demand center of excellence - edynamic/media/upload/pdfs/fortune_50 case_study.pdf · defined the...

Case Study – Demand Center of Excellencefor a Fortune 50 CompanyeDynamic closely partnered with a Fortune 50 Company, combining eDynamic’s expertise in strategy, planningand execution, with the client‘s own strategic objectives to create a high-performance marketing machine thatdrives revenue and provides a very good return on the Demand Generation investment.

The client (a Fortune 50 Company and a global leader) was looking to break new ground in marketing usingbest-in-class technologies and techniques so that they are able to quickly ramp up to the level of a DemandGeneration Best Practice Organization.

They wanted eDynamic to support them on 3 continents, in 5 languages and across multiple business unitsproviding:

Our approach:Our plan emphasizes a strong foundation for lead management based on a deep understanding of business needs

Strategy Consulting

1

Requirement of the client:

Eloqua Implementation & Integration with CMS, CRM platforms

Best Practices in Lead Management and Online Strategy

Execution and Implementation of Demand Generation Campaigns

Execution Design Implementation IterationsCampaignExecution

Assess Sales andMarketing (Americas)needs

Design demandgeneration processto drive salesstrategy

Implement Eloqua Develop initialCampaigns andSales Tools

Evaluate Campaignand Tools effectiveness,adjust, execute

Evaluate Sales adoption,adjust, execute

Train Sales andMarketing staff

Execute InitialCampaigns andSales Tools

Integrate Salesforcewith Eloqua

Define requirements

Project Vision Business ProcessDesign

Eloqua install withintegration withSalesforce

Documentation Campaigns

CampaignsRequirements

Act

iviti

esD

eliv

erab

les

----------------------------------------------------------------------------------------------------------------------------------------------------------------

Our Solution:For successful demand generation, you need to look beyond the tool and its functionality. Demand generationmust be viewed as a process that helps generate new business opportunities, manage business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and salesresults. And it must be supported by the proper skills, processes, organizational readiness and alignment.eDynamic helped the client achieve this by creating a Demand Center of Excellence.

2

Strategy to Execution:

Strategy and Planning

Install and Integrate

Install and IntegrateEvaluate and Optimize

OngoingOperations

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Initial Planning and Installation

Lead Forward/Revenue Back Database Analysis

Campaign Management

Lead Management

Marketing MeasurementPlan and Design Demand Gen Framework

Plan and Design Reporting/Analysis Framework

Vertical-specific (Acquisition) Campaign Planning

CM (Customer) Campaign Planning

Data Model

Email Templates

Form and Landing Pages

Lead Scoring V1.0

Sitecore Web Form Integration

SFDC Integration

Install and Configure Marketing Automation

Vertical-specific (Acquisition) Campaign

Evaluate Sales Impact and Adoption

Lead Scoring Review and Adjustment

Process Adjustment

Add new campaigns

CM Campaign

Real-time Sales Alerts

Sales Lead Queues

Scoring and Routing

Closed-loop Reporting

Campaigns Launch

Q2 Q3 Q4

(The above diagram illustrates how eDynamic partnered with the client in setting up the Demand Center of Excellence)

3

eDynamic partner with the client and :

Defined the KPIs and Metrics that you would be needed

Integrated of their technology investments

Created a lead management framework

Defined the approach, process and methodology to setting up a Demand Center of Excellence

As a part of this engagement:

eDynamic provides

Assessment and design of marketing process

Eloqua license, implementation and integration with Salesforce

Marketing training

Campaign design and implementation

Marketing operations

Client provides

Senior operations advocate, mover, shaker

Early access to selling team, major project stakeholders

Marketing analysis, content and existing collateral

Evangelist team to drive expansion and adoption for future markets

4

Design and Development of 6 Fully Automated Nurture Programs triggered directly from salesforce.com

Designed Workflow and Integration Architecture

Database Management

Creative Layouts

End-to-end Implementation

eDynamic implemented - 1000 Client Nurture Program to Support Sales/Account Managers through multiple stagesin the buying cycle

Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in SFDC.

Includes Scoring

Reporting and Analytics

5

Remove

Remove

Client Status= Authorized

to Trade(Approved)

First FX andLC Transaction

= Blank?

Market?Canada

Language?

English

Non US/CA

Remove

NCS date >30 days?

PrimaryCampaign =

"30k" and"MR"?

