Neolane Leads. Neolane v6.1

Transcription

1 Neolae Leads Neolae v6.1

2

3 This documet, ad the software it describes, are provided subject to a Licese Agreemet ad may ot be used or copied outside of the provisios of the Licese Agreemet. No part of this publicatio may be reproduced, stored i a retrieval system, or trasmitted, i ay form or by ay meas, electroic, mechaical, photocopyig, recordig or otherwise, without the prior writte permissio of Neolae. The iformatio cotaied i this documet is provided for iformatioal purposes oly ad may be revised without otice. It does ot costitute a commitmet o the part of Neolae. Neolae does ot guaratee the accuracy or the completeess of the iformatio cotaied withi this documet. Refereces to compay ames are iteded to be ficticious ad for illustrative purposes oly ad do ot refer to ay real-world compay. Ay brads cited are the property of their respective owers. Widows is the registered trademark of Microsoft Corporatio i the Uited States ad other coutries. Java, MySQL ad Ope Office are trademarks of Oracle Corporatio i the Uited States ad i other coutries. Liux is the registered trademark of Lius Torvalds i the Uited States ad i other coutries. This product icludes software developed by Apache Software Foudatio ( For ay questios or queries, please sed a message to the followig address: doc@eolae.com. Versio umber : 8058 Neolae 18 rue Roger Simo Barboux, Arcueil - Frace

4 Table of Cotets Neolae v6.1 - Neolae Leads Chapter 1. Itroductio Overview Cocepts ad termiology Operatig priciple Termiology Life cycle of a lead i Neolae User friedliess ad browsig i Neolae Leads Home page Accessig mai fuctioalities Chapter 2. Gettig started with Neolae Leads Stage 1: acquisitio Importig data ito Neolae Importig from a CRM/SFA Data cosolidatio Stage 2: qualificatio/ratig Defiig lead scores Defiig lead ratig ad routig Stage 3: urturig Delivery, trackig ad chase up Scorig Stage 4: routig Stage 5: trackig Browsig Reportig Chapter 3. Lead geeratio Itroductio Importig leads File format The leads import wizard Stage 1: Select the file to import Stage 2: Check the file structure Stage 3: Simulatio ad data import Import result Neolae v6.1 - Neolae Leads 3

5 Neolae Cosolidatig iformatio Data cleasig Accessig collected iformatio Maagig leads Accessig leads Leads life cycle Profiles ad Targets Recipiet profiles Groups ad lists Chapter 4. Data qualificatio Creatig, qualifyig ad ratig Stage 1: Creatig leads Stage 2: Qualifyig leads Stage 3: Ratig leads Defiig rules Creatig a scorig rule Creatig a ratig rule Chapter 5. Nurturig campaigs Overview Acquisitio ad urturig campaigs Creatig marketig campaigs Creatig forms Overview Ladig pages Web applicatio templates Creatig a Web applicatio Qualifyig via a Web applicatio Availability ad moitorig Processig collected iformatio Implemetig web trackig Overview Implemetatio Associatio with a profile Aoymous trackig Rules ad related scores Chapter 6. Lead routig Overview Cofiguratio steps Implemetatio Defiig routig rules Lead trackig Viewig reports Creatig ew reports Chapter 7. Cofiguratio Data models Iitial cofiguratio Persoalizig buildig rules Cofigurig scorig rules Adaptig scorig rules Creatig a ew scorig criterio Advaced cofiguratios Orgaizatioal etities Neolae 2013

6 Neolae Leads Overview Implemetatio Orgaizatioal etities ad their operators Maagig Neolae tree folders Operators ad rights o folders CRM cofiguratio Routig rules Exportig leads Importig iformatio Neolae v6.1 - Neolae Leads 5

7 Neolae 6 Neolae v6.1 - Neolae Leads

8 CHAPTER 1 Itroductio Table of Cotets Overview Cocepts ad termiology Operatig priciple Termiology Life cycle of a lead i Neolae User friedliess ad browsig i Neolae Leads Home page Accessig mai fuctioalities Overview Neolae Leads lets you implemet commuicatio ad automatio strategies to improve the efficiecy of lead maagemet. Use Neolae Leads to set up ad automate data collectio, ad coordiate ad score prospects, thus forwardig oly highly qualified iformatio to your sales teams ad optimizig their coversio rate. To calculate ad icrease scores, Neolae uses both explicit (evet attedace, ewsletter subscriptio, documet dowload o a website) ad implicit (umber of visits to a website, types of pages viewed, etc.) data. Neolae Leads ca be combied with a CRM/SFA system to improve retur o ivestmet ad track the prospect's etire life cycle. Neolae Leads lets you implemet tools to: automate the collectio of prospect iformatio usig various commuicatio chaels, detect ad qualify leads based o rules, behaviors ad scores (prospect scorig is performed based o multiple criteria: declarative, behavioral ad trasactioal data), track each cotact's marketig activity usig a dedicated dashboard, coordiate collected data with CRM or SFA (two-way itegratio with salesforce.com), track ad measure the added value provided by the marketig departmet (reportig tools). Cocepts ad termiology Neolae Leads lets you: Neolae v6.1 - Neolae Leads - Itroductio 7

9 Neolae Collect iformatio (kow as 'activities'): trackig logs, data files, survey aswers, website browsig history, etc. This iformatio is either aoymous (i.e. orphaed) or liked to a cotact. Oce these activities have bee qualified, they become leads. Geerate ad urture leads by settig up marketig campaigs, orgaizig ad followig up o marketig evets, offerig web forms ad trackig maagemet, etc. Some leads will be rejected or abadoed if they are ot mature eough or do't match a potetial target. Maage ad covert opportuities: a opportuity is a lead which is mature eough (qualified) ad is accepted by the sales departmet. Operatig priciple Neolae Leads automatically records ad archives prospect iformatio. This iformatio icreases prospect scores ad eables qualificatio. Iformatio is either: 1 Explicit: subscriptios, survey aswers, compay iformatio, projects, people, etc. 2 Implicit: umber of visits to a site, themes read/clicked o, documet dowloads, etc. Neolae Leads offers tools for settig up data acquisitio ad urturig campaigs i view of improvig lead qualificatio, assessig their relevace ad icreasig prospect kowledge. Termiology A activity is a piece of iformatio forwarded to Neolae Leads to be used i urturig programs. It ca be a trackig log, a aswer to a survey, a file purchase, a website visit, etc. It is either orphaed or liked to a cotact. Uusable activities are activities which are missig data ad may therefore ot be etered i a urturig program (missig , for example). Oce they have bee collected ad cosolidated, activities become leads, which ca be rejected by sales (if they are ot mature) or abadoed (if they do't coicide with a eed). A lead is a idividual (or compay) who has expressed a iterest i obtaiig iformatio o the products or services offered by the compay. Oce it is idetified, the profile liked to the lead is set targeted messages based o the iterests, eeds ad expectatios collected ad archived i their profile. Commuicatio icludes s, persoalized web pages, evet ivitatios, etc. A lead accepted by sales becomes a opportuity, which ca be either lost or wo. The urturig program lets you improve lead qualificatio usig targeted marketig campaigs. The qualificatio level is expressed by a score, which is used for ratig leads. Web applicatios ad ladig pages are specific web forms which you ca use to direct a cotact to a form ad collect iformatio which will erich their profile. Neolae Leads offers a set of simple templates to be used by marketig operators: dowload page, cotact detail etry form, BANT iformatio, etc. Note: To view the Glossary with defiitios of the vocabulary used i Neolae Leads, click the lik o the home page. Life cycle of a lead i Neolae Leads are created from the activities collected ad cosolidated i Neolae Leads. Each lead is assiged a score based o their behavior, profile ad acquisitio mode, etc. Programs are used to urture leads, after which they are set to the sales team followig sychroizatio with their CRM tool. 8 Neolae 2013

10 Itroductio This process ivolves the followig steps: The steps above are described i this documet. 1 The activity ad lead acquisitio mode is detailed i Lead geeratio [page 47]. 2 The activity cleasig stage is detailed i Data cleasig [page 56]. 3 The lead qualificatio rules are detailed i Data qualificatio [page 73]. 4 The process of implemetatio of a urturig program with Neolae Leads is explaied i Nurturig campaigs [page 85]. 5 The routig rules are described i Lead routig [page 121]. User friedliess ad browsig i Neolae Leads Geeral Neolae browsig priciples are detailed i Neolae Platform. Home page Oce you log i, you will be take to the Neolae home page: this cotais liks to the various fuctioalities ad geeral cofiguratios for the platform. Neolae v6.1 - Neolae Leads - Itroductio 9

11 Neolae Click the Leads uiverse to access the available fuctioalities. Note: The Neolae explorer cotais all the fuctioalities of the platform ad the advaced cofiguratio screes. For more o this, refer to Neolae Platform. Accessig mai fuctioalities Refer to Neolae Platform for more o usig the Neolae iterface. Accessig iformatio Use the liks i the browser meu to access the mai fuctioalities of Neolae Leads. You ca also display: leads, activities, ladig pages, opportuities ad campaigs. The More lik lets you access other Neolae fuctioalities. 10 Neolae 2013

