Media: CRM opportunities from employee traffic $ CONVERSION RETENTION PERSONALISATION PROFILING

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1 Media: CRM opportunities from employee traffic $ CONVERSION RETENTION PERSONALISATION PROFILING

2 CRM opportunities from employee traffic No matter how sophisticated a company s CRM programme is, real human interaction will never be replaced. Employees in a business send 1,000s of s each month to customers, prospects and partners but that interaction is rarely measured or optimised. Not only is it a challenge to maintain a consistent brand image in this important customer touchpoint, but this traffic also represents a missed opportunity for tracked engagement and marketing. Using Rocketseed media in conjunction with employee generates new additional marketing opportunities and new revenue for your business. What is media? At its most basic level, media provides a central way to add consistent signatures and targeted messaging to all the external; s sent by employees in your business. However, media should provide so much more than this. Our solution generates actionable data, based on your communications, audience and organisation. media delivers tangible results, tracked through analytics, and helps increase the ROI of your existing CRM Typical CRM challenges that media helps address 1 Sales teams use Outlook to send s instead of the CRM system 2 New contacts or influencers are not logged in the CRM system 3 Lack of response to automated s 4 Customer engagement data is not available in real time 5 Internal departments are siloed, causing a gap in customer view and interaction 6 Contacts have not opted-in to receive marketing CRM opportunities from employee traffic 2

3 What is the CRM opportunity from media? CURRENT CRM ACTIVITY media: Bring more customer activity within the CRM ACTIVITY OUTSIDE CRM? Improve the ROI of your CRM media as a channel s sent per employee per month 25% click through rates up to 25% 99% people open s from people they know 4x more engagement than marketing media at different stages of the customer journey $ CONVERSION RETENTION PERSONALISATION PROFILING CRM opportunities from employee traffic 3

4 Explore how media can improve ROI Lead Nurturing & Cross Selling 5 Profiling 6 Loyalty & Retention 7 Personalisation 8 Big Data 9 Siloed Organisation 10 CRM opportunities from employee traffic 4

5 Lead Nurturing & Cross Selling Typical challenges Requires opt-in by prospect Hard to maintain engagement levels in automated s Systems are complex & often by-passed by the sales team Opportunities with Rocketseed media Parallel lead nurturing Customers open s from people they know. Now employee s can leverage lead nurturing assets, such as video demos, whitepapers, case studies. Reach customers who have not yet opted in The inclusion of logos or straplines in non-marketing s does not require opt-in. Nurture customers through their conversations with employees. New Product New Service Request Demo Request Demo 1 2 All s can support nurturing & cross-selling Apply relevant messaging, with Rocketseed smart segmentation rules, tailoring appended content to your recipient. Gain real time insights Customer engagement can be acted upon in real time. s now contribute to your CRM rather than evading it. Outcomes Nurture customers earlier Reach customers who have not yet opted-in Improve conversion by focusing on the right customers Leverage real time insights Rocketseed is a proven marketing channel for SDG. It delivers quantifiable results and provides our sales teams with a constant flow of new business leads it just works! Andrew Clarke, Head of Marketing CRM opportunities from employee traffic 5

6 Profiling Typical challenges Profiles are incomplete, with missing addresses addresses of influencers are not in the CRM Sales team do not add contacts to CRM Lost customer insights with employee , as engagement can t be tracked Opportunities with Rocketseed media Capture the addresses of all recipients ed by employees. This supports organic database growth, plus matching of Collect addresses by account, to give additional contact data to support profiling Engagement is measured. Comparing responses helps map customer patterns. Generate profiles within CRM system for new customers who engage with messaging. Outcomes Improved customer profiles Complete missing profile data More profiles in CRM = improved marketing and revenue opportunity Potential to integrate responses back into marketing automation CRM opportunities from employee traffic 6

7 Loyalty & Retention Typical challenges Difficult to detect changes if individual is not in the CRM (or has opted out) No view of influencers in the account Customer retention requires a more personal approach and faster reaction Opportunities with Rocketseed media Finance Influencer Decision Maker 360 Marketing Marketing messaging reaches all the stakeholders you communicate with. Great Ok Poor Service monitoring Customers can rate their experience in your business and their with service a single click. Receive real time alerts and resolve issues faster. Low High Know your customers Review the pattern of all communications with customers. Gain visibility on frequency, last contact, plus who your teams are in touch with. Product one 15% off Renew Product two Claim Discount Support renewals Use smart segmentation to target specific accounts with different messaging. Outcomes Keep your brand front of mind with all stakeholders, not just those in the CRM Real-time insights on customer experience enable employees to react to issues Combine media insights with CRM data for full customer picture Deploying Rocketseed is one of the smartest business decisions we have made. We solved a real business problem and secured all these benefits by doing nothing extra, in fact just what we always have send s. Graham Harvey, Owner and Founding Director, Cardinal Insurance CRM opportunities from employee traffic 7