Client Status =Never Traded

OR Closed LostOR Dormant

Remove

Remove

Remove

Wait 16 days


= Blank?

Client Status= Never Traded

OR ClosedLost ORDormant

E-mail With NoOffer V1

(send onceONLY to each

recipient)

Pause forConfirmationSend List to

Daily at8 am ET

End

End/Remove

Client Data N N N

Y

Y

Y

Y

N

N

Y

Y

Y Y

N

Y

N

Y

N

Remove Remove

Remove

eDynamic For AXP FXIP US - Activate Now v2.6

Remove

Remove

N

N

N

Y

Y

Y

N

N

N

N

Retry for16 days.

ComplianceClient Type ="Corporate"?

Exclude and GaveAll PREVIOUS

recipients of theActivate Now

Program on orafter June 20,

2012

Client Type ="Corporate"?

Is NCS CompleteDate within last

12 months?

PrimaryCampaign

Name contains"2012" and

"30k"?

PrimaryCampaign

Name contains"OPEN.com"and "30k"?

1K PortfolioA2T

CampaignPromotionFollow-up


= Blank?

Client Status= Never Traded

OR ClosedLost ORDormant


to Trade(Approved)

Is today =NCS Date -15 Days?


DailyAt 8 am ET


Daily at8 am ET

E-mail 1DoubleMR Offer

(send onceONLY to

each recipient)

PrimaryCampaign =

"30K" and "MR"?


Daily at 8 am ET

Wait 20 days


= Blank?

Client Status= Never TradedOR Closed Lost

OR Dormant


to Trade(Approved)

Pause forConfirmation

Send Listto Daily at8 am ET

E-mail 2 DoubleMR Reminder(send once

ONLY to eachrecipient)

E-mail WithNo Offer v2(send once

ONLY toeach recipient)


to Trade(Approved)

Y

Y

N

N

Y

Y

US

Y

Y

6

eDynamic provided end-to-end Campaign Management and Execution

Project management

Content Creation and design

Integration of demo video

Campaign Automation

eDynamic provided end-to-end Strategy, Creative Development Campaign Deployment and Post-Campaign Analysis

Lead Scoring

Multi-page Hypersite with URLs

Forms

Metrics and Reporting

April 11

Datauploaded

into Eloqua

URL's Createdand File exported

Agency mail-merge(URL's) and sends

Mail

ADMs Followup (BetweenEmail Sends)

014A Event MicroSite RSVP Reg Form

Registered

YES

YES

NO

NO

NO

NO

006 EmailConfirmation

009. Email Week-before Reminder

+ Checklist +Bridge Number

Conference Attended?72 Hours

011. Email -Thank you

for Attending

013. Email -Links to

Sessions/Conference

Event Photos

Datauploaded

into Eloqua

Visited but didnot Register?

Notify EventManager

ADM MakesContact

Interested inRegistering?

End

End

014B RSVP Reg Form(ADM View with ADM

input Field)

YES - ADM registers customers

001. EmailInvite #1

002. EmailInvite #2

003. EmailInvite #3

004. EmailInvite #4

April 25 May 9 May 23 June 7 June 14

7

ProgramUK Inside Edge - Live Event RSVP 2011 04 (Standard Mode)

OVERVIEW - The program was last evaluated on 4/15/2011 at 5:06 PM (GMT-05:00) Eastern Time (US & Canada)

001. StartIn Step: 0

Alt 002. CreateIn Step: 0

Alt 003. SendInvite 1In Step: 183

Y:006. Head Unit 1Week Prior to the eventIn Step: 0 Y: 007. Notify

AgentIn Step: 0

N:005. Wait for 2 weeksIn Step: 0

N:009. Send Invite2In Step: 0

Y: 006 Mold Unit 1Week Prior to theevent

005. SendReminder One weekBeforeThe EventIn Step: 0

After 2 days

Registered?Contacts

ConferenceData?

(Contacts)

After 3 days

M: VisitedHypersite(Contacts)

Registered?Contacts

8

ProgramUK Inside Edge - Live Event RSVP 2011 04 (Standard Mode)

Y:006. Hold Until 1Week Prior to the eventIn Step: 0 Y:007. Notify Agent

In Step: 0N:005. Wait for 2weeksIn Step: 0

Registered?(Contacts)

Y:006. Hold Until1 Week Prior tothe event

N:009. Send Invite 2In Step: 0

After 2 days


N: VisitedHypersite?(Contacts)

Y:007. NotifyAgent

Y: 006. Hold Until1 Week Prior tothe event

N:010. Wait 2 weeksIn Step: 0

A1:011. Send Invite 3In Step: 0


After 2 days

N: VisitedHypersite?(Contacts)

005. SendReminder One weekBefore The EventIn Step: 0

ConferenceData?

