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Lead Automation with Marketing Campaign
Lets start with an example 
The first step in the campaign can be the formal announcement of your product with a free sample to people who fill in the information form. 4-5 days later you ask for a review from these customers followed by an option to buy. You could also leave a form with your product. From the set of all these customers you focused, two subsets are formed. Those who responded to our campaign by buying or stating interest and those who never responded to our campaign.
Now the unresponsive set becomes our target and we send another email asking for feedback and the reason for not buying. The sales team arranges a call to have a direct interaction with the customer. The feedback and responses are recorded and based on them a set of dissatisfied customers would be sent suggestion forms.
What are the questions you should focus on?
Designing every marketing campaign is mostly a long term process and the success of any campaign depends on the research and the effectiveness in the selection of customers in the campaign. There are certain questions that every marketer always asks while designing his/her campaign.
What would be our marketing campaign?
Who would be the target audience on whom our respective campaign revolves around?
How would we measure the effectiveness of our campaign?
What about the OpenERP Marketing Campaign?
The OpenERP campaign works on the basic principle of lead automation whereby a lead is created based on a specific response by a customer towards a stimuli. Eg: Filling the subscription form in your website or based on the preferences he/she selected while creating account in your discussion forums etc.
The first step is defining the campaign i.e. the sequence of steps we would be undertaking in the course of time. On defining the campaign we trigger a set of activities in the marketing campaign module of OpenERP.
Based on the lead automation we define the sequence of steps we ought to follow, the modes of creating and processing these activities and the cost involved with these campaign. Thus after each activity and based on its respective stimuli we can trigger the next event of the respective campaign.
Why is the Segment important?
The two most important points for any campaign to be successful is adoption of a concrete methodology of execution and choosing the right segment: a target loop of customers on whom our campaign would be directed. Inappropriate focus on segment would result in the campaign being misfired and our efforts would reach deaf ears.
Using the Segment tab in the Campaign module we can define our segment w.r.t the Campaign activity, since it is possible that with every step downwards our segment gets narrowed in terms of number. You can also synchronize the entire campaign steps based on our defined segments.
How is Marketing Campaign related to CRM?
The Marketing Campaign module is closely synchronized with the CRM module. Initially,let us consider the segment we cater in the campaign as Leads. Goals are set for each campaign which would be considered as a desired state. Once a lead accomplishes our objective criteria of goals we change their status by converting them into Opportunity (i.e. we should give focused attention to those leads). Once the lead satisfies our final objective we would consider them as a partner/customer and close that lead.
Lets go for a more discrete example with the email marketing campaign we follow at OpenERP for our SAAS offer.
Whenever someone subscribes to OpenERP online he/she fills a form which in-turn becomes the lead of OpenERP SaaS offer Campaign. Our SaaS salesperson triggers the marketing campaign by sending an introductory email of services we offer and thanking for subscribing for the one month free trial. Based on the response we plot whether the lead is interested in OpenERP SAAS offer,Training or buying the OpenERP book. Significantly these are our subsets and based on their cues we send them email catering that respective needs. If they respond back with the interest they are converted into the opportunity and thereby on subscription of our services they become our partner.
In lack of response we sent them another reminder regarding the offer after a weeks duration. If they still did not respond our salesperson gives a voluntary call inquiring their needs. Hence like a flowchart we can trigger a respective activity for every possible cues. The chances of lead going unattended thus goes very low, and for every lead we have a predefined method of treating it and we could measure it with our goals. Based on the goals we can also evaluate the effectiveness of our campaign and analyze if there is a room of improvement.