Transcript MIP Customer Uses

Customer Uses
1. MarketFirst Customers
2. Case Studies & ROI
3. More Case Studies & ROI
© Copyright CDC Software 1
© Copyright CDC Software 1
MarketFirst Customers (partial)
© Copyright CDC Software 2
© Copyright CDC Software 2
Customer Case Studies & ROI
Industry
Plasma TVs
ROI
10 Fold Increase in Qualified Leads
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Internet
Provider
6.5 Million Revenue Increase. >10 Million DB
contacts. 150k-350k/hour send on weekends.
Automated ordering.
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Increased # of campaigns from 9 to 80 with
Self
Improvement over 1.7 million personalized emails
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Stock
Brokerage
Increased Close Ratio from 30% to 70%
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Software
Grew DB by 350% in 3 weeks.
Increased Leads by 30%.
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Biomed &
Pharma
Brought company’s online channel from nonexistent to primary channel
© Copyright CDC Software 3
More Case Studies
Industry
© Copyright CDC Software 4
ROI
Dot-Com
Created highly successfully multiwave email
campaign that encourages return visits
including coupons.
Online
Gaming
Incremental revenue from their use of
MarketFirst is ₤4M – ₤5M per year
Software
Increased marketing campaign responses
4400% over 5 years. 1000% in first year alone.
© Copyright CDC Software 4
Marketing in Electronics
Solution
CDC Marketfirstplus

Direct Marketing Manager

Event Manager

Lead Manager

Prospecting Assistant
© Copyright CDC Software 5
Results
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Ten-fold increase in qualified leads
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An 85 percent reduction in the cost per lead
•
A 28 percent reduction in advertising costs
•
A 75 percent reduction in lit fulfillment
expenses
•
In less than three weeks of using the
solution, generated, qualified and
distributed 96 percent of the entire
previous year’s leads
•
Achieved a 100% follow-up on those leads
•
Unprecedented lead conversion rate.
© Copyright CDC Software 5
Why Pivotal MarketFirst


Easy-to-use
–
Marketing personnel implemented the system
–
Marketing personnel maintain the system
–
Marketing personnel operate the system
Time to implementation
–
Implemented entire system in three weeks from standing start
© Copyright CDC Software 6
© Copyright CDC Software 6
ROI in Three Months
Begin
Online
Campaign
Optimization
Actions
Peak Period
Online Impressions:
(Over 3 million
Impressions)
8000
Ended
Online
Campaign
Dec. 16
6000
4000
Online
Campaign
Launches
2000
0
Jul
Aug
Sep
Oct
Nov
Dec
Jan
1579
3102
6919
6202
6313
1355
2421
Revised
Creative
Re-launched
Online
Campaign on
Jan 15
Leads Generated
© Copyright CDC Software 7
© Copyright CDC Software 7
Results

Reduction in expenses
–
–
–
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Increase in number of leads
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–
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From ~ 6,500 in 2001 to almost 28K in past 7 months
Marketing database now contains over 200K prospects and is growing
Improved follow up
–
© Copyright CDC Software 8
28% reduction in advertising expenses
75% reduction in literature fulfillment expenses
Reduced cost per lead - from $388/lead in FY’01 to projected $58/lead by end of FY’02
Improved follow-up rate from 42% to over 90%
© Copyright CDC Software 8
Conceptual Architecture
Product Management
Market Potential
Awareness
Promotions
Pricing
Segmentation
Preference
Purchasing
Offer Testing
Competitive Analysis
Research Trends
Channel Preference
Media Mix
STRATEGY
IDENTITY
POSITIONING
Campaign Design &
Implementation
Win / Loss
Analysis
Database
Database driven
Prospects
- Seminars
- Telemarketing
- Direct Mktg
Product Marketing
Customers
Broad based
RESPONSE
- Advertising
- Public relations
- Trade shows
Program Reports
Workflow / Process Automation
Business Rules
ROI Analysis
Closed
Accounts
Closing Bid / Proposal
Lost
Accounts
Lead Qualification / Distribution / Fulfillment
• Technical Fit
• Authority
• Budget
• Timing
• Opt-in / Demand for Appointment / Buy Now
References Site Visit Promote Offers Initial Meeting
Sales Pipeline Analysis
© Copyright CDC Software 9
© Copyright CDC Software 9
Lead Sources and Distribution
Internet
Marketing
Online / Print
Ad
LEAD TYPE
Dealer / Reseller
A
10%
B
C
D
40% 50%
Events
Email / Direct
Mail
Telemarketing
© Copyright CDC Software 10
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
© Copyright CDC Software 10
Time Warner Cable -Road Runner Results
Solution

