© 2006 copyright Zoomio A/S

Event-Driven Marketing Automation

Christopher NashDirector of Product Management chris@zoomio.com

November 2006

Welcome

• Welcome and nice to be here

My background…

• Early internet user• Marketing and communications• Zoomio and MyMarketingMachine

The problem (2002)

• Make it easier, faster to generate leads and sales … as fast and affordable as possible

• Tools available, but for larger companies that can afford

• Need marketing tools made for generating sales results

• Email tools available, but not enough. Also need human interaction in the sales communication/sales process.

The solution … event-driven marketing

What is event-driven marketing?

• An event is the occurrence of a response in a communication process

• Simple examples: – I call up a prospect and ask if they want to buy. The

person says maybe… – An airline sends an email to a customer and offers low-

cost flight tickets

• In these communication processes there are passive and active responses

• For given responses event triggers can advance the process

How can we structure communication processes?

communicate passive responses active responses

Not answer phoneWrong number

Email openEmail sentEmail bounce

SMS sentSMS notification okSMS notification failSMS notification full

Web banner clickWeb form openWeb page open

Phone

Email

SMS

Web banner

Web form

Mail

TM AnswersTM accept / emailTM not interested

Email replyEmail clickEmail unsubscribe

SMS replySMS unsubscribe

Web page link clickWeb form submit

automated triggersSend email

Send SMS

Add to call list

Add to list

Remove from list

Update attribute value

Send snail mail

Create CRM action

Update backend

MyMarketingMachine

Build Integrated Campaign• Design campaign flow • Import/segment target list• Create telemarketing script• Create emails (any format)• Create webforms• Run campaign• Collect results in realtime• Forward leads to sales• Analyze results

TargetList

@

@@

@

@

Track Responses• Telemark. completes? • Telemark. responses? • Received email?• Bounced email?• Opened email?• Clicked on web links?• Completed webform?• Responded to email?

Realtime Actions• Auto reply email• Trigger email • If-then call• If-then email• Report of responses• Leads to sales

Core proprietary technology:

•Execution manager•Prospect progression table

Technology platform:

•Microsoft .NET•Web services

How companies use our system

Simple processes Increasingly advanced processes

Com

plex

ity

For example: e-newsletter low volume - up to 50K

For example: B2B seminar invitation B2B book a meeting B2C prize drawing

N

For example: e-newsletter e-sales letter high volume - 50K to x Million data integration

For example: B2B or B2C TM sales organizational recruiting

N

N

For example: channel sales continuous communication

For example: integration with CRM camp. responses to CRM sales

Examples

• Sterling – low cost airline• GN Netcom Sweden – manufacture and

market headsets for business, call centers and mobile

• Jetpak – same day-next day airline and courier

Sterling

• Approx. 1 million emails per campaign• Measure sales from emails• Data integrated

• Let’s login and have a look …

GN Netcom campaign for call centers

• Purpose– Gain greater penetration of call center market with free giveaway of GN

8210 digital amplifier for headsets to call centers

• Concept– Using recently purchased list of call centers, send letter offering a free

8210 and include call to action to: Go to web page to apply for free 8210; the web page is hosted on MMM

• Elements– Call center list– Unique 6 digit code per letter– Letter to call centers (Carin)– Campaign landing page, 2 microsite pages, 1 request form– E-mail to confirm requested 8210 giveaway unit – Javascript to validate requests and prevent repeat requests– Activity transferred to MSCRM for each partner contact request (Note:

implementation of this part depends on MSCRM installation)

8210 campaign for call centers – campaign flow

List of call centers

MSCRM Task to Carin

fulfill WITH GN headset

Mixed –named and unnamed

Letter“Call to action”Go to www… to

learn more

Campaign Landing web PageRe 8210 giveaway

Web formrequest a free 8210

Web Page 1 Benefits of 8210 for

call centers

Web Page 2 Benefits of 8210 for

call centers

PIN validation prevents re-

orders

Auto e-mail customer to confirm

requestLead Distribution & Follow up

Validation on all fields

(Continued next slide)

If question: MMM e-mail

notification to Carin

MSCRM Taskto Carin answer

inquiry (see your email)

In Outlook

Enter your ID code from the

letter

MSCRM TaskEmail (closed)

shows campaign

participants

MSCRM Task to Carin

fulfill WITHOUTGN headset

8210 campaign for call centers – Lead distribution

E-mail builder:write answerand submit

to send

MMM e-mailTo customerwith answer

MSCRM Task to Carin

fulfill WITH GN headset

MSCRM Taskto Carin answer

inquiry (see your email)

If question: MMM e-mail

notification to Carin

Link to webform

In Outlook

If partner named:

assign to salesperson

If no partner named:

fulfill direct

MSCRM Task to Carin

fulfill WITHOUTGN headset

If partner named:

assign to salesperson

If no partner named:

fulfill direct

Mailer

Call to Action

Your unique PIN code

Sign In Form (PIN Page)

Next button

Link to web form to request a PIN

code

Reply form

• What brand of headset do you use to today?

