Case Study Demand Center of Excellence for a Fortune 50 Company

Transcription

1 Deliverables Activities Case Study Demand Center of Excellence for a Fortune 50 Company edynamic closely partnered with a Fortune 50 Company, combining edynamic s expertise in strategy, planning and execution, with the client s own strategic objectives to create a high-performance marketing machine that drives revenue and provides a very good return on the Demand Generation investment. Requirement of the client: The client (a Fortune 50 Company and a global leader) was looking to break new ground in marketing using best-in-class technologies and techniques so that they are able to quickly ramp up to the level of a Demand Generation Best Practice Organization. They wanted edynamic to support them on 3 continents, in 5 languages and across multiple business units providing: Strategy Consulting Eloqua Implementation & Integration with CMS, CRM platforms Best Practices in Lead Management and Online Strategy Execution and Implementation of Demand Generation Campaigns Our approach: Our plan emphasizes a strong foundation for lead management based on a deep understanding of business needs Campaign Execution Design Implementation Iterations Execution Assess Sales and Marketing (Americas) needs Define requirements Design demand generation process to drive sales strategy Implement Eloqua Integrate Salesforce with Eloqua Develop initial Campaigns and Sales Tools Train Sales and Marketing staff Evaluate Campaign and Tools effectiveness, adjust, execute Evaluate Sales adoption, adjust, execute Execute Initial Campaigns and Sales Tools Project Vision Requirements Business Process Design Eloqua install with integration with Salesforce Documentation Campaigns Campaigns 1

2 Our Solution: For successful demand generation, you need to look beyond the tool and its functionality. Demand generation must be viewed as a process that helps generate new business opportunities, manage business inquiries, improve potential buyers propensity to purchase, and increase alignment between marketing activity and sales results. And it must be supported by the proper skills, processes, organizational readiness and alignment. edynamic helped the client achieve this by creating a Demand Center of Excellence. 2 Strategy to Execution: Strategy and Planning Install and Integrate Install and Integrate Evaluate and Optimize Ongoing Operations Initial Planning and Installation Lead Forward/Revenue Back Database Analysis Campaign Management Lead Management Marketing Measurement Plan and Design Demand Gen Framework Plan and Design Reporting/Analysis Framework Vertical-specific (Acquisition) Campaign Planning CM (Customer) Campaign Planning Data Model Templates Form and Landing Pages Lead Scoring V1.0 Sitecore Web Form Integration SFDC Integration Install and Configure Marketing Automation Vertical-specific (Acquisition) Campaign Evaluate Sales Impact and Adoption Lead Scoring Review and Adjustment Process Adjustment Add new campaigns CM Campaign Real-time Sales Alerts Sales Lead Queues Scoring and Routing Closed-loop Reporting Campaigns Launch Q2 Q3 Q4

3 (The above diagram illustrates how edynamic partnered with the client in setting up the Demand Center of Excellence) edynamic partner with the client and : Defined the KPIs and Metrics that you would be needed Integrated of their technology investments Created a lead management framework Defined the approach, process and methodology to setting up a Demand Center of Excellence As a part of this engagement: edynamic provides Assessment and design of marketing process Eloqua license, implementation and integration with Salesforce Marketing training Campaign design and implementation Marketing operations Client provides Senior operations advocate, mover, shaker Early access to selling team, major project stakeholders Marketing analysis, content and existing collateral Evangelist team to drive expansion and adoption for future markets 3

4 Design and Development of 6 Fully Automated urture Programs triggered directly from salesforce.com Designed Workflow and Integration Architecture Database Management Creative Layouts End-to-end Implementation Reporting and Analytics edynamic implemented Client urture Program to Support Sales/Account Managers through multiple stages in the buying cycle Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in SFDC. Includes Scoring 4

5 edynamic For AXP FXIP US - Activate ow v2.6 First FX and LC Transaction 1K Portfolio A2T Campaign Promotion Follow-up = Blank? Client Data = ever Traded OR Closed Lost OR Dormant Compliance Client Type = "Corporate"? Client Type = "Corporate"? Is CS Complete Date within last 12 months? Primary Campaign ame contains "2012" and "30k"? Primary Campaign ame contains "OPE.com" and "30k"? = Authorized to Trade (Approved) Exclude and Gave All PREVIOUS recipients of the Activate ow Program on or after June 20, Is today = CS Date - 15 Days? Retry for 16 days. Wait 20 days 2012 = Authorized to Trade (Approved) First FX and LC Transaction = Blank? = ever Traded OR Closed Lost OR Dormant US CS date > 30 days? Primary Campaign = "30k" and "MR"? Pause for Send List to Daily At 8 am ET Pause for Send List to Daily at 8 am ET 1Double MR Offer (send once OL to each recipient) Primary Campaign = "30K" and "MR"? Pause for Send List to Daily at 8 am ET First FX and LC Transaction = Blank? = ever Traded OR Closed Lost OR Dormant With o Offer v2 Canada Market? Pause for Send List to Daily at With o Offer V1 (send once OL to each (send once OL to each recipient) Language? on US/CA 8 am ET recipient) End = Authorized to Trade (Approved) Wait 16 days Pause for English First FX and LC Transaction = Blank? = Authorized to Trade (Approved) Send List to Daily at 8 am ET 2 Double MR Reminder (send once OL to each = ever Traded recipient) OR Closed Lost OR Dormant End/ 5

