Marketing Automation - Direct Mail
Content
Experience, Technology and Focus in Mid Market CRM
Agenda
Soffront Overview The Soffront Difference Key Benefits Problems / Needs Product Features Case Study Measure ROI Conclusion
Soffront Overview
Soffront was founded in 1992 Offers complete Mid Market CRM solution Solution that has evolved over 14 years Technology specifically designed for mid size market needs Record of consistent growth and profitability Complete focus on mid market companies Over 2,500 CRM installations worldwide
Soffront Overview..Customers
The Soffront Difference
Only Soffront has: 14 years of Mid Market experience, technology and a complete focus on mid market success.
The Soffront CRM Process
Experience«
1. 2. 3. 4. 5. Understand Your Business Understand Your Needs Understand Your Process Define Your Deliverable Implement Your Solution
Soffront Flexible Technology
Soffront CRM is Modular. Applications work seamlessly together as a complete solution. Modules can easily adapt to work with your existing technologies and processes.
Marketing Automation
Typical concerns of Marketers in the 21st Century
How can I have a complete view of my customer? How can I speed up the campaign planning and execution cycle to improve time-to-market? How can I leverage low cost web and email media effectively? How can I measure results from marketing campaigns and justifying marketing ROI?
Key Benefits ± Marketing Automation
Capture and assign leads automatically Schedule rule-based multistage campaigns including interdependent tasks Identify cross-sell and up-sell opportunities Execute permission based Opt-in / Opt-out campaigns Support continuous campaign measurement with sophisticated closed-loop analysis Measure your marketing ROI
Key Benefits ± Marketing Automation
Plan campaigns with configurable workflows to handle multiple stages in the campaign planning process Target campaign recipients through segmentation and profiling Execute targeted and personalized e-mail campaigns Maintain an integrated view of the customer across all touch points Improve response rates and enhance customer retention
Focus on Soffront Marketing
Soffront Marketing helps you speed up time-to-market, target markets more efficiently and measure your results.
Control Campaign Workflow
Plan, execute and track complex multi-channel marketing campaigns.
Automate Lead Process
Automatically capture and assign leads from Web campaigns Create and assign leads automatically from email inquiries
Track Campaign Impact and Improve
Measure results and improve Marketing ROI.
Soffront Marketing Overview
Campaign Management ± Features
Campaign Planning ± Merge Customer Lead Sources ± Create Market Segmentation Complex Campaign Management: Multi-channel, multi-stage campaign creation Automate Campaign: Content generation Launch / Scheduling and monitor the results Campaign Response Management Measurement and Analytics Subscription Management
Marketing Automation & Getting your Message Out
Automation helps you:
± Create compelling, creative and consistent campaign messages across all customer touch points. ± Create one to one personalized messages. ± Use the cost-effective email communications to send email message to thousands of contacts at a time. ± Create message based on the target audience behavior. ± Automatic tracking of customer¶s response on receiving the message.
An Example of Marketing with Soffront CRM
Mega Beverage Company is launching a new product named ³Isis Cola´.
Marketing needs to create and launch an direct mail campaign targeted to reach only the urban female customers in the 20 ± 30 age group. The following slides will show how Soffront Marketing Automation can enhance and improve the process. Choose a Goal for Campaign
Lead Gathering
Campaign Planning
Merge Customer Lead Sources
Gather and Merge leads from wherever you get them: Web based generation of Leads ± Opt-in / Opt-out marketing Contacts from Trade Shows, Expos, Seminars In ± house list of contacts e.g., Contact list in CRM database
Lead Source ± Opt-in / Opt-out marketing
Gather Leads from Online Marketing
Submitted request reflects in the CRM database as a lead
Information Request from Web site
Lead Source - Generated from an Event
Contacts gathered from Tradeshows & Events
Import Records to CRM database
Contact Sources - In-house Contact List
The list of contacts such as existing customers, prospects etc from your Soffront Data Base
Targeting the Demographic for your campaign
1. 2. 3. 4. Create target group of contacts for each marketing campaign. Filter out the leads however you like, based on geographical. demographical, behavioral and attitudinal data. Identify accurate need and want of each market segment. Set measurable goals for each segment.
