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Marketers
spend considerable amount
of time on creating campaigns
and communication material
with richness, diversity,
and objectives - promotional
campaigns, lead generation
campaigns, brand awareness
campaigns, newsletters,
and many more. It is very
clear that a lot of thought,
effort, money, and time
are spent in creating and
executing these campaigns.
However, most of these campaigns
are not targeted quickly
in response to your prospect
or customer's behavior.
They are executed based
on the marketer's goals
and follow her clock. On
the other hand, your subscribers,
prospects, and customers
respond to your campaigns
or engage with your brand
when they want to and do
it so using different channels.
Herein lies the conundrum.
How can you be omnipresent,
watch your customer or prospect's
behavior, respond or engage
in a timely manner, using
the campaigns you already
have in place - all without
scaling your marketing resources
and using your budgets unprofitably?
That's where Treselle Systems'
Marketing Automation comes
into play.
However, at Treselle Systems,
we do not believe that marketing
automation amounts to just
sending some triggered messages
or auto responders. The
scope, purpose, and value
have to be comprehensive,
especially given that automated
messages get one of the
highest open and click rates.
Treselle Systems' designed
its Marketing Automation
capabilities to assist marketers
based on six broad objectives:
- Provide customer engagement
lifecycle platform
to automate marketing
communications that
is customer-focused
so that your prospect's,
subscriber's, and customer's
engagement with your
brand continues unabated
in your presence or
absence,
- Offer you the flexibility
and workflows
so that you can send
one message or a series
of messages, automatically,
either after a specific
event or triggered by
a customer's presence
or absence of behavior
- all by staying as
personally relevant
and timely to individual
customers as possible,
- Include the technology
to leverage current
data and information
from your marketing
database about each
customer before communicating
with her in real-time,
- Help you with tools
to manage and maintain
your data in Vanilla\Connect
and your database to
be in sync and not allow
them to grow into silos,
- Facilitate integration
between your data systems
and Vanilla\Connect
through our API,
- Furnish you with capabilities
to timely execute cross-sell,
up-sell, and next-sell
programs to increase
revenue, convert prospects,
and retain customers
while maximizing ROI
of your marketing programs.
- The key elements of Vanilla\Connect's Marketing Automation include: platform, workflows, technology, tools, integration, and capabilities. |
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Customer Engagement Lifecycle
Platform: |
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Customer
Engagement Lifecycle Platform
is an architectural framework,
which is part of Vanilla
\Connect's Professional
and Agency product editions
that offers marketing automation
capabilities. All the other
elements of marketing automation
mentioned above are built
on top of this platform. |
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Autoprocessors, triggers, and autoprocessor series form the core of the workflows. Marketers can effortlessly combine these to create very comprehensive automation workflows to accomplish their marketing objectives. Brand building or customer engagement is an on-going process. Here comes a prospect to your site and signs up to receive communications from you or just opted-in to download a trial software. By doing so, she essentially made a statement that your brand is on top of her mind. You have a brief window of opportunity to fulfill her interest and increase her desire to purchase your product or at least continue to consider your brand. However, as a busy marketer, you cannot sit at your desk waiting to respond to each new subscriber or prospect. Here it is that you could use triggers and autoprocessor series to deliver campaigns that engages your prospect with your brand automatically. These could include a welcome message, customer testimonial, a product review, your value proposition, and many more. Vanilla\Connect's workflows will help you accomplish this goal. |
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Marketers
can create business rules
of varying complexity that
then can generate campaigns
or actions in response to
a customer's behavior or
absence of behavior. |
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There
is really no limit to the
breadth and depth of automated
campaigns that Marketers
can create using Vanilla\Connect's
customer engagement lifecycle
platform. Some of them are: |
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- Welcome messages
- Abandoned Shopping
cart messages
- Lead Nurture
messages
- Countdown and
limited-time offer
messages
- Activating Dormant
customer messages
- Lifecycle marketing
messages
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- Double Opt-in
Welcome messages
- Abandoned Form
messages
- Cross-sells,
Up-sells, Next-sell
messages
- Renewal messages
- Abandoned Click
messages
- Pre- and Post-purchase
messages
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Benefits:
Just imagine the time, effort,
and budget a marketing organization
could potentially save by
effectively and efficiently
delegating these crucial,
brand building, and revenue
generating marketing tasks
to Vanilla\Connect's Customer
Engagement Lifecycle Platform. |
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| Autoprocessor
Workflows: |
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Vanilla\Connect's
autoprocessors can
be used to send one
message or campaign
or just perform one
action such as update
the status of a customer
in client's or Vanilla\Connect's
database. The autoprocessor
will look at the rules
you create and execute
the actions you specify.
