John Easton, AMEX

Acquisition Case Study John Easton Marketing Manager American Express Corporate Services

Agenda ,[object Object],[object Object],[object Object],[object Object]

The American Express B2B business B2B Consumer Business Travel Merchant Services Commercial Card

American Express Global Commercial Card ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mid Market National Multinational Global

Customer journey 1. Suspect Demand Generation 7 9 3. New Client Set-up and early engagement 2. Prospect Sales Pipeline Nurturing 5. Mature Client Program management 4. Mature Client Account management 6. Mature Client Reporting & statements 7. Mature Client Compliance & Marketing communications 8. At Risk Loyalty and trigger communications 9. Win-back 1 2 3 4 5 6 8 7 9 1. Suspect Demand Generation 2. Prospect Sales Pipeline Nurturing 1 2

Our current approach to Lead Generation 12% 20% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Online Lead Generation / Management Tool CRM ,[object Object],[object Object],U N I V E R S E L E A D S W I N S

Shifting the focus to Inbound leads 35% Conversion 18% Conversion Hot, Inbound Leads Cold, Outbound Leads ,[object Object],[object Object],[object Object],[object Object],[object Object],Leads Conversion Wins

Strategy and execution Create ,[object Object],[object Object],[object Object],[object Object],[object Object],Implement Manage Measure

Sales How will it work? Marketing Automation Marketing Inbound Leads ‘ Hot’ Prospects Warm Lists Lead Evaluation & Scoring Campaign Automation Engine

November - April Quickstart Plan Step 1: Programme proposal Step 2: Creative and programme development Step 3: Creative and system implementation Step 4: Lead scoring and prospect extract load Step 5: Programme launch Mid July End July August September October Step 6: Programme test

Where do we want to get to? 1. Suspect Demand Generation UPD pre-qualification 7 9 3. New Client Set-up and early engagement 2. Prospect Sales Pipeline Nurturing 5. Mature Client Program management 4. Mature Client Account management 6. Mature Client Reporting & statements 7. Mature Client Compliance & Marketing communications 8. At Risk Loyalty and trigger communications 9. Win-back 1 2 3 4 5 6 8 7 9 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

John Easton, AMEX

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