© Copyright CDC Software 1 © Copyright CDC Softwar 1 Customer Uses 1. MarketFirst Customers 2. Case Studies & ROI 3. More Case Studies & ROI
Dec 26, 2015
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Customer Uses
1. MarketFirst Customers2. Case Studies & ROI
3. More Case Studies & ROI
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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