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Event-Driven Marketing Automation

Event-Driven Marketing Automation. Christopher Nash Director of Product Management chris@zoomio.com November 2006. Welcome. Welcome and nice to be here My background… Early internet user Marketing and communications Zoomio and MyMarketingMachine. The problem (2002).

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Event-Driven Marketing Automation

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  1. Event-Driven Marketing Automation Christopher Nash Director of Product Management chris@zoomio.com November 2006

  2. Welcome • Welcome and nice to be here My background… • Early internet user • Marketing and communications • Zoomio and MyMarketingMachine

  3. The problem (2002) • Make it easier, faster to generate leads and sales … as fast and affordable as possible • Tools available, but for larger companies that can afford • Need marketing tools made for generating sales results • Email tools available, but not enough. Also need human interaction in the sales communication/sales process.

  4. The solution … event-driven marketing What is event-driven marketing? • An event is the occurrence of a response in a communication process • Simple examples: • I call up a prospect and ask if they want to buy. The person says maybe… • An airline sends an email to a customer and offers low-cost flight tickets • In these communication processes there are passive and active responses • For given responses event triggers can advance the process

  5. How can we structure communication processes? communicate passive responses active responses automated triggers TM Answers TM accept / email TM not interested Email reply Email click Email unsubscribe SMS reply SMS unsubscribe Web page link click Web form submit Send email Send SMS Add to call list Add to list Remove from list Update attribute value Send snail mail Create CRM action Update backend Not answer phone Wrong number Email open Email sent Email bounce SMS sent SMS notification ok SMS notification fail SMS notification full Web banner click Web form open Web page open Phone Email SMS Web banner Web form Mail

  6. MyMarketingMachine • Core proprietary technology: • Execution manager • Prospect progression table • Technology platform: • Microsoft .NET • Web services ) - @ TargetList ) )  @ - ) 7 7 @ @   @ • Build Integrated Campaign • Design campaign flow • Import/segment target list • Create telemarketing script • Create emails (any format) • Create webforms • Run campaign • Collect results in realtime • Forward leads to sales • Analyze results • Realtime Actions • Auto reply email • Trigger email • If-then call • If-then email • Report of responses • Leads to sales • Track Responses • Telemark. completes? • Telemark. responses? • Received email? • Bounced email? • Opened email? • Clicked on web links? • Completed webform? • Responded to email?

  7. For example:  e-newsletter  e-sales letter  high volume - 50K to x Million  data integration For example:  B2B or B2C TM sales  organizational recruiting For example:  integration with CRM  camp. responses to CRM sales N N  Complexity For example:  e-newsletter  low volume - up to 50K For example:  B2B seminar invitation  B2B book a meeting  B2C prize drawing For example:  channel sales  continuous communication N Simple processes Increasingly advanced processes How companies use our system

  8. Examples • Sterling – low cost airline • GN Netcom Sweden – manufacture and market headsets for business, call centers and mobile • Jetpak – same day-next day airline and courier

  9. Sterling • Approx. 1 million emails per campaign • Measure sales from emails • Data integrated • Let’s login and have a look …

  10. GN Netcom campaign for call centers • Purpose • Gain greater penetration of call center market with free giveaway of GN 8210 digital amplifier for headsets to call centers • Concept • Using recently purchased list of call centers, send letter offering a free 8210 and include call to action to: Go to web page to apply for free 8210; the web page is hosted on MMM • Elements • Call center list • Unique 6 digit code per letter • Letter to call centers (Carin) • Campaign landing page, 2 microsite pages, 1 request form • E-mail to confirm requested 8210 giveaway unit • Javascript to validate requests and prevent repeat requests • Activity transferred to MSCRM for each partner contact request (Note: implementation of this part depends on MSCRM installation)