• What percentage of employees uses headsets?

• What company is your current supplier of headsets and accessories?

• Would you like to be kept informed of relevant information from GN Netcom?

Value of Check box determines lead routing in CRM

Set up in MMM

Value of Check box determines lead routing in CRM

More results

• 660 contacts that received the mailing • 79 contacts responded by logging into the

landing page using a PIN code. • Of these, 67 contacts ordered a GN 8210 – a 10

percent response to the offer • 27 respondents that previously were not using

GN Netcom headsets • 20 that said they use headsets from a primary

competitor in the market • 15 companies replied that they currently do

not have a supplier of headsets • All respondents said they would like to receive

information from GN Netcom on an ongoing basis

Jetpak

• Same day and next day package/goods transport company

• Scandinavian countries – Our 140 Nordic service centres enable us to offer

the best conceivable infrastructure. – Our 700 courier vehicles enable us to offer a

superior local presence. – Our 2500 flight departures /24 hrs enable us to

offer the highest frequency and best coverage

Jetpak campaign

Problem

• When Jetpak signs up new customers, Jetpak know who the Agreement Holder is, but this is often not the person who orders the Jetpak service

Solution

• Develop a campaign process to communicate to the Agreement Holder, ask that person to identify the Jetpak users (Operators) and then Jetpak can communicate to the Operators to get them to ship using Jetpak

Jetpak campaign flow

Results – first half 2006

• Approx. 10.000 customers in the process• 60 percent of these are dormant• 15 percent have booked • Of these 20 percent have booked more

than one time, 10 percent have booked more than three times

2 months running

Actual Turnover 07-04-2006

Customers with No Action 9550 54,10% Local Curr SEK

Customers with Action 4383 45,90% NOK 1.572.875 1.840.264Total Customers i JEM 13933 100,00% SEK 3.472.331 3.472.331

DKK 299.236 368.060

Estimated turnover YTD JEM AWB SEK TOTAL SEK 5.680.655

NO average AWB - NOK: 1 791,- 1.292 2.799.764

SE average AWB - SEK: 2 435,- 2.606 6.345.610 3 months running

DK average AWB - DKK: 1 958,- 271 673.706 Actual Turnover 07-05-2006

Total AWB/SEK: 4.169 9.819.080 Local Curr SEK

NOK 2.258.362 2.732.618Original Estimate avg AWB 2 month 3 months SEK 7.462.630 7.462.630NOK - 1 100,- 1.781 1.791 DKK 528.730 671.487

SEK - 1 850,- 2.437 2.435 TOTAL SEK 10.866.735

DKK - 1 450,- 2.064 1.958

Demo

• Build a demo campaign to show event triggers in action

How do we see our business developing?

• Business– New VC investment in early 2007

• Product– Easier to use and more ways to use events– More standard integration connectors

• Software Market – Email marketing is a driver within multi-channel marketing

– However, now that email marketing itself is mainstream, companies are looking to add more value to email marketing

• Geographies– With new investment we will accelerate in Germany, Sweden,

and UK

Contact me if questions

• chris@zoomio.com• +45 6170 8407 mobile• www.zoomio.com

Where we fit into the technology landscape

• Marketing Automation• Mutichannel marketing• Campaign exectuion• Marketing automation intergrated with CRM• 100% Microsoft .NET technology (certified)

Market players Who is actors in the Multi-channel market

CRMMarketing

The Mid Market

Suites including CRM etc. Best of breed.

An Exploitable Platform

Customers buy a

connector and integrate their CRM to MMM

Customers can integrate to MMM via

ourweb services

Cusomers can pay monthly subscription

to use MMM

On limited basis, customer can buy an enterprise version of MMM for dedicated

installation

QualifyQualify

InteractInteract

DemoDemo

ProposalProposal

WinWin

ProspectProspect

SuspectSuspect

EnhanceEnhance

UpgradeUpgrade

CRMThe

SalesFunnel

Accelerating the sales cycle

Loyalty

Leads

MaintainMaintain