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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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