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MarketFirst Product Overview

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MarketFirst Product Overview – PowerPoint PPT presentation

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Title: MarketFirst Product Overview


1
MarketFirst Product Overview
Marketing Stage Apps
Sales Stage Apps
Operations Stage Apps
- Event Management
- Prospecting Assistant
- Contract Renewals
- Direct Marketing Manager
- Contact Management Light
- Customer Report Card
- Lead Manager
- Easy Mail
Identify
Engage
Enhance
Convert
Retain
Cross-sell
MarketFirst Engines
Audience Segmenter
Behavior Tracker
Visual Campaign Designer
DataBridge and XML Integrator
Multi-channel Personalizer
Marketing Data Warehouse
Targets, Customers, Profiles
Website Tracks
Survey Results
E-mail Actions
Digital Assets
Additional Charge For These Modules
2
CDC MarketFirst Map Analytics
3
Solving Business Problems with Map Analytics
MarketFirst Map Analytics Solution
Business Problem
Customer and prospect groupings are quickly
apparent when shown visually on a map.
Leverage external market intelligence
Where are my campaigns pulling? Is there a
geographical pull in an AB split? Where are
conversions highest?
Customer and prospect groupings are quickly
apparent when shown visually on a map.
Quickly count customers by proximity to a point
Where do I put reps to Increase revenue?
Combine multiple data sources using map layering
Where should I hold my next seminar, customer
meeting, and which trade show is optimal
geographically?
Show distance from each other and airports
Whats the best route to visit my
largest customers?
4
Click Through Map (Country)
Desktop Client
5
Marketing Power
Market Potential and Penetration Location
intelligence and predictive analytics provide
businesses with a means to more accurately
identify and capitalize on areas of market
potential based on market business and consumer
information. 
Market Potential Analysis
Example Once you analyze your trade area, you
can determine market potential by comparing the
people who live in the trade area ZIP codes to
the people who have the potential to purchase a
product or service. Using Map Analytics you
determine which ZIP codes have the highest
potential.
Product Introductions
6
Map Analytics Features
Feature Description
GIS Mapping Complete set of maps for North America, Western Europe, Australia / New Zealand with country, state, county, zip code details
Out-of-the-Box Maps Maps for click-throughs, bounces, segments, survey results, and any M1 report that has location element
Fast Deployment Deploy easily and rapidly with minimum configuration
Map Layers Create multiple views of your data by using various layers of information
Advanced Search Perform advanced layer-based selections and searches from the map interface
Interactive Map Drill down into your marketing data from the interactive map
Geo-coding Assign geographic coordinates to your MarketFirst data to quickly plot them on the map
7
Click Through By Zip Code
Desktop Client
8
Product Survey Analysis
Web Client
9
Out of the Box Maps Customer Proportion
Desktop Client
10
CDC MarketFirst Analytics
Tuesday, June 30, 2015
11
Why Analytics Over Standardized Reporting?
  • Business challenges
  • Standard reporting is costly and complex
  • Homegrown solutions stretch IT resources
  • Disconnected business systems
  • Poor data quality missing data, dirty, or
    non-standardized
  • Time and effort required to define the right
    business metrics
  • Lack of skills and knowledge (e.g., OLAP
    expertise)
  • The business intelligence imperative
  • Information accessibility everyone, anytime,
    anywhere, any device
  • Intelligence data relevance context
  • Better decisions are made based on facts captured
    in different islands of data

x
12
Analytics Process Overview
2.
Market trends
Load data into data cubes
  • Inventory data
  • Orders
  • Customer data

