Event Driven Marketing - Personalising Customer Relationships

Event Driven Marketing is a concept designed to personalise dialogue and create tailor made marketing programs for each customer. It brings in substantial amount of opportunities to convert as much as 20 – 50 % of leads into actual sales, which is a 10 times multiplier as compared to the normal CRM tools. It enables approaching prospective customers at the right time with the right product in the right manner.

EDM aims at soliciting only those customers or prospects who have the propensity to respond and buy the product because of certain change in customer behaviour. These behaviours are classified as events. EDM involves determining the correct time to contact a person and also positioning the correct product needed by him, due to the occurrence of an event which signifies customer need.

EDM builds total customer relationship and moves the engagement from a monologue mode of communication to a dialogue from a company’s time to contact to ‘customer’s time to contact’

Key benefits

• Increased customer focus, satisfaction and responsiveness
• Lower attrition
• Increased revenue and profitability
• Drive Band preference
• Maximise marketing opportunities

As you think about the potential event opportunities in your business, make sure that you build a technology foundation that will enable you to define, detect and automate events across all kinds of events.

We in partnership with Eventricity can provide you a complete, packaged Event Driven Marketing solution – Timeframe & Coffee.

Using our Event Driven Marketing solution, we can link to any existing CRM solutions allowing them to deliver response rates up to 10 times more than before.

Timeframe is a pre-packaged application containing a data framework, a library of events and all of the business logic.
Simply put, Timeframe is an automated process which will take daily data feeds, analyse them and produce a list of leads. These leads are customers to whom a significant event has occurred within the last 12-24 hours.

Coffee is a tool for filtering and optimising the event leads generated by Timeframe before passing them to CRM / marketing automation system for introducing a particular product to the customer.

Key benefits of “Time frame” and “Coffee”

• No user intervention required due to its automated nature
• They work on the database already available with you
• Seamlessly integrate with the CRM tools in use currently, including applications developed in-house
• Adding value and credibility to your current marketing techniques