Your SlideShare is downloading. ×
0
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
© Copyright CDC Software 1 © Copyright CDC Software 1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

© Copyright CDC Software 1 © Copyright CDC Software 1

496

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
496
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • “ Customers and prospects who have been touched by MarketFirst cam- paigns have driven over 70% of our transactions and 80% of our revenue in the past two quarters” — Documentum’s Peter Tait
  • Note that on this slide you MUST click on a menu item… or the presentation will end. After you click on an item, return at any point in the sub-presentation by hitting escape… or you can continue through the sub-presentation until it ends and you’ll then be returned here automatically.
  • Transcript

    • 1. Customer Uses
      • MarketFirst Customers
      • Case Studies & ROI
      • More Case Studies & ROI
    • 2. MarketFirst Customers (partial)
    • 3. Customer Case Studies & ROI Grew DB by 350% in 3 weeks. Increased Leads by 30%. Click Here For More Software Brought company’s online channel from non-existent to primary channel Biomed & Pharma Increased # of campaigns from 9 to 80 with over 1.7 million personalized emails Click Here For More Self Improvement Increased Close Ratio from 30% to 70% Click Here For More Stock Brokerage 6.5 Million Revenue Increase. >10 Million DB contacts. 150k-350k/hour send on weekends. Automated ordering. Click Here For More Internet Provider 10 Fold Increase in Qualified Leads Click Here For More Plasma TVs ROI Industry
    • 4. More Case Studies Increased marketing campaign responses 4400% over 5 years. 1000% in first year alone. Software Incremental revenue from their use of MarketFirst is ₤4M – ₤5M per year Online Gaming Created highly successfully multiwave email campaign that encourages return visits including coupons. Dot-Com ROI Industry
    • 5. Marketing in Electronics Solution Results
      • Ten-fold increase in qualified leads
      • An 85 percent reduction in the cost per lead
      • A 28 percent reduction in advertising costs
      • A 75 percent reduction in lit fulfillment expenses
      • In less than three weeks of using the solution, generated, qualified and distributed 96 percent of the entire previous year’s leads
      • Achieved a 100% follow-up on those leads
      • Unprecedented lead conversion rate.
      • CDC Marketfirstplus
      • Direct Marketing Manager
      • Event Manager
      • Lead Manager
      • Prospecting Assistant
    • 6. Why Pivotal MarketFirst
      • Easy-to-use
        • Marketing personnel implemented the system
        • Marketing personnel maintain the system
        • Marketing personnel operate the system
      • Time to implementation
        • Implemented entire system in three weeks from standing start
    • 7. ROI in Three Months Online Campaign Launches Begin Online Campaign Optimization Actions Peak Period Online Impressions: (Over 3 million Impressions) Ended Online Campaign Dec. 16 Revised Creative Re-launched Online Campaign on Jan 15 Leads Generated 0 2000 4000 6000 8000 1579 3102 6919 6202 6313 1355 2421 Jul Aug Sep Oct Nov Dec Jan
    • 8.
      • Reduction in expenses
        • 28% reduction in advertising expenses
        • 75% reduction in literature fulfillment expenses
        • Reduced cost per lead - from $388/lead in FY’01 to projected $58/lead by end of FY’02
      • Increase in number of leads
        • From ~ 6,500 in 2001 to almost 28K in past 7 months
        • Marketing database now contains over 200K prospects and is growing
      • Improved follow up
        • Improved follow-up rate from 42% to over 90%
      Results
    • 9. Conceptual Architecture STRATEGY POSITIONING IDENTITY Product Management Product Management Product Marketing Sales Pipeline Analysis Program Reports ROI Analysis Workflow / Process Automation Business Rules Market Potential Awareness Promotions Pricing Segmentation Preference Purchasing Offer Testing Competitive Analysis Research Trends Channel Preference Media Mix
      • Lead Qualification / Distribution / Fulfillment
      • Technical Fit
      • Authority
      • Budget
      • Timing
      • Opt-in / Demand for Appointment / Buy Now
      Database Prospects Customers Campaign Design & Implementation Database driven Broad based
      • Seminars
      • Telemarketing
      • Direct Mktg
      • Advertising
      • Public relations
      • Trade shows
      RESPONSE Lost Accounts Closed Accounts Closing Bid / Proposal References Site Visit Promote Offers Initial Meeting Win / Loss Analysis