Marketers will have
lot of latitude on
picking the right
combination of rules
and actions to suit
their needs. Unlike
batch and blast mailing
or simple autoresponders,
Vanilla\Connect's
autoprocessors work
on one customer or
subscriber at a time. |
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Our
intuitive, drag-and-drop
workflow designer
helps marketers to
build a single autoprocessor
in just 1 minute. |
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Benefits:
Using Vanilla\Connect's
autoprocessors, Marketers
can streamline their
tasks and focus on
those that really
need their attention. |
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| Autoprocessor Series Workflows: |
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Vanilla\Connect's autoprocessor series includes drip campaign capabilities that can be customized based
on a prospect or customer's demographics (industry, title, age), site behavior (website visit, specific page
visit on your website), purchase history, current behavior (abandoned cart), status, or her engagement
with your lifecycle and brand marketing efforts. |
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You may sell a big ticket priced product or service and you are aware that the sales cycle is usually 3+ months. Your goal, during these 3+ months, probably is to nurture the leads, educate them about your product or service, state benefits based on job function or decision maker's role, share success stories from similar customer situations, and essentially keep your brand visible before the leads become hot and may warrant a sales person's call. To accomplish this, you could create a 12-part campaign series to send one
campaign a week starting one day after the prospect downloads a 75-day trial version of your software. It is very easy to set up and execute with Vanilla\Connect's autoprocessor series. |
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Let's say that you have a list of 1000 customers who use your license based product or service and need
to be renewed annually but at different times of the year. Are you using spreadsheets to figure them out?
Of course, you can have your inside sales team call on all the 1000 customers but that is not efficient use of
your sales team. Smart marketers know that not all 1000 customers need to be contacted by a sales person
to renew. Some customers will have an organized process where they will automatically renew, some need
to be reminded well in advance, and some need a phone call to state the urgency. Using Vanilla\Connect's
autoprocessor series, marketers can create one campaign to send reminders, say, 60 days prior to the
renewal date, move those who have renewed away from the list, send a reminder email in 2 weeks to those
who have not renewed again, and hand over the procrastinators to your inside sales team for follow up. All
these tasks are handled automatically once the autoprocessor series is set up. |
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Benefits: Whether it is nurturing a lead, promoting a loyalty program, reminding a renewal, or reviving
a dormant customer, Vanilla\Connect's autoprocessor series helps marketers enhance a prospect or
customer's interaction with their brand as well as promoting their objectives efficiently and effectively to
acquire, retain, convert and evangelize their target market all the while standing out from competition. |
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| Trigger Workflows: |
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Vanilla\Connect Triggers can be invoked by an event such as when a subscriber opts-in to a list or when a customer opens/clicks an email or by the marketer's system. Marketers can use these customer interactions to take appropriate and timely actions. |
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Marketers can create many cross-sell, up-sell, and next-sell opportunities by persuading existing customers to increase purchase frequency or quantity or purchase supplementary or complementary products. However, these efforts have to be timely and relevant. Using Vanilla\Connect, marketers can create up-sell, cross-sell, and next-sell campaigns with or without promotional offers, invoke the triggers to sync with client's system to retrieve customer's recent purchase data and deliver the appropriate campaign to existing customers after they make a purchase.
- Marketers can create multi-step triggers to increase conversion by gently reminding or motivating those customers who have clicked a specific link in a campaign but did not convert.
- Benefits: Vanilla\Connect's triggers are comprehensive, very powerful and function as multiple, invisible marketing resources focused on customer behavior or a lack thereof to motivate the disengaged
to engage, dubious to convert, occasional buyers to repeat buyers at a pace that marketers can set
based on their target market. Simple triggers, with minimal effort, could very well bring in incremental
revenues and increase ROI of marketer's investments. |
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| Technology - Real-time Data Inserts: |
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Customers abandoning shopping cart is a pretty normal event in the online retail world. What can a
marketer do? Instead of just ignoring or sending a reminder, marketers using Vanilla\Connect Client
Engagement Lifecycle Platform's technology can communicate with their systems to get the shopping cart
content, insert in a campaign created for abandoned shopping carts, and send it in real-time to the
customers either as a gentle reminder or add an incentive to convert.
- Benefits: Marketers can increase relevancy, personalization by pulling individual customer's purchase
history or preferences before they communicate with her. The mere act that you know your customer's
interests could increase conversion as well as brand loyalty. |
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| Tools - Real-time Data Updates: |
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As an organization uses multiple channels and vehicles to communicate and connect with their prospect
and customer base, one of the challenges marketers will face is data disparity. How do you feel, as a
customer, when a brand, thinking that you did not convert, reaches out to you 24 hours after you
purchased their product with a discount offer? This happens because the customer purchase data is in
different system than the one that sent the incentive campaign. Vanilla\Connect's Client Engagement
Lifecycle Platform provides the tools to sync with marketer's system first for an update, if any, and then
decide, on each individual customer basis, whether to send the incentive campaign or cancel it. All this
can happen in real-time. These tools are part of the workflows and can be added as you create a trigger or
an autoprocessor.
- Triggers can be created without any customer-facing action but just to update either Vanilla\Connect with updates from marketer's systems or vice versa.
- Benefits: Marketers can easily plan to avoid any data disparity by just utilizing Vanilla\Connect's Client Engagement Lifecycle Platform tools. |
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