8 Personalisation Typical challenges Difficult to achieve personalisation of communications even sophisticated marketing automation is template-driven Automated s generate lower response rates. It is not possible to measure response rates from individual business s Opportunities with Rocketseed media Smart rules determine which messaging is applied, or sales people can choose a relevant message based on their own customer knowledge. An written by an employee is a real one to one communication. Don t miss out on this opportunity to reach your audience in a personal way. Product one Product two Learn more Learn more SUPPORT CUSTOMER SERVICE SALES Gain visibility on the amount of individual interaction happening with customers in your business, and monitor engagement rates. CLIENTS PARTNERS PROSPECTS Outcomes More reach for messaging now that personal communications can also count Achieve consistency with campaigns, and relevant messaging Deeper engagement from personalised content Delivering one-to-one communications is now a priority for marketers. Brands send individualised marketing to their customers but this is still template based. The only true one-to-one communications are the ones written by employees, and this is why media is so important. Fiona Robson, Rocketseed UK CRM opportunities from employee traffic 8

9 Big Data Typical challenges Not available in real time, as it takes time to integrate and interpret Challenge in marketing to different lists Risk of duplication, or contradictory communications Opportunities with Rocketseed media Data available in real time Real time notifications can be delivered to the relevant person in your business. Improve your customer data $ Generate real time insights for your customers. Alerts can be integrated with your CRM. Compliant marketing Messaging is applied to s as customers engage with your business, eliminating concerns over source of data. Outcomes Data integrated in real time with CRM within customer profiles Actionable data New data on real customer engagement to complement existing data It gives us a mechanism to grow our database and a targeted way to reach both existing and potential donors & supporters. Sam Singh, Chairman TutuDesk CRM opportunities from employee traffic 9

10 Siloed Organisations Typical challenges Organisation works in silos without a view of other departments activities Lack of consistency in customer communications from different departments No visibility on how customers interact with people in your business Opportunities with Rocketseed media 1 All banners and messaging can be targeted by recipient, aligning communications 2 Enables sharing of data on engagement e.g. customer clicking on poor in service messaging, will alert both sales and customer services 3 Insights generated by employees not using CRM still can be integrated within the CRM 4 Enables visibility on cross-company communications with customers ALIGNED COMMUNICATIONS SHARE DATA ON ENGAGEMENT ALL INSIGHTS IN CRM VISIBILITY ON CUSTOMER COMMUNICATIONS Outcomes Align campaigns in communications from all departments Connected view of communication pattern and interactions Data held centrally Wider customer view CRM opportunities from employee traffic 10

11 Company Use Case Rocketseed media delivered $1m in incremental revenue for a technology company Lead Nurturing 1. The client uses media to reach prospects who haven t currently opted-in to its marketing programs CRM Contact Expansion 2. They use media to increase the number and quality of contacts within their CRM Generate new revenue The client uses Rocketseed to add product messaging to their employee s and reaches out to prospects that have not currently opted-in to receive marketing communications. Subsequent engagement (banner click) is then used as part of the prospect qualification process (lead scoring). The client is able to qualify more prospects with the additional touchpoint that Rocketseed offers. By tracking the people that have clicked on a Rocketseed banner and subsequently become qualified prospects, the client is able to track the revenue generated by those prospects whom without Rocketseed, they would not have been able to reach through conventional marketing channels. In Q the client attributed $1m* of new revenue generation to Rocketseed based on the prospects that they were able to measure. Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 $ Sales teams send s to prospects via Outlook Messaging added to employee s via Rocketseed Engagement is tracked by Rocketseed Analytics Automated report is uploaded to CRM Client qualifies and scores prospect with new insights Client analyses purchase behaviour of Rocketseed nurtured clients In addition to lead nurturing, the client is using Rocketseed to expand its CRM contacts. The client generates approximately 100 new contacts per month to its CRM (from just 150 senders) by analysing the recipient lists, cross-referencing the list against its CRM and adding those recipients that don t have profiles, or have incomplete profiles, to the CRM. In doing so, the client is increasing the ROI from its CRM investment and is insuring against prospects being lost when employees change role or leave. *Number of employees using the tool in this use case is approx 150 CRM opportunities from employee traffic 11

12 Rocketseed media in a nutshell Employee sends as normal Rocketseed works with your client media is applied on sending Recipient clicks & engagement is measured Compatible with all major clients and mobile devices Further reading on media 1 media video 2 media white paper 3 Salesforce app exchange 4 Press release Contact us Europe and Middle East South Africa Australia and Asia Pacific North America rocketseed.com CRM opportunities from employee traffic 12

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