how to increase inbound campaign results

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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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Awesome presentation from Sean Culhane on the need for real-time decisioning and ARTIM. Created for the Melbourne Breakfast Seminar series.

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Page 1: How to increase Inbound Campaign results

HOW TO INCREASEINBOUND

Melbourne Breakfast Seminar

TO IMPROVE SALES AND BE MORE RELEVANT

Sean CulhaneInbound Marketing SpecialistAprimo

CAMPAIGN RESULTS

Page 2: How to increase Inbound Campaign results

a quick poll…

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3

Page 4: How to increase Inbound Campaign results

Traditional Campaigns havegrown less effective

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Page 6: How to increase Inbound Campaign results
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Who dropped by the shop?

Page 9: How to increase Inbound Campaign results

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 isEverywhere!

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Yet your Audience is moreDistracted 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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18

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 ofInbound Marketing

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Sell!

Sell!

Sell!

Call Judy

Sell!

Sell!

Sell!

Be Friendly!

Sell!

Sell!

Sell!

Cust.AlwaysRight!

Sell!

Sell!

Sell! Sell!

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

28

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Page 30: How to increase Inbound Campaign results

These approaches work well BUT…there is a better way!

Page 31: How to increase Inbound Campaign results

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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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.

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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 predictionsPredict

Likelihood to acceptAmount deposited / boughtOperational impact (AHT)Customer satisfactionNet promoter score (NPS)

Provide insight on the attributes driving customer behaviorMake 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 ManagementGartner’sMagic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

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Integrated Marketing ManagementGartner’sMagic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

Page 51: How to increase Inbound Campaign results

Integrated Marketing ManagementGartner’sMagic Quadrant

Ab

ilit

y t

o E

xecu

te

VisionariesNiche Players

What yourPredecessor

brought

AvoidThese

Page 52: How to increase Inbound Campaign results

Integrated Marketing ManagementGartner’sMagic 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)

Page 53: How to increase Inbound Campaign results

Integrated Marketing ManagementGartner’sMagic 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

Page 54: How to increase Inbound Campaign results

Integrated Marketing ManagementAprimo: a Recognised Leader

Multi-Channel CampaignManagement (MCCM)

May 2012

Marketing ResourceManagement (MRM)

January 2012

Integrated MarketingManagement (IMM)

October 2011

Page 55: How to increase Inbound Campaign results

Copyright © 2012 by Teradata Corporation