12 Itroductio Use the drop-dow meus i the upper sectio of the home page to filter iformatio: Addig a elemet I the campaigs page, the butto above the list lets you create (or import) a ew elemet. For example, for a ew ladig page, click Create ad select the template to use: Neolae v6.1 - Neolae Leads - Itroductio 11

14 CHAPTER 2 Gettig started with Neolae Leads Table of Cotets Stage 1: acquisitio Importig data ito Neolae Importig from a CRM/SFA Data cosolidatio Stage 2: qualificatio/ratig Defiig lead scores Defiig lead ratig ad routig Stage 3: urturig Delivery, trackig ad chase up Scorig Stage 4: routig Stage 5: trackig Browsig Reportig The implemetatio procedure for Neolae Leads is preseted below ad detailed i the other chapters of this documet. Stage 1: acquisitio The acquisitio stage lets you import data ad cosolidate it i the Neolae database. Importig data ito Neolae I the followig example, we wat to use the import wizard to import data collected durig a marketig evet ito Neolae. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 13

15 Neolae 1 Lauch the import wizard from the Leads uiverse home page. Select the secod optio to import marketig campaig data. 14 Neolae 2013

16 Gettig started with Neolae Leads 2 Select the file cotaiig the data to be imported (CSV format oly). Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 15

17 Neolae 3 Check the structure report ad upload the file oto the server for processig. 16 Neolae 2013

18 Gettig started with Neolae Leads 4 Ru a data import simulatio to check the data i the file before importig it ito the Neolae database. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 17

19 Neolae Check the simulatio report ad approve this step if the report is correct. Ru the data import. 18 Neolae 2013

20 Gettig started with Neolae Leads 5 Display the Neolae explorer via the Advaced>Explorer meu o the home page ad edit the Lead geeratio>activities ode to check the imported elemets. Note: The Neolae Leads data import stages are detailed i Importig leads [page 48]. Importig from a CRM/SFA Data cotaied i a CRM/SFA type exteral system ca be imported ito Neolae. Importig is carried out usig a dedicated workflow, specific to the system used. For more o this, refer to CRM cofiguratio [page 158]. Data cosolidatio Whe importig data, Neolae Leads applies stadardizatio, deduplicatio ad data cleasig rules usig a dedicated techical workflow. This is carried out automatically depedig o cofiguratio. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 19

21 Neolae Oce data import is complete, scorig lets you aggregate activities to create leads, which are the liked to compaies ad recipiets. 20 Neolae 2013

22 Gettig started with Neolae Leads Leads ca be viewed from the activity ad via the Lead trackig lik i the Leads uiverse. Note: You ca also use the Lead geeratio>leads meu from the Neolae explorer to view created leads. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 21

23 Neolae The Geeral tab shows the lead's score. Sice o scorig rules have bee applied, the score is zero. Note: For more o this, refer to Cosolidatig iformatio [page 56]. Stage 2: qualificatio/ratig A set of rules is used for qualifyig prospects. Scorig rules let you assig poits to leads based o origi, behavior, compay, etc. Ratig rules let you select the ratig of the lead based o its score (typically: Cold, Warm, Hot). Routig rules let you maage sychroizatio with CRM. Defiig lead scores We will ow look at two existig scorig rules to be applied to ewly created leads. 22 Neolae 2013

24 Gettig started with Neolae Leads 1 The first rule assigs 7 poits to participats of the Trade show evets: Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 23

25 Neolae 2 The secod rule subtracts 5 poits from leads whose domai is a ISP. Note: The list of ISPs is fully cofigurable. For more o this, refer to domai rules [page 148]. Our leads will therefore have the followig scores: 24 Neolae 2013

26 Gettig started with Neolae Leads Leads whose domai is a ISP will score 2: Leads whose domai is ot a ISP will score 7: Note: The scorig rule creatio mode is detailed i Creatig a scorig rule [page 74]. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 25

27 Neolae Defiig lead ratig ad routig The ratig of the lead is updated based o its score. I the example below, leads with less tha 10 poits are "hot". 26 Neolae 2013

28 Gettig started with Neolae Leads Oce the ratig is defied, it is applied to the leads via the Scorig ad routig workflow. Routig rules are added to ratig rules to defie the path of the lead after its ratig chages. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 27

29 Neolae A warm lead ca therefore be set to a urturig program while a hot lead is forwarded to the CRM/SFA system. For warm leads, the routig rule is as follows: For hot leads, the routig rule is as follows: 28 Neolae 2013

30 Gettig started with Neolae Leads The Lead trackig view lets you check their qualificatio ad destiatio. Note: Ratig rules are detailed i Creatig a ratig rule [page 82]. Routig rules are detailed i Lead routig [page 121]. Stage 3: urturig The aim of a urturig campaig is to set up tools for maagig ad qualifyig leads i order to icrease their value ad make their ratig easier. Neolae Leads lets you track the prospect's activity while automatically erichig the data i their profile. Delivery, trackig ad chase up I the followig example, we wat to sed a semiar ivitatio to a list of prospects ad track their reactio, chase them up if ecessary ad assig poits to them based o their actios. We will start by creatig a semiar registratio page (ladig page), the we will eed to create a delivery to sed the ivitatio to a group of prospects. A remider will be set to recipiets who do ot register, ad oce the evet is over, the list of participats will be re-imported to update the database. Note: I this example, we wat you to use ladig pages. From the same meu, Neolae also lets you create Web applicatios: create more comprehesive forms liked to templates ad possibly to a microsite, if the optio is istalled. For more o this, refer to Creatig forms [page 86]. This ivolves the followig steps: 1 Creatig a ladig page Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 29

31 Neolae Click the Ladig page lik the the Create butto. Select a Registratio to a evet type ladig page ad eter the label Register to emarketig semiar. Click the Save butto: the ladig page is the created ad displayed i a ew tab 30 Neolae 2013

32 Gettig started with Neolae Leads Click the Edit tab to cofigure it. I this tab, activity sequecig is represeted i the form of a diagram, with two pages. The first page cotais the subscriptio form, the secod cotais the cofirmatio message. Note: For more iformatio about ladig pages ad their cofiguratio i Neolae, refer to Web Fuctioalities. Double-click the first page to cofigure it: Eter the page title. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 31

33 Neolae Click Details to eter the text for the itroductio to be displayed i the form. If ecessary, edit other fields i the form. Click Ok the save the ladig page. Click the Preview tab to display the rederig for this form. 32 Neolae 2013

34 Gettig started with Neolae Leads You ca the publish the ladig page from the Dashboard tab to make it accessible olie. Warig: If a ladig page is liked to a campaig, the delivery must be created from the campaig. 2 Creatig a delivery Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 33

35 Neolae Click the Create>Delivery meu ad eter E-marketig semiar ivitatio as the label. Click Cotiue ad select the delivery target. Note: The target populatio ca be built usig a workflow: this graphical eviromet lets you build a target via queries, tests ad uio, deduplicatio ad split type operators. For more o this, refer to Neolae Campaig. Eter the delivery subject ad cotet. 34 Neolae 2013

36 Gettig started with Neolae Leads I the message body, add the lik to the ladig page: Click Sed ad select Deliver as soo as possible to deliver messages. 3 Audit Ope the delivery to check the reactivity of the targeted populatio. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 35

37 Neolae Click the Delivery tab to check which recipiets received the message. Click the Trackig tab to check the umber of opes ad clicks iside the message: The iformatio is also displayed i the recipiets' marketig history, as show below: 36 Neolae 2013

38 Gettig started with Neolae Leads 4 chase up Create a ew delivery to sed a remider to recipiets who did ot register for the evet. Oly target recipiets who did ot click the ladig page, as show below: 5 Semiar outcome Oce the registratio cycle is complete ad the evet is over, you ca import the list of participats ad update their profile i the database. To do this, ru a data import as show i stage 1, by likig the list of participats to the marketig evet. You ca assig more poits to people who atteded the evet tha those who simply registered. To do this, defie the appropriate scorig rules. Scorig I the example below, we wat to assig poits to prospects for browsig a website. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 37

39 Neolae A prospect who already has a profile i your database browses your website. They have a curret score of 2. Before they log i, their browsig history is recorded as aoymous trackig i Neolae. A dowload page (for example) ca request that they log i. The iformatio etered i the form will the be added to their profile i the Neolae Leads database. 38 Neolae 2013

40 Gettig started with Neolae Leads Oce the dowload page is cofirmed, a message is set to the prospect with the dowload lik. Their marketig history is updated i Neolae, icludig Web trackig data collected before they were idetified. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 39

41 Neolae The iformatio is also liked to the appropriate lead as a ew activity: 40 Neolae 2013

42 Gettig started with Neolae Leads A dedicated scorig rule defies the umber of poits to be assiged to prospects who dowload the catalog: The appropriate umber of poits will therefore be assiged to our lead automatically. Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 41