  11. 8210 campaign for call centers – campaign flow MSCRM Task to Carinfulfill WITH GN headset MSCRM Task to Carin fulfill WITHOUTGN headset Web Page 1 Benefits of 8210 for call centers Enter your ID code from the letter MSCRM Taskto Carin answer inquiry (see your email) Web Page 2 Benefits of 8210 for call centers Letter“Call to action”Go to www… to learn more Campaign Landing web Page Re 8210 giveaway List of call centers In Outlook If question: MMM e-mailnotification to Carin Mixed –named and unnamed Web formrequest a free 8210 PIN validation prevents re-orders MSCRM TaskEmail (closed) shows campaignparticipants Validation on all fields Auto e-mail customer to confirm request Lead Distribution & Follow up (Continued next slide)

  12. 8210 campaign for call centers – Lead distribution If partner named:assign to salesperson MSCRM Task to Carinfulfill WITH GN headset If no partner named:fulfill direct If partner named:assign to salesperson MSCRM Task to Carin fulfill WITHOUTGN headset If no partner named:fulfill direct MSCRM Taskto Carin answer inquiry (see your email) In Outlook If question: MMM e-mailnotification to Carin Link to webform E-mail builder: write answerand submit to send MMM e-mail To customerwith answer

  13. Mailer Your unique PIN code Call to Action

  14. Sign In Form (PIN Page) Next button Link to web form to request a PIN code

  15. What brand of headset do you use to today? What percentage of employees uses headsets? What company is your current supplier of headsets and accessories? Would you like to be kept informed of relevant information from GN Netcom? Reply form Value of Check box determines lead routing in CRM

  16. Set up in MMM Value of Check box determines lead routing in CRM

  17. More results • 660 contacts that received the mailing • 79 contacts responded by logging into the landing page using a PIN code. • Of these, 67 contacts ordered a GN 8210 – a 10 percent response to the offer • 27 respondents that previously were not using GN Netcom headsets • 20 that said they use headsets from a primary competitor in the market • 15 companies replied that they currently do not have a supplier of headsets • All respondents said they would like to receive information from GN Netcom on an ongoing basis

  18. Jetpak • Same day and next day package/goods transport company • Scandinavian countries • Our 140 Nordic service centres enable us to offer the best conceivable infrastructure. • Our 700 courier vehicles enable us to offer a superior local presence. • Our 2500 flight departures /24 hrs enable us to offer the highest frequency and best coverage

  19. Jetpak campaign Problem • When Jetpak signs up new customers, Jetpak know who the Agreement Holder is, but this is often not the person who orders the Jetpak service Solution • Develop a campaign process to communicate to the Agreement Holder, ask that person to identify the Jetpak users (Operators) and then Jetpak can communicate to the Operators to get them to ship using Jetpak

  20. Jetpak campaign flow

  21. Results – first half 2006 • Approx. 10.000 customers in the process • 60 percent of these are dormant • 15 percent have booked • Of these 20 percent have booked more than one time, 10 percent have booked more than three times

  22. Demo • Build a demo campaign to show event triggers in action

  23. How do we see our business developing? • Business • New VC investment in early 2007 • Product • Easier to use and more ways to use events • More standard integration connectors • Software Market • Email marketing is a driver within multi-channel marketing • However, now that email marketing itself is mainstream, companies are looking to add more value to email marketing • Geographies • With new investment we will accelerate in Germany, Sweden, and UK

  24. Contact me if questions • chris@zoomio.com • +45 6170 8407 mobile • www.zoomio.com

  25. Where we fit into the technology landscape • Marketing Automation • Mutichannel marketing • Campaign exectuion • Marketing automation intergrated with CRM • 100% Microsoft .NET technology (certified)

  26. Market players Who is actors in the Multi-channel market Suites including CRM etc. Best of breed. The Mid Market Marketing CRM

  27. An Exploitable Platform Cusomers can pay monthly subscription to use MMM Customers buy a connector and integrate their CRM to MMM Customers can integrate to MMM via ourweb services On limited basis, customer can buy an enterprise version of MMM for dedicated installation

  28. Accelerating the sales cycle Leads Suspect Prospect Qualify Interact Demo The SalesFunnel CRM Proposal Win Maintain Enhance Upgrade Loyalty

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