Automation helps companies create cost-effective, high performance, better-targeted campaign. Choose a Goal for Campaign
Lead Gathering Target List
Demographic Filtering
Campaign Planning
Contact Segmentation
Create a filter (Cola coupon Promo) to segment leads in the target market. In this example we separate out customers who are female and also between 20 & 30 years living in a select group of zip codes.
Campaign Creation
1. 2. Create a multi-stage direct mail campaign (different direct mail pieces on different dates). Associate multiple stages to the campaign for example, a stage I might be an initial post card offer and stage II a follow up letter depending on their response. Produce creative for association with each DM stage.
3.
Stage I Initial DM Target List Create Campaign Create DM messages Stage II Follow up DM
Demographic Filtering
Campaign Planning
Campaign Creation
Campaign Creation
Create a new campaign specifying details Target Audience: In this case women 20 - 30 Campaign name Campaign Objective: Drive customers to retail with a 2 for 1 offer. Campaign Type
Campaign Stage ± I
Associate and create a new campaign stage specifying details Target Audience Campaign stage name
Campaign Message ± I
Campaign Execution
1. 2. 3. 4. Stage-I merges customer info into direct mail pieces Initial Direct Mail Piece and labels are printed Responsible people are notified of mailing date Mail is sent
Stage I Initial DM Create DM messages Stage II Follow up DM
Employees Notified?
Customer Info merged
Customer Record Updated
DM Piece & Labels Printed
Campaign Creation
Campaign Execution
.
Campaign Execution
Execute or Schedule the reviewed campaign. Generate merged DM pieces and labels Notify employees responsible to perform mailing. Receive conformation of physical execution of the mailing Update customer info
Campaign Execution details of Isis Cola Launch
Increase Customer Segmentation ± II
The tracked responses from the first stage help profiling and segmenting the contacts for the next campaign stage on the basis of: ± Preference ± Attitude ± Interest ± Behavior pattern Campaign Stages are created for the filtered contacts Personalized campaign messages depending on the contact's response are associated to the campaign stages. The stages can be executed / scheduled as and when required
Campaign Stage ± II
Create a follow up campaign stage associated to the earlier campaign: In this case a letter to respond to people who redeemed the coupon.Provide details such as Campaign Id Media Channel Stage Name
Campaign Scheduling
Schedule campaign to be executed at a later date. The execution of the scheduled campaign can be done automatically or manually.
Associate campaign stage and message
Campaign Scheduling for Isis Cola Launch
Campaign Analysis
1. 2. Measure campaign performance Refine the next campaign performance based on figures from the earlier campaigns
Did the Email Employees Notified? Bounce?
If Yes
Customer Record Updated Send Follow Up Email Trigger Stage II Improve Campaign
If Yes
Analyze Results
Campaign Execution
Campaign Analysis
Product Feature-Soffront Direct Marketing Advantages of Soffront CRM in Direct Mail:
Generate all of your mail pieces for a campaign with the push of a button. Automate label printing to each target audience. Automate the personalization of each letter. Update information for all of your customers based on the campaigns you sent them. Easily keep complex campaigns organized and executed on time.
Product Feature-Soffront Direct Marketing
Measure your ROI
Measure the amount of sales generated by the customer over time. Measure increases in sales and profits. Achieve greater operational efficiency by having all processes under one roof and minimizing administrative costs. Sales Conversion rates ± how many leads scored as µCustomers¶ that enter the sales funnel result in a sale. Sales Cycle Data ± length of time a lead spends in the sales funnel and the number of sales contact needed to convert. Average Order Size ± for the product or service that is the focus of the campaign. Customer Acquisition Cost ± the current budgeted cost of acquiring a customer.
Soffront Direct Marketing Summary
Combine familiar Microsoft Word features with Soffront Power to create your DM pieces. Executes the DM campaign: customizing, generating and printing personalized Microsoft Word documents for your mailing. Automates label printing including any customer information you need. Creates a campaign log file with all the information needed to track each stage in the campaign. Updates the main Soffront Database with details to help coordination with other campaigns.
