INTELLIGENCE MARKETING
OPTI-CHANNEL
MARKETING
in.tel.li .gence 1. the ability to acquire and apply knowledge and skills.
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OPTICHANNEL MARKETING
Consumers are more sophisticated than ever… dynamic, empowered, and hyperconnected. They are never more than an arm’s length away from a connected device, accessing information and marketing data through multiple channels. High-touch repetitive, pushbased marketing techniques utilizing just one or two fragmented channels simply will no longer work. Consumers must be met on their preferred channel and with messaging that resonates with them.
You have many REASONS to choose us
What is OPTICHANNEL MARKETING?
Optichannel marketing combines the advantages of Intelligence Marketing utilizes a cloud based, highly communications across multiple channels and the secure Automated Marketing Platform (AMP) to benefits of contextual messages being delivered to deliver our optichannel marketing campaigns. reach your target audience. At the heart of the optichannel model is content. This
The AMP delivers the customer experience across all
content builds awareness, creates leads, and closes
channels so that it is seamless, connected, consistent,
sales. But rather than focusing on one or two mediums
highly
and one message, optichannel marketing aims to deliver
integrates both traditional and digital media to provide
the right message− to the right audience− through the
a meaningful customer journey.
customizable,
and
personalized.
The
AMP
right channel. The AMP allows us to track the customer’s journey and Typically, multiple types of outbound media are used
automatically integrate insights into customer behavior
to reach the target audience. This may be a mix of
into future interactions. By understanding a customer’s
traditional and digital marketing for example, direct mail,
journey, we are equipped to share messages that
email, SMS (text messaging), social media, ringless voice
pique their interest, and the appropriate channel will
messaging, and digital advertising. Both the messaging
be utilized to convey the message. The AMP anticipates
and the medium can be unique to each individual and is
that customers may start in one channel and move to
typically refined throughout the campaign based on how
another as they progress to a resolution.
they engage with the content.
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INTELLIGENCE MARKETING
FEATURES OF THE AUTOMATED MARKETING PLATFORM HIGHLY PERSONALIZED REACH & FREQUENCY INTEGRATED APPROACH REAL-TIME ANALYTICS
THE RIGHT MESSAGE TO THE RIGHT AUDIENCE THROUGH THE RIGHT CHANNEL AT THE RIGHT TIME.
Why INTELLIGENCE MARKETING? Campaign Development EXPERTS The Intelligence Marketing team are experts at developing campaigns that fit your needs AND the needs of your customers. Turn-key PROJECTS Our team handles all aspects of the campaign development process, from identifying the appropriate mediums to reach your audience− to developing messaging and creative that will resonate with them. Compelling CONTENT Our team creates compelling, personalized, and responsive outbound messages that drive prospects and customers to their personal microsite as a start point to bring them through the sales funnel.
OPTICHANNEL MARKETING
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STEP BY STEP
FROM START TO FINISH, WE TAKE YOUR IDEAS AND TURN THEM INTO REALITY We are driven by creating experiences that deliver results for your business and for your customers.
OUR MAIN AREAS OF EXPERTISE It’s about what we do best
RESEARCH & STRATEGY
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GRAPHIC DESIGN
INTELLIGENCE MARKETING
CAMPAIGN PROGRAMMING
OPTICHANNEL MARKETING
NECESSARY STEPS TO SUCCESS
Building a campaign that connects with your audience
01 strategy
We work with you to identify your goals and how an optichannel marketing campaign can help you achieve them.
02 target audience
03 design
We upload the contacts you want to target from a CSV file or pull them directly from your CRM. If needed, we can acquire contact lists that match your target audience.
We design all the creative materials for the campaign and write compelling content that will resonate with your target audience. Already have a designer? We can work with them, providing guidance every step of the way.
04 development & programming 05 launch
Our team builds the microsite and outbound media. Then we program the workflow in the AMP using a rulesbased pre-built workflow that manages the multiple predetermined “touches.”
Once your campaign launches, the AMP automatically sends out the outbound media based on the campaign workflow, to include modifying the message and the medium based on the customers behavior. Examples of outbound touches would be email, social media, direct mail, SMS text messaging, ringless voicemail, and mobile engagement. .
WE WORK FOR THE BEST RESULT YOU CAN OBTAIN.
OPTICHANNEL MARKETING
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CAMPAIGN BREAKDOWN THE KEY FEATURES AND BENEFITS EXPLAINED
01 HIGHLY PERSONALIZED CONTENT Personalization is a key feature that sets Intelligence Marketing apart from other optichannel marketing providers. From web to mobile to email, AMP delivers the most relevant content to prospects as personalized experiences from inquiry through closing. Our technology not only allows us to “version” your audience into different groups but to also communicate unique text and graphics so that no two messages are the same. Outbound media messaging is personalized with the first and last name of the recipient. By utilizing personalized URL’s (PURLs), we can incorporate the customer’s name into the URL, allowing for personalization and custom messaging even on the campaign microsite.
