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Aprimo + Salesforce Master Deck
 

Aprimo + Salesforce Master Deck

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  • Aprimo Master PowerPoint template instructions:When importing slides from other presentations, formatting issues such as font, text size or color discrepancies can occur.  Most of these problems can be fixed by updating the layout of the slide.  Click on the home tab> then select the layout dropdown menu> choose the updated title, text or content slide. If there are graphic elements from previous presentations that are not selectable or erasable it’s likely that they are elements from a previous template.  To fix this, click view> Slide Master.  You should see template slides appear the left side of the screen.  In the slide master view, the undesired elements should be unlocked and editable.  Once you have the desired result, return to the presentation by clicking slide master> close master view.     To turn off page numbers go to slide 3> click the insert tab> header & footer> uncheck the ‘slide number’ box> click ‘apply to all’
  • You can see the growth of our company and of cloud computing evidenced by the growth of our revenue.Salesforce.com currently has an annual revenue run rate of over $1.7Billion and is grew at 30% year over year in our latest fiscal quarter.Salesforce to be a $5bb cloud platform company by 2014. Go head to head with Microsoft and Oracle. Applications are through integrations and best of breed SaaSparnters.$1bb in revenue through OEM II program by 2014.Selective joint venture in application (RemedyForce and Financial Force).
  • Some of the largest and most important companies in the world have standardized on SalesforceIt’s because they can trust cloud computing. It’s more secure, more reliable, and better performing than on-premise software
  • Aprimo Service to Sales user:OfferingARTIM per user for Salesforce Service Cloud combined with Custom Objects1 Custom TabSalesforce REST API integrationMarketSalesforce Service Cloud customers and ProspectsBenefits – we do not have a team selling into the Service organization which is a primary target for ARTIM.PricingPer user pricing exactly like per user pricing on ARTIM users.Per email pricing etc. would be separated from on-going 15% payment stream as it does not touch the Salesforce Integration Code.
  • When you call customer service about your last bill, the agent addresses your question, then then transitions to cross-selling.Login to an airline website, and search for a flight. An offer for a lower airfare is presented if you combine the airfare with a hotel reservation.
  • Channel compliantFragmentationObjectivesDiversityInteraction centricCustomer, message, and channelMessage managementMetadata versus complex campaign structureObjective balancingSoftware-as-a-Service business modelSoftware-as-a-service (SaaS) modelEmphasis on all company stakeholders – marketing, channel & operations, finance, and corporate.Dynamic user interfaces for many different user roles and responsibilitiesDesigned with the customer interaction at the center of the solutionOpen analytic approach - PMMLReal-time optimization algorithms (patentable)Incumbents are not investing in their products and are at the end of their product lifecycle
  • - Using the Self Service Marketing framework as a base.- We will develop Web Services that can be leverage by us or Third Parties to developed UI on top of Aprimo- We will develop our own Role Base UI's, whoever we can also use VisualForce as an additional option. This approach has been used and validated on our Onpremise TD Campaign Management (ARM), via Self Service Marketing where we have- A UI Web Services Layer- UIs developed on top of the Web Services by R&D as out of the box Role Base UI's (we did this with our Inbound 2.0 module)- UIs developed on top of the Web Services by our field using Self Service Marketing (CVS, Metro, LTSB are doing this)- UI's developed on top of the Web Services by our customers using their own UI framework (Ace Campaign Management application to franchisees) We plan is to bring the same approach into our OnDemand product.
  • Aprimo is building custom objects for our MCM and MRM TechnologiesWe will have separate MCCM and MRM “Applications”
  • Force.com Development – VisualForceMapped Visitor Monitoring to Chatter to enable Sales Reps to see page views by contact.Building Custom Objects for Aprimo Objects.Building the fields into the pages.Then we will map the tables.