43 Neolae I parallel, the prospect's browsig history is added to their profile i the Neolae database: Note: For more o this, refer to Nurturig campaigs [page 85]. Stage 4: routig Oce a lead is sufficietly qualified, it is forwarded to CRM i keepig with the defied routig rules. The sales departmet the either accepts it or rejects it. Sychroizig Neolae Leads ad the CRM tool lets you track the lead's etire life cycle. 42 Neolae 2013

44 Gettig started with Neolae Leads For example, you ca covert a lead ito a opportuity with Salesforce.com, as show below: The iformatio is retured to Neolae Leads i the Lead geeratio>opportuities ode: Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 43

45 Neolae Likewise, whe idicators are updated: The opportuity is updated i Neolae: Sychroizatio betwee these two systems is performed usig dedicated import ad export workflows. 44 Neolae 2013

46 Gettig started with Neolae Leads Note: For more o this, refer to CRM cofiguratio [page 158]. Stage 5: trackig Browsig You ca view the leads ad the recipiets i the database. The Lead trackig view lets you check the stage of the leads ad filter or edit data, as show below: Neolae v6.1 - Neolae Leads - Gettig started with Neolae Leads 45

47 Neolae Reportig To track the impact of your marketig actios, use the reports o leads, deliveries, campaigs, etc. These are available via the Reports uiverse. The reports liked to deliveries ad campaigs are available via the Reports lik. You ca also use the descriptive aalysis tool to create your ow reports. To do this, click the Tools>Descriptive aalysis meu ad choose a existig report, or create a persoalized oe. Note: For more o this, refer to Neolae Reportig. 46 Neolae 2013

48 CHAPTER 3 Lead geeratio Table of Cotets Itroductio Importig leads File format The leads import wizard Stage 1: Select the file to import Stage 2: Check the file structure Stage 3: Simulatio ad data import Import result Cosolidatig iformatio Data cleasig Accessig collected iformatio Maagig leads Accessig leads Leads life cycle Profiles ad Targets Recipiet profiles Groups ad lists Itroductio Neolae Leads lets you implemet activities for acquirig processes. With Neolae, you ca: Import data from a file. Refer to Importig leads [page 48]. Collect iformatio o the web (webtrackig, Web forms). Refer to Nurturig campaigs [page 85] et Implemetig web trackig [page 112]. Implemet acquisitio campaigs (sales campaigs, special offers, targeted ewsletters) to fid out more about the eeds ad iterests of customers ad prospects. Refer to Nurturig campaigs [page 85]. Use data stored i CRM/SFA software ad sychroize with Neolae. Refer to Lead routig [page 121]. I all cases, a data cleasig ad stadardizig stage is ecessary. Refer to Cosolidatig iformatio [page 56]. Neolae v6.1 - Neolae Leads - Lead geeratio 47

49 Neolae Importig leads Neolae Leads lets you import data ito the Neolae database. This data ca be a cotact (customer, prospect, etc.) or ay other iformatio which represets a cotact's activity ad ca be cotaied i a file: subscriptio to a iformatio service, documet dowload, evet attedace, iformatio request via telephoe, etc. To import leads ad activities, start by makig sure the file format complies with the format required by Neolae Leads. You may the lauch the import wizard ad ru the various steps: Stage 1: Select the file to import [page 51], Stage 2: Check the file structure [page 52], Stage 3: Simulatio ad data import [page 53]. File format The data collected is grouped i a file to be imported ito Neolae Leads. The iformatio is usually stored i iformatio colums i a table (Microsoft Excel), as show i the followig example: I order for data import to be successful, the format of the data table must comply with the expected Neolae Leads format: Colum ames should be detected automatically ad their cotet should match the title of the colums (the ' ' colums should cotai addresses, the 'telephoe' colum telephoe umbers, etc.). The format of data to be imported is cofigured upstream by a expert user. For more o this, refer to Stage 2: Check the file structure [page 52]. 48 Neolae 2013

50 Lead geeratio The file must be saved i CSV format. To create a CSV file via Microsoft Excel, click the File>Save as meu ad choose CSV i the list of available formats as show below: Neolae v6.1 - Neolae Leads - Lead geeratio 49

51 Neolae The leads import wizard To import leads ad activities, lauch the wizard from the Neolae Leads home page. Click the Import activities or leads lik i the Lead geeratio sectio. Choose a type of import: import data from a list, import marketig campaig registered / cofirmed / atteded data, or advaced import of ay type of activity. Depedig o what you choose, the cofiguratio of the import steps may vary. 50 Neolae 2013

52 Lead geeratio Stage 1: Select the file to import Click the butto to the right of the Local file field to select the file that cotais the data to import. Selectig the folder will lauch a structure aalysis. This may take several miutes depedig o file-size. Each time you import a lead or a activity, a file form is created. This form will be updated throughout the life-cycle of the cotact which it belogs to: activity history, deliveries set, scorig, Web trackig, etc. If ecessary, choose the orgaizatioal etity which the activities eed to be liked to. For more o this, refer to Orgaizatioal etities [page 149]. Feedback followig a marketig campaig If you import activities followig a marketig evet, select the iformatio to be liked to all leads ad all activities of the file to import. The followig optios are available: The Marketig campaig optio lets you lik a campaig to the leads. This iformatio is madatory. The Date optio lets you choose a lead creatio date. The Status optio lets you specify whether or ot the cotact atteded the evet. Advaced import Whe carryig out a advaced import, you ca choose the type of lead to create ad eter all the relevat iformatio. The Type optio lets you specify the cotact idetificatio mode: the lead may have bee idetified after attedig a evet, dowloadig a file o a web site, submittig a iput form, etc. Note: Lead types are cofigured i the Admiistratio>Platform>Itemized lists ode of the Neolae tree. The Lead type (leadtype) itemized list cotais the elemets of the drop-dow list, which ca be cofigured to meet your eeds. The Source optio lets you specify how the iformatio is collected. This list ca also be cofigured. It is liked to the Lead source (leadsource) itemized list. Neolae v6.1 - Neolae Leads - Lead geeratio 51

53 Neolae Stage 2: Check the file structure This stage lets you approve the structure of the file to import. If the structure is correct, the file ca be uploaded oto the server. 52 Neolae 2013

54 Lead geeratio Colums ot idetified durig the aalysis will be igored. You ca either: Carry o with the import: o-recogized colums are igored ad their cotet is ot imported. To do this, select the Carry o igorig o-idetified colums optio ad click Upload to start uploadig the file to the server. Stadardize the structure ad cotet of the file so that it complies with the import template. To do this, click the Close butto. Make the ecessary chages ad re-lauch data import. Note: About data format View the cotet of the import template i the Documetatio sectio of this widow. Stage 3: Simulatio ad data import The simulatio process rus a data import without writig it to the Neolae database. This stage lets you approve cofiguratio ad geerates a detailed report of additios, chages ad refusals. Neolae v6.1 - Neolae Leads - Lead geeratio 53

55 Neolae To ru this process, click the Start simulatio butto. Note: This make take several miutes regardless of file-size. 54 Neolae 2013

56 Lead geeratio Oce the simulatio is complete, the report is displayed i the cetral sectio of the editor. Please view it before importig the data. If the result is correct, check the I have read the simulatio report ad I wish to import the data optio. Click Start import to import the leads. Note: You ca track simulatio or import progress by selectig Show/hide diagostics iformatio. Oce the import is complete, click the Close butto to close the import wizard. Import result The import process lets you create all activities related to the file cotet (oe activity per lie). It also creates recipiets ad their compaies. Refer to Accessig collected iformatio [page 59]. Neolae v6.1 - Neolae Leads - Lead geeratio 55

57 Neolae Cosolidatig iformatio Data cleasig Iformatio imported or collected durig marketig campaigs or via the various ladig pages show to prospects eeds to be cosolidated before it ca be processed. Neolae Leads provides data cleasig tools: these let you process recipiets ad their compaies, stadardize the collected iformatio, detect uusable activities ad update profiles stored i the database. The collected iformatio is cosolidated usig a dedicated workflow. This workflow triggers the cleasig process automatically durig lead ad activity imports, ladig page submissios or sychroizatio with CRM tools. It lets you carry out the followig actios: Idetify the cotact or compay ad lik them to activities, to eable lead creatio (durig the scorig phase). Create the cotact or compay if they do ot exist, Stadardize the collected data, Detect uusable activities: for example, a profile will ot be created if their address is missig. Stages ad actios performed are cofigurable. However, this is to be carried out by expert users oly. Cosolidatio steps The followig operatios are carried out by the cleasig workflow: 1 Collectig iformatio [page 56], 2 Cleasig ad updatig activities [page 57], 3 Recipiet deduplicatio, recociliatio ad creatio/update [page 58], 4 Qualifyig ad processig [page 58]. Collectig iformatio 56 Neolae 2013

