John Easton, AMEX

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John Easton, AMEX

  1. 1. Acquisition Case Study John Easton Marketing Manager American Express Corporate Services
  2. 2. Agenda <ul><li>The American Express business </li></ul><ul><li>Current approach to Lead Generation </li></ul><ul><li>Evolving the Inbound channel </li></ul><ul><li>Where do we want to get to? </li></ul>
  3. 3. The American Express B2B business B2B Consumer Business Travel Merchant Services Commercial Card
  4. 4. American Express Global Commercial Card <ul><li>Fortune 500 </li></ul><ul><li>Truly global customers that make globally-led decisions </li></ul><ul><li>Card programmes covering many different spend commodities </li></ul><ul><li>Dedicated account management structure </li></ul><ul><li>Localised companies </li></ul><ul><li>Turnover $3m - $500m </li></ul><ul><li>Large single market organisations or local decision-making </li></ul><ul><li>Turnover >$500m </li></ul>Mid Market National Multinational Global
  5. 5. Customer journey 1. Suspect Demand Generation 7 9 3. New Client Set-up and early engagement 2. Prospect Sales Pipeline Nurturing 5. Mature Client Program management 4. Mature Client Account management 6. Mature Client Reporting & statements 7. Mature Client Compliance & Marketing communications 8. At Risk Loyalty and trigger communications 9. Win-back 1 2 3 4 5 6 8 7 9 1. Suspect Demand Generation 2. Prospect Sales Pipeline Nurturing 1 2
  6. 6. Our current approach to Lead Generation 12% 20% <ul><li>Existing Customers </li></ul><ul><li>Airline </li></ul><ul><li>Partnerships </li></ul><ul><li>Telemarketing </li></ul><ul><li>Cold Calling </li></ul><ul><li>Inbound </li></ul>Online Lead Generation / Management Tool CRM <ul><li>Telesales </li></ul><ul><li>Field Sales </li></ul>U N I V E R S E L E A D S W I N S
  7. 7. Shifting the focus to Inbound leads 35% Conversion 18% Conversion Hot, Inbound Leads Cold, Outbound Leads <ul><li>Active engagement </li></ul><ul><li>Lower cost of acquisition </li></ul><ul><li>Convert at a high rate </li></ul><ul><li>Varied levels of engagement </li></ul><ul><li>Significant costs associated with list purchase, DM and telemarketing </li></ul>Leads Conversion Wins
  8. 8. Strategy and execution Create <ul><li>Introduce a digital programme that: </li></ul><ul><li>Nurtures the prospect base </li></ul><ul><li>Tracks prospect behaviour </li></ul><ul><li>Delivers regular, tailored and relevant marketing communications </li></ul><ul><li>Supplies high quality leads </li></ul>Implement Manage Measure
  9. 9. Sales How will it work? Marketing Automation Marketing Inbound Leads ‘ Hot’ Prospects Warm Lists Lead Evaluation & Scoring Campaign Automation Engine
  10. 10. November - April Quickstart Plan Step 1: Programme proposal Step 2: Creative and programme development Step 3: Creative and system implementation Step 4: Lead scoring and prospect extract load Step 5: Programme launch Mid July End July August September October Step 6: Programme test
  11. 11. Where do we want to get to? 1. Suspect Demand Generation UPD pre-qualification 7 9 3. New Client Set-up and early engagement 2. Prospect Sales Pipeline Nurturing 5. Mature Client Program management 4. Mature Client Account management 6. Mature Client Reporting & statements 7. Mature Client Compliance & Marketing communications 8. At Risk Loyalty and trigger communications 9. Win-back 1 2 3 4 5 6 8 7 9 <ul><li>Predefined, well qualified universe </li></ul><ul><li>Higher quality Leads </li></ul><ul><li>Lower cost per lead </li></ul><ul><li>Improved lead to signing rate </li></ul><ul><li>Earlier first billing date </li></ul><ul><li>Structured cross sell process </li></ul><ul><li>Cheaper, more effective communication channel </li></ul><ul><li>Increased customer engagement and loyalty </li></ul><ul><li>Behaviour driven marketing programme </li></ul><ul><li>More loyal, engaged customers = less risk </li></ul>

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