Aprimo + Salesforce Master Deck Aprimo + Salesforce Master Deck Presentation Transcript

  • Salesforce - Aprimo Dave Motheral Copyright © 2011 by Teradata Corporation
  • First Cloud Company to Exceed $2.27 Billion Annual Run Rate 37% Revenue Growth Y/Y in Q4 FY11 457 429 394 $1.8 Billion+ #4 377 354 Fastest Growing Annual Revenue Run Rate Company 2010 331 316 305 290 92,300+ 276 263 248 217 Paying Customers 192 177 162 144 130 118 Quarterly Revenue ($M) 105 91 83 72 64 55 46 4135 Revenue through fiscal quarter ended 01/31/11
  • Many Joint Customers at theEnterprise Level > 40,000 subscribers > 15,000 subscribers > 7,000 subscribers > 5,000 subscribers Copyright © 2011 by Teradata Corporation
  • + Social Listening Social Marketing Direct Sales Customer Service TeleSales Self-Service Targeted Offers Direct Mail EmailSingle Operational Single Operational Marketing Planning Social CampaignCustomer View Customer View Traditional Campaign ManagementSales Customer Service Management Social ListeningEtc. Workflow Real-Time Offers Etc. EDW Big Data Analytics MDM n-path Analysis Source for Enterprise Marketing Attribution Analytics Copyright © 2011 by Teradata Corporation
  • Aprimo is a Salesforce ISVForce Partner Copyright © 2011 by Teradata Corporation
  • Aprimo Service to SalesUtilizes existing touchpointapplications to displaymessages. Aprimo Service to Sales Responses Copyright © 2011 by Teradata Corporation
  • Agenda • Introduction to Inbound Marketing • Aprimo Service to Sales • Solution Components • ARM Integration and Spring 2012 Roadmap • Summary7
  • What is Inbound Marketing? The delivery of targeted or customized marketing messages and offers within the context of a customer initiated session. Forrester Confidential8
  • Marketing Challenges • Outbound marketing is becoming more expensive and less effective • Leverage inbound channels such as customer service interactions, but there are challenges.  Offer management  Utilize interaction context  Marketing does not own the channel  Track multi-channel contact history9
  • Agenda • Introduction to Inbound Marketing • Aprimo Service to Sales • Solution Components • ARM Integration and Spring 2012 Roadmap • Summary10
  • What does Aprimo Service to Sales do? Leverages inbound customer interactions in real- time to deliver the best message to the customer according to your business objectives. • Sales • Retention • Customer satisfaction • Loyalty • Alerts11
  • Aprimo Service to Sales Customer Touchpoints Utilizes existing touchpoint applications to display messages. Aprimo Service to Sales Business Users (Browser) Responses12
  • Agenda • Introduction to Inbound Marketing • Aprimo Service to Sales • Solution Components • ARM Integration and Spring 2012 Roadmap • Summary13
  • New Offering – Aprimo Service to Sales • Aprimo Service to Sales user: – Offering Aprimo Service to Sales per user for Salesforce Service Cloud combined with 2 Custom Objects 1 Custom Tab Salesforce REST API integration – Market Salesforce Service Cloud customers and Prospects Benefits – we do not have a team selling into the Service organization which is a primary target for Aprimo Service to Sales. – Pricing Per user pricing exactly like per user pricing on Aprimo Service to Sales users. Per email pricing etc. would be separated from on-going 15% payment stream as it does not touch the Salesforce Integration Code.14
  • Intelligent Business Rules Sample Rules Eligibility Contextual Contact Arbitration • Customer does • Interacting with an History • Prioritize not already own agent who has • Has not rejected messages by product sales training the offer in the last expected revenue • Customer value is • Transaction type 60 days • Prioritize retention at least medium • Call reason is not • Has not seen any messages higher • Customer has complaint related offers in than cross-sell good credit • No open cases any channel in the • Maximize last week customer satisfaction15
  • Organizational View Of The Interaction •Customer •Revenue experience •Retention •Contact •Loyalty management Corporate Marketing Customer Channels • Satisfaction • Quality • Cost of service • Other SLAs16
  • Business User Functionality Configure Manage Report • Stakeholder Definition • Message Strategies • Response Analysis • Predictive Analytics • Arbitration • Business Objectives • User Analysis • Message Classes • Messages • Predictive Analytics • Channels Aprimo Service to Sales Business User Interface17
