FleetLeads Marketing Solutions

Transcription

1 Page 1 FleetLeads Marketing Solutions Havill Consultants Fleet Marketing Services Solutions For: Lead Distribution Prospecting Market Opportunity Management Spring 2004

2 About Havill & Company Page 2 History and Growth Havill Consultants (DBA) was founded in 1986 as a market research and management consulting company. EPA regulations prompted a Multi-Client Study Series focused on market trends in the transportation industry. In 1991, services expanded to provide sales force automation solutions so that market research clients could implement study findings. The need for information on the fragmented commercial fleet market led to the first Commercial Fleet Market Study in FleetLeads was launched as an Internet solution in 2002 marrying fleet study data with comprehensive marketing and sales support tools.

3 About Havill & Company, cont. Page 3 Our Services Strategic Planning Syndicated and Proprietary Market Research Central Marketing Database Development Database Modeling Market Opportunity Analysis Marketing and Sales Plan Development Direct Marketing Campaign Management FleetLeads Marketing Solutions Lead Generation Customer Satisfaction Benchmarking

4 About Havill & Company, cont. Page 4 Clients Major Oil Companies Large Independent Oil Jobbers Petroleum Equipment Manufacturers Fleet Card Processors/Banks Commercial Leasing Companies Vehicle Manufacturers Companies engaged in marketing to commercial accounts Companies engaged in business-to-business marketing

5 FleetLeads Marketing Solutions Page 5 Dedicated FleetLeads specialists provide evaluation, design, development, and implementation services that enable clients to: Distribute fleet lead rosters to sales reps and channel partners Use the Merge Center for direct marketing Use Update All to assign sales follow-up activities Manage the sales pipeline using Macros Monitor sales performance using Pipeline and Follow-up Reports Identify new market opportunity and acquire marketing leads Monitor sales effectiveness using Market Penetration Reports Analyze and balance sales territories Acquire high potential leads for marketing campaigns

6 FleetLeads Internet Interface Page 6 Contacts Screen Criteria Dropdown Blue Navigation Bar Group Command Bar Contact Command Buttons

7 Three Typical FleetLeads Configurations Page 7 Sales organizations and marketing channels differ from supplier to supplier. Accordingly, FleetLeads is adapted to the way clients go to market. Most systems are a variant of three typical configurations: Lead Distribution This configuration is well suited for suppliers who do very little direct marketing, but are interested in providing fleet leads to their sales reps and channel partners. Prospecting This configuration adds direct marketing and sales follow-up tools. It is ideally suited for companies that provide direct marketing support to their sales reps and channel partners. Market Opportunity Management This configuration adds customer data and multi-client study data to FleetLeads enabling segmentation, market opportunity and market penetration analysis.

8 Page 8 Lead Distribution

9 Lead Distribution Page 9 A private FleetLeads system is created and personalized with your company logo. Company Logo

10 Lead Distribution Page 10 Subscribers submit geographic criteria and the corresponding records are imported into FleetLeads. Data can include: Contact information Business name, address, and telephone number Geographic State, county, MSA, and zip code Organization Sales rep, channel partner, and territory Number of vehicles and type Trucks, tractors, and other Criteria sets are named, saved, and available for future use throughout the system via the Criteria page and dropdown menu.

11 Lead Distribution Page 11 The Criteria page is used to create subsets of leads from your database. Criteria Page Criteria Name 25 to 1000 Vehicles Located in Texas

12 Lead Distribution Page 12 Geographic territories are created for sales reps and channel partners based on zip codes. Users are created in FleetLeads and assigned to territories. Users are restricted to leads in their territory. Each user is ed their user name and password to access their leads. When users logon, FleetLeads opens to the Roster page where leads, grouped by the active criteria, can be printed or downloaded.

13 Lead Distribution Page 13 Leads are viewed on the Roster page and printed or downloaded to your PC. Roster Page Criteria Name Download Print

14 Page 14 Prospecting configuration adds direct marketing with sales follow-up features to Lead Distribution capabilities

15 Prospecting Page 15 Many activities that improve target marketing are performed by your FleetLeads account manager. Market scoring is one of the most important. As explained in the whitepaper, the first and most effective method of building a market scoring model is to begin with a customer file analysis. DUNS assign customers Match customers to your FleetLeads database and append fleet data Conduct analysis and identify good customer characteristics Build a market scoring model and apply it to FleetLeads prospects The second method is anecdotal. Begin by identifying fleet criteria known to correlate with good customers, such as SIC code, fleet size and type. Append criteria data to FleetLeads prospects Stratify each criteria from high to low and assign an associated score Build a market scoring model and apply it to FleetLeads prospects

16 Prospecting Page 16 Direct marketing campaigns are setup in the Campaign Center. Each campaign is given a name and an associated start and end date. Match customer DUNS numbers to FleetLeads records and remove duplicates from your campaign list Pull campaign lists by market score and trim by credit score Add telemarketing scripts and sales forms Add letter and templates to the Merge Center Direct marketing campaigns are executed in the Merge Center. At the corporate level for national programs At the local level by channel partners, or By a third-party contractor The Update All command is used to assign follow-up activities to sales reps and channel partners.

