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Section
Topic
Direction
Enterprise Marketing Automation (EMA) solves the problem of getting information about customers, marketing campaigns with their results estimation.
Case Study
The companies require solution, which optimizes each moment of interacting with clients during their lifecycle from establishing relationships to their intensifying. This is the first link in the pipeline of CRM subsystems. Enterprise Marketing Automation (EMA) is designed to develop, manage, track and analyze the multi-step marketing campaign across media channels in order to create marketing leads. First all requests are arrived into ERM where they are registered or updated, pre-classified and estimated depending on client’s segment, whether the client is new or old one, current situation with products or services, current stock. Then all necessary information is directed to Sales department ( SFA system) or Customer Service, which immediately interacts with customers.
As the result, the efficiency and responsibility of these departments significantly increases as well as customer’s satisfaction.
PasMarketing
PasMarketing is the set of point solutions. It allows you to make business processes changes and improvements gradually. PasMarketing is developed for up-to-date interactive technologies like Internet and mobile communication.
Application Area
PasMarketing is designed for marketing managers responsible for effective marketing campaigns and promotions of the goods by company’s staff and partners.
Compound
PasMarketing consists of such subsystems as Lead Management, Campaigns Management, Marketing Knowledge Management.
The Lead Management
The Lead Management opens up opportunities:
- to manage leads finding (by marketing surveys via phone, mail, personal visits, telemarketing, pre-sales, direct sales);
- to generate leads (mainly by means of Internet, email and electronic mass media);
- to create advertising, proposal samples, to assemble them into unified promotion messages, to customize messages according to customer’s data, to deliver them by means of WEB, email, phone, tradeshows, seminars etc;
- to register, classify and update leads, prospects & clients databases so that marketing materials and documents can be targeted to specific segments or your company’s managers responsible for this task;
- to aggregate and redirect prospects and customers to sales or customer service departments;
- to track where each lead was originated in order to detect most effective and non-effective lead sources (personal sales, advertising, product materials, direct mail, purchased lists of leads, trade shows, etc.);
- to monitor the prospects;
- to track and keep a history of all customer’s interactions, proposals and promotions made to them especially by Internet media channels;
- to manage, select and deliver precise information about customers from the database so that effective segmentation and positioning for marketing campaigns can be done;
- to prepare source and key information for sales and customers service activities to work with clients;
- to manage and distribute the leads into sales or customer care department;
- to measure the ratings of each of your lead sources.
The interface to access centralized database about leads and customers is conducted through PasMarketingContact Contact & Activity Management (C&A) application. In addition to the above it allows:
- to open customer’s accounts;
- to work with customer profiles;
- to import customer profiles from the different databases;
- to filter accounts & contacts according to segmentation criteria;
- to schedule different events (actions, activities, meetings, reminders, inquiries, promises and proposals) with automatic notification of their arrival and to track any worker’s or team’s activity by browsing their To-Do list. This allows to plan and manage marketing projects;
- to identify those elements of marketing environment and organizational structure (customers, partners, personnel) which take part in the marketing process and those which not.
Campaigns Management
Campaigns Management affords:
- to plan, organize, start-up, manage & conduct campaigns targeted to the customer;
- to monitor and analyze all project which compromise marketing campaign;
- to analyze and use leads results in future campaigns;
- to analyze obtained against planned effectiveness (performance, ROI, profitability).
PasKnowledge
PasKnowledge lets you:
- organize information & documents circulation, workflow with its follow-ups;
- distribute tasks and activities, delegate authorities to responsible managers for each step of a campaign in order to effectively allocate and control responsibility among assigned staff;
- analyze competitors;
- gather information from sales force and customer service about typical product’s use and problems;
- collect, analyze and make personnel acquainted with operative, tactical and strategic information from the marketing environment (by means of automatic approaches as well);
- react immediately to the changes of the marketing environment;
- use obtained experience in future marketing activities.
Organization Management
The marketing department may have the separate information division responsible for information gathering, analysis, buisness-intelligence (BI) and dissemination across Internet channels. The automating modules of this service can be the part of PasKnowledge. They can organize an interaction with macroenvironment (by means of legal information systems, B2A automated systems to communicate with administrations, financial and economic news agencies, etc.) and micromarketing environment (collecting the prospect's emails from the set of WWW, tracking and analysis of competitor's, supplier's, customer's WEB-sites, authomatic positioning of press-releases, prices, business offers and inquiries, ...).
The implemeting of the automated information division provides:
- an inflow of information, necessary for making key decisions;
- operational processing of huge informational content;
- ranking of information flows and increasing the extent of information's serviceable use;
- releasing the staff from routine and labour-intensive operations thus bringing more creativity;
- optimizing the decision making of company's management;
- improving the company's management and general culture of managerial work.
Benefits
EMA Benefits:
- Productive pipeline of marketing activities with their follow-ups.
- Simple and clear campaign management.
- Tracking of marketing budget use.
As the result, you get:
- an increased performance;
- shortage of labor-intensive & routine operations, which allows to spend more time satisfying the customer’s needs;
- more seminal and lasting customer relationships;
- more leads and contacts transformed into sales, less prospects and therefore profits loss;
- better marketing campaigns tracking and analysis;
- selected and optimized lead sources;
- better understanding of customer’s needs let you reveal their behavioral trends and marketing activities;
- more number and higher intensity of marketing resources (customers, partners) attracted to the company;
- higher sales volume.
Also see
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