HPMC12: Avanade - Multi-Channel Marketing Engine

Multi-Channel Marketing Engine
Create customer value in the multi-channel world

© 2012 Accenture & Avanade. All Rights Reserved.

Agenda

• Trends in the Multi-Channel marketing world

• Marketing maturity
- Marketing Resource Management
- Multi-Channel Campaign Management

• The process and how it works in real-life:
- Planning, initiating and executing campaigns
- E-mail channel execution and response handling
- Getting the insights and acting on them

2

Introduction

Harness Accenture’s unparalleled industry insights and
business process knowledge, Avanade’s extensive Microsoft
technology integration experience, and Microsoft’s
leadership in enterprise-ready technologies to power
customer relationship management (CRM).

Accenture and Avanade
are recognized as
Microsoft Global
Ruben Overkemping Enterprise Partner of the
Year for 2001, 2004,
Solution Manager Microsoft CRM 2006, 2008, 2009 and
2010, 2011
ruben.overkemping@avanade.com
Avanade was named
http://nl.linkedin.com/in/rubenoverkemping 2011 Microsoft Dynamics
CRM Solution Partner of
the Year

3

Introduction

ClickDimensions
Email Marketing and Marketing Automation for Microsoft
Dynamics CRM

John Gravely
Chief Executive Officer
ClickDimensions
John.gravely@clickdimensions.com
http://www.linkedin.com/in/johngravely

4

Market trends

Consumers are losing trust in traditional marketing and the media context is continuously
changing:
Customers need… Context changes…

Channel Proliferation
Right interaction To overcome decreasing Tremendous increase in
Tailored and relevant effectiveness companies available technology,
interactions/dialogue along need to… media and channels and
the lifecycle increasing complexity of
campaigns

Right moment Digital shift
Interact at moment of need; Shift to online & mobile
be able to decide when to interaction and increased
connect use of Social media

efficiently leverage Customer buying
available interaction Experience
Right channel channels to engage Increasing importance of
Control how to be reached customers in trusted „buying experience‟ apart
across multiple channels relationships from the product/ service
being bought

5

Marketing organizations need to develop the right capabilities in
order to deal with these issues

Marketing resource management (MRM)

• The alignment of people, processes and technology to
support marketing activities and improve marketing
effectiveness

Multi-channel campaign management (MCCM)

• The process of creating, executing, and measuring
marketing programs directed at specific audience
segments

6

Stages of marketing maturity

7

The different stages of marketing resource management
maturity
Stage 1: Stage 2: Stage 3: Stage 4:
Unconcernds Foundationals Challengers Leaders

Personal
Ad-hoc Marketing
Campaign
Corporate On the extreme end of the
Subscription In an ad-hoc campaign spectrum, organizations can
Lead model, field staff have even employ personal marketing
Processing more control over campaigns capabilities to empower field
In a corporate subscription
targeted at local customers; staff to manage 1-to-1
model, central marketing
With a lead processing field marketers can customer dialogs; field staff
groups develop the
model, corporate decision determine the target group, have complete control over
campaign strategy and the
makers identify the most the offer, and when the the entire communication
materials, and handle
likely prospects and “push” communication will run; stream
fulfillment
this information to the field Corporate resources provide
for follow-up “templates” that help the field
staff serve themselves

Alerting Confirmation List management Dialogue management
Dispositioning List approval Campaign configuration Offer recommendations
Routing Tracking Tracking Contact management

8

The different stages of multi-channel campaign management
maturity
Stage 1: Stage 2: Stage 3: Stage 4:
Unconcernds Foundationals Challengers Leaders

One-to-one interaction
One-to-one
Contextual, dynamic and
One-to-target group personalized
One-to-one communication with
One-to-many communication treatments offered at the
Target-group specific emphasizing personalized right time; Creates ongoing,
communication with more interactions and product
Mass communication, with interactive customer
directly suited information on offers with basic reporting
many over-contacted and dialogue and ensures
products or services and low and campaign process
many not-contacted branded customer
target list complexity workflow management
customers and limited experience
reporting

Response rate: Response rate: Response rate: Response rate:
~1-2% ~4-5% ~20% ~25%
Uptake rate: Uptake rate: Uptake rate: Uptake rate:
0.5 – 1% 1 – 2% 3 - 5% 10-20%

9

Roadmap: from ‘challengers’ to ‘leaders’

MCCM MRM

Fully centralize
Execution Enable campaign
(marketing) Strategic Critically look at marketing efforts and
planning on a remove redundancies
management daily basis
campaign direction
decision making

Enable advanced Fully empower
Customer Ensure seamless
analytics and Execution marketers with Streamline
data flow
analytics & throughout the
segmentation
management
regard to marketing
based on campaign activities planning
data mngmt marketing lifecycle
customer value processes

Customer Enable advanced
Enable the use of Create guidelines
contact & channel use and Execution
an extensive for better
regular meetings
channel customer contact management governance of
to brainstorm
strategy marketing data
mngmt about new ways

Create a full
Measurement Enable a review Enable real time overview of
of campaign plans campaign reports Measurement Enable real-time
marketing
& reporting on a daily basis and evaluations & reporting reporting
financials and
spend

Enabling tools & capabilities

Integrate the use of one campaign management tool that can help align the right Integrate the use of a tool that automates reporting capabilities for marketing
resources to the right marketing activities activities in general and campaigns in particular

Integrate the use of a tool that can integrate marketing data

10

Marketing Management Process

Initiate Prepare Execute Evaluate

• Initiate
- Collect ideas, campaign plan, budget
• Prepare
- Analyze customer profiles, marketing lists for multiple waves and channels
- Marketing Content/Asset Management
- Plan marketing activities
• Execute
- Deployment across channels
- Response management
• Evaluate
- Marketing Dashboard



PREPARE



Marketing Programme Calendar



Data Mining Visualization



Customer Segmentation demo


Marketing with Microsoft CRM Idea eBook Campaign

• Concept: generate leads by giving away original content targeted at a specific
audience (marketers who use Microsoft CRM)
• Content: 62 page eBook with 22 individual articles
• Goal: drive qualified leads for the ClickDimensions marketing solution
• Tools
– Landing page linked to Microsoft CRM
– Emails to known suspects
– Promotion via social channels
– Paid promotion via online advertising on Bing, Google, Facebook and
LinkedIn



EXECUTE


Trackable, automated email
to prospect

Internal notification email to
sales team



EVALUATE


Thank You

More details on :

www.avanade.com/crm

www.clickdimensions.com

… and visit the Avanade booth!


HPMC12: Avanade - Multi-Channel Marketing Engine

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