Managing Marketing Campaigns with Siebel PRM

This chapter describes scenarios that illustrate different ways you can use Siebel PRM to manage marketing campaigns. It includes the following topics:

About Managing Marketing Campaigns

Siebel PRM can be used for three types of marketing:

Collaborative marketing with your partners. The brand owner can work collaboratively with partners to market your products to customers.
Marketing to your partners. The brand owner can direct marketing campaigns to your partners to help convince them to resell a new product that you are introducing, to join a specific partner program, or for other reasons.
Marketing by your partners. Partners can use the Siebel PRM Portal to create and execute their own marketing campaigns.

This chapter describes some examples that are examples of ways that you might use Siebel PRM for marketing. Siebel Business Applications include marketing functionality that lets you create marketing offers, campaigns, and programs, that executes campaigns automatically, and that helps you manage responses. For more information about marketing, see Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.

Collaborative Marketing with Partners

You often want to work with your partners collaboratively to market your products to your customers. Use Siebel PRM for the following tasks:

Planning Collaborative Marketing Campaigns

You can use the Siebel PRM CHAMP Planning screen to plan collaborative marketing projects. This screen lets you do the following:

Set specific marketing objectives, such as offering a 20% discount offer on a server product line in order to generate a 10% increase in revenue, or jointly hosting a conference about complementary products.
Associate a detailed action plan with each objective, scheduling actions that you and your partner must take to meet the objective.
Link each objective to a market development fund (MDF) to indicate the source of funding for the marketing program. Partners is able to link fund requests to the objectives so they can receive credit for money spent executing the marketing program.

For example, the brand owner and partner might decide to host an event to promote their complementary products or services. They use the CHAMP Planning screen to specify an agreed-upon action plan. Following the action plan, the partner organizes the event. As the partner incurs expenses in organizing the event, it submits MDF requests to receive credit against the fund. For more information about CHAMP planning, see CHAMP Planning. For more information about market development funds, see Using Market Development Funds.

Managing Collaborative Marketing Campaigns

Campaigns typically involve contacting current or potential customers to market your products. For instance, you might have a campaign to contact people and sign them up for a seminar, or a campaign to send out a promotional mailing requiring that the recipients call in if they are interested in your products or services.

Because campaigns are contact-intensive, they are often handled by a call center. Many Siebel campaign functions are designed to maximize a campaign’s effectiveness in a call center environment. Siebel Business Applications let you create campaigns, specify lists and groups of people to call, specify quotas for the call center personnel, and track which employees have the skills needed for different campaigns.

Partner employees have access to call center campaigns through the Siebel PRM Portal in the same way that your employees have access through the Siebel PRM Manager. Partners can use the Siebel PRM Portal to update call status and outcome, refresh the contacts list, start SmartScripts, create campaign leads, and do the other things that your internal employees do when they work with campaigns.

You can also share other kinds of campaigns with partners, such as email, Web, or direct mail campaigns. For example, the brand owner could set up an email campaign, allow the partner to edit the contact list, close the campaign for editing, and then start the email campaign. In this situation, the brand owner executes the email campaign, but the partner has input on where the emails are sent.

You create collaborative campaigns and campaigns that your own company executes in the same way. The only difference is that, for collaborative campaigns, you add partner organizations to the campaign, as well as your own employees. Siebel PRM lets your partners use the same functionality that your own company uses to run campaigns.

After associating partner organizations with the campaign, you can use the Execution Options view of the Campaign Administration screen to assign campaign contacts to partners manually or by using Siebel Assignment Manager. Partners see only contacts that have been assigned to them. You can also use this view to specify whether partners can add and edit contacts for the campaign.

As an alternative method of assigning partners to campaigns, you can use the Administration - Campaign Management screen, Campaign Groups view to create groups of employees. For example, you can define a team of people within a partner company who regularly execute campaigns as a campaign group. You can assign the groups to campaigns, by using the Campaign Management screen, Groups view. After you assign the campaign to the partner organization, the partner can also assign these groups to the campaign using the Siebel PRM Portal.

In one typical way of executing a collaborative campaign, the brand owner sets up the campaign and provides a contact list to the partner company, and the partner executes the campaign in its call center. For example, a collaborative campaign might involve the following scenario:

Your company and your partner have sponsored an event collaboratively. You want to follow up by giving the attendees a phone offer to buy one of your products at a discounted price.
You create the campaign and the offer using the Siebel PRM Manager’s Campaign Management screen.
You add the attendees at the trade show to the campaign’s Contacts/Prospects list using the Siebel PRM Manager’s Campaign Administration screen. Alternatively, you import a list of attendees using the Siebel list management functionality, which lets you import lists in many standard formats.
You add one or more partner organizations to the campaign using the Siebel PRM Manager’s Campaign Administration screen. All partner companies whose organizations have been added have visibility into the Campaign header using the Campaign Planning screen on the Siebel PRM Portal. A marketing manager at the partner company can then add employees at the partner company to the campaign team.
Depending on the execution options, campaign contacts are assigned to the partners associated with the campaign either through Assignment Manager or manually. Other options determine whether partner organizations can or cannot add, remove or edit campaign contacts.
The partner company’s call center executes the campaign. Partner employees who are on the campaign team can see this campaign in the My Campaigns view of the Siebel PRM Portal’s Campaigns screen. They can navigate to the views to display a summary of the campaign, the call guide, the offer, the list of prospects and contacts, and other information.

