john easton, amex
TRANSCRIPT
Acquisition Case StudyAcquisition Case Study
John EastonMarketing Manager
American Express Corporate Services
2
AgendaAgenda
The American Express business
Current approach to Lead Generation
Evolving the Inbound channel
Where do we want to get to?
3
The American Express B2B businessThe American Express B2B business
B2B Consumer
BusinessTravel
Merchant Services
Commercial Card
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American Express Global Commercial CardAmerican Express Global Commercial Card
Fortune 500
Truly global customers that make globally-led decisions
Card programmes covering many different spend commodities
Dedicated account management structure
Localised companies
Turnover $3m - $500m
Large single market organisations or local decision-making
Turnover >$500m
Mid Market
National
Multinational
Global
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1. SuspectDemand Generation
1. SuspectDemand Generation
7
9
3. New ClientSet-up and early engagement
3. New ClientSet-up and early engagement
2. ProspectSales Pipeline Nurturing
2. ProspectSales Pipeline Nurturing
Customer journeyCustomer journey
5. Mature ClientProgram management
5. Mature ClientProgram management
4. Mature ClientAccount management
4. Mature ClientAccount management
6. Mature ClientReporting &statements
6. Mature ClientReporting &statements
7. Mature ClientCompliance & Marketing communications
7. Mature ClientCompliance & Marketing communications
8. At RiskLoyalty and trigger communications
8. At RiskLoyalty and trigger communications
9. Win-back9. Win-back
1
23
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5
6
8
7
91. SuspectDemand Generation
1. SuspectDemand Generation
2. ProspectSales Pipeline Nurturing
2. ProspectSales Pipeline Nurturing
1
2
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Our current approach to Lead GenerationOur current approach to Lead Generation
12%
20% Existing Customers
Airline
Partnerships
Telemarketing
Cold Calling
Inbound
Online Lead Generation / Management Tool CRM
UNIVERSE
LEADS
WINS
Telesales
Field Sales
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Shifting the focus to Inbound leadsShifting the focus to Inbound leads
35%Conversion
18%Conversion
Hot, Inbound Leads
Cold, Outbound Leads
Active engagement
Lower cost of acquisition
Convert at a high rate
Varied levels of engagement
Significant costs associated with list purchase, DM and telemarketing
Leads Conversion Wins
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Strategy and executionStrategy and execution
CreateIntroduce a digital programme that:
1. Nurtures the prospect base
2. Tracks prospect behaviour
3. Delivers regular, tailored and relevant marketing communications
4. Supplies high quality leads
Implement
Manage
Measure
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Sales
Lead Evaluation & Scoring
How will it work?How will it work?
Marketing Automatio
nCampaign
Automation Engine
Marketing
Inbound Leads
‘Hot’ Prospects
Warm Lists
10
November - April
Quickstart Plan Quickstart Plan
Step 1: Programme proposal
Step 2: Creative and programme development
Step 3: Creative and system implementation
Step 4: Lead scoring and prospect extract load
Step 5: Programme launch
Mid July
End July
August
September
October
Step 6: Programme test
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1. SuspectDemand GenerationUPD pre-qualification
1. SuspectDemand GenerationUPD pre-qualification
7
9
3. New ClientSet-up and early engagement
3. New ClientSet-up and early engagement
2. ProspectSales Pipeline Nurturing
2. ProspectSales Pipeline Nurturing
Where do we want to get to?Where do we want to get to?
5. Mature ClientProgram management
5. Mature ClientProgram management
4. Mature ClientAccount management
4. Mature ClientAccount management
6. Mature ClientReporting &statements
6. Mature ClientReporting &statements
7. Mature ClientCompliance & Marketing communications
7. Mature ClientCompliance & Marketing communications
8. At RiskLoyalty and trigger communications
8. At RiskLoyalty and trigger communications
9. Win-back9. Win-back
1
23
4
5
6
8
7
9
• Predefined, well qualified
universe
• Higher quality Leads• Lower cost
per lead• Improved lead to signing rate
• Earlier first billing date
• Structured cross sell process
• Cheaper, more effective
communication channel• Increased customer
engagement and loyalty
• Behaviour driven
marketing programme
• More loyal, engaged
customers = less risk