Best Practices Implementation Wednesday, May 12, 2010
Definitions <ul><li>Prospect Flow </li></ul><ul><ul><li>Loosely coupled series of discrete campaigns </li></ul></ul><ul><l...
Nurturing Best Practice from Contact to Customer ™ <ul><li>Global Prospect Flow Templates </li></ul><ul><li>New products t...
Best Practices for Prospect Flow <ul><li>Which templates to draw down </li></ul><ul><li>Which campaigns to include </li></...
Email  <ul><li>Set-up domain </li></ul><ul><li>Distribution focus </li></ul><ul><li>Email content </li></ul><ul><li>Delive...
Event <ul><li>Identify type of Event </li></ul><ul><li>Logistics for the Event </li></ul><ul><li>Define Prospect Sub-Flow ...
Landing Page <ul><li>Define source for route into landing page </li></ul><ul><li>Content for landing page </li></ul><ul><u...
Member Management <ul><li>Review MarketBright Best Practice Member Management Rules </li></ul><ul><li>Capture any addition...
Lead Scoring <ul><li>Review MarketBright Best Practice Global Template Rules </li></ul><ul><ul><li>Different ratings estab...
Territory Assignment <ul><li>Review MarketBright Best Practice Global Template Rules </li></ul><ul><li>Capture any additio...
Reporting <ul><li>Review MarketBright Reports </li></ul><ul><li>Capture any additional requirements beyond MarketBright Re...
Integration with CRM/SFA <ul><li>Review MarketBright Best Practice Data integration </li></ul><ul><li>Capture any addition...
Integration with Web Analytics <ul><li>Review MarketBright Best Practice Web Analytics integration </li></ul><ul><li>Captu...
Testing and Review <ul><li>Phase 1 Requirements measurement  </li></ul><ul><li>Agreement </li></ul>
 
 
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  1. 1. Best Practices Implementation Wednesday, May 12, 2010
  2. 2. Definitions <ul><li>Prospect Flow </li></ul><ul><ul><li>Loosely coupled series of discrete campaigns </li></ul></ul><ul><li>Campaign </li></ul><ul><ul><li>Prospect-focused activity designed to move the prospect to the next campaign </li></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Event </li></ul></ul></ul><ul><ul><ul><li>Landing Page </li></ul></ul></ul><ul><li>Template </li></ul><ul><ul><li>Re-usable Campaign format </li></ul></ul><ul><li>Global Prospect Flow Templates </li></ul><ul><ul><li>New products to new customers </li></ul></ul><ul><ul><ul><li>Strategic/Tactical </li></ul></ul></ul><ul><ul><li>New products to existing customers </li></ul></ul><ul><ul><ul><li>Strategic/Tactical </li></ul></ul></ul><ul><ul><li>More products to existing customers </li></ul></ul><ul><ul><ul><li>Strategic/Tactical </li></ul></ul></ul><ul><ul><li>Relationship care and support </li></ul></ul><ul><ul><ul><li>Strategic/Tactical </li></ul></ul></ul>
  3. 3. Nurturing Best Practice from Contact to Customer ™ <ul><li>Global Prospect Flow Templates </li></ul><ul><li>New products to new customers </li></ul><ul><li>New products to existing customers </li></ul><ul><li>More products to existing customers </li></ul><ul><li>Relationship strengthening </li></ul>Contact Customer Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 9 Step 8 Reconstituted Recycled Ready * Sirius Decisions Sales Portal
  4. 4. Best Practices for Prospect Flow <ul><li>Which templates to draw down </li></ul><ul><li>Which campaigns to include </li></ul><ul><li>How many touch points is the right number </li></ul><ul><li>What is the optimal order of the campaigns </li></ul><ul><li>What is the timing of the campaigns </li></ul><ul><li>How will you measure success </li></ul>
  5. 5. Email <ul><li>Set-up domain </li></ul><ul><li>Distribution focus </li></ul><ul><li>Email content </li></ul><ul><li>Deliverability </li></ul><ul><li>Test master campaign with 2 sub-email campaigns </li></ul><ul><li>Deliver full campaign </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul><ul><li>Which templates to draw down </li></ul><ul><li>Which campaigns to include </li></ul><ul><li>How many touch points is the right number </li></ul><ul><li>What is the optimal order of the campaigns </li></ul><ul><li>What is the timing of the campaigns </li></ul><ul><li>How will you measure success </li></ul>