  • Taking advantage of the real-time opportunity requires real-time insight1. Everything Begins and Ends with the Customer… Inbound Prioritized / Personalized Channel Content, Message, Offer 2. Customer Interacts with a Channel 4. Returns offer 3. Begin 5. Continuous learning Processing and updated models Multi- Dynamic Business dimensional Message Profiling Rules Analytics Strategies  360 degree view  Campaigns activation  Automatic real-time  Aligns customer  Demographics and qualification targeting interests and  Transaction data  Offers governance  Likelihood estimation organization objectives  Contextual  Offers history  Response prediction  Balances channel and marketing  No data replication Copyright © 2011 by Teradata Corporation
  • Strategy Management • Strategy is the how we select and prioritize messages for the customer experience • Customer + Context Of Interaction19
  • Multidimensional Learning Analytics Improve Continuously & Automatically • Analyze real-time information to make optimal predictions Message Responses $ • Predict – Likelihood to accept Customer Metrics – Amount deposited / bought – Operational impact (AHT) – Customer satisfaction Operational Impact – Net promoter score (NPS) • Provide insight on the attributes driving customer behavior • Make effective predictions with low maintenance overhead20
  • Self-Learning Likelihood21
  • Self-Learning Interaction Length22
  • Modern Technology • Next generation technology stack • Embraces Big Data • Multi-tenant capability • Scalable, sophisticated inbound engine • The ability to perform hundreds of thousands of intelligent interactions per hour • Open architecture • Browser based configuration reduces the custom coding required during installation23
  • Market Differentiators Name Description Benefits Organizational Approach Each corporate stakeholder has a •Maximizes end-user acceptance role within our solution •Minimizes organizational changes, impacts, conflicts, etc. •Tracks more messages Multidimensional Automatically learns about multiple •Make the best decision for the impacts that messages have company Learning •Understand the impact of a message on all organizational objectives No Coding •Browser-based configuration •Low IT support cost •No Java, JavaScript, or IDE/Eclipse •Minimal training required •Custom arbitration •Empower business users •Complex business rules On Premise and Cloud- •Quicker implementation •Lower TCO based •Allows outside users (partners, outsourcers, agencies, etc.) access Modern Technology Massively scalable and ready for investment in the vision Stack24
  • Feature/Functionality Differentiators Name Description Benefits Salesforce.com Packaged integration to enable • Quick implementation salesforce.com users to get the • Leverages salesforce.com integration benefits of inbound marketing. functionality like Chatter, reporting, etc. Social media integration Packaged integration with Twitter and • Leverage social profile Facebook. • Detect relationships with competitors Multichannel messages The ability of a single message to be •Easier to maintain presented in multiple channels •No copying offers for each channel •Easier to track Multichannel interactions Interaction information across multiple •Ability to identify multichannel channels is stored within a single interactions as they occur customer session. •Better customer experience •No duplicate sessions Massively scalable Utilizes unique approach to storing •Ability to track and use contact and retrieving contact history which history on even the highest volume contact history data store avoids pitfalls of traditional database websites approach •Contact history rules not limited to some offer id25
  • Agenda • Introduction to Inbound Marketing • Aprimo Service to Sales • Solution Components • ARM Integration and Spring 2012 Roadmap • Summary26
  • Communication Plan Integration Lead Injection27
  • Communication Plan Integration Lead Response Step Mapping28
  • Agenda • Introduction to Inbound Marketing • Aprimo Service to Sales • Solution Components • ARM Integration and Spring 2012 Roadmap • Summary29
  • Summary – Why Is This Important • Helps Extract Value from the Data Warehouse • Drives Real Business Value for the Customer • Creates Stickiness30
  • Scenario 1 Scenario 2 Scenario 3 Number of Agents 100 1,000 5,000 Monthly Call Volume 100,000 1,000,000 5,000,000 Sales Eligible Calls 40% 45% 50% Acceptance Rate Current State 1% 3% 9% With Aprimo Service to 7% 8% 11% Sales Revenue Per Accepted Offer $60 $80 $100 Profit Margin 50% 60% 70% Incremental Monthly Profit $72,000 $1,080,000 $3,500,00031
