Business Model Canvas (BMC)- A new venture concept
June artim smc 2
1. Melbourne Breakfast Seminar
HOW TO INCREASE
INBOUND
CAMPAIGN RESULTS
TO IMPROVE SALES AND BE MORE RELEVANT
Sean Culhane
Inbound Marketing Specialist
Aprimo
21. ..But they will talk!
10.9 million 1.8 million 3 million
Facebook Users Twitter Users LinkedIn Users
6.6m Check Daily
11 million 1.1 million
YouTube Users Google+ Users
63,000 470,000
21 Foursquare Users Pinterest Users
22. When we do reach out, we
22 expect to be unique & special
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.
37
39. 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
39
40. Aprimo Real Time
Aprimo Real-Time Interaction Manager
Interaction Manager
Customer Touchpoints
Utilizes existing touchpoint
applications to display
messages.
Aprimo Real-
Time
Interaction
Manager
Business Users
(Browser)
Responses
41. Organizational View Of
Organisational View of the
The Interaction
Interaction
• Customer • Revenue
experience • Retention
• Contact • Loyalty
management
Corporate Marketing
Customer Channels
• Quality
• Satisfaction • Cost of service
• Other SLAs
42. Aprimo Real Time
Interaction Manager
Eligibility Contextual Contact History Arbitration
•Customer does not •Interacting with an •Has not rejected the •Prioritize messages by
already own product agent who has sales offer in the last 60 days expected revenue
•Customer value is at training •Has not seen any •Prioritize retention
least medium •Transaction type related offers in any messages higher than
•Customer has good •Call reason is not channel in the last week cross-sell
credit complaint •Maximize customer
•No open cases satisfaction
Cross-Sell Up-Sell Retention Informational Best Messages
43. Multidimensional
Improve Continuously &
Learning Analytics Automatically
• Analyze real-time information to make optimal
Message Responses
predictions
$ • Predict
Customer Metrics
– Likelihood to accept
– Amount deposited / bought
– Operational impact (AHT)
Operational Impact
– Customer satisfaction
– Net promoter score (NPS)
• Provide insight on the attributes driving customer
behavior
• Make effective predictions with low maintenance
overhead
I’d like to take a quick poll….Q) Show of hands…How many of you do some form of inbound campaigns? Or even have an inbound marketing strategy?FOLLOW-UP…Q) How do you do this? Q) What would you like to improve?-- What does inbound marketing mean to you?-- What does Real Time / NRT mean to you?
We all want to acquire more customers and retain them, while delivering an awesome experience. Regardless of the industry, it’s TOUGH out there!acquire, retain, grow
Traditional outbound campaigns and channels are becoming more expensive and are easily dismissed. This simply isn’t enough.
Weneed to get in to the head of our customers…
We need to Know WHAT CUSTOMERS LIKE
…and what they DISLIKE--context--
Who came into your store or branch? (or didn’t)
Visit your website?What did they do?What did they NOT do?
How do they visit your site?How do they interact with you? Over 50% of emails now opened on mobile devices
We know their transaction history.
The events they attended
We know WHERE people areAre we leveraging everything we know about our customers to create next-best offers?
We know so much about our audience….Despite all we know, we seem to have trouble obtaining and retaining attention!
Offers need to be relevant, tailored, presented in context to break through.
Ask yourself how many of these do you have?
Virtually everyone has an online presence or identity these days. The majority of B2C audience and now B2B are now growing in their adoption of Social Media.Sometimes breaking through can just be about good old fashion retention
THE REALITY IS…..But people really Don’t like sitting on phones, let alone calling people – we are all time poor and want effective communicationWant meaningful, relevant interactions when they make the effortDon’t’ care if the conversation jumps channels, don’t want to be told which channel to useWe don’t like sitting on phones, let alone calling people!Example: how many people in the audience have a mobile phone?Follow-up: how many of you enjoy calling your provider?
Sitting in a café, have a bad experience, provide direct feedback to the manager or just post on FourSquare or Yelp?Last year alone, social media campaigns in Australia increased 1000% over the previous year
When people finally call, they expect the person on the phone to use ALL the information known about them to answer there produt query, take there order or upsell them as quickly as possibleTo differenciate….To be recommended…You must treat the person uniquely and special
YET How do you rise to this challenge? With shrinking budgets AND increased competitionHOW do you use all the information you have available to make the best offer, the ‘next best offer’ relevant to the specific individual
In the beginning, there were post-it notes!
Progressed to a basic “Campaign of the month”!
..And then IT got involved and things improved.. A bit..
IT automated our call center software, Offers got a bit smarter, rendered in systems…Refreshed over a period anywhere from 24 hours to 30-60-90 days..Incorporated models and scoring
We even presented offers to people on web sitesWhy Real time?Right message, right channel, most opportune moment, in contextLIFT!Learn!What’s important with an inbound solution?Ease of use, scalability, flexible, easy integration with channelCentralised control of rules/drivers/strategy and logic across all channelsEase of tuning, shifting priorities, fine tuning arbitration, nimble response, blah blah blah JT says no “arbitration” or “paradigm”Flexible deployment, Cloud-basedWhat does awesome look like?Real time (sub-second)Contextual (relevant to the conversation, situation)
Inbound marketing has come along awayIt’s a lot more than just Search Engine Optimisation or Lead Generation
To Increase conversion rates, you MUST go the next step and market to the individual.
Stress the importance…Challenge yourself, does every outbound campaign you have:Have a call to actionHave an associated inbound marketing campaign?
Add image for ARTIM??? Or just keep logo?
Context is king!
The benefits of creating a more intimate customer experience speak for themselves.- Introduce ARTIM, emphasize differentiators-
Complete profile information, forfeited by socialAdvanced qualification rule and business logic capabilitiesRelentless, always-on self-learningSub-second response timeDead-simple user interface
Role based, dashboard reporting - customisable
Manage tasks and activities
Gartner is the world leading advisory groupMagic Quadrant is published to independently guide decision makersAbility to execute vs leadership
Avoid these, however sometimes there are good reasons to look at them
Leaders in all 3 Gartner Magic Quadrants for marketingHave been leaders for 8 yearsIts this strength….over 500 customers