CRM analytics
Demand planning
3.
Applications access cube data
-Orders by date for new product -Customer demand
by region -Change in product sales mix year
over year
13
Understand survey responses, click-throughs, and
all other MarketFirst data in a dynamic and
interactive manner
14
Bounce-back analysis helps you understand the
quality of your lists and/or e-mail address
providers.
15
Click on Dave Bally and all other panes of
information instantly filter and refer to Dave
Bally
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Understand campaigns, event registrations, and
landing pages
Need to drill into one campaign? Click on the
slice
18
Clicking on the campaign provides instant
answers in this case, which industries responded
to this campaign
19
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CDC MarketFirst Reports
  • 26 out-of-the-box reports, including
  • Program Reports
  • Program Performance Summary
  • Program Performance Detail Report
  • Program Revenue by Lead Category Report
  • Program Response by Lead Category
  • Program Response by Media Report
  • Program Response by Audience Report
  • Program Lead Status Report
  • Program Status Report (Excel)
  • Report Calculations for Non-Media Tasks
  • Program Exception
  • Survey Reports
  • Survey Response Report (Excel) Action Status
    Report (Excel)
  • Company and Site Reports
  • Company Detail Report
  • Site Report
  • Contact Reports
  • Contact Detail Report
  • Contact Activity
  • List Reports
  • List Report (Excel)
  • List Profile Report
  • Profile Reports
  • Profile Report
  • Base Profile Report (Excel)
  • Segment Reports
  • Segment Profile Report (Excel)

21
Many Reports Can be dumped to Excel
Track and prove the direct impact marketing has
on revenue through every sales stage, despite
multiple lead responses!
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CDC MarketFirst Campaign Portal
Tuesday, June 30, 2015
24
Easy wizard interface enables marketing personnel
of sub-divisions, affiliates, or partners to run
campaigns with minimal technical background. In
this example a standard event campaign with a
landing page is created.
25
Simple checkbox options enable event campaigns
(and other templates) to be executed with ease
26
Landing Page, Viral Marketing, and Opt-Out Links
automatically created
Radio buttons let the correct content be selected
in moments
27
Registration Landing Page is also automatically
created
28
Even importing is simplified
29
Event Manager Simple
  • Build Relationships
  • Increase attendance rates through automated
    segmentation and progressive profiling
  • Deliver personalized invitations
  • Track responses and invitee lists
  • Integrate with Lead Manager for lead
    qualification, distribution, and tracking
  • Seminars, webinars, customer events, tradeshows,
    conferences

Cross-sell Up-sell
Identify
Engage
Enhance
Convert
Retain
30
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Capabilities like those seen on this page can be
used for surveys, extending CRM and ERP workflow
to the customer via e-mail and web pages, and
many, many other uses.
  • Note the personalization on this page
  • Seminars offered are geographically close to the
    target
  • Times are in local time zone
  • Questions may even alter based on what questions
    were previously asked via progressive profiling.

32
A simple confirmation e-mail, right? - Even with
this innocuous e-mail there are 22 links through
which the prospect can get more information and
keep going. And which of these links they click
on can tell you a lot!
33
Event Manager Advanced
  • Increase Attendance
  • Track how many people arrived via web page and
    search engine vs. E-mail A vs. E-mail B
  • Track which links on an e-mail or web page are
    the ones that achieved the click-through
  • Track viral marketing effect of event invites
  • Include directions to seminars through external
    content blocks to increase attendance!
  • Enable routing to manual assistance
  • Enable real-time rep notification when target is
    on the website!

Cross-sell Up-sell
Identify
Engage
Enhance
Convert
Retain
34
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Direct Marketing Manager
  • Promote and Nurture
  • Send the right people the right message via
    real-time segmentation
  • Improve/measure response rates
  • Increase efficiency w/ automation
  • Real-time dynamic content
  • Multi-channel, multi-wave programs
  • Newsletters, surveys, promos, release management,
    education, press kits, subscription-based opt
    in/out

Cross-sell Up-sell
Identify
Engage
Enhance
Convert
Retain
36
M1 Screen Shot
37
Lead Manager
  • Qualify Close Loop
  • Close the marketing loop via Sales integration
  • Identify best leads via segmentation across
    profile and behavior
  • Automate lead distribution to the right people at
    the right time
  • Results-orientated best practices
  • Track and manage effectiveness of each campaign

Cross-sell Up-sell
Identify
Engage
Enhance
Convert
Retain
38
Prospecting Assistant
  • Reps Send Standard E-mails Easily
  • Increase consistency and effectiveness of sales
    communication
  • Dynamic pre-approved communications templates
  • Integrate leads into and from existing SFA system
  • Track message effectiveness and closed-loop ROI
  • Real-time reporting on prospect activity

