| As a VP of marketing, Director of marketing, or sales | | | | and lead activity management. |
| executive you are well aware that even the | | | | Channel partner program management |
| best-planned marketing efforts can fail, and thorny | | | | With our system you can easily manage various |
| economic times have only compounded the | | | | channel partner categories such as affiliates, referral |
| aggravation. You've been strained to cut your | | | | partners, and resellers - and create efficient, |
| marketing expenditures significantly at the same time | | | | automated relationships with them. |
| you're expected to accomplish more. | | | | Affiliate program management |
| This white paper introduces the fundamentals of | | | | Our affiliate program management functionality is |
| running marketing programs efficiently and with the | | | | designed to manage your channel partners who |
| highest possible ROI, using not only a creative, but also | | | | mostly operate on the Web, and therefore the tracking |
| an analytical approach to direct response marketing | | | | system reflects the way traffic is sent to you website. |
| that is impossible without marketing automation - a | | | | Affiliates typically use your on-line marketing tools, such |
| primary support system for any successful marketing | | | | as text links, ad banners, video clips, podcasts, |
| campaign. The technology-driven process, in | | | | webcasts, as well as text documents such as articles, |
| conjunction with a preferred-by-marketers intuitive | | | | press-releases, white papers, and case studies. |
| process, will enable you to tightly interweave your | | | | Referral program management |
| marketing and sales programs and, as a result, realize | | | | Our referral program management functionality is |
| a positive return from your limited marketing resources. | | | | designed to manage your channel partners that deliver |
| Nurturing customer loyalty | | | | leads in a less organized manner - in a verbal or |
| Your current customers can be your best future | | | | written form for example. |
| customers, as well as your best sales reps. Satisfied | | | | Reseller program management |
| customers will bring you many referrals, and as you | | | | Our reseller program management functionality is |
| might well know, a lead that comes from a customer | | | | designed to manage your Value Added Resellers |
| referral is the one that your sales team will close | | | | (VARs), that engage in the sales and marketing of |
| faster and with higher a rate of probability, because | | | | your product. Typically they bundle your product and |
| your customer already made a great deal of effort to | | | | services with those of their own company, and market |
| pre-sell the referred prospects. | | | | to their existing client base. |
| Growing through referrals | | | | Channel partner compensation management |
| If you have not developed a well-managed referral | | | | Our lead tracking and payment management solution |
| program for your customers - and any other partners | | | | gives you an extensive reporting system that will put |
| that want do get into business with you and become a | | | | you at ease, because your team - and your partners - |
| free agent that is paid commissions for referrals - you | | | | can always access the latest data about their account |
| are losing a great opportunity for organic growth. | | | | and lead performance. |
| Consider this example: | | | | Contract management |
| Company ABC is a B2B service company with about | | | | Our system allows you to store the contracts signed |
| 500 current customers, and the average annual sales | | | | with each partner and see the compensation due to |
| per customer is $20,000, which generates $10,000,000 | | | | each partner. The numbers are presented in % and $ |
| in annual sales. | | | | value accordingly the agreement with a particular |
| Your annual advertising budget is 1% of the revenue | | | | partner, as well as revenue generated to date since |
| ($100,000). As we all know, the majority of it is usually | | | | the partner signed up. |
| spent on campaigns that bring modest results, in the | | | | Reporting |
| hope of discovering winning advertising venues - which | | | | Our flexible reporting solution gives you the ability to |
| become even harder with competition trying to get | | | | choose a report template or to customize reports |
| over the hump in this economical downturn. | | | | according to your partners' needs. The status of leads |
| Your company has been growing at a 10% rate | | | | is reported as qualified, unqualified, dead, and so on, |
| annually, slowly but surely, but now the growth starts | | | | and you can easily send reports to your partners on a |
| declining, and it is forecasted to be down 5% this year, | | | | regular schedule. |
| with the same marketing expenditure (and even more | | | | Security controls |
| hassling that your marketing and sales team has to get | | | | Our security controls and permissions capability allows |
| through). | | | | your partners to access the sales leads in their own |
| Now imagine that you decided to monetize the | | | | territories, or those provided by them. You can also |
| connections of your customers. You can ask for a | | | | manually share specific sales leads with any user you |