  6. 6. Event <ul><li>Identify type of Event </li></ul><ul><li>Logistics for the Event </li></ul><ul><li>Define Prospect Sub-Flow for the Event </li></ul><ul><li>Build Prospect Sub-Flow for the Event </li></ul><ul><ul><li>Refer to Email Campaign for this Event </li></ul></ul><ul><li>Deliver full Event campaign </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul><ul><li>Which templates to draw down </li></ul><ul><li>Which campaigns to include </li></ul><ul><li>How many touch points is the right number </li></ul><ul><li>What is the optimal order of the campaigns </li></ul><ul><li>What is the timing of the campaigns </li></ul><ul><li>How will you measure success </li></ul>
  7. 7. Landing Page <ul><li>Define source for route into landing page </li></ul><ul><li>Content for landing page </li></ul><ul><ul><li>Supporting collateral e.g. White paper </li></ul></ul><ul><li>Personalize URL’s </li></ul><ul><li>Global update and changes to templates </li></ul><ul><li>Test master campaign with two sub-campaigns </li></ul><ul><li>Deliver Landing Page Campaign </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul><ul><li>Which templates to draw down </li></ul><ul><li>Which campaigns to include </li></ul><ul><li>How many touch points is the right number </li></ul><ul><li>What is the optimal order of the campaigns </li></ul><ul><li>What is the timing of the campaigns </li></ul><ul><li>How will you measure success </li></ul>
  8. 8. Member Management <ul><li>Review MarketBright Best Practice Member Management Rules </li></ul><ul><li>Capture any additional requirements beyond MarketBright Best Practice Rules </li></ul><ul><ul><li>Profile Suppression </li></ul></ul><ul><ul><li>Activity Suppression </li></ul></ul><ul><ul><ul><li>Campaign Retirement/Globally Retirement </li></ul></ul></ul><ul><li>Implement Phase 1 Member Management </li></ul><ul><li>Test and Quality Assurance </li></ul><ul><li>Production roll-out </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  9. 9. Lead Scoring <ul><li>Review MarketBright Best Practice Global Template Rules </li></ul><ul><ul><li>Different ratings established </li></ul></ul><ul><ul><li>Turnaround time for follow-up based upon rating </li></ul></ul><ul><li>Capture any additional requirements beyond MarketBright Best Practice Rules </li></ul><ul><li>Map delta for Phase 1 to get leads flowing to Sales for Phase 1 </li></ul><ul><li>Implement Phase 1 Scoring Rules </li></ul><ul><li>Test and Quality Assurance </li></ul><ul><li>Production roll-out </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  10. 10. Territory Assignment <ul><li>Review MarketBright Best Practice Global Template Rules </li></ul><ul><li>Capture any additional requirements beyond MarketBright Best Practice Rules </li></ul><ul><li>Map delta for Phase 1 to get Leads Routing to Sales for Phase 1 </li></ul><ul><li>Implement Phase 1 Routing Rules </li></ul><ul><li>Test and Quality Assurance </li></ul><ul><li>Production roll-out </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  11. 11. Reporting <ul><li>Review MarketBright Reports </li></ul><ul><li>Capture any additional requirements beyond MarketBright Reports </li></ul><ul><li>Identify key reports to prove Phase 1 </li></ul><ul><li>Identify key reports to prepare for Phase 2 </li></ul><ul><li>Role and access for emailing of reports </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  12. 12. Integration with CRM/SFA <ul><li>Review MarketBright Best Practice Data integration </li></ul><ul><li>Capture any additional requirements beyond MarketBright Best Practice </li></ul><ul><li>Map delta for Phase 1 to get Leads into Sales </li></ul><ul><li>Implement Phase 1 Integration </li></ul><ul><li>Test and Quality Assurance </li></ul><ul><li>Production roll-out </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  13. 13. Integration with Web Analytics <ul><li>Review MarketBright Best Practice Web Analytics integration </li></ul><ul><li>Capture any additional requirements beyond MarketBright Best Practices </li></ul><ul><li>Map delta for Phase 1 to get Leads flowing </li></ul><ul><li>Implement Phase 1 Integration </li></ul><ul><li>Test and Quality Assurance </li></ul><ul><li>Production roll-out </li></ul><ul><li>Monitor for Phase 2 Advanced </li></ul>
  14. 14. Testing and Review <ul><li>Phase 1 Requirements measurement </li></ul><ul><li>Agreement </li></ul>
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