MarketFirst Hosted
© Copyright CDC Software 11
Results

20% increase in the number of people signing
up after they find service in their area

$6.5M increase in revenue

Road Runner management now knows exactly
how many order a day they are processing.

Orders are automatically directed to the local
division, where the customer service reps can
call people right away regarding installation

Specific ROI for campaigns is tracked
© Copyright CDC Software 11
Road Runner
Corporate Overview

Owned and operated by Time Warner Cable

One of the nation’s premiere broadband service providers

High-speed access to the Internet

Delivering content and services designed to maximize the benefits of broadband entertainment

40 divisions

Over 20% of the US cable broadband market
© Copyright CDC Software 12
© Copyright CDC Software 12
Road Runner – The Challenge
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© Copyright CDC Software 13
Road Runner – The Solution
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© Copyright CDC Software 14
© Copyright CDC Software 15
© Copyright CDC Software 15
Marketfirst Results
Objectives
Deliver promotions, customer
surveys, event invitations and
registrations
Distribute weekly newsletters
containing quotes,
productivity tips and featured
products
Solution
Results
Customer databases
centrally managed and
integrated with website to
improve marketing reach
Delivered 1.7 million
personalized emails to
customers
Workflow components
trigger events, such as
sending special offers to
customers or messages to
employees
Created a complete view of
their customers
Implemented more than 80
campaigns in 3 months
Gained streamlined access
to customer information
“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
© Copyright CDC Software 16
© Copyright CDC Software 16
Financial Industry Impact
Results
Solution
MarketFirst
Integrated CRM
Increased quarter-over-quarter
sales by 29%
Increased productivity by 25%
Reduced marketing costs by
30%
Increased sales hit rate from
30% to 50-70%
““The implementation was so smooth — it was an
unprecedented experience.”
Mike Thibault,
Dir. Application Services for Capital Markets
© Copyright CDC Software 17
© Copyright CDC Software 17
Marketing Results
Solution
Challenges
Lack of integration with Sales,
Service systems -- no single
view of customers, prospects,
or partners
No consistent brand or
message for outbound email
communications
No central place for
customers to get information
Centralized global
marketing infrastructure
with Pivotal MarketFirst
Direct Marketing Manager,
Lead Manager, and Event
Manager
Real-time lead qualification
Real-time opportunity
distribution
Leads “warmed” in
Lack of integrated profile data
nurturing campaigns
meant sales not responding
to the right leads
“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.”
Results
30% increase in leads
generated by marketing in 10
months
More than 85% of leads
generated through online
offers powered by
MarketFirst
Grew targeted marketing
database by 350% in just 8
months
Significant decrease in
overall marketing spend.
Peter Tait, VP eBusiness Strategy
© Copyright CDC Software 18
© Copyright CDC Software 18
© Copyright CDC Software 19
© Copyright CDC Software 19
Time Warner Cable
Time Warner Cable
© Copyright CDC Software 20
•
10M contacts in marketing DB, mined
extensively
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Targeted contests and promotions
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Newsletters and mass mailings to subscribers
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Audience size 3.5M
•
Automated service ordering
•
Real-time reporting
© Copyright CDC Software 20
Betfair
Betfair
© Copyright CDC Software 21
•
Integrated with data warehouse to
perform sophisticated segmentation
•
Email marketing campaigns to
stimulate volume of online betting
•
Incremental revenue from their use of
MarketFirst is ₤4M – ₤5M per year
© Copyright CDC Software 21
Time Warner Cable
Webex
© Copyright CDC Software 22
•
Global marketing platform for triggered
email marketing, web landing pages,
and lead submission and routing
•
Integrated with internal usage reporting
database to score leads based on
customer usage
•
Extensive use of MarketFirst’s
conditional content abilities
