsite
How to Measure Impact?
PDF & PPT –
(Layout Images)
Social Media
Click here for more on Email Marketing Outcome: Consistent Messaging & Nurturing
1. Brand Communication Strategy over email/social
media - creation of Content assets
2. Consistency with the brand
3. Relevant to the Target Audience
Nurturing, results in optimal lead conversion and
occurs across multiple channels
Activities
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Scoring
E-mail Campaign
Site Video Brochure
Microsite
PDF & PPT
Social Media
• Email opened (1 point)
• Link clicked (1 point)
• Link Click ( 1 point) • Visits pages (1 point)
• Downloads PDF/PPT
e.g. Floor plan (1 point)
• Clicks on link
e.g. Layout images (1 point)
• Register for Site Visit (1 point)
• Watch Site Video(1 point)
• Download brochure(1 point)
Outcome: Lead Qualification Will they convert?
Scoring to map customer interest &
behavior, via tracking online digital activity
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How to Identify Convertibility
Campaign / Activation Brand Messaging Product / Service
The above combination attracts a certain kind of TG
A Conversion Index (CI)
CI Helps identify those characteristics which
might lead to conversionWho might share characteristics, demographics, interests etc.
For e.g.:
• Age
• Profession
• Income level
• Reason for purchase
How do you develop a ‘Conversion Index’?
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Click here for more on developing a Conversion Index
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Advantage of LCI + Real time insight in conversion
Lead Conversion
Potential
Live Activities
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Conversion Index (Conversion Potential)
Real Time
Intent / Behavior
might impact
‘Immediacy’ and
indicate
‘Need Spectrum
Match’
Sales Database
Sales call
Data Sources include:
- Historical sales data
- Call Centre Recordings
- CRM’s
- Primary & Secondary
sources
Historical + Real time insight
leads to higher conversion
Sales Prioritization
Conversion Potential + Real
time interaction helps sales
team prioritize action
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Table of Contents
Traditional Approach
Our Approach
Lead Generation
Nurturing Leads
Scoring
Developing a Lead Conversion Index
Summary
Next Steps
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Summary
1. Lead Generation
• Qualified Leads
2. Nurturing Leads
• Lead Scoring
• Lead Conversion Index (LCI)
3. Better Conversion
• Effective sales engagement
Leads to…
Companies that get
lead scoring right have
a 192% higher average
lead qualification rate
than those that do not.
(Aberdeen Group)
• Lower Acquisition Cost
• Increase Lead Conversions
• Automated Real time
management
• Optimizing media spends based
on Lead generation capabilities
• Optimizing media spends across
most convertible media channels
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Table of Contents
Traditional Approach
Our Approach
Lead Generation
Nurturing Leads
Scoring
Developing a Lead Conversion Index
Summary
Next Steps
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Next Steps
To enhance your Customer Acquisition, contact :-
Dhiiraj Kapoor
Business Head – Real Estate Vertical
Ph. No.: +91 98201 90502 / +91 22 6695 2433-34
Email Id: dhiiraj.kapoor@asymmetrique.net
Learn more about our team
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The Asymmetrique Team
Nitin Gupta – CEO
Nitin is a results-oriented Marketing professional and Entrepreneur whose career spans a breadth of consulting and
corporate assignments for US-based Fortune 500 firms. Upon his return to India, Nitin co-founded a BPO funded by
legendary investor Rakesh Jhunjhunwala, and grew it into a 200-people operation. He returned to his marketing roots with
the founding of Asymmetrique. His vision for Asymmetrique, is to build a truly GLOBAL Democratic Brand Solutions
company for the digital-era of marketing. He is currently building Experience Solutions capabilities to complete
Asymmetrique’s service set for clients.
Pramod Pai – Chief Growth Officer
Pramod spent the first 15 years of his career in Sales & Marketing, gaining a deep client-side perspective of the advertising
business and its shortcomings. He began his entrepreneurial journey in 2001 by founding Pegasus, a niche business
creating innovative web-based communication solutions for Industrial clients. Down-the-line, he evolved Pegasus into a
accredited mainline advertising agency. Pramod now heads the Business Development and Corporate Operations for
Asymmetrique.
