Customer Uses <ul><li>MarketFirst Customers </li></ul><ul><li>Case Studies & ROI   </li></ul><ul><li>More Case Studies & R...
MarketFirst Customers  (partial)
Customer Case Studies & ROI Grew DB by 350% in 3 weeks.  Increased Leads by 30%.  Click Here For More Software Brought com...
More Case Studies Increased marketing campaign responses 4400% over 5 years. 1000% in first year alone. Software Increment...
Marketing in Electronics Solution Results <ul><li>Ten-fold increase in   qualified leads </li></ul><ul><li>An 85 percent r...
Why Pivotal MarketFirst <ul><li>Easy-to-use </li></ul><ul><ul><li>Marketing personnel implemented the system </li></ul></u...
ROI in Three Months Online Campaign Launches Begin Online Campaign Optimization Actions Peak Period Online Impressions: (O...
<ul><li>Reduction in expenses </li></ul><ul><ul><li>28% reduction in advertising expenses </li></ul></ul><ul><ul><li>75% r...
Conceptual Architecture STRATEGY POSITIONING IDENTITY Product Management Product Management Product Marketing Sales Pipeli...
Lead Sources and Distribution Internet Marketing Online / Print Ad Events Email / Direct Mail Telemarketing Leads automati...
Time Warner Cable -Road Runner Results <ul><li>20% increase  in the number of people signing up after they find service in...
Road Runner <ul><li>Corporate Overview </li></ul><ul><li>Owned and operated by Time Warner Cable </li></ul><ul><li>One of ...
Road Runner – The Challenge
Road Runner – The Solution
 
Marketfirst Results Objectives <ul><li>Deliver promotions, customer surveys, event invitations and registrations  </li></u...
Results Solution Financial Industry Impact <ul><li>Increased quarter-over-quarter sales by 29% </li></ul><ul><li>Increased...
Marketing Results Challenges <ul><li>Lack of integration with Sales, Service systems -- no single view of customers, prosp...
 
Time Warner Cable <ul><li>Time Warner Cable </li></ul><ul><li>10M contacts in marketing DB, mined extensively </li></ul><u...
Betfair <ul><li>Betfair </li></ul><ul><li>Integrated with data warehouse to perform sophisticated segmentation </li></ul><...
Time Warner Cable <ul><li>Webex </li></ul><ul><li>Global marketing platform for triggered email marketing, web landing pag...
Homebuilders <ul><li>Homebuilders </li></ul><ul><li>Web lead capture with personalized confirmations </li></ul><ul><li>Lea...
<ul><li>ICM Computer Group </li></ul><ul><li>MarketFirst used as their lead generation / lead management hub </li></ul><ul...
Customer Usage Examples <ul><li>Problem: lost leads, reduce cost of fulfillment   </li></ul><ul><li>Common, integrated lea...
*Results… <ul><li>Reduced literature fulfillment costs by 85% </li></ul><ul><li>Increased amount fulfilled by ~400%  </li>...
…Customer Usage Examples <ul><li>Key business goals:  Increase net new leads & reduce costs with automation </li></ul><ul>...
Customer Usage Examples <ul><li>About… </li></ul><ul><li>Road Runner is owned and operated by Time Warner Cable </li></ul>...
Customer Usage Examples <ul><li>Initial requirements:  </li></ul><ul><ul><li>Lead generation; apply automation online serv...
Customer Usage Examples <ul><li>Follow on usages… </li></ul><ul><li>MarketFirst marketing DB has grown 8+ million contacts...
 
MarketFirst Customers
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  • “ 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.
  • © Copyright CDC Software 1 © Copyright CDC Software 1

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

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