Getting “Under the Hood” – Using Mini-sites Wes Thompson Vice President, Marketing Strategy LaSalle Bank/ABN AMRO October 11, 2006

BACKGROUND A little bit about “where we sit” and “what we do”. Our business is providing products and services that help companies: Manage their financial transactions (payables, receivables, credit card) Maximize their use of cash (liquidity, trade, foreign exchange) Our team’s goal is to help this business increase revenue by developing and improving relationships with existing customers. Within this team, our group: Develops reporting that identifies cross-sell opportunities and other trends Conducts internal research and performs analysis on other research sources Provides direction on email deployment and contact management enhancements Creates, executes and tracks integrated marketing campaigns

Our business is providing products and services that help companies:

Manage their financial transactions (payables, receivables, credit card)

Maximize their use of cash (liquidity, trade, foreign exchange)

Our team’s goal is to help this business increase revenue by developing and improving relationships with existing customers.

Within this team, our group:

Develops reporting that identifies cross-sell opportunities and other trends

Conducts internal research and performs analysis on other research sources

Provides direction on email deployment and contact management enhancements

Creates, executes and tracks integrated marketing campaigns

EARLY CAMPAIGNS Original campaigns focused on direct mail and email. Tracking of metrics (where possible) A tool to help Sales develop a dialogue Lessons learned

Tracking of metrics (where possible)

A tool to help Sales develop a dialogue

Lessons learned

ROLE OF MINI-SITE Landing Page Visits Viewed Product Info on Site Downloaded Product Info on Site Completed Contact Form Requested Sample Mini-sites can add an important dimension to campaigns by building awareness and enabling activity tracking. Communications: Induce recipients to contact sales or visit mini-site. Site highlighted in: Direct Mail Email Events Public Relations Advertising Tracking: Site designed to maximize tracking and capture inquiries. Lead Generation: Leads captured from site distributed to respective sales contact. Reusable Content: Online/Offline use of demo; ensures message consistency. Graphic from “The Value of Digital Relationship Marketing”, Karen Vogel, B2B Works; CADM Education Day Presentation 2003 Sales Activity: Carefully manage sales bandwidth.

Communications: Induce recipients to contact sales or visit mini-site.

Site highlighted in:

Direct Mail

Email

Events

Public Relations

Advertising

CAMPAIGN EXAMPLES – CashPro Electronic Deposit This campaign used several communications channels to encourage prospects to visit a product-specific mini-site. Limited tracking Unable to track unique visitors No “click to open” metrics Lessons learned

Limited tracking

Unable to track unique visitors

No “click to open” metrics

Lessons learned

CAMPAIGN EXAMPLES – CashPro Electronic Deposit The campaign’s return on investment could be calculated because new customer revenue could be tied to it.

CAMPAIGN EXAMPLES – Commercial Card Several enhancements to the mini-site were made for the execution of this campaign.

CONCLUSION A couple of things to leave you with... Build the business case from the beginning. Determine the definition of success – break-even, revenue per dollar. Identify potential metrics – tracking them will prove critical . Zero in on profit, not response. The importance of management and sales buy-in. Successful scoping of the campaign costs and time commitments is important. Commitments to have groups perform their roles, particularly sales teams. Communicate the campaign as a “tool”, it’s not the primary component. Remember: Marketing is about developing relationships. You have to give something of value to your visitors. You are the first step in providing new business to your sales teams.

Build the business case from the beginning.

Determine the definition of success – break-even, revenue per dollar.

Identify potential metrics – tracking them will prove critical .

Zero in on profit, not response.

The importance of management and sales buy-in.

Successful scoping of the campaign costs and time commitments is important.

Commitments to have groups perform their roles, particularly sales teams.

Communicate the campaign as a “tool”, it’s not the primary component.

Remember: Marketing is about developing relationships.

You have to give something of value to your visitors.

You are the first step in providing new business to your sales teams.