58 Lead geeratio 1 The first boxes of the cleasig workflow let you collect activities from urturig campaig imports (ladig pages, trackig iformatio, etc.) ad data resultig from CRM sychroizatio. This collectio process is executed automatically at the frequecy defied i the scheduler (every 6 hours by default). This stage is carried out via the Activity query box which collects all activities to be processed o the Neolae Leads platform. 2 The followig boxes let you: process CRM data: update operators, update customer accouts ad opportuities, detect data to reject (if a ame is missig, for example), if ecessary, create compaies via customer accouts. Cleasig ad updatig activities Data is cleased ad eriched to eable processig i the various steps of the activity life cycle i Neolae Leads. Data which caot be processed or has bee rejected automatically is detected durig this step. The Split box lets you exclude the followig activities from the cycle: Competitors: these are idetified thaks to a dedicated filter which is cofigured i the Admiistratio>Lead geeratio>pre-cofigured filters ode. Re-icomig leads: these are activities that have already bee processed. Uusable activities: these are idetified via a dedicated filter, like competitors. They are igored ad will ot be processed. They are oly saved for traceability purposes, i the Admiistratio>Operatio>Processig errors>uusable activities ode. Activities without a liked address are also cosidered uprocessable, alog with activities liked to a lead with a test address. Leads without a folder: if orgaizatioal etities have bee cofigured, the activities are created i their etity. However, sometimes the orgaizatioal etity of a activity is ot idetified. I this case, it is stored i the Admiistratio>Productio>Lead processig errors ode of the tree ad re-assiged to its rightful orgaizatioal etity later. Note: Orgaizatioal etities are detailed i Orgaizatioal etities [page 149]. Neolae v6.1 - Neolae Leads - Lead geeratio 57

59 Neolae Recipiet deduplicatio, recociliatio ad creatio/update Recipiet profiles are processed durig this step: oce data is recociled, deduplicated ad eriched, recipiets are created or updated i the database. All processable activities are subjected to a series of deduplicatios to idetify existig recipiets. By default, deduplicatio cocers the followig elemets (ad is applied i this order): 1 recipiet ID, 2 idetifier from CRM ad cotact idetifier i the CRM, 3 last ame, first ame ad , 4 last ame, first ame ad compay. After each deduplicatio stage, the additioal populatio (already i the database) is extracted to update existig iformatio. Iformatio is updated accordig to the cofiguratio i the workflow: ay alteratios are reserved for expert users. Qualifyig ad processig All activities are updated ad the lik with recipiets is created. New recipiets are created i the base. Existig recipiets are updated. Subscriptios to a iformatio service (via a ladig page, for example) are processed ad a cofirmatio message is set to recipiets. Trackig iformatio is liked to its recipiet. 58 Neolae 2013

60 Accessig collected iformatio The leads overview is accessed via the Lead trackig lik o the home page: it displays all the leads o the platform. Click a lead to view their profile. Lead geeratio The iformatio collected ad cosolidated is grouped i the various tabs of the profile. They ca also be accessed at various levels of the Neolae tree. Activities Neolae v6.1 - Neolae Leads - Lead geeratio 59

61 Neolae The Lead geeratio>activities ode of the Neolae tree groups all the collected activities (via imports, ladig pages, etc.). Compaies ad Recipiets 60 Neolae 2013

62 Lead geeratio It also creates the matchig compaies ad recipiets. I the Geeral tab of each activity, the Edit lik ico to the right of the Compay ad Recipiet fields lets you display the matchig data. The Source details... lik lets you view (ad edit whe eeded) the origi of each activity. Neolae v6.1 - Neolae Leads - Lead geeratio 61

63 Neolae Note: The list of recipiets i the database ca be displayed via the Profiles ad Targets uiverse. Select a cotact from the imported file to view their marketig history. Leads Leads are created oce the Scorig ad routig workflow has bee executed. This techical workflow lets you qualify the data i the database. It liks the various activities to a lead. Refer to Maagig leads [page 62]. Maagig leads Activities (evet registratio, website browsig, iformatio requests, etc.) are liked to idividuals ad/or compaies. This idetifies them as leads. Some leads are rejected if the collected iformatio is ot sufficiet (e.g. missig address), or if the collected iformatio is of o use (e.g. competitor / uprocessable activity / test address, etc.). For more o this, refer to Life cycle of a lead i Neolae [page 8]. 62 Neolae 2013

64 Lead geeratio Accessig leads All leads ca be accessed via the Lead trackig lik i the Leads uiverse. I the tree, they are grouped i the Lead geeratio>leads ode. Select a lead to view its history, detail of the collected iformatio ad all related techical data. The Summary tab lets you view the score computig mode: Note: For more o this, refer to Data qualificatio [page 73]. Leads liked to a campaig (e.g. resultig from a data import) ca also be viewed from this campaig. I this case, durig the first stage of a lead import, the cotacts i the file are liked to the 06/04 Trade show Neolae v6.1 - Neolae Leads - Lead geeratio 63

65 Neolae campaig. Oce the import is fiished, the campaig displays these cotacts i the Leads tab, as show below: They ca be edited via this list, usig the Detail... butto. Recipiets liked to leads are targeted via various marketig campaigs. The purpose of these campaigs is to qualify the cotact as much as possible, i other words to collect as much iformatio as possible to uderstad their eeds ad sed them the most appropriate offers. For more o this, refer to Nurturig campaigs [page 85]. 64 Neolae 2013

66 Lead geeratio Leads life cycle Profiles ad Targets Recipiet profiles Overview Activities ad leads are liked to recipiets. Display the list of Recipiets from the Profiles ad targets uiverse, or click the Recipiets ode of the tree structure to display them as a list. Select a profile to display their data. The iformatio is stored i various tabs: Neolae v6.1 - Neolae Leads - Lead geeratio 65

67 Neolae The Summary tab cotais the cotact's marketig activities: subscriptios, dowloads, messages delivered, trackig iformatio, etc. The Geeral tab cotais the cotact's persoal iformatio: last ame, compay, status, etc. 66 Neolae 2013

68 Lead geeratio The Cotact iformatio tab cotais their address. Neolae v6.1 - Neolae Leads - Lead geeratio 67

69 Neolae The Leads tab lets you view the cotact's leads ad their status as well as all related activities. Use the Detail... butto to display their cotet. 68 Neolae 2013

70 Lead geeratio The Lists tab shows the groups ad lists that the cotact belogs to. The Subscriptios tab groups all iformatio services maaged by Neolae Leads that the cotact has subscribed to. The History sub-tab displays subscriptio ad usubscriptio dates. Neolae v6.1 - Neolae Leads - Lead geeratio 69

71 Neolae The Deliveries tab lets you view the cotact's delivery logs. The Trackig tab shows the cotact's browsig history o tracked web pages, ladig pages or s set to them. 70 Neolae 2013

72 Lead geeratio Filterig iformatio Whe viewig iformatio i the Neolae explorer, use the Filters butto above the list to filter based o criteria. Note: New predefied filters ca be created via the Admiistratio>Cofiguratio>Predefied filters ode. You ca also defie a temporary filter: right-click the list ad choose Advaced filter... Defie the filterig coditios ad click OK to apply them. The iformatio displayed o the recipiet list ca be cofigured. Use the Cofigure list butto ad select the colums you wat to display. Note: For more o creatig ad usig filters i Neolae Leads, refer to Neolae Platform. Groups ad lists Recipiet lists ca be created via the Profiles ad Targets>Lists meu. This lets you: Specifically target cotacts from a give list, Assig poits to members of a list, Update a list i a workflow, Import data ito a list, etc. Neolae v6.1 - Neolae Leads - Lead geeratio 71

73 Neolae To create a list, click the New list butto ad eter its ame. Select members usig the Add butto i the Cotet tab. Whe qualifyig lead cotacts, a cotact may ear additioal poits for belogig to a list, if a suitable scorig rule is used. The umber of poits is either set or depeds o a attribute of the cotact: this lets you persoalize the umber of poits to be assiged based o oe of the profile fields. For more o this, refer to Creatig a scorig rule [page 74]. 72 Neolae 2013

74 CHAPTER 4 Data qualificatio Table of Cotets Creatig, qualifyig ad ratig Stage 1: Creatig leads Stage 2: Qualifyig leads Stage 3: Ratig leads Defiig rules Creatig a scorig rule Creatig a ratig rule Creatig, qualifyig ad ratig Prospect qualificatio ivolves a set of rules. Neolae lets you implemet buildig, scorig, ratig ad routig rules. The followig sectios iclude iformatio o these rules ad how to cofigure ad use them. Stage 1: Creatig leads [page 73], Stage 2: Qualifyig leads [page 74], Stage 3: Ratig leads [page 74] Note: Routig rules defie the coditios for forwardig a lead to the CRM process, as well as providig guidelies o maagig ad updatig iformatio. They are detailed i Defiig routig rules [page 122]. Stage 1: Creatig leads Buildig rules let you check the data ad life cycle of leads. They are applied whe the Recurret activity import workflow is executed automatically. This occurs whe a ladig page is submitted (form approved) ad whe data is imported. Activities collected via imports, trackig or ladig pages are assiged to a lead based o buildig rules. Buildig rules let you defie: 1 Priority rules for updatig lead iformatio: if several pieces of iformatio affect the same lead, Neolae will apply the most recet CRM activity by default. Neolae v6.1 - Neolae Leads - Data qualificatio 73

