120502 demand generation sps final - sandro...
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Demand Generation @ SPS - Einführung eines Marketing Automation Tools Dr. Sandro C. Principe Member of the Executive Board SPS
Berlin, 21.5.2012
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Hauptproblem der Postunternehmen:
Rückgang physischer Dokumente
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Entwicklung von SPS
Transition phase
2008
Co-Branding
Brand alignment
2010
House of brands
1.10.2007
…
Branded House
2011
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CHALLENGE 1 Radikale Reorganisation
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CHALLENGE 2 “Caught in the Middle”
- Marktposition
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CHALLENGE 3 Zunehmender und
asymetrischer Wettbewerb
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BIGGEST CHALLENGE Viele interne
Herausforderungen absorbieren personelle und finanzielle
Ressourcen, die auf den Markt ausgerichtet werden sollten, um
die anspuchsvollen Ziele zu erreichen.
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Ausgangslage:
Unterschiedliche Fähigkeiten, individuelle Systeme, Prozesse und Methoden
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Start: 17. Dezember 2009 Zielsetzungen des verabschiedeten SPS-Verkaufskonzeptes
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SPS-Verkaufskonzept “Lead Lifecycle Management”
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Letzter und entscheidender Baustein für das Marketing SPS: Marketing Automation
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Umfang und Steuerung des Projektes
• Projekt Scope: Schweiz, Deutschland, United Kingdom, United States (US) und SwissSign (ePH)
• Zeitplan: Ende August 2011 – Ende Dezember 2011 (16 Wochen)
• 3 Hauptarbeitsbereiche: – Funktionale Leistungen – CRM Integration
– CMS Integration
• Projektsteuerung – Steuerungsgruppe: Projektsponsor (Member of Executive Board),
Head Global Sales, Head Solution Management, CIO – Projektteam: Business Unit Marketing & Communications, CRMOD
Owner, SPS Website Owner – Beteiligung anderer Personen falls nötig
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SPS Marketing Automation Roadmap (2011/2012)
Q1 FY’11
Q2 FY‘11
Q3 FY‘11
Q4 FY‘11
Q1 FY’12
Q2 FY’12
Q3 FY’12
Q4 FY‘12
Building a Business
Case
Tool Selection
Deployment Requirements
Deployment
Nurturing Roll Out
Initial Email Activity
CRM Integration
Newsletter Roll Out
Solutions Program
Welcome Program
Extended Solutions Nurtures
Sales Enablement
Lead Management Health Check
Reporting
Privacy Solution
Demand Centre: Ongoing Demand Creation Support
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SPS Marketing Automation Model
Demand Funnel
Scoring Nurturing
Data Governance
Demand Creation
(Inbound/Installed)
Sales Enablement
Met
rics
& R
epor
ting P
eople & S
kills
Marketing Operations
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Demand Funnel – Steuerung
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Market Insight and D
efinition – SP
S S
olution Portfolio –
CRM/Sales Methods Marketing Automation Tool
Results
Cam
paign Managem
ent
Awareness
Familiarity
Purchase
Loyality
Content
Dem
and
Generation
Bid
Client
Managem
ent
Clients
Word of
mouth W
eb Social
Media
Advertising S
ales contact N
ewspaper E
vents
Signing of contract
Client
manager
Hospitality
Inquiry
Marketing Qualified Lead
Becomes troubled
Defines needs
Sales accepted Lead
Sales Qualified Lead
Business Idea
Potential Opportunity
AO – Project Setup
AO – Concept Offer
AO – Binding Offer
AO – Contract
Closed / Won / Lost
Design Client Solution
Build Client Solution
Run and Maintain Client Solution
Cross- and Upspelling
SPS Demand Creation Methode
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Nurturing
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SPS Demand Creation Blueprint
Registration Page
Webcast Events
Welcome Nurture
Solutions Nurture
Extended Solutions Nurture
Sales alerts Sales follow up
Data Base
Auto-responder
Swisspost.com
Inbound
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Rahmen der SPS Nurturing Strategie
Master Router Welcome Program
(segment)
Extended Solution 1
Extended Solution 2
Extended Solution 3
Solution 1 Solution 2 Solution 3
Event-Management
Route
Welcome/Profile
Educate/Qualify
Stay top of mind/Further
educate
Transactional
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Entwicklungs-Approach
CH HK BLX
+
+
GER
+
+
++
+
+
+
+
+
+
+++
+
+
UK
+++
++
++
+
+
++
+
+
+
US
++
++
+
+
FR
+
++
+
+
+
IT
++
+
+
+
+
+
SK
+
++
+
+
PL
+
+
+
+
+
+
ES
+
+
+
+
+
PT
+
+
+
AT
+
+
+
+
+
+
IR
+
+
+
+
+
+
VT
+
+
+
UAE
+
+
+
+
+
+
SG
+
+
+
SCA
+
+
+
+
+
+
+
+
JP
+
+
+
Security & Identity Prod.
Hybrid & Secure E-Mail
Mailroom Solutions
Office & Media Services
Document Processing
Records Management
Document Output
Billing & Payment
E-Commerce
Customer Contact Mgt.
Value & Loyalty Cards
+++
++
+++
++
+++
++
++
++
+
+
++
++
+
Loyalty Marketing
Market presence or entry +
+++
++
Market leader or among top 3 players
Among top 10 players
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Lead Scoring
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Rahmen des DemandGen Lead Scorings
C
D
E
B
C
D
A
B
C Low Medium High
High
Medium
Low
Interest Level
Qua
lific
atio
n Le
vel
Marketing Qualified Lead (MQL)
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SPS Lead Scoring (Lösungen)
• Basierend auf Aktivität und Profil: • Präzises Bild eines potentiellen Käufers • Globale Vorgehensweise des Scorings • Ein Profil für jede Lösung
• Lösungsorientiertes Scoring (Multiprofile Scoring Modell)
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Was wir geliefert und erreicht haben
– Oracle CRMOD Integrierung
– Integrierung von sechs Webseiten
– Welcome and Solution Nurtures
– Event Management Program
– Interne and externe Newsletter
– Subscription Model
– Contact Database Analysis (c30k)
– 10 Nurturing-Programme in der Entwicklung
– Öffnungsrate: 46.8%
– Click-Through-Rate: 9%
– Multi-Profile Lead-Scoring Systeme
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Schlussfolgerungen
• „Revolution“ im Marketing – Chance für Kompetenzentwicklung • Marketing wird „messbar“– Chance für die Positionierung der
Marketingfunktion • „Harte“ Prozess Integration – Chance zur Realisierung der
Zusammenarbeit zwischen Marketing und Vertrieb • Content wird entscheidend – es gibt genug und Kreativität hilft • Nutzen von Best Practice – Chance für eine schnelle Umsetzung • Lead Profiling – Chance zur Effektivitätssteigerung • Inbound und Outbound – Chance zur Schliessung des Kreislaufes • Investition – Risiko des Know-how Transfers • Privacy – Risiko für Projektverzug
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Q&A Diskussion
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Danke für Ihre Aufmerksamkeit!