Cross-sell Up-sell
Identify
Engage
Enhance
Convert
Retain
39
Reps can choose standard and personalized
subjects
the best wrappers and introductions
and the best content or event, all in moments,
while maintaining standard marketing and legal
messaging.
40
Contact Management
Contact Management Light Application
1.
IBM/Filenet Usage
2.
Tuesday, June 30, 2015
41
Contact Management Light
Utilize Contact Management Light for Presales and
TeleSales qualification, nurturing, and other
simple interactions where a full CRM system isnt
needed.
  • Easy to use
  • Web access
  • Simple to set up
  • Tightly integrated with MarketFirst
    Communications Engine
  • Under Marketings control
  • Can be integrated with other systems
  • Perfect for nurturing and lead lifecycle
    scenarios

42
Contact Management Light
  • Basic Lists
  • Call Queues
  • Expandable

43
Contact Management Light
The CDC MarketFirst Contact Management Light
Application is an excellent launch point for
custom workflows that exactly match your desired
corporate processes without having to
completely reinvent the wheel.
44
Contact Management Light Basic Administration
45
  • About IBM Filenet Division
  • Utilized for standard lead generation
  • Utilized for rep nurturing
  • Utilized for lead distribution
  • Had a big problem no CRM system to move the
    leads to
  • Solution
  • Utilize and implement basic contact
    management in CDC MarketFirst

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56
MarketFirst Contract Renewal Application
Making it easy for staff and customers to fill in
the missing piece.
57
Contract Renewal Application
  • Use To Renew Any Periodically Renewed Agreement
  • Streamline the Renewal Process
  • Save Administrative Time and Costs
  • Increase Customer Retention and Satisfaction
  • Increase Revenue

58
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59
Contract Renewal Application
60
Customer Report Card Application
Catch Every Customers Feedback Turn Every
Problem Into An Opportunity
Tuesday, June 30, 2015
61
Customer Report Card Application
  • Solicit, Receive, Store, and Analyze customer
    surveys.
  • Track how answers change over time.
  • Route and escalate customer issues and feedback
    in real time.
  • Notify appropriate personnel while customers are
    still in the process of filling out feedback
    forms!

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Create a Feedback Process that is Objective and
Automated
  • Trigger by criteria like
  • Size of purchase
  • Number of purchases
  • New product / service
  • Special Events

Personalize both your email and your survey based
on any criteria resulting in more specific input
Automate the Thank You for Participating
process, resulting in better feedback going
forward.
64
Create Surveys Quickly and Easily
65
One Example, Customer Report Card
66
Segmenting with CDC MarketFirst Audience
or what we like to call Using the Niche Which
Tuesday, June 30, 2015
67
What Can CDC MarketFirst Segment By?
  • Email Survey Data
  • Opt-In / Opt-Out
  • E-mail Sends, Opens,
  • Email Click-Throughs
  • Survey Results
  • Qualification Questions
  • Any Previously Executed Task
  • Any other segment or list (subsegments)
  • Website Data
  • Website and Page Hits
  • Progressive Profiling Questions
  • Competitive Website and Page Hits
  • CRM ERP Data
  • Rep Actions or Non-Actions!
  • Lost or Abandoned Opportunities
  • Customer Status, etc.

Requires Import or Integration
68
How Can You Use a Segment?
  • Overall to create a campaign
  • Within an adaptive choice to determine down which
    path to take the target
  • Within a document to include or exclude text,
    graphics, sections
  • To control progressive profiling which
    questions are they asked next?
  • To send a fax and control the information on that
    fax
  • To determine which podcasts, webcasts, or videos
    are made available
  • To send a lead to a rep, or an alert to any
    person
  • To create a direct mail list
  • To personalize a Web page
  • To control language
  • To transfer a contact to another system
  • To trigger an import

Requires 3rd-Party Fax Server
69
How Can You Test a Segment?
(or, The Luck Stops Here)
  • Testing is the cornerstone of marketing
  • CDC MarketFirst enables automatic creation of A/B
    splits
  • Create a random subset by either percent or
    quantity
  • Automatically use the successful campaign for the
    real deal
  • Easily merge the tested groups back into the main

