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Account Manager Customized Customer Newsletter


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Learn how creating a customized, segmented customer loyalty newsletter for sales account managers builds loyalty and changes the relationship game.

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Account Manager Customized Customer Newsletter

  1. 1. Loyalty Phase I: AM “Signed” Customer Newsletter Proposal Melissa Kennedy
  2. 2. What problem are we solving? ****Phase II Unify Amplify Simplify Services TWTV Product Launches Newsletters Turn it on Monthly Trigger 1:1 emailer Switching Kitchen Events Segmented Technical Customer Tech Days Compelling event 1:1 email ALERT Green Cisco AM Fact or Fiction Q1 BIG TY Q2 lil surprise Q3 lil surprise Q4 BIG TY 1) Simplify Customer Communications 2) Scalable Account Manager (AM) Relationship Building
  3. 3. Loyalty Phase I: AM “Signed” Customer Newsletter Goals <ul><li>Introduce customers to available resources: </li></ul><ul><ul><li>-Responses, Registrations </li></ul></ul><ul><ul><li>-Opt ins/Subscribers </li></ul></ul><ul><ul><li>-Open rate </li></ul></ul><ul><ul><li>-Click thru </li></ul></ul><ul><ul><li>-Forwards/New contacts </li></ul></ul><ul><ul><li>-Delivery Success </li></ul></ul><ul><li>Reduce total number of individual emails from Cisco </li></ul><ul><li>Create consistent communication capability for field </li></ul><ul><li>Increase opportunity of conversations, quality/depth of conversations </li></ul><ul><li>Increase sales productivity </li></ul><ul><li>Increase customer relevance </li></ul><ul><li>Create long-term relationships with customers & Cisco </li></ul><ul><li>Transform a transactional relationship with customers to strategic partnership </li></ul><ul><li>Develop loyalty overtime </li></ul><ul><li>Supersede competitive threats </li></ul><ul><li>Increase customer satisfaction </li></ul>Quantitative Qualitative
  4. 4. What differentiates this newsletter? <ul><li>From a real person, Account Manager (AM) (40% of opening choice depends on “from” line) </li></ul><ul><li>Versions for different customers, not One Size Fits All </li></ul><ul><li>Customized for preferences, geography </li></ul><ul><li>Customer centric vs Cisco centric </li></ul><ul><li>Offers ability to market on behalf of an AM </li></ul><ul><li>Offers transparency to AM on his/her customer touch point </li></ul>
  5. 5. AM “Signed” Newsletter Aligns with Loyalty Strategy Loyalty Strategy AM “Signed” Newsletter Alignment Create infrastructure to deliver consistent customer communication Serves as a foundation element to the customer communication infrastructure Leverage scalable systems to keep accounts warm for Cisco sales rep Leverage SFDC, Prolifiq, CMS, Demand Center Educate customers to increase their ROI, while developing loyalty Aggregate informational resources and activities and customize relevant to customer sub-segment Position customer as thought leader in their company by introducing adjacent solutions or compelling events Offers a trusted source(AM) to introduce adjacent information Nurture architecture needs with existing customers Leverage profile knowledge to dictate architectural information path Create customer evangelists on behalf of Cisco Offers customer ability to share with colleagues and peers
  6. 6. Business Requirements Account Manager, Area Marketing Manager, Process & Systems
  7. 7. Content prioritization for Newsletter <ul><li>Suggested Content Features </li></ul><ul><ul><li>Regional Events/ local events/Now Van events ---1 </li></ul></ul><ul><ul><li>Virtual Events </li></ul></ul><ul><ul><li>Customer Success Stories/testimonials </li></ul></ul><ul><ul><li>Vertical Information (if applicable) </li></ul></ul><ul><ul><li>Product Announcements ---2 </li></ul></ul><ul><ul><li>Product placement (24, The Office) </li></ul></ul><ul><ul><li>Services (how to, other info) </li></ul></ul><ul><ul><li>Cisco press/learning credits/educational resources- --3 </li></ul></ul><ul><ul><li>Technical Tips & Tricks </li></ul></ul><ul><ul><li>Polls/surveys </li></ul></ul><ul><ul><li>Cisco Interaction Network/Cisco Knowledge Network ---4 </li></ul></ul><ul><ul><li>Programs, promotions, etc- --5 </li></ul></ul><ul><ul><li>Refer a Friend </li></ul></ul><ul><ul><li>Multi-media component </li></ul></ul><ul><ul><li>Anything fun? Puzzles, challenges? </li></ul></ul>
  8. 8. Newsletter Scenario II: Marketing Led, AM Customization <ul><li>Define customer segmentation-- phase I technical buyer </li></ul><ul><li>Create slightly different canned versions for each segment (multiple versions) </li></ul><ul><ul><li>-Featured articles will change relative to audience segmentation </li></ul></ul><ul><li>Offer acct manager limited customization in bulk for all versions—they can delete articles, but can ’t add </li></ul><ul><li>Include AM personal message at top </li></ul><ul><li>Regional event info will be included automatically* </li></ul>Approved!