6 edynamic provided end-to-end Campaign Management and Execution Project management Content Creation and design Integration of demo video Campaign Automation Lead Scoring Multi-page Hypersite with URLs Forms Metrics and Reporting edynamic provided end-to-end Strategy, Creative Development Campaign Deployment and Post-Campaign Analysis April 11 April 25 May 9 May 23 June 7 June 14 Data uploaded into Eloqua Invite # Invite # Invite # Invite #4 O O End URL's Created and File exported ES - ADM registers customers Agency mail-merge (URL's) and sends Mail 014A Event Micro Site RSVP Reg Form 014B RSVP Reg Form (ADM View with ADM input Field) Interested in Registering? ADMs Follow up (Between Sends) ADM Makes Contact Registered O Visited but did not Register? otify Event Manager ES ES Data uploaded into Eloqua Weekbefore Reminder + Checklist + Bridge umber Conference Attended? 72 Hours Thank you for Attending Links to Sessions/ Conference Event Photos End O 6

7 Program UK Inside Edge - Live Event RSVP (Standard Mode) OVERVIEW - The program was last evaluated on 4/15/2011 at 5:06 PM (GMT-05:00) Eastern Time (US & Canada) 001. Start Alt 002. Create Alt 003. Send Invite 1 In Step: 183 After 2 days Contacts M: Visited Hypersite :006. Head Unit 1 Week Prior to the event 005. Send Reminder One week Before The Event : 007. otify Agent :005. Wait for 2 weeks Contacts After 3 days Conference Data? : 006 Mold Unit 1 Week Prior to the event :009. Send Invite 2 7

8 Program UK Inside Edge - Live Event RSVP (Standard Mode) :006. Hold Until 1 Week Prior to the event :007. otify Agent :005. Wait for 2 weeks 005. Send Reminder One week Before The Event After 3 days Conference Data? :006. Hold Until 1 Week Prior to the event :009. Send Invite 2 :015. Upload Attendee List :014. Add to on-responders Group After 2 days : Visited Hypersite? A1:017. Send Thank you for Attending A1:018. Send Session Follow-up Hold Until 1 Week Prior to the event :007. otify Agent :010. Wait 2 weeks A1: 015. from Program A1:011. Send Invite 3 After 2 days : Visited Hypersite? 8

9 edynamic provided Strategy, and end-to-end execution resulting in a sold-out event Microsites for PPC Linked-in Campaigns Other campaigns edynamic provided Strategy, and end-to-end execution including A/B testing and Campaign Performance Reporting for the client Data from SFDC edynamic to create 4 Destination URLs (DUs) AXP to generate vanity URLs that point to the DUs e.g. DU - VU - Campaign report in SFDC 1 (Helicopter Offer - E1) Upload as Contacts in Eloqua 1 (w Vanity URL) L1 Landing Page + Registration Form Run Integration Event to update SFDC campaign status to "Responded" Save to Contact Group Export to csv for analysis (if reqd) ES 4 Segments 2 (Incentive - E2) Upload as Contacts in Eloqua 2 (w Vanity URL) L2 Landing Page + Registration Form Send ofification to Grace Lam Route to MBDs Agency is Provided Vanity URL DM 1 (Helicopter Offer - D1) Upload as Contacts/ Prospects in Eloqua DM1 (w Vanity URL) L3 Landing Page + Registration Form O Generic Page Agency is Provided Vanity URL DM 2 (Incentive - D2) Upload as Contacts/ Prospects in Eloqua DM2 (w Vanity URL) L4 Landing Page + Registration Form 1 Reminder (w purl) 2 Reminder (w purl) 9

10 Customer Preference Center Pro-active campaign with A/B testing to capture Channel preference information Opt-in the Base Capture new address Annual Servicing refresh of the Base CPC Enhancement Project 2011 Salesforce.com Build 2010, Enhancements 2011 CMT Enhancements 2011 Eloqua PA Opt-in Campaigns ( and DM) Build the base with Cardmembers and PAs "eswitch" Servicing Campaigns 10

11 Communications: CPC Marketing Roadmap Opt-in the existing Base - PA only Don't miss out Test content & Channel vs. channel vs. non to design pref. center o Response Incentive to respond vs. non incentive Follow up vs. non follow up 2011 Respond to Pref Center Programme Administrator 2011 PA - DM: Don't miss out Establish baseline PA - DM: Incentive vs. non incentive Follow up Building on the Base - PA & CM Online - Don't miss out message / free resources Links and reminders Work and PA Portal Online / MCA Banners - Update your preferences Online / MCA Banners - Offers and Incentives Cardmember 2012 Cardmember Statement Inserts (Jan 12) Cardmember Direct Mail (Jan 12) o Response 2011 DM: 2nd Follow up Test follow up vs. non follow up Respond to Pref Center o Response Respond to Pref Center Respond to Pref Center/ MCA o Response Respond to Pref Center/ MCA o Response Refresh Base Prefs - PA & CM Annual service message Test - 1 click vs. preferences captured in Databases o Response o Marketing Preference Center - test content & channel choices to establish format (Feb 11) Do not opt in to marketing s Opt in to marketing s Marketing s Enter local programme Benefits: The Client is able to quickly ramp up to the level of a Demand Generation Best Practice Organization Generated twice as much revenue per marketing dollar in demand generation 11