75 Neolae 2 Creatio rules for addig ew leads to the base. 3 Aggregatio rules for defiig lead attributes: for example, all the iformatio cocerig the mailig address of a cotact (city, post code, street, buildig, etc) is aggregated. 4 Rules cocerig the partitio key. Buildig rules are executed whe a ladig page is submitted, i.e. whe the user clicks the Approve butto; ad durig data import. Creatio ad cofiguratio is reserved for expert users. For more o this, refer to Persoalizig buildig rules [page 134]. Stage 2: Qualifyig leads Scorig rules let you assig scores to leads based o criteria defied i rules. These scorig rules ca cocer their behavior, origi, level of authority, etc. Poits are added up throughout the urturig process. Scorig rules are detailed i Creatig a scorig rule [page 74]. Stage 3: Ratig leads Ratig rules let you qualify the value of a lead. Depedig o its score, the lead will be placed i oe of the set categories, e.g. Cold/Warm/Hot, Stadard/Silver/Gold, etc. Ratig rules are detailed i Creatig a ratig rule [page 82]. Defiig rules Rules are created ad stored i the Admiistratio>Lead geeratio ode of the Neolae tree. They are executed automatically to update profile data. Note: Most of the time, rules are cofigured upstream by a expert user. They are executed automatically by the Neolae techical workflows. Creatig a scorig rule To create a scorig rule, apply the followig steps: 74 Neolae 2013

76 Data qualificatio 1 Click the New butto above the list of existig scorig rules. 2 Give the rule a ame ad choose the type of rule you wat to create: this will defie the applicatio cotext ad help you provide the appropriate parameters. You ca create: A BANT type rule: this acroym stads for Budget, Authority, Need, Timeframe. It lets you apply a score based o the value of oe of these criteria. For example, you ca assig 10 poits to a prospect who eters a budget of 50 to 100 K, or you could assig a score based o their level of authority, etc. This iformatio is usually etered i a form (ladig page) made available to prospects. It ca also be collected via a file import. For a example, refer to Example 1: creatig a BANT type rule [page 77]. A demographic rule: this rule lets you assig a umber of poits based o the field, positio, umber of employees or aual reveue of the compay which your prospect works for. For example, you ca assig 20 poits to cotacts who work i educatio, or 15 poits to all CEOs. A example of a demographic rule is available i the 'Quick Start Neolae Leads' chapter (Defiig lead scores [page 22]). A marketig evet attedace rule: this lets you apply a score based o whether a lead atteds, cofirms, registers for or is ivited to a marketig evet. You ca apply a additioal filter to specify the date or the ame of the evet. For example, this type of rule lets you assig 5 poits to people who register for the ext Trade show, or 10 poits to people havig atteded the lauch of a ew product. For more o this, refer to Assigig poits to collected iformatio [page 110]. A trackig or web trackig rule: trackig iformatio ca be used to icremet a lead's score. It ca be take from trackig (opes or clicks o a tracked lik), or from tracked pages o a website. You ca assig oe or several poits based o the umber of liks clicked o or the umber of pages visited. For more o this, refer to Implemetig web trackig [page 112]. A ladig page submissio rule: whe a cotact visits a ladig page, additioal poits ca be assiged to them if they visit a dowload page or subscribe to ewsletters for example. Start by selectig the type of ladig page (ad possibly oe or two specific pages), the defie how the poits should be calculated. For more o this, refer to Assigig poits to a ladig page [page 91]. A member of a list or group rule: recipiets ca be liked to lists or groups, which affects their score. For example, you ca assig 10 poits to all cotacts of the Gold group, or use the value i Neolae v6.1 - Neolae Leads - Data qualificatio 75

77 Neolae oe of the cotact's fields (their age, the umber of poits o their loyalty card, etc.) to defie how may poits will be assiged to them. For more o this, refer to Groups ad lists [page 71]. 3 Click Next to cofigure the attributes of the rule ad the score computig mode. The computig modes available deped o the type of rule. There are three computig modes: Set: assig a set umber of poits regardless of the umber of visits, dowloads, registratios for a evet, etc. For example, ayoe who visits your home page is assiged oe poit, regardless of how may times they visit this page. Icremetal: assig oe or several poits per visit, evet attedace, dowload, etc. For example, opeig a ca score 2 poits, dowloadig a documet ca score 5 poits, etc. By threshold: defie thresholds for assigig poits. For example 2 poits for 10 visits to the 'News' page of your website, 10 poits for 3 marketig evets atteded, etc. For Member of a list or group type rules, you ca use a field of the cotact's profile to defie the poits to assig: aswers to a satisfactio survey, amout of their last shop purchase, iterests, etc. You ca also defie a free rule to assig a score based o ay data i the profile. The umber of poits assiged by a rule ca be capped. To do this, select Eable cappig at the last stage ad eter the maximum umber of poits which you wat this rule to assig. Note: By default, activities which are over 3 moths old are ot take ito accout. For more o this, refer to Period durig which activities are take ito accout [page 148]. The itemized lists i the drop-dow lists are cofigured by default ad ca be chaged to suit your eeds: to do this, you eed to chage the default cotet of itemized lists. For more o this, refer to Adaptig scorig rules [page 134]. For details o the advaced cofiguratio of scorig rules, refer to Cofigurig scorig rules [page 134] Implemetatio examples This sectio shows a few examples of scorig rules. Note: The followig sectios also provide iformatio o cofigurig ad applyig scorig rules: Adaptig scorig rules [page 134] ad Creatig a ew scorig criterio [page 137]. 76 Neolae 2013

78 Data qualificatio Example 1: creatig a BANT type rule You ca assig poits based o budget: if the prospect chooses a budget uder 24 K, they will score 1 poit, a budget betwee 25 ad 49K will score 2 poits, etc. To cofigure this type of scorig, you eed to create oe rule for each value i the iput form. This ivolves the followig steps: 1 Create a BANT type scorig rule ad choose the Budget criterio. 2 Choose the lowest bracket ad click Next. Neolae v6.1 - Neolae Leads - Data qualificatio 77

79 Neolae 3 Eter the umber of poits you wat to assig whe this budget is selected. 4 Create as may scorig rules as you have values. Example 2: creatig a compoud rule I some cases, you may wat to combie several filters to refie poit assigig rules. For example, you ca assig more poits to a cotact who dowloaded a brochure yesterday tha to a cotact who dowloaded it 2 moths ago. To defie this type of filter ad reduce the umber of poits over time, you eed to use a compoud rule. 1 The first rule assigs 2 poits for all dowloads withi the last 60 days. To cofigure it, create a Ladig page submissio type rule: 78 Neolae 2013

80 Data qualificatio Select a Documet dowload type ladig page ad check the Use a additioal filter optio. Edit the filter ad click Filterig coditios. Neolae v6.1 - Neolae Leads - Data qualificatio 79

81 Neolae Choose the Evet date field ad the o or before operator. 80 Neolae 2013

82 Data qualificatio Edit the expressio i the value colum ad choose the Curret moth mius moths optio, eter 2 i the value field. Click Fiish to create the filter. Neolae v6.1 - Neolae Leads - Data qualificatio 81

83 Neolae Fiish by specifyig the umber of poits you wat to assig (2 i this case) the save the coditio. 2 The secod rule assigs 1 poit for dowloads that occurred over 60 days ago. To create this rule, apply the same process as above. Use the followig filter: I some cases, these two rules ca be added up: if a cotact dowloads a documet, followed by a secod documet over 60 days later, they will have 3 poits. I other cases, the cotact will start with 2 poits whe they dowload a documet, ad if they do ot dowload aother withi 60 days, they will be left with oly 1 poit. Creatig a ratig rule Ratig rules are used to defie the ratig assiged to a lead based o their score. For example, you ca defie the score which a lead eeds i order to become a opportuity ad to be set to the sales team. 82 Neolae 2013

84 Data qualificatio Oce these ratigs have bee defied, you ca target leads based o their ratig ad sed them appropriate messages. I the example below, we wat to create ad use all three types of default ratigs: Cold, Warm ad Hot. To assig ratigs to leads, we eed to create three rules: Silver, Premium ad Gold. Leads are rated as Cold whe they are created i the Neolae base, util their score reaches 20 poits. The Silver ratig rule lets you assig this ratig to them. Premium leads are leads with 20 to 50 poits, ad are rated as Warm. Gold leads are leads with over 50 poits, ad are rated as Hot. Apply the followig steps to create a ratig rule: 1 Edit the Admiistratio>Lead geeratio>ratig rules ode of the Neolae tree ad click the New butto i the toolbar. 2 Eter the label ad the descriptio of the rule ad click Next. 3 Eter the lowest score from which this rule will apply ad select the appropriate ratig. Neolae v6.1 - Neolae Leads - Data qualificatio 83

85 Neolae I our example, the Silver rule is assiged to all leads with up to 20 poits. Eter 0 as a miimum score i the Score field. Note: By default, three ratigs are offered: Cold, Warm ad Hot. Hot leads are forwarded to sales teams. the other leads still eed to be urtured. 4 Click the Save butto to add this rule to the list of ratig rules. 5 Apply the same process for Premium ad Gold ratig rules. The Premium rule applies as soo as a lead exceeds 20 poits, ad is liked to the Warm ratig. Cofigure it as follows: The Gold rule applies as soo as a lead exceeds 50 poits, ad is liked to the Hot ratig. Cofigure it as follows: 84 Neolae 2013

