bpm’online marketing Review

Scenario 1

Within its business operations, company A has a number of leads segments and lead nurturing is a primary process to transform leads into the sales ready ones. With the ever growing number of different segments it becomes more difficult to carry out segmentation and deliver personalized messages. The company was looking for the marketing automation tool that would allow to automate core business processes with the ability to timely analyze and optimize them.

Bpm’online offers out-of-the-box best practice business processes for lead management that can be run as is or easily configured for specific business requirements. This enabled Company A to jump-start using the system and leverage industry best practices.

Marketers of the company A leveraged best practice processes from bpm’online’s process library to run efficient and lead nurturing campaigns: these lead nurturing processes employ most relevant content and collateral (e.g. eBooks, White Papers, webinars, video interviews, etc.). Marketers can select the content to be used on each step of lead nurturing from the company’s marketing asset library or create new collateral with a content builder available in bpm’online application.

Bpm’online’s business process management engine handles complex lead management processes: the processes dynamically route leads through all stages of lead management, including lead acquisition, qualification, distribution, etc.

As a result, Company A developed multiple multichannel lead nurturing campaigns with minimum time investment. All campaigns can be dynamically adjusted to companies’ needs and market situation. This approach led to increased leads conversions and decreased timing for leads to become sales-ready.

Scenario 2

Marketing department of the company B is conducting different activities to generate leads. As the company grows, the numbers of leads grows correspondingly. However, marketing specialists do not have the full picture of channels from which these leads come from and which activities are the most successful. Moreover, in order to properly evaluate all marketing channels and generate more leads of higher quality, they need a correct information from sales department on how leads are converted into opportunities and closed deals. On the other hand, sales team had no visibility which channels generated serious ready-to-buy leads, not “tire-kickers,” or the journey the client took before he or she was reached by a sales rep.

The issue is that every department used its own software, and the lack of integration between departments did not allow them to share the information. Practically they need all the information associated with every specific case, but CRM-system had different solutions for all three departments, not integrated one with another.

By implementing bpm’online, all departments successfully united their customer data: now they have a possibility to track the complete customer journey – from acquisition to order, and to ongoing customer maintenance, included repeat and cross-sales. This gave marketing better understanding of which channels to use to generate better leads: marketing team is able to track deeply the quality of the leads it passes to the sales team by monitoring conversion of the leads hand-off to sales. It includes % of sales accepted leads (BANT is pre-confirmed by sales team), % of leads shifted to presentation stage in the sales pipeline, % of closed opportunities.

Scenario 3

Market challenges, fueled by the rapid changes in the business environment, dictate organizations to move quickly in order to keep their market share. Therefore, Company C needed tools to gain a competitive advantage and empower their employees with top-tier tools for marketing and sales. The main problem that company faced was the lack of effective lead management: they needed to input multichannel lead data very fast to ensure proper lead nurturing and/or hand-off to sales.

Implementation of bpm’online marketing let the Company C to successfully realize the main tasks:

• To input lead data in real-time and off-line mode with individual input or bulk import.
• Collect, store, analyze and segment leads from all major online and offline channels: inbound emails, inbound calls, field sales reps activities, web2lead forms, third-party systems integrations, lead nurturing campaigns etc.

Apart from that, bpm’online offered comprehensive capabilities for building demographic and behavioral history of a lead: track user’s firmographic and geographical data, track visitor’s behavior on a website, identify lead generation channels and sources, track lead transitions between stages of the pipeline, intelligent customer segmentation for developing effective marketing campaigns.