| favor and a few will return. But you don't want random | | | | choose. |
| single referrals - you want to get bombarded with | | | | Automatic lead routing |
| pre-sold prospects who will take less than average | | | | Our product makes lead management easy by setting |
| time to close. Wouldn't that be a marketing and sales | | | | up queues and assignment rules to automatically route |
| paradise? | | | | qualified leads to the right distributor (sales organization |
| Welcome to paradise | | | | that is located in a country where a company has no |
| Let's imagine that you designed a customer referral | | | | inside sales capabilities) based on customized business |
| program and offered a 10% commission to be paid as | | | | rules, and track the status of every lead in your |
| a result of each referral that converted into a paid | | | | partner marketing channel. Your referral partners will |
| customer. | | | | get instant access to the latest prospects, and leads |
| Let's assume that 50% of your customers signed up | | | | are never dropped or lost. |
| for your referral program, but only 50% of those | | | | Email prospecting and tracking |
| customers actually refer paying prospects on a regular | | | | Our system empowers your resellers and referral |
| basis - that brings you 125 new sales a month. | | | | partners to send personalized, template-based, e-mail |
| Now do the math: | | | | messages to prospects in large numbers, and to easily |
| 500 customers x 50% x50% = 125 customer referrals | | | | track all responses from one centralized lead |
| per month | | | | management system. |
| 125 referrals/month x 12 months x $20,000 per sale = | | | | Lead acceptance |
| $30,000,000/yr | | | | Our system enables comprehensive tracking and |
| $30M - 10% commission = $27M in new business | | | | accountability so you always know your lead status, in |
| As you can see, your next year's revenue will be | | | | real time. |
| $37,000,000 instead of $10,000,000, and your company | | | | Targeted messages |
| growth rate now is 370% versus the forecasted -5%. | | | | Our system allows you to create specific messages |
| Developing the strategy and the process management | | | | and publish them to each individual channel partner. |
| system | | | | Document management system |
| You liked the math, and now you are ready to jump in | | | | Our system provides a central repository of all the |
| and get it done, right? | | | | documents and communications your channel partners |
| Do you have a system to manage hundreds of | | | | will need to support their sales and marketing efforts. |
| referral partners? You probably don't have the tools in | | | | Your partners will have continuous access to all of |
| place for a successful execution of the program. Are | | | | your up-to-date documents (product brochures, |
| you planning to do it intuitively and manually? | | | | presentations, and support documents) from anywhere |
| Unless you have a proper structure, along with the | | | | in the world, so they can respond to customer |
| necessary processes and technology to measure | | | | information requests quickly and easily. |
| your success, you cannot execute your partnership | | | | Search |
| programs properly. | | | | Our comprehensive search capability allows your |
| That's why you need to automate your marketing | | | | partners to quickly find relevant information, view |
| processes, and ideally you need to hire a marketing | | | | documents, and even send them as attachments to |
| company that will design, automate, and market the | | | | their prospects, directly from the search results. |
| program for you - and charge affordable rates. | | | | Secure records management |
| Costs of marketing automation and campaign | | | | Our security rules and custom folders allow managers |
| execution | | | | to organize documents and communications based on |
| How much do you think it would cost you to invest in a | | | | partner type, department, or any other criteria with |
| program that brings you millions of dollars of additional | | | | limited access for the intended viewer only. Document |
| sales? Would $100,000 be the right number? Maybe, | | | | management is secure and customized. |
| but it drastically exceeds the limits ofyour existing | | | | Second-tier referral program |
| marketing budget. | | | | Our system enables you to track not only every sale |
| But the good news is that right now a direct response | | | | from each of your 1st-tier partners, but also each sale |
| marketing company with established processes, a | | | | made by the partners that were acquired through your |
| proven framework, and the right automation tools can | | | | first-tier affiliates or referral partners. |
| get it all done for you in few weeks - for $10,000, or | | | | Compensation is calculated according to your |
| less. | | | | agreements. |
| Integrated marketing versus task-based marketing | | | | Co-marketing program management |
| Prior to using our solutions, for many of our clients, | | | | Our system enables your partners to submit marketing |
| "marketing" was a series of isolated tasks - but from a | | | | requests for co-marketing programs, if you choose. |
| sales point of view, selling is a coherent process. | | | | Requests are automatically compared and deducted |
| Task-based marketing can often fail because, at its | | | | from the partner budget. You can manage partner |
