Monday, May 14, 2012

What Can You Accomplish Integrating MAP and CRM solutions with Alinean Value Selling & Marketing Tools?

I am often asked what key workflow or functionality you can enable if you integrate Alinean tools with Marketing Automation (MAP) and Customer Relationship Management (CRM) solutions.

As many of you already know, integration of various sales and marketing tools is essential, especially to enable your tools to:

·         Work seamlessly into lead nurturing and sales processes, to automate the development of more personalized and relevant customer deliverables,

·         Capture important customer profile and opportunity information, leveraging this intelligence to aid in the lead nurturing and sales engagement process.
As you may also be aware, Alinean Value Selling & Marketing Tools do support robust integration with sales and marketing automation solutions and processes. As part of the Alinean XcelLive tools platform, value selling and marketing tools are enabled by Interactive Content Connectors (ICCs) to help you support:

·         Data In: having the tool called by your marketing E-mails, Web Registration Forms, MAP or CRM applications and having your prospect / customer profile data fed into the tool to pre-populate key values, and even automatically prepare and deliver an Assessment, ROI analysis or TCO comparison report to your prospects.

·         Data-Out: capturing key user input and analysis results from your prospects / customers, and passing the customer intelligence to your MAP or CRM applications.

This all sounds like good functionality that Alinean supports, but how does it work in practice?
Let me share some success stories ….

Automating Value Analyses for Prospects
Tony, a marketer of mobile applications, was on the hook to generate 1,000s of new leads over the next couple of quarters. He knew this was going to be a heck of a challenge, but he did have some good value oriented white papers to start with.

We quickly converted a key traditional economic impact white paper into interactive form -  From a couple of prospect data points, the economic impact analysis information in the Interactive White Paper would be completely personalized for the prospect by the Alinean platform, delivering a a more provocative, personalized and relevant deliverable.
Next, we worked with one of our lead partners to create an email marketing campaign to their proprietary community of qualified prospects , using the value of an interactive white paper to entice interested prospects to respond.

And respond they did … When a user clicked on the e-mail offer, the Alinean powered interactive white paper tool was called, and provided with the prospect profile from the e-mail integration, in the background completely personalizing and delivering to the prospect an economic impact white paper.
All with one click, the interactive white paper was generated, prospect engaged, and lead captured, helping Tony fulfill his lead generation goals.

Improved Intelligence for Sales Engagements
Alinean  created an important Benefits Estimator for Kerry, a product marketing director, arming prospects with an analysis of the current limitations and costs of traditional desktop computing, and the incremental value of virtual desktops.

Prospects interacting with the tool from the corporate website would share valuable information about their current profile and challenges, in exchange for receiving a personalized analysis report. The tool was generating much interest, and producing over 100 new leads / analyses per week.

However, when a prospect ran the on-line tool, the profile information that the benefit estimator would collect was not being leveraged to improve the nurturing process. Worse, sales was not consistent their follow-up with prospects who tool the time to run the tool and receive the analysis report. More than many other leads, these prospects were often very interested and well qualified.

Alinean worked with Kerry to improve their nurturing and engagement process, integrating the Alinean Benefits Estimator  with her marketing automation system, Eloqua, to capture the lead and important profile information into their lead nurturing process, and also, to capture a link to the PDF report that the tool generated for the prospect, appending this to the opportunity in Eloqua. As the opportunity was qualified and passed to sales for engagement, the PDF report followed, to help improve prospect intelligence and engagement.

With the profile and report URL, sales professionals could now follow-up with the prospect with the analysis profile and PDF analysis report in hand, improving both the follow-up consistency with the wealth of opportunities generated by the tool, and add value during follow-up engagements.

The Bottom Line
These examples highlight how important it is to integrate your value selling and marketing tools to help improve sales and marketing effectiveness.

Using Alinean’s Interactive Content Connectors, value selling and marketing tools can easily be integrated with your Marketing Automation (MAP) and Customer Relationship Management (CRM) solutions to fuel lead generation and nurturing programs, improve sales processes, and capture and leverage customer intelligence.

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