Marketing: Often the First Experience

• First impression of your brand• Can make or break a customer

relationship• With so much customer choice,

second chances are few

Today’s Marketing Challenges

Technology:

• Multiple, disparate customer repositories

• Incomplete customer data

• Insufficient customer segmentation capabilities

• “Farmed out” operations diminishes control

• Poor analysis of campaign performance

Business:• Customer expectations

increasing

• Response rates decreasing

• Maximizing/measuring return on marketing dollar

• Regulatory constraints

• Lack of customer insight

RightNow Marketing

RightNow Solution

Business Processes

MarketingLifecycle

Customer Experience

Customer Benefit

Multi-Channel Campaign Management

• Generate compelling campaigns from planning and design through to execution and results

• Flexibility and power in the hands of your frontline marketing staff

• Complete in-house control

Campaign DesignerEmail Marketing

Lead ManagementMessage Optimization

Event-triggered CommunicationsSegmentation & Personalization

Response Routing & TrackingList Management/Deliverability

Customer Feedback ManagementAnalytics & Dashboards

Campaign Designer

• Expedite planning to execution with graphical drag-and-drop interface

• Start with a blank campaign, choose, and existing campaign or start with a campaign template

Email Marketing

• Create personalized, targeted email marketing messages

• Fast and easy to use:

– Empowers business users

– No IT support needed

• Event-triggered or scheduled for optimal flexibility

• Track response effectiveness

Lead Management

• Ensure leads get routed and followed-up appropriately

• Sales reps can easily accept or reject leads

– Accepting promotes a lead to an opportunity

– Rejecting sends it back to the marketing warming pool and relevant campaign

• Analytic lead reports show the effectiveness of lead generation activities and conversion rates

Message Optimization

• Quickly proof test content for quality assurance

• Flexible test cell functionality tests multiple attributes for best results the first time

• Minimize trial and error, maximize productivity

Event-Triggered Communications

• Automatically send personalized emails based on any type of customer action or data

– Website inquiry, store purchase, birthday

• Ensure high-touch customer interactions with auto-confirmations

• Schedule emails based on key calendar events

Segmentation and Personalization

• Identify target customer groups with multi-dimensional list segmentation

• Maximize campaign relevancy and impact with highly personalized content delivered to target customer segments

• Ensure quality of marketing communications with powerful de-duplication

Response Routing and Tracking

• Closely track campaign performance from delivery and open rates to click-throughs and conversions

• Ensure timely follow up with automatic, attribute-driven lead routing

• In-line information helps maximize staff productivity

List Management/Deliverability

• Control opt-in/opt-out preferences

• Control frequency and recency of correspondence

• RightNow Delivery Management Team (DMT) ensures rigorous compliance with latest anti-SPAM regulatory requirements

Customer Feedback

• Graphical designer to easily create and execute surveys

• Multiple question types• Short answer, text, multiple choice,

multi-select

• Identify the survey audience and create invitation

campaigns

• Link to surveys directly from email or web page

• Analyze survey responses

(by survey, question, customer…)

• Pre-built survey templates

and reports

Marketing Analytics

• Consolidated view of marketing activity with personalized homepages

• Access actionable knowledge and best practices with marketing dashboards

• Easily tailor reports with the Report Design Center

– 500+ pre-built reports

– Drag-and-drop creation

– In-line view of ROI by campaign

Enabling Technologies

• Enterprise On Demand Architecture

• Workspace Designer

• Customer Experience Designer

• RightNow Connect

• Fast, highly interactive, and familiar interface

• Leverages Web 2.0 technology to deliver superior speed and performance rivaling that of traditional installed clients

• Easy to use• UI modeled after Microsoft Outlook

• Familiar look-and-feel

• Drives user adoption

• Highly configurable• One consolidated console for all

RightNow modules

• Configure role-based profiles targeted to unique user roles

• Fully integrated with Microsoft Outlook

• Outlook email, calendaring, tasks, and contact capabilities embedded across all RightNow modules

Designed for mission-critical business environments…RightNow Agent Desktop On Demand

Workspace Designer

• Maximize user adoption with role-based profiles

– Sales, Service, Marketing– Executive, Manager, Rep

• Drive productivity with in-context marketing analytics

– Critical knowledge integrated into screens and processes

• Tailor to specific needs with drag-and-drop screen layout customization

– Fields– Tabs– Integrations– Toolbars– Analytics– Tasks

Customer Experience Designer™

• Design experiences around customer-initiated processes with graphical workflow engine– Cross-departmental– Dynamic decisioning, content

• Manage standard customer processes with powerful process templates and tools – Lead creation– Online registration– Service incident creation– Customer feedback and more…

• Ensure superior experiences with scenario modeling– New customer acquisition – Customer segmentation

management– Offer management and more…

© 2008 RightNow Technologies, Inc.

APPENDIX - RightNow Marketing

What the Delivery Management Team (DMT) Provides

• Dedicated Delivery Management Officer.• Anti-SPAM Policy - http://www.rightnow.com/privacy/anti-spam.php• Active member of the Email Service Provider Coalition (ESPC) and

Association for Interactive Marketing (AIM).• Cooperative Relationships with ISPs.• Best practices consulting to our customers.• SPAM and deliverability complaint management.• Protection of legitimate email customers from potential spamming

customers.• Drive deliverability enhancements for RightNow Marketing.• Informative communications to RightNow’s customer base on

important issues relating to email delivery.

Highlighted Delivery Management Best Practices

• Ensure that you have permission to send emails to your contact list (Opt-In).

• Allow contacts to easily unsubscribe/opt-out.• Include link to your privacy policy.• Ensure the “From” and “Reply-to” addresses domain clearly

communicate your organization name. No spoofed domain names.• Ensure the “Subject Line” and “Body” of the message is intuitive and

informative. • Target your campaigns for a specific audience.• Publish SPF Records were the “Mail From” is your companies domain.• Ensure compliance with SPAM laws. • Test your email content for SPAM identification.

• http://adanalysis.com/05help/resources/spamchecker.html• http://www.marketing-register.com/top_tools/Free_Spam_Checker/index.shtml

• Implement a thorough SPAM complaint resolution process. • Avoid list procurement for customer acquisition. Reduces chance of

SPAM Traps.• Include the physical address of your organization within your email.