For more information about creating campaigns, see Siebel Applications Administration Guide.

To add partner organizations to the campaign team

Navigate to the Campaign Management screen, then the Campaign List view.
In the Campaign list, select the campaign that you want the partner to execute.
In the Organization field of the campaign, click the Multiple Select button and use the dialog box to select partner organizations.
All partner organizations that were added can see information about the campaign through the Campaign Planning screen of the Siebel PRM Portal.

About Marketing to Partners

You can market to your partners to recruit more partners into your partner program, recruit existing partners into a new program, inform your partners about a new promotion or a new product introduction, invite partners to an event, ask partners to participate with you or sponsor an event, or for other reasons.

Siebel PRM and Siebel Marketing allow your marketing managers to market to partners through a variety of channels, and to market to partners in conjunction with their other marketing activities. It is common to perform the following tasks:

Creating and Executing Campaigns for Marketing to Partners

Campaigns are the key method of marketing to partners or to customers. You create campaigns with specific goals, such as introducing a new product, and offers that are part of each campaign, such as an offer to sell the product at a discount price.

You can use the Campaign Administration screen to create campaigns that are specifically targeted to your partners, create offers and associate them with the campaign, create a prospect list that consists of prospective or existing partners, and send the offers to the prospects through a variety of channels: direct mail, fax, email, Web, phone, or newsletter.

For example, if you are introducing a new product line and want existing resellers of other product lines to sign up as resellers of this new line, you might go through the following process:

Create a new campaign. Navigate to the Campaign Administration screen, add a new record, and enter information describing the campaign.
Add contacts to the campaign. Determine which partners you want to receive the campaign and add them to the campaign’s contact list, or use list management to import a list of prospective partners.
Create an offer for the campaign. Determine how you want the partners to get the news about this product introduction, and then navigate to the Offers screen to create an appropriate offer. For example, if you want to contact the partners by email, create an email offer and associate literature (such as a brochure and price list) with the offer. The email can also have a link to the Siebel PRM Portal, where they can find out more about the new product line and sign up as resellers.
Execute the campaign. The email is sent, and partners respond if they are interested.
Create a followup campaign. To follow up the email campaign, you might plan an event for partners to attend if they have signed up as resellers of this product. You could create and execute this followup campaign as you did the initial campaign, except that the contacts are only the partners who have signed up as resellers and the campaign is a phone campaign, so it is executed by your call center. Creating the followup campaign requires Siebel Marketing.

For more information about campaigns, see Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.

Making Campaign Offers to Partners

When you do collaborative marketing with partners, you generally create phone offers and have the partners execute the phone campaign. When you market to your partners, you can use a variety of offers, including:

eNewsletters
eMail Offers
Direct Mail Offers
Web Offers
Fax Offers
Phone Offers

Offers can be used for marketing and for communicating with partners.

For example, you can create eNewsletters that update partners on the latest information about your company, or create eNewsletters that are delivered on a regular schedule. The eNewsletters can have a variety of purposes: you can use them for regular newsletters, news releases, quarterly financial results, special promotions, or for other purposes.

Offers have content that can be personalized for each recipient. The Offers screen lets you create sections for each type of offer and to specify rules that determine which sections the recipient sees.

For information about working with offers, see Siebel Marketing User Guide.

Marketing by Your Partners

The Campaign Planning screen of the Siebel PRM Portal allows partners to create their own campaigns and execute them independently of the brand owner.

Partners create campaigns as the brand owner does. They use the Campaign Planning screen to create a new Campaign record, and to create the following records that are associated with the campaign:

Lists. This record allows the partner to add external lists of contacts or prospects to the campaign.
Offers. This record allows the partner to specify offers that the campaign makes to customers, including phone, direct mail, email, fax, media, and other types of offers.
Contacts/Prospects. This record allows the partner to add existing Siebel Contacts to the campaign.
Owner Audit Trail. This record allows the partner to track ownership of campaign contacts.
Quotas. This record allows the partner to set targets for the campaign, such as the number of calls each hour.
Responses. This record allows the partner to track responses to the campaign, if it is a campaign with a response type of Response.
Team. This record allows the partner to specify the employees working on the campaign.
Groups. This record allows the partner to add predefined lists of employees to the campaign team.

Other partners cannot see a campaign created by a partner company. The brand owner can see all partners’ campaigns by navigating to the Campaign Administration screen, All Campaigns Across Organizations view.

The Campaign Planning screen of the Siebel PRM Portal is similar to the Campaign Administration screen in Siebel PRM Manager, but without a number of views. For more information about how the Campaign Administration screen is used, see Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.

Siebel Marketing Manager for Partners is an additional product that offers more extensive marketing functionality for partners than Siebel PRM. For more information about this product, see Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.