june artim smc 2
TRANSCRIPT
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
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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!
22
When we do reach out, weexpect to be unique & special
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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
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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