Fred Navas of Zero Company on franchise lead tracking: the missing CRM, lead to first transaction, lifetime value, and why first party data lifts campaigns.
Fred Navas, digital marketing specialist at Zero Company, on franchise lead tracking, and the CRM gap he still runs into with brand after brand.
Fred's roots go back to the early days of paid search. He has led direct response campaigns for local and national brands, and for the last three years he has focused on franchise and multi-location lead generation across Google, social, programmatic, and SEO.
In this conversation with Michele Brasfield:
• The company that arrives with no CRM at all, again and again
• Lead to first transaction, then lifetime value, in that order
• Why first party data changes what the algorithm can find
• Turning an expense into an investment you can quantify
• Where attribution gets messy across dozens of locations
He is candid that this looks basic on paper, and that it is still the single most common thing missing when a multi-location brand cannot explain what its marketing actually returned.
Listen to the full episode: https://www.theblisspodcast.com/marketing-with-purpose-kit-marketing-as-a-growth-engine-for-franchises/
More from Fred Navas: https://www.theblisspodcast.com/guests/fred-navas/
More from the series: https://www.theblisspodcast.com/categories/marketing-with-purpose-kit-series/