  • Organizational Triggers (Aprimo Service to Sales) • Industry in: • Communications • Financial Services • Retail • Entertainment • High Volume B2B • Organization has high volume inbound interaction points – Web, IVR, Call Center, ATM, POS • Call Center – 100 Agents or More (current pricing - ~$ 100K first year - ~50K FYAR) • Web – 1 Million Visitors per Month or More • Organization has multiple products and potentially versions of products • Desire and opportunity to cross-sell or up-sell at interaction points 3232 Copyright © 2011 by Teradata Corporation
  • Organizational Triggers (Continued) • Retention is a problem • Outbound marketing has lost effectiveness • Desire to convert cost centers (call centers) to profit centers • Desire to integrate and streamline marketing efforts across all channels 3333 Copyright © 2011 by Teradata Corporation
  • Aprimo Marketing Studio™ Salesforce.com Integration Copyright © 2011 by Teradata Corporation
  • A Prospect Investigate solutions using multiple channels Find potential vendors and begin to evaluate Reference check solutions and vendors from objective sources Copyright © 2011 by Teradata Corporation
  • View from Sales Sort the “hot leads” from the not so hot leads Learn everything they can about the leads they pursue Out sell the competition Close business Copyright © 2011 by Teradata Corporation
  • Hot Leads List for leads that meet criteria set by sales and marketingCopyright © 2011 by Teradata Corporation
  • Access Marketing History New section on contact/lead record provides real-time access to marketing data. Copyright © 2011 by Teradata Corporation
  • Details of Digital Profile Digital Profile provides visibility into Contact History to provide insight into their engagement level. Page can be configured to show Copyright © 2011 by Teradata Corporation
  • Lead Score History Lead Score Detail shows marketing database attributes including scores and extended Copyright © 2011 by Teradata Corporation attributes.
  • Campaign History Campaign History shows the marketing campaigns this person has been included in. Drill down provides Copyright © 2011 by Teradata Corporation campaign details.
  • Forms/Response History Form Submission History lists all the forms and fields this person has Copyright © 2011 by Teradata Corporation filled out.
  • Website Visit History for Company Access Aprimo Marketing Studio visitor monitoring to see web visit history for Copyright © 2011 by Teradata Corporation individuals from
  • Send Marketing Emails Send personalized emails built by marketing that will be tracked by Aprimo Marketing Studio for opens and clicks. Copyright © 2011 by Teradata Corporation
  • Marketing Email Preview Preview the email with all personalization included and customize the subject and content as desired. Copyright © 2011 by Teradata Corporation
  • Add to Marketing Campaigns Place a lead or contact into a campaign in Aprimo Marketing Studio right out of the Salesforce campaign object. Copyright © 2011 by Teradata Corporation
  • Available Campaigns Driven by Marketing Sales can assign the lead or contact to the selection of campaigns defined by marketing. Copyright © 2011 by Teradata Corporation
  • Access Marketing Schedule andMaterials A Marketing Studio tab provides access to marketing calendars, collateral, reports, and job request forms in Aprimo Marketing Studio. Copyright © 2011 by Teradata Corporation
  • View from Marketing Design nurture campaign steps for early stage interest buyers Develop a series of emails, microsites and content offers to nurture and build profiles Develop lead scores and thresholds for action Get approval for content and campaign plan Initiate tests and metrics to refine campaigns Copyright © 2011 by Teradata Corporation
  • Nurture Campaigns• Build campaigns• Select those to synch in SalesforceCRM• Drive nurture dialogs from members of campaign Copyright © 2011 by Teradata Corporation
  • Standard “sales” emails• Build emails• Select those to expose in SalesforceCRM• Sales has branded emails and can drive use while marketing tracks results Copyright © 2011 by Teradata Corporation
  • Communicate Calendars• Build calendar views for specific activities and/or geos• Select those to expose in SalesforceCRM• Sales has self-serve access to up-to-date calendars Copyright © 2011 by Teradata Corporation