| core, it doesn't help to commence a dialogue that a | | | | claims for funds requests by analyzing each claim |
| salesperson can bring to closure. | | | | compared to the allocated budget for each partner. |
| Test before investing | | | | Claims can be documented with a proof of |
| With the proper tools in place, now you can conduct | | | | performance. |
| formal tests of each marketing idea, collateral piece, | | | | For all financial and non-financial transactions, partners |
| and message to get the best performing tactics. No | | | | submit claims with proof of performance. Documents |
| tests should be done manually because the necessary | | | | and uploaded materials are integrated with the |
| sampling size is prohibitively large. | | | | marketing programs. |
| The numbers game | | | | Special promotion for partners |
| Without proper metrics, marketers that rely blindly on | | | | With our system, you can make your partner Web |
| an intuitive approach don't have the tools to measure | | | | portal "stickier" and increase partner adoption, by |
| their success, and duplicate it in other programs. | | | | creating and communicating rebates and promotions |
| Creativity and analysis have to go hand in hand. But | | | | for the partners. We provide rebate guidelines and |
| proper analysis of a number of variables cannot be | | | | best practices to help channel managers design and |
| done manually. Tracking systems for both success | | | | launch winning programs. |
| and failure, and easy tools to analyze the elements | | | | Your partners will have the ability to submit special |
| that affected the result, have to be integrated and | | | | pricing requests for the competitive deals on which |
| reflect the company's objectives. Therefore few | | | | they are working. |
| out-of-the box software packages for different | | | | Search marketing management |
| purposes (such as campaign management, affiliate | | | | Our system enables you to gain complete visibility and |
| scripts, Google Adwords integration, and others) might | | | | control over your search engine marketing |
| not necessarily be the best solution for your company | | | | campaigns-from keyword selection to closed deal. It |
| because it will require quite a bit of integration effort | | | | allows you to put your marketing dollars to work with |
| and maintenance resources. | | | | keywords that deliver the best results. You will can |
| A credible marketing service provider will not only be | | | | see exactly which leads were generated by each |
| able to consult with you on the most suitable solution, | | | | search engine marketing program. |
| but also implement it and run the campaigns on your | | | | Email marketing management |
| behalf, during the learning phase while your marketing | | | | Our product has feature-rich functionality that helps |
| team is getting familiarized with the program. | | | | you use a wide range of professionally designed |
| The benefits of overall marketing automation | | | | templates for e-mailers and newsletters. One of our |
| Through the use of a database, marketing automation | | | | unique features gives you an easy way of creating |
| enables you to learn - in depth - about your prospects' | | | | landing page templates that match customized e-mail |
| and partners' behavior, along with the decision making | | | | template and content. |
| process and variables that influence it. It allows you to | | | | Email tracking |
| automate communication processes and maintain | | | | Our system makes it easy to evaluate the success of |
| relationships electronically. | | | | e-mail campaigns with integrated response tracking |
| The results: | | | | and easy monitoring of key campaign metrics. You |
| Better-organized sales and marketing processes. | | | | can easily identify which e-mail campaign generates |
| Superior customer retention. | | | | the most: |
| A consolidated view of your customer and lead base. | | | | Open emails (what recipients, when, how many times) |
| Better lead qualification and retention. | | | | Bouncebacks |
| Higher return on sales force and customer support | | | | Click throughs |
| technology investment. | | | | Leads |
| Higher marketing ROI. | | | | Closed deals |
| Better tracking capability. | | | | Unsubscribes |
| A better platform for making marketing and sales | | | | Our system gives you the ability to assign a specific |
| decisions. | | | | identification to each affiliate or referral partners' |
| Which translates to: | | | | outbound email or telemarketing campaign sent via |
| Reduced operational costs. | | | | your system. Every incoming lead will be assigned to |
| Reduced marketing expenditure. | | | | the appropriate partner and will be reported in the |
| Increased revenue. | | | | statistics on partners' performance, accumulated |
| Marketing automation doesn't just link marketing with | | | | compensation, and payment schedules. |
| sales - it helps marketing drive sales. | | | | Personalization |
| What you can achieve with the right marketing | | | | Key features include: |
| automation technology | | | | Content editing supports a high degree of reusability |
| SalesAnual will help you to improve your response | | | | and easy customization - push a button to insert a |
| rates and boost the revenues from your marketing | | | | variable, "IF" statement, HTML template, and more. |