17 Prospecting Page 17 Campaigns Direct marketing campaigns are created on the Tools page. When a campaign is activated, only letter templates, telemarketing scripts, sales forms, and leads associated with that campaign are shown. Tools Page Activate

18 Prospecting Page 18 Activating a campaign brings up the target list on the Roster page. Custom s or letters can be sent from the Group Merge center. Sales follow-up assignments are made using the Update All command. Roster Page Update All Record Count Group Merge

19 Prospecting Page 19 Campaign letters are stored in the Merge Center and can be printed or ed all at once through FleetLeads. History is updated for each contact. Merge Center Standard Letters Campaign Specific Letters Print or

20 Prospecting Page 20 After the campaign is executed, sales rep and channel partner follow-up assignments are made using the Update All command. Update All Sales Process Information Activity Center Submit Update

21 Prospecting Page 21 FleetLeads is configured for sales reps and channel partners to follow up on marketing campaigns by qualifying prospects and moving them through the sales pipeline toward becoming customers. Planned Activities is the default criteria set for sales reps and channel partners. All contact records with scheduled activities are selected and sorted from first activity to last FleetLeads opens to the Contact screen by default showing the user s first planned activity The user can call, send an or letter, add notes, and schedule call backs or another activity, such as preparing a proposal Macros are designed around sales processes and automate data entry Planned activities dynamically sort so that the user is always looking at the next planned activity

22 Prospecting Page 22 FleetLeads defaults to the Contact screen and first scheduled activity where all contact activities are conducted. Contact Page Planned Activities Next Scheduled Activity Data Entry Macros

23 Prospecting Page 23 By default, the Macro typically completes the current activity and enters the correct data for the next sales stage. Dates and comments can be edited. Alarms and notifications can be sent as well as letters and s. Fields updated Macro name Activities Scheduled Execution Options

24 Prospecting Page 24 After a marketing campaign has been created and executed, sales follow-up activities are assigned to the appropriate sales reps and channel partners. When sales reps and channel partners logon to FleetLeads, their follow-up activities appear sorted first to last. For each prospect, users manage correspondence and sales call activities using one-button macros that are designed for each stage of the sales process. Management is able to track sales performance by sales rep, channel partner, location, or other criteria from the Report Center. Sales pipeline reports track the success of moving prospects through the sales pipeline. Sales follow-up reports track the timeliness of sales activities.

25 Prospecting Page 25 The Sales Pipeline Report shows the number of prospects at each sales stage for the active criteria by sales entity, geography and fleet type. Sales Pipeline Report Active Criteria Sales Entity, Geography, Fleet Type Sales Stage

26 Prospecting Page 26 The Sales Follow-up Report shows the number of prospects that have not been contacted in past 30, 60, 90, and 120 days for the active criteria by sales entity, geography and fleet type. Sales Follow-up Report Active Criteria Sales Entity, Geography, Fleet Type Days Since Last Contact

27 Page 27 Market Opportunity Management adds to Lead Distribution and Prospecting capabilities

28 Market Opportunity Management Page 28 This configuration adds customer data and multi-client study data to your FleetLeads system, enabling: Market opportunity and segmentation analysis Market penetration analysis These tools enable management to: Identify and measure the sales potential of new market opportunities Measure market penetration by sales rep, channel partner, or location to identify underperformance requiring management and marketing attention Select new sites and realign sales territories

29 Market Opportunity Management Page 29 The Market Opportunity and Market Penetration Report shows business and fleet characteristics for the active criteria by sales entity, geography and fleet type. Active Criteria Fleet Characteristics Opportunity Penetration Sales Entity, Geography, Fleet Type

30 Market Opportunity Management Page 30 While your FleetLeads system contains records drawn from our database of over 730,000 fleet leads, it does not encompass the entire U.S. market. That is where Havill s Industry Research data comes into play. The FleetLeads system is built upon a database enhanced with fleet market industry data from the Havill Multi-Client Study Series. The Available Market Report pulls data from the active criteria set, and shows: The total market opportunity Active customers and prospects New fleets that have not yet entered the sales cycle Remaining fleets that are available to be purchased, but not in your FleetLeads system New leads can be selected and added to your FleetLeads system using market score or other criteria.

31 Market Opportunity Management Page 31 The Available Market Report tracks the availability of new fleet prospects ensuring the sales pipeline is filled with high potential leads. Sales Entity, Geography, Fleet Type Available Market Report Active Criteria

32 Market Opportunity Management Page 32 The blue bubbles represent fleets that are available but not currently included in you FleetLeads database. Available Prospects (Blue)

33 Page 33 Thank You For Reviewing Our FleetLeads Internet Marketing System Click on the link below to: this presentation to a marketing colleague Print a copy of this presentation in PDF format Exit this presentation and return to FleetLeads