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InKnowVision, a small niche marketing firm established
in 2001, provides back end financial planning
resources to wealth management firms and law firms
that cater to high net worth clients.
InKnowVision has been using GoldMine for the
last 8 years.
InKnowVisions’ President, Scott Hamilton, had
been looking for a tool to get more marketing muscle
out of its GoldMine CRM database.
Scott began researching how the firm could integrate
its existing eMarketing plans with their CRM solution
to develop existing relationships, generate more
qualified leads & close more sales.
In October of 2008, Scott learned about
IntelliClick, and discovered that he could use
IntelliClick to seamlessly integrate email click
tracking results in GoldMine.
By updating a special tab in GoldMine®,
with the click results of his educational eNewsletter
and eWebCast emails directly sent from GoldMine®,
Scott has developed a wealth of information that
InKnowVision can immediately
act upon.
InknowVision also alerts their sales team to
prospect and customer interests, as well as placing
prospects into specific drip marketing tracks enabled
by the automated process (AP) capabilities of GoldMine®.
Scott acted on his
IntelliClick plans quickly, and created email
templates and incorporated IntelliClick hyperlinks.
For example, if a financial advisor or prospect clicks
on one of the specially inserted IntelliClick
hyperlinks in their email to register for
InKnowVision’s monthly “case study” newscast, then the
recipient will automatically receive a personalized
GoldMine email communication that attaches the case
study in PDF format; places the prospect on a landing
page to register for the webinar; and sends them an
email confirmation that they have been registered for
the webinar.
IntelliClick does this automatically, without
having to tap into any of InknowVisions’ valuable
staff resources.
In addition, a marketing executive in Scott’s
organization is alerted that someone has registered
for the monthly telecast, and a call is scheduled for
the sales executive to contact the advisor and discuss
how they can use the webcasts to generate business as
well as nurture advisor relationships. Also, the email
recipient is automatically placed into a “Webcast” AP
track in GoldMine, by using the field write back
capability of IntelliClick, and then will continue to
receive monthly educational articles and case studies.
The use of IntelliClick has generated real business
for advisory services offered by InKnowVision, Scott
casually mentions.
But, InknowVision doesn’t stop
there….Now that InknowVision owns a life insurance
company, and has recently begun marketing its new
financial services product, it prepared a AP track in
GoldMine, that gets triggered when the IntelliClick
field write back is populated with a value indicating
that a financial advisor has clicked on InknowVisions
insurance product information.
From there, the AP places these prospects on a
6 week “sales” drip marketing track and schedules a
next action to send a direct marketing mailer.
Scott already has the “Intelligent” click
tracking links in IntelliClick sending a text message
to the sales executive to alert them of a prospect’s
interest as well as scheduling a phone call in
GoldMine.
He has also respected “opt
out” requests for both the eMarketing newsletters and
promotional email tracks by providing specially
inserted IntelliClick “unsubscribe” hyperlinks that
update custom mailing fields in GoldMine.
An AP scans and watches for a change in any of
these fields to remove an email track, if needed.
InKnowVision’s Vision:
What does this all add up to
in dollars and profit??
Scott shared with me his own ROI (return on
investment) analysis.
He calculated that he is spending $11,000
annually to bring in $20,000 annually, for one product
and one sale; and, that annual cost factor keeps going
down, since client retention costs are less than new
business acquisition costs.
Not bad for what he calculates as pure profit
of $9,000 per sale generated by one specific
eMarketing track set up using IntelliClick and
GoldMine APs. The IntelliClick portion of this cost is
an affordable $1,000 annually, according to Scott’s
calculations, since he only pays if someone actually
clicks on his email hyperlinks.
In one of his recent email
marketing campaigns, Scott indicated that he was able
to generate 100 highly qualified leads sent to about
18,000 prospects.
And how many leads turned into proposals? After
only two weeks, InKnowVision generated 6 proposals and
closed 1 contract; and Scotts sales team hasn’t been
able to get through all those leads yet!
Where is InKnowVision going
next with the use of IntelliClick?
Scott tells me that he intends to begin
exploring IntelliClick’s web visitor navigation
tracking capabilities.
This will allow Scott to track exactly where
his prospects have gone on the InknowVision web site
once they have clicked an email hyperlink in their
messages.
All tracked web page visits end up automatically on
the ClickTrak tab in GoldMine® as well.
These can then be isolated for further AP “drip
marketing” campaign tracks and help Scott determine
which areas of his website are generating the most
interest.
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