  9. 9. Process Requirements <ul><li>Leverage current trigger process </li></ul><ul><li>Leverage local events calendar solution </li></ul><ul><li>Leverage MSO/DC process design and coordination for both newsletter prep & content collection </li></ul><ul><li>Need approval from permissions board for classification of relationship communication vs transactional </li></ul><ul><li>Need to create and socialize content collection process, i.e. Who? What? When? Where? </li></ul><ul><li>Need to establish technical decisions maker segments and list pulling criteria </li></ul>
  10. 10. Future Business Requirements <ul><li>Leverage new Prolifiq content management system </li></ul><ul><li>Revamp content collection process relative to CMS requirements </li></ul><ul><li>Leverage new Prolifiq content scoring capability </li></ul><ul><li>Leverage regional events project </li></ul><ul><li>Need to integrate prolifiq reporting to SFDC sales alert action </li></ul><ul><li>Need to create business decision maker segmentation </li></ul><ul><li>Need to create business-oriented newsletter package </li></ul><ul><li>Need to establish relationship with CMO/BU to upload content for usage </li></ul><ul><li>Cut off access to these contacts in CI for other marketing groups, leverage this as primary communication channels </li></ul>
  11. 11. Sample Experience Views Customer, AM & Operations Experience
  12. 12. Sample: Customer Experience, Monthly Personalized message from Account Manager(AM): -first message is welcome and introduction to the communication - ongoing customable message from AM Education-focused content, i.e. how can I (AM) help provide value-add content to continue building our relationship?
  13. 13. AM Experience for Phase I AM Receives 4 versions to review, customize or opt out Staged and targeted in tool Tooltriggers 1:1 Email Contact Receives Email Read & Click Thru Reporting in tool Review activity, adapt
  14. 14. Execution Process Phase I: Content and Newsletter <ul><li>Target Technical SFDC contacts first: 4 segments to start </li></ul><ul><li>Newsletter template offers content requirements </li></ul><ul><li>Regional events fed through event calendar tool </li></ul><ul><li>Internal contacts to provide content </li></ul><ul><li>Content must be loaded by ? date monthly </li></ul><ul><li>Prolific proof content, test links, preview pane & mobile display </li></ul><ul><li>AM opts out any customers, offers bulk customization </li></ul><ul><li>Send, confirm, review reporting with team, revise </li></ul>Alert Content Lead Confirm Content Received Upload or Submit Content to Tool Submit Sample of Final Newsltr Confirm Content Submitted Confirm Template Updated Confirm List Submitted Confirm Staging Complete Confirm eMail Sent Confirm eMails Delivered Provide Reporting Alert Analytics Guru
  15. 15. Benchmark Metrics Cisco & Industry Standards
  16. 16. Cisco Newsletter Benchmarks Newsletter CPI US: Innovators: TW US: Innovator: BW Mobility TAC UC Insight Central AM newsletter Avg Open Rate 18.4% 23% 16% 19% 8% 27% 17% Avg Click Through Rate 22.1% 2% .5% 6% 2% 9% 21% Delivery Rate 98% N/A N/A 69% 48% 76% 92% Number of subscribers 35,000 70,000 40,000 19,500 108,000 6,700 15,692
  17. 17. Industry Email Open Rates <ul><li>Overall email open avg: 12.5% </li></ul><ul><li>Success factors include: industry sender, list size </li></ul><ul><li>Smaller list tend to have higher open and click thru due to relevant content </li></ul>
  18. 18. Industry Email Click-Thru Rates
  19. 19. Actions, Deliverables & Timeline