| efforts. We offer you the ability to easily manage | | | | Personalize messages using conditional content and |
| sophisticated, timely, personalized customer | | | | data. |
| communication strategies. Built specifically to meet the | | | | Default to standard content (such as "Dear |
| needs of key members of the marketing process, our | | | | Customer") when conditions are not met. |
| product will provide comprehensive data management, | | | | Personalize subject lines. |
| campaign management, and advanced customer | | | | Embed redirect URLs and attachments into e-mail |
| analytics in one integrated, easy-to-use solution. | | | | messages. |
| Marketing campaign management | | | | Integrate with your favorite content editor, easily. |
| Marketing campaign management is easy with with | | | | Flexible opt-in/opt-out support. |
| our product. Through a single application, you can | | | | Viral marketing support - track and understand the |
| effectively plan your marketing spend, manage all your | | | | value of customers who forward your messages, |
| initiatives and campaigns, and analyze performance | | | | extending the return of those communications. |
| and results. | | | | Rich re-marketing and wave campaign support via |
| Market segmentation | | | | easy-to-create follow-up communications based on an |
| Our product helps you create targeted campaigns by | | | | individual's response or lack of response. |
| segmenting your audience based on attributes such as | | | | CAN-SPAM compliant. |
| demographics or product interest, and then send | | | | New dashboards and reporting functionality |
| specific messages and offers for each group. You will | | | | With our new dashboard and customizable reporting |
| have the ability to easily add contacts and leads to lists | | | | functionality you will have instant access to the |
| right from within campaigns. | | | | real-time data and analysis you need to run your |
| Campaign analysis | | | | business. Dashboards pull it all together, providing |
| Our system is designed to simplify ABC (split) testing. | | | | instant access to a consolidated, real-time view of |
| You can track, analyze, and optimize multiple | | | | your sales data. |
| campaigns such as on-line marketing and | | | | Real-time dashboards |
| telemarketing. It will also allow you to analyze and | | | | Dashboards give you an at-a-glance overview of the |
| optimize other campaigns such as trade shows, direct | | | | current status of your business, with benchmarks and |
| mail, advertising, and promotions, so that all marketing | | | | critical metrics from sales, marketing, service, and |
| efforts are focused on the most effective campaigns. | | | | more. One-click data refreshment ensures that your |
| Campaign testing | | | | marketers are always working with the most |
| ABC tests are typically conducted to determine which | | | | up-to-date information. |
| version or elements of advertising materials are helping | | | | Custom report formulas and highlighting |
| the performance of the campaign. ABC tests | | | | Multiple mathematical formulas are preprogrammed |
| dramatically challenge the assumptions that marketers | | | | into the system to aggregate and perform calculations |
| and company executives may have about the best | | | | on raw data within the system. You no longer need to |
| way to design a campaign or collateral piece. The | | | | export your data to spreadsheets for detailed |
| automated functionality also enables you to solve | | | | calculations. |
| conflicts between marketing and management. | | | | Outbound sales campaign management |
| While ABC testing typically applies to on-line adverting, | | | | The module makes it easy for your telemarketers to |
| we can build your system around a repetitive test | | | | create and test telemarketing scripts, as well as ABC |
| process for all media, so it enables you to test Web | | | | test e-mail follow-ups that are automatically sent to the |
| pages, advertising copy, telemarketing scripts, e-mail | | | | leads generated by each outbound sales campaign. |
| messages, newsletter content and layout, and so on. | | | | By default, unless customized, our system |
| Testing yields the most valuable results only when the | | | | automatically sends three follow-ups to |
| tests are conducted repeatedly; therefore efficient | | | | "non-responding" leads after which the system can |
| ABC testing is impossible without full automation of the | | | | automatically move them to the Dead category, which |
| test process. This is a key advantage of the | | | | eliminates manual work. |
| SalesAnnual system. | | | | Media buying and production management |
| Our software can create an "ABC test winners" table | | | | We deliver a fast, powerful, and complete system that |
| where all of the best advertising items will be stored. | | | | includes media buying, production, and result tracking, all |
| Each record provides statistics, upon which every new | | | | designed with direct marketers in mind. Our system |
| marketing effort in the same category will be | | | | provides quick and easy access to information, and |
| measured. | | | | lets you track each campaign down to its tiniest details, |
| Revenue tracking | | | | because marketers and users need all the answers: |
| Our product will help you identify the marketing | | | | Which spots ads are profitable? |