(Contacts)

Y:015. UploadAttendee ListIn Step: 0

N:014. Add toNon-RespondersGroup

A1:017. SendThank you forAttending emailIn Step: 0

A1:018. SendSession Follow-upEmailIn Step: 0

A1: 015. Removefrom Program

After 3 days

9

eDynamic provided Strategy, and end-to-end execution resulting in a sold-out event

Microsites for PPC

Linked-in Campaigns

Other campaigns

eDynamic provided Strategy, and end-to-end execution including A/B testing and Campaign Performance Reportingfor the client

Data fromSFDC

Agency isProvided

Vanity URL

Agency isProvided

Vanity URL

DM 2(Incentive -

D2)

DM 1(HelicopterOffer - D1)

Email 2(Incentive -

E2)

Email 1(HelicopterOffer - E1)

Upload asContacts in

Eloqua

Upload asContacts in

Eloqua

Upload asContacts/Prospectsin Eloqua

Upload asContacts/Prospectsin Eloqua

4 Segments

Email 1(w Vanity URL)

Email 2(w Vanity URL)

DM1(w Vanity URL)

DM2(w Vanity URL)

L1Landing Page +

Registration Form

L2Landing Page +

Registration Form

L3Landing Page +

Registration Form

L4Landing Page +

Registration Form

Email 1Reminder (w

pURL)

Email 2Reminder (w

pURL)

Registered?

NO

YES

Send EmailNofification

to GraceLam

Route toMBDs

GenericConfirmation

Page

Run IntegrationEvent to updateSFDC campaign

status to"Responded"

Campaignreport inSFDC

Save toContactGroup

Export tocsv for

analysis(if reqd)

eDynamic to create 4 Destination URLs (DUs)AXP to generate vanity URLs that point to the DUs e.g. DU - http://corporate.americanexpress.com/content/copter_emailVU - http://corporate.americanexpress.com/copter1

10

Customer Preference Center

Pro-active campaign with A/B testing to capture Channel preference information

Opt-in the Email Base

CPC Enhancement Project 2011

Salesforce.com Build 2010, Enhancements 2011

CMT Enhancements 2011

Eloqua

PA Opt-in Campaigns(Email and DM)

Build the email base withCardmembers and PAs

"eSwitch" ServicingCampaigns

Capture new emailaddress

Annual Servicingrefresh of the Base

11

Benefits:The Client is able to quickly ramp up to the level of a Demand Generation Best Practice Organization

Generated twice as much revenue per marketing dollar in demand generation

Communications: CPC Marketing RoadmapOpt-in the existing Email

Base - PA only

Refresh Email Base Prefs - PA & CM

No EmailMarketing

Email: Don't miss outTest content & Channel vs.

channel vs. non to design pref. center

PA - DM: Don'tmiss out Establish

baseline

Programme Administrator Cardmember

Online - Don't missout message / free

resources

Online / MYCABanners - Updateyour preferences

CardmemberStatement Inserts

(Jan 12)

PA - DM: Incentivevs. non incentive

Follow up

Links and remindersin @ Work and PA

Portal

Online / MYCABanners - Offersand Incentives

CardmemberDirect Mail (Jan 12)

2011

2011

2011

No Response

NoResponse

Respond toPref Center



Respond toPref Center/

MYCA

Respond toPref Center/

MYCA

NoResponse

No Response

No Response

No Response

2011

2011

2012 2012 2012 2012

20122011 2011

Email: Incentive to respondvs. non incentive

Follow up vs. non follow up

DM: 2nd Follow upTest follow up vs. non follow up

Email: Annual service message Test - 1 click vs. preferences

Building on the Email Base - PA & CM

Email captured in Databases

Marketing emailsEnter local email programme

Preference Center - test content & channel choices to establish format (Feb 11)Do not opt in to marketing emails Opt in to marketing emails

demand center of excellence - edynamic/media/upload/pdfs/fortune_50 case_study.pdf · defined the...

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