Post on 27-Jan-2015
description
HOW TO INCREASEINBOUND
Melbourne Breakfast Seminar
TO IMPROVE SALES AND BE MORE RELEVANT
Sean CulhaneInbound Marketing SpecialistAprimo
CAMPAIGN RESULTS
a quick poll…
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Traditional Campaigns havegrown 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 isEverywhere!
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Yet your Audience is moreDistracted than Ever!
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How do we break through?
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 ofInbound Marketing
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…
Copyright © 2011 by Teradata Corporation
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These approaches work well BUT…there is a better way!
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
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...
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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.
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
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 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
Integrated Marketing ManagementApplication Interface
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Message Repository
Message Detail
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Strategy Management
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Likelihood
Interaction Length
Business Value
Strategy Management
Integrated Marketing ManagementGartner’sMagic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
Integrated Marketing ManagementGartner’sMagic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
What yourPredecessor
brought
Integrated Marketing ManagementGartner’sMagic Quadrant
Ab
ilit
y t
o E
xecu
te
VisionariesNiche Players
What yourPredecessor
brought
AvoidThese
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)
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
Integrated Marketing ManagementAprimo: a Recognised Leader
Multi-Channel CampaignManagement (MCCM)
May 2012
Marketing ResourceManagement (MRM)
January 2012
Integrated MarketingManagement (IMM)
October 2011
Copyright © 2012 by Teradata Corporation