june artim smc 2
TRANSCRIPT
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HOW TO INCREASE
INBOUND
Melbourne Breakfast Seminar
TO IMPROVE SALES AND BE MORE RELEVANT
Sean Culhane
Inbound Marketing Specialist
Aprimo
CAMPAIGN RESULTS
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a quick poll…
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3
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Traditional Campaigns have
grown less effective
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Who dropped by the shop?
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Who paid a visit online?
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How did they visit?
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We know transaction histories..
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The events they attended..
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We can ID their location
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Data is
Everywhere!
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Yet your Audience is more
Distracted than Ever!
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How do we break through?
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17 I don’t even exist.
0
My Klout Score is Zero
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I have 1,847,920 followers.
99Fix my problem,
or I’ll broadcast.
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Customers dislike calling…
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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!
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When we do reach out, weexpect to be unique & special
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Evolution of
Inbound Marketing
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Sell!
Sell!
Sell!
Call Judy
Sell!
Sell!
Sell!
Be Friendly!
Sell!
Sell! Cust.AlwaysRight!
Sell!
Sell!
Sell! Sell!
Sell!
Sell!
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“Campaign of the Month”
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Offers piped in…
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Copyright © 2011 by Teradata Corporation
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These approaches work well
BUT…there is a better way!
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Aprimo’s 4 Tips for
Increasing Inbound Results
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1) Leverage all you Knowabout the Individual
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2) Market to the Individual
..Not the segment
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3) Leverage Inbound to improve ROI for Outbound Campaigns
“Call to Action”
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4) Use a Real Time Decision Engine built for Marketers
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don’t take my word for it...
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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.
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Observations from Gartner
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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
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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
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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
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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
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• 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
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Integrated Marketing
ManagementApplication Interface
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Message Repository
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Message Detail
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Strategy Management
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Likelihood
Interaction Length
Business Value
Strategy Management
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Integrated Marketing
Management
Gartner’s
Magic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
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Integrated Marketing
Management
Gartner’s
Magic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
What yourPredecessor
brought
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Integrated Marketing
Management
Gartner’s
Magic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
What yourPredecessor
brought
AvoidThese
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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)
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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
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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
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Copyright © 2012 by Teradata Corporation