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Page 1: © Copyright CDC Software 1 © Copyright CDC Software 1

© Copyright CDC Software 1 © Copyright CDC Software 1

Customer Uses

1. MarketFirst Customers2. Case Studies & ROI

3. More Case Studies & ROI

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© Copyright CDC Software 2 © Copyright CDC Software 2

MarketFirst Customers (partial)

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Customer Case Studies & ROIIndustry ROI

Plasma TVs 10 Fold Increase in Qualified Leads Click Here For More

Internet Provider

6.5 Million Revenue Increase. >10 Million DB contacts. 150k-350k/hour send on weekends. Automated ordering. Click Here For More

Self Improvement

Increased # of campaigns from 9 to 80 with over 1.7 million personalized emails

Click Here For More

Stock Brokerage

Increased Close Ratio from 30% to 70%

Click Here For More

Software Grew DB by 350% in 3 weeks. Increased Leads by 30%. Click Here For More

Biomed & Pharma

Brought company’s online channel from non-existent to primary channel

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More Case StudiesIndustry 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.

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SolutionSolution ResultsResults

• Ten-fold increase in qualified leads

• 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.

CDC Marketfirstplus Direct Marketing Manager Event Manager Lead Manager Prospecting Assistant

Marketing in Electronics

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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

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ROI in Three Months

OnlineCampaignLaunches

BeginOnline

CampaignOptimization

Actions

Peak PeriodOnline Impressions:

(Over 3 million Impressions)

Ended Online

Campaign Dec. 16

Revised Creative

Re-launchedOnline

Campaign onJan 15

Leads Generated

0

2000

4000

6000

8000

1579 3102 6919 6202 6313 1355 2421

Jul Aug Sep Oct Nov Dec Jan

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Reduction in expenses– 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

Increase in number of leads– 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– Improved follow-up rate from 42% to over 90%

Results

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Conceptual Architecture

Market Potential Awareness Promotions Pricing

Segmentation Preference Purchasing Offer Testing

Competitive Analysis Research Trends

Channel Preference Media Mix

Lead Qualification / Distribution / Fulfillment• Technical Fit

• Authority• Budget• Timing

• Opt-in / Demand for Appointment / Buy Now

Database

Prospects

Customers

Campaign Design & Implementation

Database driven Broad based

- Seminars- Telemarketing- Direct Mktg

- Advertising- Public relations- Trade shows

RESPONSE

STRATEGY POSITIONING IDENTITY

Product Management

Pro

du

ct M

anag

emen

tP

rod

uct

Mar

keti

ng

LostAccounts

ClosedAccount

s

Closing Bid / Proposal References Site Visit Promote Offers Initial Meeting

Win / LossAnalysis

Sales Pipeline Analysis

Program Reports

ROI Analysis

Workflow / Process AutomationBusiness Rules

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Lead Sources and Distribution

Internet Marketing

Online / Print Ad

Events

Email / Direct Mail

LEAD TYPE

10% 40% 50%

A B DC

Telemarketing

Leads automatically ranked A – C (U for unqualified).Ranking system is based on the following: Budget, Authority, Timing, Need

(Technical / Cost)

Dealer / Reseller

A & B Leads are automatically sent to

dealer via emailLiterature requests are automatically fulfilled

C & D Leads are entered into nurturing campaigns

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Time Warner Cable -Road Runner 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

SolutionSolution ResultsResults

MarketFirst Hosted

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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

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Road Runner – The Challenge

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Road Runner – The Solution

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Marketfirst Results

ObjectivesObjectives

Deliver promotions, customer surveys, event invitations and registrations

Distribute weekly newsletters containing quotes, productivity tips and featured products

ResultsResults

Delivered 1.7 million personalized emails to customers

Implemented more than 80 campaigns in 3 months

Created a complete view of their customers

Gained streamlined access to customer information

SolutionSolution

Customer databases centrally managed and integrated with website to improve marketing reach

Workflow components trigger events, such as sending special offers to customers or messages to employees

“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 PresidentDoug Smith, Executive Vice President

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ResultsResultsSolutionSolution

Financial Industry ImpactFinancial Industry Impact

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, Mike Thibault, Dir. Application Services for Capital MarketsDir. Application Services for Capital Markets

MarketFirst

Integrated CRM

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Marketing Results

ChallengesChallenges

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

Lack of integrated profile data meant sales not responding to the right leads

ResultsResults30% 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.

SolutionSolution

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 nurturing campaigns

“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.”

Peter Tait, VP eBusiness Strategy

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Time Warner Cable

Time Warner Cable

• 10M contacts in marketing DB, mined extensively

• Targeted contests and promotions

• Newsletters and mass mailings to subscribers

• Audience size 3.5M

• Automated service ordering

• Real-time reporting

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Betfair

Betfair

• 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

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Time Warner Cable

Webex

• 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

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Homebuilders

Homebuilders

• 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

• Subscribe to info on evolving communities

• Cross/up sell related products and services

• Win back campaigns

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ICM Computer Group

• MarketFirst used as their lead generation / lead management hub

• Integration with

• Dun & Bradstreet

• Outsourced telemarketing

• Pivotal CRM

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Customer Usage Examples

Problem: lost leads, reduce cost of fulfillment

Common, integrated lead capture for all touch points: – Web

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

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*Results…

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

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…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

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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

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Customer Usage Examples

Follow on usages…

MarketFirst marketing DB has grown 8+ million contacts Leverage for targeted direct marketing campaigns

• 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

By the numbers...– Multiple monthly mailings to targeted audience of ~3.5 million– Outbound peak email sends >150k per hour– Inbound web traffic:

• 15K hits/day• 150K with large mailings

Quote: “Senior Mgmt really appreciates real time campaign tracking”Josh Greene, director marketing

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MarketFirst Customers