© Copyright CDC Software 22
Homebuilders
Homebuilders
© Copyright CDC Software 23
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Web lead capture with personalized
confirmations
•
Lead qualification and distribution of
hot leads to sales
•
Automated multi-wave lead
nurturing campaigns to warm and
cold leads
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Subscribe to info on evolving
communities
•
Cross/up sell related products and
services
•
Win back campaigns
© Copyright CDC Software 23
ICM Computer Group
© Copyright CDC Software 24
•
MarketFirst used as their lead generation /
lead management hub
•
Integration with
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Dun & Bradstreet
•
Outsourced telemarketing
•
Pivotal CRM
© Copyright CDC Software 24
Customer Usage Examples
Problem: lost leads, reduce cost of fulfillment
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Common, integrated lead capture for all touch points:
– Web
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© Copyright CDC Software 25
Contact us
Dealer locator
Literature request & fulfillment processing
Product registration
– Call center inbound
– Trade shows
– Online direct marketing campaigns
– Offline campaigns
– Integration - BuyerZone.com feed
Common, automated lead qualification & distribution to dealer network
Automated multi-wave campaigns nurture warm & cold leads
Other uses
– Dealer Portal to manage leads
– Extranet; selling assets
Event management
Surveys
© Copyright CDC Software 25
*Results…
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Reduced literature fulfillment costs by 85%
Increased amount fulfilled by ~400%
Cost per lead reduced by ~90%
Increased leads by >500%
Expanded usage:
– Display group; projectors and flat panels
– Consumer Electronics Group
– Solar
– Print Solutions
*Taken with permission from Sharp’s Q4/04 presentation to the Pivotal Customer Group meeting presentation
© Copyright CDC Software 26
© Copyright CDC Software 26
…Customer Usage Examples
Key business goals: Increase net new leads & reduce costs with automation
 Initial focus - lead generation:
– Web self-service; white paper & newsletter registration, info request, contact-me
– Promotions and offers
– Cross/up sell
– Effective refer-a-colleague results ~5% each campaign
 Later usages
– Event management; webinars
– Relationship marketing; profile-driven personalized newsletters to subscribers
– World-wide usage
– Multiple-language campaigns
– Enables “Ratings Direct” service; publishes rating change alerts to subscribers
© Copyright CDC Software 27
© Copyright CDC Software 27
Customer Usage Examples
Initial requirements:
– Lead generation; apply automation online service ordering
– Provide real time campaign performance reporting - leads, placed orders, closed
orders
– Track effectiveness of ad spend
Initial projects:
– Lead capture: MarketFirst automates online broadband service ordering process
Integrates with Go2Broadband to locate installers across US
– Lead source tracking; Multi-channel promotions drive prospects online to learn more
about Road Runner’s products and services
– Campaign performance reporting: Lead sources and closed deals are tracked
supporting ROI by channel, campaign, & geography
© Copyright CDC Software 29
© Copyright CDC Software 29
Customer Usage Examples
Follow on usages…
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MarketFirst marketing DB has grown 8+ million contacts
Leverage for targeted direct marketing campaigns
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By the numbers...
– Multiple monthly mailings to targeted audience of ~3.5 million
– Outbound peak email sends >150k per hour
– Inbound web traffic:
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Cross/up sells products and services
Contests and promotions
Satisfaction and product improvement survey
More online customer self-service functionality “move forms”
Customer satisfaction surveys
15K hits/day
150K with large mailings
Quote: “Senior Mgmt really appreciates real time campaign tracking”
Josh Greene, director marketing
© Copyright CDC Software 30
© Copyright CDC Software 30
© Copyright CDC Software 31
© Copyright CDC Software 31
MarketFirst Customers
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© Copyright CDC Software 32