    • 10. Lead Sources and Distribution Internet Marketing Online / Print Ad Events Email / Direct Mail Telemarketing Leads automatically ranked A – C (U for unqualified). Ranking system is based on the following: Budget, Authority, Timing, Need (Technical / Cost) A & B Leads are automatically sent to dealer via email Literature requests are automatically fulfilled C & D Leads are entered into nurturing campaigns LEAD TYPE 10% 40% 50% A B D C Dealer / Reseller
    • 11. Time Warner Cable -Road Runner Results
      • 20% increase in the number of people signing up after they find service in their area
      • $6.5M increase in revenue
      • Road Runner management now knows exactly how many order a day they are processing.
      • Orders are automatically directed to the local division, where the customer service reps can call people right away regarding installation
      • Specific ROI for campaigns is tracked
      Solution Results
      • MarketFirst Hosted
    • 12. Road Runner
      • Corporate Overview
      • Owned and operated by Time Warner Cable
      • One of the nation’s premiere broadband service providers
      • High-speed access to the Internet
      • Delivering content and services designed to maximize the benefits of broadband entertainment
      • 40 divisions
      • Over 20% of the US cable broadband market
    • 13. Road Runner – The Challenge
    • 14. Road Runner – The Solution
    • 15.  
    • 16. Marketfirst Results Objectives
      • Deliver promotions, customer surveys, event invitations and registrations
      • Distribute weekly newsletters containing quotes, productivity tips and featured products
      Results
      • Delivered 1.7 million personalized emails to customers
      • Implemented more than 80 campaigns in 3 months
      • Created a complete view of their customers
      • Gained streamlined access to customer information
      Solution
      • Customer databases centrally managed and integrated with website to improve marketing reach
      • Workflow components trigger events, such as sending special offers to customers or messages to employees
      “ We are extremely pleased by the broad capabilities and ease-of-use of the Pivotal Marketing technology, and are continuing to find new uses for the system that are improving our marketing successes throughout the enterprise.” Doug Smith, Executive Vice President
    • 17. Results Solution Financial Industry Impact
      • Increased quarter-over-quarter sales by 29%
      • Increased productivity by 25%
      • Reduced marketing costs by 30%
      • Increased sales hit rate from 30% to 50-70%
      • MarketFirst
      • Integrated CRM
      “ “ The implementation was so smooth — it was an unprecedented experience .” Mike Thibault, Dir. Application Services for Capital Markets
    • 18. Marketing Results Challenges
      • Lack of integration with Sales, Service systems -- no single view of customers, prospects, or partners
      • No consistent brand or message for outbound email communications
      • No central place for customers to get information
      • Lack of integrated profile data meant sales not responding to the right leads
      Results
      • 30% increase in leads generated by marketing in 10 months
      • More than 85% of leads generated through online offers powered by MarketFirst
      • Grew targeted marketing database by 350% in just 8 months
      • Significant decrease in overall marketing spend.
      Solution
      • Centralized global marketing infrastructure with Pivotal MarketFirst Direct Marketing Manager, Lead Manager, and Event Manager
      • Real-time lead qualification
      • Real-time opportunity distribution
      • Leads “warmed” in nurturing campaigns
      “ Customers and prospects who have been touched by MarketFirst campaigns have driven over 70% of our transactions and 80% of our revenue in the past two quarters.” Peter Tait, VP eBusiness Strategy
    • 19.  
    • 20. Time Warner Cable
      • Time Warner Cable
      • 10M contacts in marketing DB, mined extensively
      • Targeted contests and promotions
      • Newsletters and mass mailings to subscribers
      • Audience size 3.5M
      • Automated service ordering
      • Real-time reporting
    • 21. Betfair
      • Betfair
      • Integrated with data warehouse to perform sophisticated segmentation
      • Email marketing campaigns to stimulate volume of online betting
      • Incremental revenue from their use of MarketFirst is ₤4M – ₤5M per year
    • 22. Time Warner Cable
      • Webex
      • Global marketing platform for triggered email marketing, web landing pages, and lead submission and routing