  • Share Collateral and Graphics• Manage marketing materials in Asset Library• Select those to expose in SalesforceCRM• Sales has self-serve access to current version of marketing materials Copyright © 2011 by Teradata Corporation
  • Out-of-the-box Data Integration Contact interactions from marketing visible in SalesforceCRM Sales sends marketing emails from within SalesforceCRM Sales adds contact to marketing nurture campaigns Audience Contact / Member Sales and Marketing contact Account /Company database is synchronized Lead High priority and “ready” leads Lead automatically routed to sales Activity Sales and Marketing have access Campaign and visibility to campaigns Copyright © 2011 by Teradata Corporation
  • Data Integration - DetailsAprimo Marketing Studio Events Process Number Object Event Result 1 Audience Member Add/Edit P1A – Create Contact P1B – Update Contact P2A – Create Account 2 Company Add/Edit P2B – Update Account 3 Lead Add/Edit P3 - Create/Update Lead 4 Activity Add/Edit P4 - Create/Update CampaignSalesforce.com Events Process Number Object Event Result P5A – Create Audience Mem 5 Contact Add/Edit P5B – Update Audience Mem P6A – Create Company 6 Account Add/Edit P6B – Update Company 7 Lead Edit Updates Lead 8 Campaign Add Contacts Adds Aud Mems to Activity Copyright © 2011 by Teradata Corporation
  • Integration frameworkaprimo marketing studio™ on demand Connectivity Without Programming Copyright © 2011 by Teradata Corporation
  • Available Connectors Copyright © 2011 by Teradata Corporation
  • Integration ChallengeAprimo Marketing Studio Salesforce.com Audience Account Member Company Contact ????? Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Customer A RequirementsAprimo Marketing Studio Salesforce.com Audience Contact Member Company Account Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Customer B RequirementsAprimo Marketing Studio Salesforce.com Audience Contact Member Company Account Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Customer C RequirementsAprimo Marketing Studio Salesforce.com Audience Contact Member Company Account Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Resulting Product ComplexityAprimo Marketing Studio Salesforce.com Audience Contact Member Company Account Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Solution: Integration FrameworkAprimo Marketing Studio Salesforce.com Audience Contact Member Company Account Lead Lead Data Extensions Opportunity Activity Campaign Copyright © 2011 by Teradata Corporation
  • Integration Framework Advantages• Leverage prebuilt connectors• Configurable object mappings• Configurable data mappings• Configurable processing rules• No source code changes required! Copyright © 2011 by Teradata Corporation
  • Integration Data Mapping Copyright © 2011 by Teradata Corporation
  • Integration Process Configuration Copyright © 2011 by Teradata Corporation
  • Integration Management• Centralized integration console• Health and activity management• Detailed logs of all data movement• Performance monitoring Copyright © 2011 by Teradata Corporation
  • Marketing Studio Integration withForce.com Copyright © 2011 by Teradata Corporation
  • Salesforce.com Stack • Salesforce’s N-Tier stack • VisualForce • Apex • Database.com • Flexible UX Architecture Web Services Layer to enable flexibility Nimbleness to stay current on UX and Web designs and trends Allow Aprimo business logic and information to be presented & leveraged by other business applications (e.g. Visual Force)69 Copyright © 2011 by Teradata Corporation
  • Marketing Studio andSalesforce.com• Easily configure integration data, rules, and flow to customer’s business processes• Leverage pre-built integration technology• Monitor integration with real-time management console• Present marketing data and contact history to sales force• Show marketing engagement via Contact Profile• Expose marketing campaigns and content to sales force Copyright © 2011 by Teradata Corporation
  • VisualForce – Puts Aprimo into Salesforce Interface71 Copyright © 2011 by Teradata Corporation
  • Aprimo Interface in VisualForce: Programs72 Copyright © 2011 by Teradata Corporation
  • Aprimo Interface in VisualForce: Activities73 Copyright © 2011 by Teradata Corporation
  • Conclusion Aprimo + Salesforce Together can automate Sales and Marketing Departments End to End.74 Copyright © 2011 by Teradata Corporation