86 CHAPTER 5 Nurturig campaigs Table of Cotets Overview Acquisitio ad urturig campaigs Creatig marketig campaigs Creatig forms Overview Ladig pages Web applicatio templates Creatig a Web applicatio Qualifyig via a Web applicatio Availability ad moitorig Processig collected iformatio Implemetig web trackig Overview Implemetatio Associatio with a profile Aoymous trackig Rules ad related scores Overview Nurturig campaigs let you collect iformatio o prospects to icrease the value of their leads. These campaigs eable relevat ad cosistet commuicatio with prospects. To do this, they use targeted, cross-chael ad persoalized campaigs to collect as much iformatio as possible o prospects. Acquisitio ad urturig campaigs Acquisitio campaigs let you fid ew leads while urturig campaigs icrease your kowledge of customers ad prospects to better target their expectatios ad eeds. Both types of campaigs ca be set up ad maaged i Neolae Leads. Collectig data Defie ad automate iformatio collectio processes: icreasigly persoalized automated deliveries, special offers made available after completig a web form, trackig of recipiet reactios usig trackig tools. These features let you create a relatioship betwee your compay ad your customer or future customer. Neolae v6.1 - Neolae Leads - Nurturig campaigs 85

87 Neolae Nurturig leads Nurturig campaigs let you improve your kowledge of leads ad their qualificatio: the aim of these campaigs is to set up tools to improve qualificatio ad ratig. Creatig marketig campaigs A campaig groups all the elemets that cocer a marketig campaig: deliveries, targetig rules, costs, export files, related documets, etc. These elemets ca be accessed via the campaig dashboard. Each campaig is liked to a program. For more o creatig ad maagig marketig campaigs, refer to Neolae Campaig guide. Creatig forms To collect iformatio, you ca create forms adapted to prospect maagemet ad urturig. The pages cocerig these forms ca be accessed olie ad eable you to qualify leads ad erich the profiles i the database: whe a prospect approves a form, a ew activity is created ad liked to them. You ca lik scores to forms for a more fie-tued assessmet of prospect maturity. I case of aoymous browsig, trackig iformatio alog with the data etered by each visitor will be stored ad liked to the prospect oce they ca be idetified. You ca isert a lik to a web page ito a delivery. This page ca cotai pre-etered iformatio based o the profile iformatio stored i the base. The cotact is asked to fill i fields that will complete their profile i Neolae. Oce the prospect submits the form, Neolae Leads creates a activity i their ame. Overview The forms for capturig ad urturig leads are 'Leads capture' type Web applicatios liked to a Website or a microsite, refer to Web applicatio templates [page 94]. 86 Neolae 2013

88 Nurturig campaigs You ca also use pre-cofigured ladig pages to capture leads. Warig: The process of creatig ad persoalizig Web applicatios, forms ad ladig pages is reserved for expert users. You ca assig poits to a lead for submittig a form (its approval) or eterig iformatio (its cotet) i order to qualify the cotacts that browse it or fill it i. This lets you icrease prospect value based o behavior. The various possibilities ad their implemetatio are preseted here: Qualifyig via a Web applicatio [page 98] ad Qualifyig via a ladig page [page 91]. Note: To assig poits for simply accessig the form (whether it is approved or ot ad regardless of its cotet), you ca defie a trackig type scorig rule o the ladig page lik iserted i the , or a Web trackig type rule, for access to the form page o your site. Ladig pages A ladig page is a web page which prospects are directed to for eterig their iformatio. For example, prospects ca visit a ladig page whe browsig a web site, or whe they click a lik i a . The data collected lets you qualify their eeds ad iterests more efficietly. For more o this, refer to Likig data to a profile [page 108]. You ca defie scores liked to the iformatio etered o ladig pages for qualifyig prospects. For more o this, refer to Qualifyig via a ladig page [page 91]. Whe browsig is aoymous, trackig iformatio is stored i the base ad re-ijected ito the prospect's profile as soo as they are idetified (by providig iformatio, or whe they click o a tracked lik, for example). For more o this, refer to Aoymous trackig [page 113]. Cofiguratio Ladig pages are web pages which ca be cofigured from A to Z. By default, Neolae Leads offers the followig ladig page templates: Documet dowload, Subscriptio, Registratio for a evet, You ca either create your ow ladig pages or persoalize the existig oes. This ivolves the followig steps: 1 Defiig the cotet of the ladig page, refer to Creatig a ladig page [page 88], 2 Qualifyig ad usig the collected data, refer to Qualifyig via a ladig page [page 91], 3 Usig the lik to the ladig page o a site or i a , refer to Accessig the form [page 103], 4 Trackig ad processig iformatio, refer to Likig data to a profile [page 108] ad Trackig forms [page 104]. Neolae v6.1 - Neolae Leads - Nurturig campaigs 87

89 Neolae Creatig a ladig page From the explorer, create a ladig page via the Resources > Olie > Ladig page ode. Choose the type of ladig page ad eter a ame, title ad descriptio for it. Depedig o the type of ladig page selected, additioal iformatio may be required. I the example below, we will create a 'Documet dowload' ladig page: the documet URL is required. 88 Neolae 2013

90 Nurturig campaigs Click the Next butto to defie page cotet: eter a title, logo ad ay other iformatio you wat to display o the ladig page. You ca also choose to show or hide the cotet of the address block i the form. Click the Next butto to approve this step ad view the rederig. Select a recipiet to pre-fill the form fields: Neolae v6.1 - Neolae Leads - Nurturig campaigs 89

91 Neolae Note: For Documet dowload type ladig pages, Neolae seds a message with the dowload lik whe the prospect approves the ladig page. Select the delivery template for sedig this message. A cofirmatio message ca be cofigured for ladig page approvals. To do this, simply check the Sed a cofirmatio optio ad choose the template you wat to use. I all cases, the template's target mappig must be: Activities. Oly templates usig this target mappig are offered i the list. Target mappig is defied via the To lik of the delivery wizard, as show below: 90 Neolae 2013

92 Nurturig campaigs Qualifyig via a ladig page Assigig poits to a ladig page Ladig page submissio type scorig rules let you assig oe or several poits to leads whe they submit a ladig page, regardless of the iformatio etered i the form. To create this type of rule, apply the followig steps: 1 Create a ew Ladig page submissio type scorig rule. 2 Specify the type of ladig page ad use the filter to select the oe you wat to assig poits to. To do this, check the Use a additioal filter optio ad click the Edit filter... lik. 3 Select Filterig coditios ad click Next. Neolae v6.1 - Neolae Leads - Nurturig campaigs 91

93 Neolae 4 Click the Edit expressio ico i the Value colum ad select the Ladig page ode. 5 Select the equal to operator ad choose the ladig page to be used for assigig poits. Click the Fiish butto to cofirm this coditio. 92 Neolae 2013

94 Nurturig campaigs 6 The specify the score calculatio mode. Here, we wat to assig oe poit per form submitted. Note: The score defiitio mode is detailed i Creatig a scorig rule [page 74]. Click Save to create the rule. The rule is applied to the cocered leads: Neolae v6.1 - Neolae Leads - Nurturig campaigs 93

95 Neolae Web applicatio templates Neolae provides Web applicatio templates created specifically for collectig ad updatig data o prospects with Neolae Leads: BANT form (batladigpage), Evet registratio (evetregladigpage), Documet dowload (docdowloadladigpage), Subscriptio to ad usubscriptio from a service (servicesubladigpage ad serviceusubladigpage). To create ew templates, go to the Resources>Templates>Web applicatio templates ode of the Neolae tree. Note: I order for the Web applicatios created via your template to be implemeted withi the leads urturig ad qualificatio process, you eed to eable the Leads capture optio, the select the ature of the Web applicatio. Web applicatios are detailed i the Web Fuctioalities guide. 94 Neolae 2013

96 Creatig a Web applicatio Nurturig campaigs You ca create a Web applicatio from the Campaigs uiverse: click Web applicatios the the Create butto. The apply the followig steps: 1 Select the Web applicatio template you wat to use. I the followig example, we wat to create a 'Documet dowload' type Web applicatio. Note: The Web applicatio templates dedicated to capturig leads are detailed i Web applicatio templates [page 94]. Neolae v6.1 - Neolae Leads - Nurturig campaigs 95

97 Neolae Eter a label ad a descriptio ad click Save: this will take you to the Web applicatio dashboard. 2 To cofigure the Web applicatio, click the Edit tab: it cotais the chart for likig up the various stepsof the forms' life cycle. The mai parameters are pre-cofigured i the template. 3 Edit the first page to defie the cotet of the dowload page. Click Ok to save chages. 4 Ope the Storage box ad eter the URL of the documet to be dowloaded. 96 Neolae 2013