Conclusion
Soffront CRM is the perfect partner for Mid Size companies
Maximizing your benefits Over 14 years of product experience and maturity Integrated suite of CRM application Unmatched Adaptability
Minimizing your Total Cost of Ownership: Deployed in days Zero footprint web client Easy to use customization tools Web-based architecture Flexible licensing
Agenda
Soffront Overview The Soffront Difference Key Benefits Problems / Needs Product Features Case Study Measure ROI Conclusion
Soffront Overview
Soffront was founded in 1992 Offers complete Mid Market CRM solution Solution that has evolved over 14 years Technology specifically designed for mid size market needs Record of consistent growth and profitability Complete focus on mid market companies Over 2,500 CRM installations worldwide
Soffront Overview..Customers
The Soffront Difference
Only Soffront has: 14 years of Mid Market experience, technology and a complete focus on mid market success.
The Soffront CRM Process
Experience«
1. 2. 3. 4. 5. Understand Your Business Understand Your Needs Understand Your Process Define Your Deliverable Implement Your Solution
Soffront Flexible Technology
Soffront CRM is Modular. Applications work seamlessly together as a complete solution. Modules can easily adapt to work with your existing technologies and processes.
Marketing Automation
Typical concerns of Marketers in the 21st Century
How can I have a complete view of my customer? How can I speed up the campaign planning and execution cycle to improve time-to-market? How can I leverage low cost web and email media effectively? How can I measure results from marketing campaigns and justifying marketing ROI?
Key Benefits ± Marketing Automation
Capture and assign leads automatically Schedule rule-based multistage campaigns including interdependent tasks Identify cross-sell and up-sell opportunities Execute permission based Opt-in / Opt-out campaigns Support continuous campaign measurement with sophisticated closed-loop analysis Measure your marketing ROI
Key Benefits ± Marketing Automation
Plan campaigns with configurable workflows to handle multiple stages in the campaign planning process Target campaign recipients through segmentation and profiling Execute targeted and personalized e-mail campaigns Maintain an integrated view of the customer across all touch points Improve response rates and enhance customer retention
Focus on Soffront Marketing
Soffront Marketing helps you speed up time-to-market, target markets more efficiently and measure your results.
Control Campaign Workflow
Plan, execute and track complex multi-channel marketing campaigns.
Automate Lead Process
Automatically capture and assign leads from Web campaigns Create and assign leads automatically from email inquiries
Track Campaign Impact and Improve
Measure results and improve Marketing ROI.
Soffront Marketing Overview
Campaign Management ± Features
Campaign Planning ± Merge Customer Lead Sources ± Create Market Segmentation Complex Campaign Management: Multi-channel, multi-stage campaign creation Automate Campaign: Content generation Launch / Scheduling and monitor the results Campaign Response Management Measurement and Analytics Subscription Management
Marketing Automation & Getting your Message Out
Automation helps you:
± Create compelling, creative and consistent campaign messages across all customer touch points. ± Create one to one personalized messages. ± Use the cost-effective email communications to send email message to thousands of contacts at a time. ± Create message based on the target audience behavior. ± Automatic tracking of customer¶s response on receiving the message.
An Example of Marketing with Soffront CRM
Mega Beverage Company is launching a new product named ³Isis Cola´.
Marketing needs to create and launch an direct mail campaign targeted to reach only the urban female customers in the 20 ± 30 age group. The following slides will show how Soffront Marketing Automation can enhance and improve the process. Choose a Goal for Campaign
Lead Gathering
Campaign Planning
Merge Customer Lead Sources
Gather and Merge leads from wherever you get them: Web based generation of Leads ± Opt-in / Opt-out marketing Contacts from Trade Shows, Expos, Seminars In ± house list of contacts e.g., Contact list in CRM database
Lead Source ± Opt-in / Opt-out marketing
Gather Leads from Online Marketing
Submitted request reflects in the CRM database as a lead
Information Request from Web site
Lead Source - Generated from an Event
Contacts gathered from Tradeshows & Events
Import Records to CRM database
Contact Sources - In-house Contact List
The list of contacts such as existing customers, prospects etc from your Soffront Data Base
Targeting the Demographic for your campaign
1. 2. 3. 4. Create target group of contacts for each marketing campaign. Filter out the leads however you like, based on geographical. demographical, behavioral and attitudinal data. Identify accurate need and want of each market segment. Set measurable goals for each segment.
