Bookshelf v7.5.2: Launching Campaigns Across Marketing Channels

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Launching Campaigns Across Marketing Channels

Siebel Marketing supports launching campaigns across channels, including the following:

Direct mail. Customized mailers designed for a particular customer or customers.

A mailer can contain can any kind of printed content, for example, call-back numbers for telephone responses or a business-reply postcard. The offer can also contain a specific offer number so that each response is tied to a particular contact or prospect.

Telemarketing and field sales. Contacts or prospects who meet certain demographic or other criteria can be passed to other Siebel applications, such as Siebel Call Center or Siebel Sales to perform telephone campaigns. Campaign lists can also be routed to the mobile client for use by Field Sales.

Partner and channel marketing. Campaigns can be managed in coordination with partners, resellers, and distributors using the PRM Partner Portal. Partners can participate with you in campaigns in many ways, including providing and reviewing contact names, viewing collateral, and engaging directly with end customers.

Fax campaigns. Lists of contact fax numbers that can be used to notify customers about special offers.

Internet campaigns. Siebel Marketing supports launching campaigns using the Internet.

You use Internet campaigns for specific products or services to allow you to determine campaign success by tracking responses. The Internet campaign does this by giving each contact a unique response URL. Contacts respond by clicking the URL, clicking a designated link on the Web page, or sending email to a designated address. Siebel Marketing tracks the contacts who respond to an offer and how they responded.

Internet campaigns use the following channels:

Personalized email with embedded URLs that link to Web offers and surveys designed for each particular customer or group of customers.

Stand-alone Web pages that display when a particular customer or group of customers logs on to your Web site.

eNewsletters with various sections or articles personalized for specific contacts or groups of contacts.

An eNewsletter template can consist of multiple sections. Each section has a set of rules that determines who is qualified to receive that section in his or her individual newsletter. When the newsletter is sent out, the Siebel Marketing Server looks at each rule set as it assembles the newsletter sent to each contact. If that contact meets the rule for a section, the section is included in the contact's email. Otherwise, that section is left out.