Dhiiraj Kapoor – Business Head
Dhiiraj is an accomplished branding professional who has founded ventures in the field of advertising and media prior to
joining Asymmetrique. He has also worked with leading firms such as Marching Ants, Reflections, Solar Boutique Designs,
Daewoo Motors in marketing communication roles. Dhiiraj leads the Brand Assets vertical, working closely with clients to
craft sustainable digital-era marketing channels.
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The Asymmetrique Team
Sanjay Shetty – Sr. VP, Brand Platforms
Sanjay has been nurturing, growing and supporting independent communities much before social networks became
a technical reality. Sanjay has been involved in large scale social listening, business intelligence and consumer
insights projects for many Fortune 500 companies. Sanjay heads the Assets portfolio of Asymmetrique, helping
clients in their Digital, Performance Marketing, Brand Advocacy and Community initiatives.
Dr. Sunitha Thampi – Director, Brand Insights
Sunitha is a PhD (Health Psychology), M.A (Applied Psychology) coupled with vast experience in advanced Research
Methodologies and setting up Monitoring and Evaluation. At Asymmetrique, Sunitha heads the Insights and
Analytics function, guiding brand strategy and ensuring marketing ROI for clients by bringing tangible differentiation
to the science of communications.
Shawnal Pillai – Director, Brand Design
With over 30 national and international awards like D&AD, New York Typographers Award, CLIO, Goa Fest & AdClub
for clients like DHFL, HDIL, Taj Hotels, Dainik Bhaskar, Manforce, Cipla, Airtel, Marriott Group, Reliance, Gini&Jony,
Essar Steel & Shipping,Birla Century, Emami, Moserbaer, Killer, Spykar, Autocar & Stuff Gadget magazine. Shawn
leads the Brand and Creative Design function at Asymmetrique.
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All information presented in this document is confidential and should only be disclosed to those employees at
Godrej who have a need to know of its contents, should not be disclosed to any third parties or outside of Godrej
and should not be duplicated or used or disclosed in whole or part for any purpose other than to evaluate this
proposal for the contemplated business arrangement with Asymmetrique without written consent of
Asymmetrique.
Statement of Confidentiality
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Email Marketing involves testing with different email templates & Headlines
along with segmenting series emails for various Target Groups
Example: Email Marketing
A/B Testing Headline
*Source: Conductor XL, July 2014
Back
Database
A/B testing is a simple way to test changes to your
email against the current design and determine
which ones produce positive results. It is a method
to validate that any new design or change to an
element is improving your conversion rate.
The Headline determines whether your TG opens
your email. We create and test multiple headlines to
ensure effective open rates for your emails.
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Parameters
• Demographics
- Age
- Profession
- Etc.
• Purchasing
- Self
- Parents
- Investment
- etc.
Record Trends
Dimensions
Assign weightage
Online Score Activity
“Conversion Index”
Nurturing
via Email
Sales DatabaseAnalysis
Data Sources include:
- Historical sales data
- Call Centre Recordings
- CRM’s
- Primary & Secondary
sources
Based on ‘Conversion Index’ appropriate
segmenting, communication flow and messaging
Further fine
tunes
calculation of
our ‘Index’
Developing a ‘Lead Conversion Index’
Profile based
Behavior based
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Analytics Process
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Analytics Process
Data
Gathering
Cleaning, analysis,
identifying relevant
parameters affecting
lead conversion
Giving
relevant
weightage to
parameters
Scoring,
calculating
‘Conversion
Index’
Coming up
with
strategic
business
solutions
Specialized Skills required
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Specialized Skills Required
Specialty Skills
1 Brand Strategy Utilize enhanced understanding of leads’ profile to improvise brand
positioning, communication and channel strategies etc
2 Business Intelligence Coming up with tactical business solutions based on the findings from the leads
analysis process.
3 Brand Planning Ensure effective execution of derived business intelligence through liaison
between teams and resources
4 Research & Analytics Design and execute the Analytics and Lead Conversion Index creation process;
ensure quality, accuracy and acumen in the process.
5 Data Management Extract, collate and clean-up data. Execute assigned analysis based on the plan.
Assist in preparing deliverables. Back