| activities that generate the most sales revenue by | | | | Which media is the most profitable? |
| directly tying every sales dollar back to its campaign | | | | Which creative is the best suitable for each particular |
| source. Campaign managers can analyze detailed | | | | media? |
| analytics to track revenue, and measure campaign | | | | Which URL works best? |
| success. | | | | Which days of the week, month, and parts of the day |
| Express follow-ups | | | | work better for each media? |
| Our product helps you to easily determine which | | | | What is the cost per order for each media? |
| prospects require follow-up contact after a campaign, | | | | What is the cost per inquiry for each media? |
| and define the appropriate actions. | | | | What is the cost per lead for each media? |
| List management | | | | What is the ROI for each media? |
| You can import and export campaign lists in multiple | | | | Which call centers are the most effective? |
| data formats from and to various marketing vendors. | | | | Our system keeps everyone in sync and up-to-date |
| With SalesAnnual List Management, you can also | | | | because direct marketing is a complex process |
| create targeted, effective marketing campaigns with | | | | involving media buyers, scriptwriters, copywriters, |
| list management tools for segmenting, exporting, and | | | | designers, producers, call centers, accounting,budgets... |
| analyzing lead lists. | | | | as well as innumerable sign-offs by clients and |
| List creation | | | | management. |
| This module enables you to create customer or | | | | Media buying |
| prospect lists by selecting any combination of contact | | | | Print ads in newspapers, 30-second spots on |
| and customer information. | | | | prime-time television, banner ads on websites - each |
| Data exporting | | | | can be considered a media buy. Managing your media |
| This module helps you to easily export your lists to | | | | is easy with our fully automated system. |
| outside suppliers and manage the results with | | | | Features: |
| SalesAnnual's campaign management features. | | | | Short-form. |
| Data importing | | | | Long-form. |
| The module allows you to quickly import sales leads | | | | Spot and network buys. |
| from offline sources such as trade shows, seminars, | | | | Direct mail. |
| and direct mail; matching group and campaign; | | | | E-mail. |
| eliminating manual data entry. | | | | Inserts and circulars. |
| It also enables you to import leads provided in bulk by | | | | Display advertisements. |
| a specific referral partner as a result of a specific | | | | Cable and broadcast. |
| campaign. You can also map and segment any | | | | Production management |
| information you need to manage. | | | | Our system helps you traffic and manage jobs, work |
| Detailed reporting | | | | orders, and schedules. |
| This module allows you to analyze lists and contacts | | | | Note: Please note, some functionality is not available |
| to identify trends, and to optimize marketing campaigns. | | | | with the basic package and is only sold to clients that |
| Lead management | | | | order 50+ seats, or is included as part of customization |
| This module allows you to track incoming prospect | | | | consulting. Please specify your requirements and we |
| inquiries that respond to particular campaigns, and | | | | will provide you with a quick quote. |
| automatically route qualified leads to the right people, | | | | Conclusion |
| enabling sales reps to get instant access to the latest | | | | In the new state of the economy, your motto as a |
| prospects - and business opportunities are never lost. | | | | marketer should be "efficient marketing made simple |
| Online lead capture | | | | with less;" at least ours is. Our programs and |
| This module allows you to automate lead generation | | | | technologies will give your marketing department the |
| by capturing leads from your customers' website, | | | | ability to take greater ownership of leads, as well as |
| directly into our system, and automatically send a | | | | customer and partner relationships, which keeps the |
| personalized response based on information supplied | | | | cost per interaction as low as possible while |
| by the customer. | | | | guaranteeing greater marketing performance. |
| Lead search and merge | | | | This means you can continually improve the |
| This module ensures that reps can easily identify prior | | | | effectiveness of your marketing efforts rather than |
| interactions with a lead before following up. You can | | | | potentially repeat what hasn't worked. Marketing |
| easily merge leads, contacts, and accounts - and | | | | automation - and a well-selected marketing firm - will |
| remove duplicates - for efficient lead management. | | | | make your marketing programs more successful and |
| Lead tracking | | | | remove discrepancies between your marketing |
| This module monitors leads end-to-end - from creation | | | | objectives and your execution capabilities. |
| to conversion - with capabilities that include automatic | | | | The result... your company generates more qualified |
| date/time stamping, campaign or lead source tracking | | | | leads at a lower cost per sale, and this helps your |
| (vendor, campaign, and partner), lead status changes, | | | | sales team achieve a higher closing ratio. |