70
How Do You Create a Segment?
Then combine the criteria in an easy to
understand tree or text structure.
71
Avoid Customer Over-Saturation.
Test your query, count the results, and see the
contacts with just one button press
72
How Can You See and Count a Segment?
See the contacts actually in a segment and work
with them by clicking on the Contacts tab.
Click on Count at any time. Or click on Test
Query when building a segment to count the
audience.
73
Behavior Tracker
  • Track what your customers say and what they do.
  • Track Each Web Page They Visit
  • Track Every Email Link They Click Through
  • Track All Survey Responses
  • Track What Time They Open Emails...
  • Track Qualification Questions
  • Track Competitive Visits and Interest
  • Track Behavior Changes Over Time
  • Use this information dynamically to create
    complex campaigns that both provide opt-in
    quality content, and convert your prospects.

74
What Does It Look Like?
  • Segment based on
  • Complex profile criteria
  • Previous actions
  • Survey responses
  • Any other segment or list
  • Website and page hits
  • Click-throughs
  • Other tracking actions

75
Visual Campaign Designer
Easy for you significant personalization for
your customers
  • Drag and Drop Campaign Flow
  • Visual Concept and Functional Code Are Identical!
  • Modify Without Stopping Campaigns
  • Jump Around and Between Campaigns
  • Highly personalized, triggered, and adaptive
    campaigns, are easy to administer and create
  • Incorporate Content Blocks From Other Systems

76
  • Drag Decisions, Web Pages, Emails, Faxes,
    Mailings where and when needed.
  • Easily modify at any time as corporate processes
    and needs change.

77
MultiChannel Personalization
  • Personalize
  • Faxes
  • Emails
  • Web Pages
  • Direct Mailings
  • SMS Messages
  • Surveys

Give your marketing the power to meet your
customers where they can be reached
Continue to reach out to Opt-Outs via optional
channels. Give customers the choice to be
reached via their favorite channel.
78
Marketing Data Warehouse
  • Marketing Data
  • Store Marketing Templates, Newsletters, Emails,
    Surveys, Campaigns, and much much more in a
    single convenient, accessible location
  • Customer Data
  • Store Customer Profile, Email Clicks, Web Tracks,
    Survey Responses, etc in single location
  • Store and Load Target Data in One Location
    without Impacting Sales

79
Thank You
2.
Tuesday, June 30, 2015 Mark LeVell Director,
MarketFirst
Tuesday, June 30, 2015
80
Easy Mail
  • What is it?
  • New wizard-driven UI for MarketFirst
  • Will be available as part of core product
  • When is it available?
  • End of March
  • What do I need to be able to do?
  • Demo it
  • Discuss how it works with existing M1 client
  • What resources are available?
  • Sandbox and Lunch-and-Learn to be scheduled in
    March
  • MarketFirst Sales Guide to be updated
  • MarketFirst Positioning Doc to be updated

81
The simplicity of an email blaster The power of
MarketFirst
  • Some times marketers want a simple tool for
    sending an email blast
  • Other times marketers need a robust solution for
    creating and managing complex marketing campaigns
  • All of the time marketers require a single system
    for managing their targets and their interactions
    across all channels

82
Launch pad with quick links to key functionality
Quickly view campaigns on the Marketing Calendar
83
Wizard-driven approach to creating email campaigns
84
Add personalization
Integrate with MarketFirst Deliverability Email
Server
Links to in context help
85
Use an EzMail template for your email or start
from an existing HTML file or a blank slate
View available templates
86
WYSIWYG email editor
Edit your email block-by-block by moving blocks
(drag-and-drop), editing, adding new ones or
removing
87
Edit each block with an intuitive HTML Editor
Add personalization
Or edit the HTML directly
88
Create text version based off HTML email
89
Add attachments from the database or from your
computer
90
Select the audience for your email
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Launch emails immediately or schedule a launch
date / time
View other email campaigns to make sure that
there are no conflicts
93
Send a test email
View a summary of the email campaign before you
launch it
94
See the results of your email campaign
95
Easy Mail vs MarketFirst Interaction Engine
  • Easy Mail
  • Used by marketer
  • Ability to create, launch and track email
    campaigns
  • MarketFirst Interaction Engine
  • Used by highly technical marketer or IT
  • Access to full power of MarketFirst
  • Segment creation
  • Workflow design
  • User management
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