Business Processes in eMarketing
• Your customers want to know which products will solve their problems.
• Your marketers need to know which customer wants which product.
• Your sales team needs to know which customers are ready to buy now.
What's needed is a business process that keeps all three groups happy.
It should be easy. After all, they share mutual interests.
In practice however, marketing and sales can become so focused on their individual communication
with the customer that they forget to talk with each other. When that connection between
marketing and sales breaks down, the entire sales process loses effectiveness.
Business processes don't occur by chance. They're the result of deliberate choices.
The most effective business processes are based on experience.
Ansaco's expertise is in creating business processes using email and the internet.
Our experience of more that 2,800 eMarketing projects has given us unique insights into what works well and what doesn't:
• initial contact and opt-in
• contact qualification
• sales promotion
• lead generation
• event invitation and registration
• newsletters
• and many more.
When we design eMarketing processes, we use our experience to ensure that the communication
within the organisation gets as much attention as the communication externally with the customer.
We design marketing processes for lead generation that use contact qualification
criteria defined by the sales team. And we build in automated processes to
route qualified leads directly to the appropriate member of the sales team.
How to create effective eMarketing processes
The Ansaco method for creating effective eMarketing processes follows four simple steps:
1. Understand your business
First, we make sure that we understand the essential aspects of your business. Your business
objectives. Your sales, marketing and communications strategies. The resources you have available
for marketing and sales, and the results you want to achieve.
2. Campaign planning
When defining Campaign plans, we examine key factoars each relevant product group. This includes:
The benefits and USPs of your products and services. Who your customer is and why they buy.
Who makes and who influences the buying decision. Your sales messages and the key characteristics
of each target group. The criteria you use to identify success and the feedback you need for
continuous improvement. We work with you on the design of each campaign. We roll-up the individual
campaigns to create a complete overview calendar for eMarketing that shows what is happening
when and what the rsource requirements will be.
3. Essential preparations
We make thorough preparations to ensure that eMarketing campaigns can be implemented
smoothly and cost-effectively. We prepare templates for emails and landing pages. We check the
Data Privacy statement. We implement automated opt-in and opt-out procedures, and a profile
center so that your contacts can tell you what their interests are. We set up standard reports
so that you can evaluate the performance of each individual campaign.
4. Implementation
Every eMail that is sent will be measured and assessed for its effectiveness. Leads that have
been qualified according to the agreed criteria will be automatically forwarded to the
appropriate marketing or sales team for follow-up. We also create reports to monitor and assess
the effectiveness of your eMarketing as a whole: the evolution of the contact database, the
key trends that describe the evolution of the relationship with your customers.
Whether you're implementing eMarketing for the first time or perfecting existing processes,
we'll be glad to share our experience of campaign design and implementation with you.
To find out more about Ansaco's consulting services, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
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Customers
Organisations that we have supported with our eMarketing experience and insights include:
Deutsche Investment Trust, Dun & Bradstreet Germany, Field Fisher Waterhouse, Miltenyi Biotech, Pivotal Corporation, SAP AG.
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