  20. 20. Big Newsletter Deliverables <ul><li>Identify customer segmentsbegin with Network-Centric Buyer </li></ul><ul><li>Create repeatable systematic segmentation process </li></ul><ul><li>Identify common content & customizable features </li></ul><ul><li>Create 1:1 emailer templates: Regular, Just-In-Time </li></ul><ul><li>Create a rolling 3 month editorial calendar </li></ul><ul><li>Create a content collection process </li></ul><ul><li>Create new contact sign up/subscribe, acquisition process </li></ul><ul><li>Leverage current trigger management process </li></ul><ul><li>Create way to leverage regional events calendar solution </li></ul>
  21. 21. Timeframe Activity Weeks of June 22, June 29 July 13 <ul><li>Review external e-newsletter research </li></ul><ul><li>Collect Cisco subscription background </li></ul><ul><li>Collect field/user requirements for newsletter contents & features </li></ul><ul><li>Finalize dependencies: systems/processes/people </li></ul><ul><li>Define newsletter scope: Phase I Launch </li></ul><ul><li>Create benchmark metrics collected from Cisco newsletter results and industry averages </li></ul><ul><li>Create 60 day action plan with milestones </li></ul><ul><li>Discuss best practices with other newsletter owners, i.e. Innovators, Vicki Bawinkle ’s customer newsletter, Channels, others </li></ul>Week of July 20 <ul><li>Collect AMM suggestions, integrate into final preso </li></ul><ul><li>Finalize AM “signed” Customer Newsletter presentation </li></ul><ul><li>Schedule management presentation for feedback </li></ul><ul><li>Finalize benchmark metrics </li></ul><ul><li>Continue process work with MSO </li></ul><ul><li>Influence tagging architecture for CMS to serve the AM newsletter </li></ul>
  22. 22. Timeframe Activity Week of July 27 <ul><li>Review with loyalty working team, collect feedback, edit accordingly </li></ul><ul><li>Present to management, gather feedback, set deliverable timelines </li></ul><ul><li>Confirm budget Phase I </li></ul><ul><li>Review with extended USCFM team—tech/audience/AMMs </li></ul><ul><li>Check in on progress of CMS, MSO processes </li></ul><ul><li>Set up field focus groups for AM feedback </li></ul>Weeks of August 3 <ul><li>Initiate SOW with newsletter vendor: Alpha & Prolifiq </li></ul><ul><li>Begin building proofs with layout, sample content </li></ul><ul><li>Schedule field focus groups, customer focus groups </li></ul><ul><li>Initiate engagement with brand team </li></ul><ul><li>Create customized content loading process for AMMs/Ams </li></ul><ul><li>Create new acquisition, new subscriber process </li></ul><ul><li>Confirm MSO, Trigger process with Prolifiq & Working team </li></ul><ul><li>Perform edits based on field feedback of samples </li></ul><ul><li>Create welcome, intro content for initial newsletter launch </li></ul>
  23. 23. Timeframe Activity Weeks of August 10, 17 <ul><li>Collect brand approval for final newsletter comps </li></ul><ul><li>Create final presentation to share with team & extended content stakeholders, build internal communication materials, schedule training , activity </li></ul><ul><li>Work with vendors to finalize design of templates, ready for content </li></ul><ul><li>Check in on progress of CMS </li></ul><ul><li>Begin content collection process </li></ul><ul><li>Finalize, launch newsletter MSO play process (internally) </li></ul><ul><li>Finalize reporting process, ongoing communication </li></ul>Week of August 24 <ul><li>Work out bugs with the content collection process </li></ul><ul><li>Begin internal communication process, training, etc </li></ul><ul><li>Ensure content is entered in CMS, ready for 1 ’s letter </li></ul>Week of October 5 <ul><li>Email introducing program launches, with content </li></ul><ul><li>Monthly 1:1 AM newsletter sent </li></ul><ul><li>Review process, improve </li></ul>Week of November 2 <ul><li>Monthly 1:1 AM newsletter sent </li></ul>