02 REACH & FREQUENCY Many studies indicate that it takes as many as 7 touches to bring a prospect through the sales funnel to achieve a satisfactory outcome. The AMP’s automated triggered responses, based on customer actions or simply by pre-set timed launches, delivers highly optimized, real-time, one-to-one messages that roll out over an extended campaign period. Rules based, multi-touch, drip marketing campaigns are most effective at delivering “sales ready” leads.
03 LEAD NURTURING Nurture leads into sales throughout the entire customer journey as the campaign unfolds. Customize the messaging and the medium based on customer preferences to deliver the content that will help leads convert into sales.
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INTELLIGENCE MARKETING
CAMPAIGNS BUILT AROUND THE CUSTOMER JOURNEY
04 INTEGRATED SALES APPROACH Capture more customers by bringing your AMP marketing platform and sales team together. The AMP provides a lead scoring featuring that assigns “value” to each interaction, allowing you to identify and prioritize sales efforts. Your sales team can drill down to the individual contact level to see the behaviors of a particular individual and how they are engaging with the content. This enables your sales team to engage the right accounts and most interested prospects− and tailor their message based on the AMP’s internal scoring system and customer behavior insights.
05 REAL-TIME ANALYTICS The Automated Marketing Platform (AMP) tracks all campaign activity and stores it in the analytics repository, securely accessible 24/7. The AMP dashboard displays key performance indicators (KPIs) for all outbound media, for example, sent, delivered, opens, clicks, and leads. Microsite activity is also tracked and displayed with statistics available for each unique visitor. The platform’s relational database is updated in real-time, providing insight into how to generate the highest return on investment (ROI).
Personalized response to contacts, including link to website
Social
or
Personalize Microsite (pURL)
Lead Alert to Sales Team
Data updated in Master Contact Database
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CAMPAIGN TIMELINE
WEEK 1
BECAUSE TIMING IS IMPORTANT
WEEK 2
CAMPAIGN LAUNCHEMAIL & DIRECT MAIL
WEEK 3
LEAD NURTURING EMAIL & CAMPAIGN ANALYSIS
RE-TARGETING NON-RESPONDERSEMAIL, SMS, & SOCIAL
LEAD GENERATION
LEAD NOTIFICATION
LEAD NURTURING
The initial email and direct mail are designed to generate leads.
Sales team receives lead notification immediately. Lead receives thank you email.
Lead nurturing emails are sent out weekly or bi-weekly to provide additional information and keep the lead “warm”.
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INTELLIGENCE MARKETING
Most optichannel marketing campaigns run for 6-12 weeks, depending on the length of the lead nurturing portion of the campaign. We will determine the optimal timing, reach, and frequency for your campaign based on your goals. Re-targeting is used at various stages to increase lead conversions. A sample campaign timeline is provided below.
WEEK 4-8
LEAD NURTURING EMAILS & CAMPAIGN ANALYSIS
WEEK 9
WEEK 10
RE-TARGETING NON-CONVERSIONSEMAIL, SMS, SOCIAL, & DIRECT MAIL CAMPAIGN ANALYSIS
RE-TARGETING
ANALYSIS
At various stages throughout the campaign, we re-target nonresponders and visitors that did not convert to leads. Multiple channels are used to help generate more leads.
At certain milestones throughout the campaign, we analyze the results to determine if changes need to be made to optimize results. This is also done at the end of each campaign, so we can improve future results.
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OPTICHANNEL MARKETING IS A GAME CHANGER Whether selling a product or service, engaging prospective donors, recruiting new customers or retaining old ones, AMP will significantly improve results and marketing return on investment (ROI). Forrester Research reports that companies that leverage optichannel marketing generate 50% more sales ready leads at 33% less marketing cost. This optimal ROI is why more marketers are embracing this approach and building optichannel campaigns into their organization’s marketing activities. Let us show you how it will work for you!
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INTELLIGENCE MARKETING
CONTACT US NICOLE WELLMAN Managing Partner Phone: 304-939-3542 E-mail: nicole@intelligencemktg.com INTELLIGENCE MARKETING LLC 170 BOULEVARD SE UNIT H231 ATLANTA, GA 30312 www.intelligencemktg.com
OPTICHANNEL MARKETING
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INTELLIGENCE MARKETING
THE RIGHT MESSAGE TO THE RIGHT AUDIENCE ON THE RIGHT CHANNEL AT THE RIGHT TIME
in.tel.li .gence 1. the ability to acquire and apply knowledge and skills.