Automation helps companies create cost-effective, high performance, better-targeted campaign. Choose a Goal for Campaign
Lead Gathering Target List
Demographic Filtering
Campaign Planning
Contact Segmentation
Create a filter (Cola coupon Promo) to segment leads in the target market. In this example we separate out customers who are female and also between 20 & 30 years living in a select group of zip codes.
Campaign Creation
1. 2. Create a multi-stage direct mail campaign (different direct mail pieces on different dates). Associate multiple stages to the campaign for example, a stage I might be an initial post card offer and stage II a follow up letter depending on their response. Produce creative for association with each DM stage.
3.
Stage I Initial DM Target List Create Campaign Create DM messages Stage II Follow up DM
Demographic Filtering
Campaign Planning
Campaign Creation
Campaign Creation
Create a new campaign specifying details Target Audience: In this case women 20 - 30 Campaign name Campaign Objective: Drive customers to retail with a 2 for 1 offer. Campaign Type
Campaign Stage ± I
Associate and create a new campaign stage specifying details Target Audience Campaign stage name
Campaign Message ± I
Campaign Execution
1. 2. 3. 4. Stage-I merges customer info into direct mail pieces Initial Direct Mail Piece and labels are printed Responsible people are notified of mailing date Mail is sent
Stage I Initial DM Create DM messages Stage II Follow up DM
Employees Notified?
Customer Info merged
Customer Record Updated
DM Piece & Labels Printed
Campaign Creation
Campaign Execution
.
Campaign Execution
Execute or Schedule the reviewed campaign. Generate merged DM pieces and labels Notify employees responsible to perform mailing. Receive conformation of physical execution of the mailing Update customer info
Campaign Execution details of Isis Cola Launch
Increase Customer Segmentation ± II
The tracked responses from the first stage help profiling and segmenting the contacts for the next campaign stage on the basis of: ± Preference ± Attitude ± Interest ± Behavior pattern Campaign Stages are created for the filtered contacts Personalized campaign messages depending on the contact's response are associated to the campaign stages. The stages can be executed / scheduled as and when required
Campaign Stage ± II
Create a follow up campaign stage associated to the earlier campaign: In this case a letter to respond to people who redeemed the coupon.Provide details such as Campaign Id Media Channel Stage Name
Campaign Scheduling
Schedule campaign to be executed at a later date. The execution of the scheduled campaign can be done automatically or manually.
Associate campaign stage and message
Campaign Scheduling for Isis Cola Launch
Campaign Analysis
1. 2. Measure campaign performance Refine the next campaign performance based on figures from the earlier campaigns
Did the Email Employees Notified? Bounce?
If Yes
Customer Record Updated Send Follow Up Email Trigger Stage II Improve Campaign
If Yes
Analyze Results
Campaign Execution
Campaign Analysis
Product Feature-Soffront Direct Marketing Advantages of Soffront CRM in Direct Mail:
Generate all of your mail pieces for a campaign with the push of a button. Automate label printing to each target audience. Automate the personalization of each letter. Update information for all of your customers based on the campaigns you sent them. Easily keep complex campaigns organized and executed on time.
Product Feature-Soffront Direct Marketing
Measure your ROI
Measure the amount of sales generated by the customer over time. Measure increases in sales and profits. Achieve greater operational efficiency by having all processes under one roof and minimizing administrative costs. Sales Conversion rates ± how many leads scored as µCustomers¶ that enter the sales funnel result in a sale. Sales Cycle Data ± length of time a lead spends in the sales funnel and the number of sales contact needed to convert. Average Order Size ± for the product or service that is the focus of the campaign. Customer Acquisition Cost ± the current budgeted cost of acquiring a customer.
Soffront Direct Marketing Summary
Combine familiar Microsoft Word features with Soffront Power to create your DM pieces. Executes the DM campaign: customizing, generating and printing personalized Microsoft Word documents for your mailing. Automates label printing including any customer information you need. Creates a campaign log file with all the information needed to track each stage in the campaign. Updates the main Soffront Database with details to help coordination with other campaigns.
Conclusion
Soffront CRM is the perfect partner for Mid Size companies
Maximizing your benefits Over 14 years of product experience and maturity Integrated suite of CRM application Unmatched Adaptability
Minimizing your Total Cost of Ownership: Deployed in days Zero footprint web client Easy to use customization tools Web-based architecture Flexible licensing
