june artim smc 2

HOW TO INCREASE

INBOUND

Melbourne Breakfast Seminar

TO IMPROVE SALES AND BE MORE RELEVANT

Sean Culhane

Inbound Marketing Specialist

Aprimo

CAMPAIGN RESULTS

a quick poll…

3

Traditional Campaigns have

grown less effective

Who dropped by the shop?

Who paid a visit online?

How did they visit?

We know transaction histories..

The events they attended..

We can ID their location

Data is

Everywhere!

15

Yet your Audience is more

Distracted than Ever!

16

How do we break through?

17 I don’t even exist.

0

My Klout Score is Zero

18

I have 1,847,920 followers.

99Fix my problem,

or I’ll broadcast.

19

Customers dislike calling…

20

21

10.9 millionFacebook Users

6.6m Check Daily

1.8 millionTwitter Users

11 millionYouTube Users

3 millionLinkedIn Users

1.1 millionGoogle+ Users

470,000Pinterest Users

63,000Foursquare Users

..But they will talk!

22

When we do reach out, weexpect to be unique & special

23

Evolution of

Inbound Marketing

Sell!

Sell!

Sell!

Call Judy

Sell!

Sell!

Sell!

Be Friendly!

Sell!

Sell! Cust.AlwaysRight!

Sell!

Sell!

Sell! Sell!

Sell!

Sell!

26

“Campaign of the Month”

27

Offers piped in…

Copyright © 2011 by Teradata Corporation

28

29

These approaches work well

BUT…there is a better way!

Aprimo’s 4 Tips for

Increasing Inbound Results

32

1) Leverage all you Knowabout the Individual

33

2) Market to the Individual

..Not the segment

3) Leverage Inbound to improve ROI for Outbound Campaigns

“Call to Action”

4) Use a Real Time Decision Engine built for Marketers

don’t take my word for it...

37

Suresh Vittal, Senior Analyst, “Technologies That Enable Inbound Marketing”

Inbound Marketing can fail if:

– Offers are irrelevant

– The overall relationship is ignored

– The Purpose of interaction is compromised

Context is King.

Observations from Gartner

39

A Winning Inbound Solution..

Leverages complete customer profile Embraces Social Platforms Responds to shifts in context, behavior Returns in less than a second Tracks multiple level of responses Learns relentlessly Designed Specifically for Marketers Empowers

Aprimo Real-Time Interaction Manager

Business Users(Browser)

Aprimo Real-Time Interaction Manager

Customer Touchpoints

Utilizes existing touchpoint applications to display messages.

Responses

Aprimo Real Time

Interaction Manager

Organizational View Of The Interaction

Corporate Marketing

Customer Channels

• Revenue• Retention• Loyalty

• Customer experience

• Contact management

• Satisfaction

• Quality• Cost of service• Other SLAs

Organisational View of the

Interaction

Eligibility

•Customer does not already own product

•Customer value is at least medium

•Customer has good credit

Contextual

•Interacting with an agent who has sales training

•Transaction type

•Call reason is not complaint

•No open cases

Contact History

•Has not rejected the offer in the last 60 days

•Has not seen any related offers in any channel in the last week

Arbitration

•Prioritize messages by expected revenue

•Prioritize retention messages higher than cross-sell

•Maximize customer satisfaction

Cross-Sell Best MessagesRetentionUp-Sell Informational

Aprimo Real Time

Interaction Manager

• Analyze real-time information to make optimal predictions

• Predict

– Likelihood to accept

– Amount deposited / bought

– Operational impact (AHT)

– Customer satisfaction

– Net promoter score (NPS)• Provide insight on the attributes driving customer

behavior

• Make effective predictions with low maintenance overhead

Message Responses

Customer Metrics

Operational Impact

$

Multidimensional Learning Analytics

Improve Continuously & Automatically

Integrated Marketing

ManagementApplication Interface

45

Message Repository

Message Detail

47

Strategy Management

48

Likelihood

Interaction Length

Business Value

Strategy Management

Integrated Marketing

Management

Gartner’s

Magic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

Integrated Marketing

Management

Gartner’s

Magic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

Integrated Marketing

Management

Gartner’s

Magic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

AvoidThese

Integrated Marketing

Management

Gartner’s

Magic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

AvoidThese

What you want to buy

(but your boss won’t let you)

Integrated Marketing

Management

Gartner’s

Magic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

AvoidThese

What you want to buy

(but your boss won’t let you)

BuyThese

Integrated Marketing

ManagementAprimo: a Recognised Leader

Multi-Channel Campaign

Management (MCCM)

May 2012

Marketing Resource

Management (MRM)

January 2012

Integrated Marketing

Management (IMM)

October 2011

Copyright © 2012 by Teradata Corporation