      • Integrated with internal usage reporting database to score leads based on customer usage
      • Extensive use of MarketFirst’s conditional content abilities
    • 23. Homebuilders
      • Homebuilders
      • Web lead capture with personalized confirmations
      • Lead qualification and distribution of hot leads to sales
      • Automated multi-wave lead nurturing campaigns to warm and cold leads
      • Subscribe to info on evolving communities
      • Cross/up sell related products and services
      • Win back campaigns
    • 24.
      • ICM Computer Group
      • MarketFirst used as their lead generation / lead management hub
      • Integration with
        • Dun & Bradstreet
        • Outsourced telemarketing
        • Pivotal CRM
    • 25. Customer Usage Examples
      • Problem: lost leads, reduce cost of fulfillment
      • Common, integrated lead capture for all touch points:
        • Web
          • Contact us
          • Dealer locator
          • Literature request & fulfillment processing
          • Product registration
        • Call center inbound
        • Trade shows
        • Online direct marketing campaigns
        • Offline campaigns
        • Integration - BuyerZone.com feed
      • Common, automated lead qualification & distribution to dealer network
      • Automated multi-wave campaigns nurture warm & cold leads
      • Other uses
        • Dealer Portal to manage leads
        • Extranet; selling assets
      • Event management
      • Surveys
    • 26. *Results…
      • Reduced literature fulfillment costs by 85%
      • Increased amount fulfilled by ~400%
      • Cost per lead reduced by ~90%
      • Increased leads by >500%
      • Expanded usage:
        • Display group; projectors and flat panels
        • Consumer Electronics Group
        • Solar
        • Print Solutions
      • *Taken with permission from Sharp’s Q4/04 presentation to the Pivotal Customer Group meeting presentation
    • 27. …Customer Usage Examples
      • Key business goals: Increase net new leads & reduce costs with automation
      • Initial focus - lead generation:
        • Web self-service; white paper & newsletter registration, info request, contact-me
        • Promotions and offers
        • Cross/up sell
        • Effective refer-a-colleague results ~5% each campaign
      • Later usages
        • Event management; webinars
        • Relationship marketing; profile-driven personalized newsletters to subscribers
        • World-wide usage
        • Multiple-language campaigns
        • Enables “Ratings Direct” service; publishes rating change alerts to subscribers
    • 28. Customer Usage Examples
      • About…
      • Road Runner is owned and operated by Time Warner Cable
      • Nation’s premiere broadband service providers
      • 40 geographic divisions cover US
      • 20% of US cable broadband market
      • Pivotal customer since 2000
      • Hosted
      • Internal usage spread
        • Road Runner residential and commercial divisions
        • Time Warner customer care
    • 29. Customer Usage Examples
      • Initial requirements:
        • Lead generation; apply automation online service ordering
        • Provide real time campaign performance reporting - leads, placed orders, closed orders
        • Track effectiveness of ad spend
      • Initial projects:
        • Lead capture: MarketFirst automates online broadband service ordering process Integrates with Go2Broadband to locate installers across US
        • Lead source tracking; Multi-channel promotions drive prospects online to learn more about Road Runner’s products and services
        • Campaign performance reporting: Lead sources and closed deals are tracked supporting ROI by channel, campaign, & geography
    • 30. Customer Usage Examples
      • Follow on usages…
      • MarketFirst marketing DB has grown 8+ million contacts
      • Leverage for targeted direct marketing campaigns
          • Cross/up sells products and services
          • Contests and promotions
          • Satisfaction and product improvement survey
          • More online customer self-service functionality “move forms”
          • Customer satisfaction surveys
      • By the numbers...
        • Multiple monthly mailings to targeted audience of ~3.5 million
        • Outbound peak email sends >150k per hour
        • Inbound web traffic:
          • 15K hits/day
          • 150K with large mailings
      • Quote: “Senior Mgmt really appreciates real time campaign tracking”
      • Josh Greene, director marketing
    • 31.  
    • 32. MarketFirst Customers

    ×