98 Nurturig campaigs You also eed to specify the template to be used for sedig the dowload cofirmatio message. Click Ok to approve chages, the click Save to save the Web applicatio parameters. 5 I order for the dowload form to be accessible, it eeds to be published. To do this, click the Publish butto o the Web applicatio dashboard. Neolae v6.1 - Neolae Leads - Nurturig campaigs 97

99 Neolae Go to the publicatio wizard ad click the Start butto to lauch publicatio. Oce publicatio is complete, the public URL of the Web applicatio becomes available o the campaig dashboard. This public URL ca be used i a to ask prospects to fill i the form. If the cotact is stored i the database, you ca add the ecessary characters for pre-loadig iformatio. The public URL ad the pre-loadig commad must be separated usig?& characters. Example: <a href=" Note: For more o data pre-loadig i Web applicatios, refer to Web Fuctioalities. Qualifyig via a Web applicatio To assig poits to a prospect for approvig a Web applicatio, you eed to create a specific scorig rule. This ivolves the followig steps: 98 Neolae 2013

100 Nurturig campaigs 1 Create a ew Other (advaced) type scorig rule. 2 Specify the evet which the score cocers. Here, we wat to focus o Activities (icomigleads) liked to a specific Web applicatio. To select it, check the Use a additioal filter optio ad click the Edit filter... lik. The select Filterig criteria as show below: Neolae v6.1 - Neolae Leads - Nurturig campaigs 99

101 Neolae 3 Click the Edit expressio ico i the Expressio colum ad select the Web applicatio ode. 4 Choose the equal to operator ad select the Web applicatio for assigig poits. 100 Neolae 2013

102 Nurturig campaigs Click the Fiish butto to approve this coditio. 5 Next you will eed to specify the score calculatio mode. Here, we wat to assig a set umber of poits. Note: The score defiitio mode is detailed i Creatig a scorig rule [page 74]. 6 Eter the umber of poits you wat to assig. 7 Click Save to create the rule. Neolae v6.1 - Neolae Leads - Nurturig campaigs 101

103 Neolae Oce it is created, the rule is applied to all cocered leads. 102 Neolae 2013

104 Nurturig campaigs Availability ad moitorig Publishig a Web applicatio I order for a Web applicatio to become accessible, it eeds to be published. To do this, use the Publicatio butto o the Web applicatio dashboard. Note: Web applicatio publicatio is detailed i the Web Fuctioalities guide. Accessig the form The Web applicatio public URL is displayed o the applicatio dashboard. To be accessible, the Web applicatio eeds to be published (refer to Publishig a Web applicatio [page 103]) ad the access date icluded i its validity period (refer to Availability period [page 104]). Use this lik to eable access to the form from oe of our website pages. Neolae v6.1 - Neolae Leads - Nurturig campaigs 103

105 Neolae You ca also deliver a message askig recipiets to eter the form. I this case, add the pre-load commad so that the cotact is idetified whe they access the form. Availability period You ca set a validity period durig which your Web form will be accessible. The URL will ot be accessible outside of this period. For more o this, refer to Web Fuctioalities. Trackig forms Oce the page has bee made available to cotacts, the collected data ca be tracked. Use the overview of Web applicatios ad the overview of ladig pages, the liked reports ad track the activity of your prospects via their profile. The overview of ladig pages is accessed via the lik o the Leads uiverse. Click the ame of the ladig page to edit it. 104 Neolae 2013

106 Nurturig campaigs The Leads tab shows all activities o the page, i.e. all idetified cotacts who have approved the form. Neolae v6.1 - Neolae Leads - Nurturig campaigs 105

107 Neolae Select a activity ad click the Detail... butto to edit it. 106 Neolae 2013

108 Nurturig campaigs You ca also edit the leads geerated by this form via this tab. Neolae v6.1 - Neolae Leads - Nurturig campaigs 107

109 Neolae Dedicated reports For each Web applicatio, the dashboard displays the list of available reports that eable you to track qualificatio ad urturig cycles for liked leads. You ca create ew reports accessible from these tabs. By default, reports are saved i the Admiistratio>Cofiguratio>Reports ode. You ca also geerate descriptive aalysis reports o ladig pages. The descriptive aalysis fuctio ca be accessed via the Tools>Descriptive aalysis meu. Processig collected iformatio Likig data to a profile Data collected i Web forms is automatically liked to recipiet profiles oce they are idetified. Iteret users are idetified thaks to a cookie, which is saved o their computer whe they click a tracked lik or log i to a site, etc. I the case of Web forms, the user is automatically idetified whe they access the Web form through a lik set i a message via Neolae Leads. 108 Neolae 2013

110 Nurturig campaigs Creatig a profile If a iteret user submits a form without beig idetified, a profile is created for them i the database. Erichig profile data Whe the user's profile is recogized, it is updated with the etered iformatio ad browsig history. To idetify it, the recociliatio key is the last ame+firstame+ or the last ame+first ame+the compay. Aoymous trackig For more o this, refer to Example: Aoymous trackig ad ladig page [page 113]. Neolae v6.1 - Neolae Leads - Nurturig campaigs 109

111 Neolae Qualifyig collected data Assigig poits to collected iformatio Ladig page etry fields ca assig poits depedig o the iformatio etered by leads. For istace, you ca assig 5 poits to cotacts who register for 2 semiars ad 20 poits to those who have atteded semiars, regardless of how may. Note: A cotact's participatio i a marketig evet ca be specified whe importig activities ito Neolae Leads. The related scorig rules are the applied. For more o this, refer to Importig leads [page 48]. Create two Marketig evet attedace type scorig rules. 1 The first oe for the registratio: select the Registered value i the Evet attedace field ad check the Use a additioal filter optio to filter o a specific campaig. 110 Neolae 2013

112 Nurturig campaigs Click Next ad select the Assig poits based o brackets optio: here, we will assig 5 poits for 2 or 3 registratios, 8 poits for 4 or 5 registratios ad 10 poits for 6 registratios or more. To add aother bracket, use the Add butto i the toolbar of the rule editig widow: 2 The secod for the attedace: ow select the Atteded value i the Evet attedace field ad apply the same filter. Neolae v6.1 - Neolae Leads - Nurturig campaigs 111

113 Neolae Click Next ad select the Assig a umber of poits regardless of the umber of evets atteded optio. Here, we will assig a set 20-poit score, regardless of the umber of evets atteded: Implemetig web trackig Overview I additio to message trackig, Neolae Leads lets you collect iformatio o iteret users that visit your website. You ca cofigure Neolae so that it collects all visits o pages cotaiig a trackig tag, whether the visitor is recogized by the platform or ot. This is kow as recipiet trackig or aoymous trackig. I the case of aoymous trackig, the browsig history ca be liked to a iteret user oce they are recogized or created i the base. Warig: Neolae Leads is ot iteded as a web trackig tool. Eablig this fuctio ca lead to a sigificat use of resources o the machies hostig your servers. Make sure you have sufficiet material architecture ad that you do ot isert web trackig tags i the most frequetly visited pages (the home page, for example). Implemetatio You ca place trackig tags o the pages of your website to collect visitors' browsig iformatio ad lik it to existig leads. A score ca also be assiged for the various pages visited. Note: For more o settig up Web trackig i Neolae, refer to Cofiguratio guide. 112 Neolae 2013

114 Nurturig campaigs Associatio with a profile Whe a prospect browses the pages of a website which cotais Web trackig tags, their browsig history is saved ad liked to their profile. Aoymous trackig Neolae Leads lets you lik collected data to a recipiet whe they browse your website aoymously. Whe a uidetified visitor browses the tagged pages of your website, their browsig iformatio is collected. Oce they have bee idetified, for example via a ladig page or by clickig i a , this iformatio is liked to them automatically. Example: Aoymous trackig ad ladig page Neolae Leads lets you set up the aoymous trackig of visits to a website to lik browsig history with the matchig lead oce they have bee idetified. To do this, you eed to place trackig tags o the pages of your site: whe a lead logs o (by clickig o a tracked lik i a , fillig i a form, etc.), the collected data will be liked to them automatically. Ladig pages let you lik collected data to a profile i the base. For example, you ca offer a subscriptio page o your site, which lets you lik iformatio to profiles usig addresses etered i a form. Implemetatio: 1 Create web trackig tags ad place them i the pages of your website. 2 Defie Web trackig type scorig rules for these pages. 3 Create a Subscriptio type ladig page ad place a lik i oe of the pages of your website. Whe the visitor logs i, there are two possible scearios: Neolae v6.1 - Neolae Leads - Nurturig campaigs 113

115 Neolae The prospect already exists i the database: the browsig history ad the subscriptio are added to their profile. Their score is icremeted based o the rule defied above: 114 Neolae 2013

116 Nurturig campaigs The prospect does ot exist i the database: they are created ad their browsig history is liked to them. They are also subscribed to the requested service. Rules ad related scores Web trackig type scorig rules let you assig poits depedig o the pages a lead visits. For example, you ca create a rule which assigs 10 poits to all iteret users who visit a page o your website, ad additioal poits for those who display the cotact page. To do this, apply the followig steps: 1 Create a ew scorig rule via the Admiistratio>Lead geeratio>scorig rules ode. 2 Select a Web trackig type rule ad click Next. Neolae v6.1 - Neolae Leads - Nurturig campaigs 115

