Hand Raiser Product: Pre-Launch Lead Nurturing Strategy

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Goal/Objective

Strategy

Opportunity

Supporting Tactic

Handraiser Lead Nurturing Strategy Project

Engagemet Plan

Strategies

Supporting Tactic(s)

Marketing

Be armed with the intelligence when quick decisions are necessary--- to remain agile in strategy.

Develop enhanced lead reporting program (dashboard)

Business

Maximize ROI on sales- related marketing expenditures

Develop effective lead qualification and nurturing program with deeply- rooted qualitative indicators

Incorporate robust tracking mechanisms to yield advanced analytics.

Evaluate, identify areas for improvements and streamline backend data management system.

Subtopic

Background Briefing

Wish List

Data Managment "Back-end"

Confirmed Data-Housing Resource. Currently, there is pending termination of the current data housing RAPP. Recommendation: I'd recommend the new partner selection criteria should be based on data exchange compatibility between TMS' database platforms, scalability, reporting capability and collaboration strategy.

Pre-launch Lead Analytics Strategy. Strategy document that classifies leads in a tiered system with a rubric that based on referral source (including social and QR, time on site, and indication of timeframe to purchase.

Campaign Code Assignments. Assign unique campaign codes to all properties that present pre-launch forms

Product "Front-end"

Experiential-centric UX. Currently, users have a limited

Post-transaction Messaging or Email. Currently, when you successfuly complete and submit the form, you only see "Request Sent." If the desire is to limit communication until RAPP disseminates their first direct piece, should we add additional message directly on the form that makes it clear?

Social Integration. Integrate social sharing channels directly on handraiser form as a post-input call-to-action. Recommended channels include FB, TW, Pinterst, USE CASE: User inputs data and hits submit > Post transaction message appears "Thank You" along with the secondary call-to-action for users to "Tell a friend" with social sharing buttons below---user clicks > Dialog box appears with pre-written message---user shares.

A/B Testing of Form. Produce an effective UX that aligns best user's preference of form input and content.

Learnings

Deeper Intelligence Will Guide Ongoing Strategy. Currently, the analytics report only quantifies leads that are triaged to ELMS for registration. Without a.) deeper tracking at the beginning of the workflow and b.) qualitative analysis we're not maximizing ROI on our marketing expenditures.

An Activation Strategy Needs to be Present. Currently, model pre-launch forms and online forms are typically deployed on TCOM and other relatd properties 3-6 months prior to going to market.

The Data Management Process Needs to be Resolved. Currently, conversations are in place to determine next steps with TMS' main catch-all data house for managing and nurturing pre-launch leads. RAPP is the current resource.

Partnership Opportunities Have Been Missed. Promotional activity has not been communicated to TDA resulting in ongoing missed opportunities for maximizing corporate/local campaign impact, reach and endorsement.

Communications Activity needs to Sync. There currently is NOT a resource or strategy in place to coordinate marketing activity from sister departments (PR, Social, Events, etc.) and partner efforts.

Lead Classification will Impact Relationships No current rubric for classifying pre-launch lead types.

Absent Content/Engagement Strategy. Currently, there is not a CRM content strategy in place that tiers leads by temperature to provide pertinent communication that aligns with interests.

Incomplete Tracking Mechanisms. All online properties with pre-launch lead form do NOT have unique campaign tracking codes assigned--making it impoissible to gain deeper insights into referral sources to determine psychographics

Pre-vetted Early Assumptions

TBD

Executive Summary