117 Neolae 3 Select the filterig criteria to collect oly the logs that cocer the site you are iterested i. Here, we wat to collect all visits to pages with a address begiig with Click Fiish ad Next to cofirm these attributes. 4 Select the Assig a set umber of poits regardless of the umber of pages visited optio: the score will ot be icremeted based o the umber of visits, it will be the same for all visitors. 116 Neolae 2013

118 Nurturig campaigs Click Next to cofirm ad eter the umber of poits you wat to assig. Oce the scorig workflow is executed, poits are assiged to the cocered leads, as show below: For the secod web trackig rule, the cocept is the same, but we eed to adapt the page selectig filter ad the score computig mode. Neolae v6.1 - Neolae Leads - Nurturig campaigs 117

119 Neolae 1 To assig poits for visits to the cotact page oly, apply a filter o this page. This ca be doe via its label. To select it, edit the expressio i the Value colum. 2 Select the Label field i the URL ode. 118 Neolae 2013

120 Nurturig campaigs 3 Choose the Equal to operator ad eter the ame of the cotact page. Click Fiish ad Next to cofirm the filter. 4 Select the Assig several poits per page visited optio to assig more poits to the cotact page tha to the other pages of the site. 5 Eter 5 i the Number of poits field. Neolae v6.1 - Neolae Leads - Nurturig campaigs 119

122 CHAPTER 6 Lead routig Table of Cotets Overview Cofiguratio steps Implemetatio Defiig routig rules Lead trackig Viewig reports Creatig ew reports Overview Oce a lead has bee created, assessed ad rated, you eed to defie how it will be routed. Neolae Leads automatically maages the trasfer of cavassig data to CRM systems oce it is qualified eough. You ca create rules to defie which leads should be set, as well as their destiatio. Cofiguratio steps Oce a lead is mature, it ca be routed to a CRM-type system. Iformatio is exported ad sychroized o a regular basis. I order for this system to operate, you eed to: 1 Eter the relevat coectio ad deploymet iformatio. This is doe by a expert user. For more o this, refer to Istallatio guide. 2 Create the routig rules to be applied to the leads. For more o this, refer to Defiig routig rules [page 122] Implemetatio Neolae Leads ca both export mature leads to a CRM tool ad import data from a CRM tool. Exportig data Leads are exported whe they are idetified as mature. Importig data Neolae Leads ca collect data from the CRM Neolae v6.1 - Neolae Leads - Lead routig 121

123 Neolae Sychroizatio Data sychroizatio is carried out via dedicated techical workflows. Defiig routig rules Routig rules let you cofigure the data trasfer mode. They are based o the ratig of each lead, to which you ca add a coditio. For example: sedig hot leads located i Frace to the Frace Salesforce CRM, sedig warm leads created withi the last two weeks to the urturig program, etc. To create a routig rule, apply the followig steps: 1 Click the Admiistratio>Lead geeratio>routig rules ode, ad click New to create a ew rule. 2 Eter a ame ad a descriptio if ecessary, the click Next. 3 Select the lead ratig you wat to route usig this rule. 122 Neolae 2013

124 Lead routig If ecessary, you ca add a filterig coditio to target the leads more precisely. To do this, check the Use a additioal filter optio ad click the Edit query... lik. Choose the filterig coditios you wat to apply. Click Fiish to create the rule. Neolae v6.1 - Neolae Leads - Lead routig 123

125 Neolae 4 Choose the destiatio of the leads i the selectio. You ca choose optios to be applied to the lead durig routig: 124 Neolae 2013

126 Lead routig The Qualify the lead optio lets you idetify the lead as beig qualified if it complies with the criteria of the routig rule. This iformatio is used by CRM ad displayed o the list of leads: The Export the lead optio lets you choose whether you wat to export the lead or ot whe executig the export workflow. Neolae v6.1 - Neolae Leads - Lead routig 125

127 Neolae Lead trackig Viewig reports Reports are accessible via the Reports uiverse as well as at each program ad campaig level. Edit existig reports Click a report to view it. The mai reports that are available directly are related to lead maagemet or program ad campaig trackig. 126 Neolae 2013

128 Lead routig For example, the Leads report (global ad per ladig page) displays the global lead qualificatio, per ad outside the ladig pages. Note: For more iformatio o usig ad creatig reports, refer to Neolae Reportig. Neolae v6.1 - Neolae Leads - Lead routig 127

129 Neolae User friedliess of reports Oce the report is geerated, the icos i the toolbar at the top of the report widow let you perform several actios. You ca: Export the report i Excel, PDF or Ope Documet format, Prit the report, Create a report history, Display the various report histories, Update the report data. Available reports The reports which are provided out-of-the-box with Neolae Leads are listed below. Note: For more o reports i Neolae, refer to Neolae Reportig. Budgets Budgets committed durig marketig campaigs are available i the form of dedicated reports. Techical data Delivery throughput: this report cotais iformatio cocerig platform throughput. You ca cofigure the values displayed by chagig the timescale (1-hour view, 3-hour view, 24-hour view, etc.). Click Refresh to cofirm your selectio. 128 Neolae 2013

130 Lead routig Lead geeratio You ca track lead qualificatio per program or per ladig page, ad possibly per orgaizatioal etity via four dedicated reports provided as a stadard. To view the defiitio of idicators used i these reports, refer to List of idicators [page 130] ad the Neolae Leads glossary accessible via the home page. Feedback Trackig idicators: this report summarizes key idicators for trackig recipiet behavior. It measures reactivity, clicks, opes ad social etwork sharig. Sharig to social etworks: this report shows statistics o sharig ad a breakdow of sharig over the various social etworks (Facebook, Twitter, etc.). User activities: this report presets the hourly breakdow of message opes, clicks, ad trasactios i graphical form. No-deliverables ad bouces: this report provides the breakdow of o-deliverable messages ad, i the evet of a o-deliverable message, the breakdow of o-deliverables by Iteret domai. URLs ad click streams: this report shows the ames of the most active liks for all Neolae platform deliveries. Browsers: this report gives a breakdow of the Iteret browsers used by the delivery recipiets. Operatig systems: this report gives a breakdow of the operatig systems of the delivery recipiets. Summaries Statistics o sharig activities: this report lets you measure the efficiecy of social etwork sharig. Subscriptio trackig: this report lets you track subscriptios to iformatio services. It shows subscriptios ad usubscriptios. Delivery summary: this report shows idicators o delivery statistics: umber of recipiets targeted, umber of messages excluded, causes of exclusio, etc. Neolae v6.1 - Neolae Leads - Lead routig 129

131 Neolae List of idicators The followig idicators are used i the lead geeratio reports: Total umber of activities This umber icludes all activities for the curret cotext (campaig or program). Total umber of usable activities Usable activities are activities that have ot bee idetified as uprocessable or icomplete. Number of leads geerated/qualified by marketig/routed/accepted/coverted/rejected/abadoed Leads are couted at every stage of their life cycle. For example, i a campaig, all leads coverted ito opportuities (i SFA) are couted. Number of opportuities geerated/wo/lost Opportuities are couted based o their status, i relatio to the curret dimesio (a campaig for example). Qualificatio rate Ratio of leads which have chaged from geerated to qualified Coversio rate Ratio of leads which have chaged from qualified to geerated opportuity Billig rate Ratio of opportuities which have chaged from wo opportuity to order Average qualificatio time Average time betwee lead geeratio ad lead qualificatio Average sales time Average time betwee lead creatio ad order Creatig ew reports Note: For more o creatig reports i Neolae, refer to Neolae Reportig. To produce statistics o the data i the database, you ca, for example, create descriptive aalysis reports ad adapt their cotet ad layout to suit your eeds. These reports ca be shared with other users but have to be published first. The wizard ca be lauched from the Tools>Descriptive aalysis meu. I this case, the aalysis will cocer the etire database. To produce statistics o part of your data, use the descriptive aalysis wizard. It is available i several odes of the Neolae tree that poit to the recipiet table. To lauch the wizard, apply the followig steps: techical workflows: ope the workflow, place your cursor o the trasitio that poits to the recipiet table, right-click ad select Target aalysis, lists: choose oe or several lists ad apply the same procedure as for the recipiets, 130 Neolae 2013

132 Lead routig deliveries: choose the delivery(ies) that iterest you, right-click ad select Actios>Explore the target... Neolae v6.1 - Neolae Leads - Lead routig 131

134 CHAPTER 7 Cofiguratio Table of Cotets Data models Iitial cofiguratio Persoalizig buildig rules Cofigurig scorig rules Adaptig scorig rules Creatig a ew scorig criterio Advaced cofiguratios Orgaizatioal etities Overview Implemetatio Orgaizatioal etities ad their operators Maagig Neolae tree folders Operators ad rights o folders CRM cofiguratio Routig rules Exportig leads Importig iformatio Neolae v6.1 - Neolae Leads - Cofiguratio 133