Brochure selligent interactive marketing

Selligent Interactive Marketing
Your solution to drive interaction and boost conversion

CONVERSION MARKETING INTERACTIVE CRM

About Selligent
Selligent is a leader in conversion marketing and interactive CRM solutions.
We offer practical and proven solutions allowing companies to transform into
customer-driven organizations. Our customer interaction solutions enable
organizations to engage with customers as individuals, resulting in:

• Increased conversion rates
• Higher profitability
• Minimal churn
• Superior customer experience

Marketing departments rely on Selligent’s marketing solutions to establish
cross-channel, multi-step interactive marketing campaigns based on a central
360° customer view. With Selligent, companies effectively turn leads into
customers and grow life-time relationships while ensuring maximal ROI with
minimal effort.At the same time Selligent lowers operational costs, thanks to
optimization of staff member efficiency and maximal automation.
Visit us at http://www.sellligent.com
Selligent serves customers in all industry sectors, including financial services,
insurance, telecommunication, travel, media & publishing, retail, automotive,
healthcare, manufacturing and many others. Since its inception, it has
demonstrated impressive growth thanks to its innovative solution offering,
its customer-driven service culture and its pragmatic approach to delivering
results fast.

Marketing is changing. Consumers want more engagement and
interaction from those they buy from. Brands are shifting to
two-way communication, massively embracing digital channels.

Change is happening “Changing consumer behavior and the overall ineffectiveness
of traditional marketing programs ensure that basic campaign
Traditional push marketing has reached its limits: management tools are set to go the way of the dodo. Marketers
However being successful for many decades, has reached its are therefore looking for cross-channel campaign management
limits. Response rates are down and even more, consumer solutions that support highly personalized and relevant com-
are getting annoyed by it when it is overdone. munications delivered across a variety of highly interactive
channels and that enable optimization, channel integration, and
Today’s consumers are informed multi-channel shoppers: institutional memory of the customer.”
Marketers these days interact with informed customers who
gather their information through a multitude of mainly digital “The Forrester Wave™: Cross-Channel Campaign Management,
channels before making a buy. Q4 2009,” Forrester Research, Inc., December, 2009

Consumers expect a consistent brand experience:
They are not concerned with your internal departmental,
line of business, political or system silos. They expect
consistency over channels and departments.

Dialogue and engagement are mandatory for growing
customer value: In the age of internet and social media,
consumers have come to expect a two way interaction,
putting you in a listening mode as well. If you do well,
reputation will spread as never before.

Turn to Selligent
Can you keep up?
Start with learning about
No marketer would deny the powerful shifts that are occurring. Selligent Interactive Marketing
As well as no brand will be bold enough to claim they can
truly keep up. It is not as simple as shifting advertisement Selligent Interactive Marketing gives marketers the power
money to ‘new media’, it will attract, but not convert, leave to engage consumers in interactive dialogues, eliminating
marketers short of their goals. Listening to consumers and operational hurdles and opening up opportunities as far as you
engaging them in deeper two-way relationships is the way to can see. Our unique set of tools put you in full command of
go. And then we come to the hard fact in today’s marketing every step from creative thinking to operational execution, with
that tools do make a difference. no need to rely on a technical guru.

Marketers need efficient tools to keep up and perform.
Selligent empowers you to deliver on the promise of
Are you equipped today ? individualized marketing, giving your customers and prospects
an incredible brand experience by treating them as individuals.

Interactive consumer dialogues
Listen and act: engagement drives conversion.

“
“
In the age of internet and social media consumers have come
to expect a two-way approach in messaging.
Marketers need the tools to turn this reality into action.

Turn to Selligent: It gives marketers the power to engage with
consumers in interactive dialogues, eliminating operational
hurdles and opening up opportunities as far as you can see. Our
unique set of tools put you in full command of every step from
creative thinking to operational execution, with no need to rely on
a technical guru.

Interactive marketing is about engaging in personalized
consumer dialogues, which requires true 1-to-1 interaction
over time and across channels. With Selligent you design
graphical interactive scenarios with simple drag & drop. You
just connect pre-made interaction building blocks into a
logical, customized communication scenario.

As a marketer, you create the blueprint for each cross-channel
and multi-step interactive scenario. There’s no need to rely on
IT. Each communication step in your multi-step scenario is
personalized according to the individual profile of the recipient.
Many brands use Selligent to successfully deploy life-cycle
campaigns that evolve with each relationship, from fresh
prospect to loyal customer. Automated scenarios are set up
to deliver the right offer at the right time. The ability to engage Your benefits

in such deep personalized interaction in an automated way
results in maximal ROI and minimal churn while increasing
 Graphical design of interactive dialogues
staff member efficiency and lowering operational costs.
 Create multi-step interaction
over all channels

 Act on individual consumer events

 No technical hurdles giving full
autonomy back to marketers


Multi-channel
A necessity these days, not a ‘nice-to-have’.

“
Many of today’s multiple channel capabilities are the result of
organic growth and incremental channel expansion.
For a true multi-channel customer experience, brands need an
execution platform based on central customer view and decisioning.

Turn to Selligent: With Selligent you establish a true multi-channel
infrastructure, based on a centralized customer view. It allows you
to communicate in a consistent way across all touch points and
build up a central contact history. Plan, deﬁne, execute and analyze
multi-channel marketing campaigns in the most efﬁcient way.

There are now more channels, less budget and a more
discerning audience constantly swapping between
channels. This makes an integrated multi-channel approach
a necessity, not a ‘nice-to-have’. Feeding multiple silo
channels is easy, it is just a matter of finding point solutions
for each interaction channel. Implementing however true
multi-channel capabilities is far more complex. It requires
a central customer based architecture extended with an
execution platform that natively drives all channels based on
central decisioning and orchestration.

Selligent is such a true multi-channel platform. It is a solution
that enables organizations to centrally plan, define and
execute marketing activities through all customer interaction Your benefits

points. It is an easy-to-use graphical solution designed for
marketers, giving them the independence they require.
With Selligent, marketers can manage all interactions with  Drive all channels from a single solution
a single solution. Combining direct mail, e-mail, outbound
calling, mobile messaging and inbound into a single  Put a hold to manual tasks:
campaign, personalized according to each consumer’s chose for maximal automation
channel preferences and individual profile. Responses are
centrally stored, allowing central analysis and triggering of  Centrally managed campaign calendar
automated follow-up campaigns.
 Set frequency rules of outgoing messages
per channel


Personalization
Be relevant, stand out from the noise and you will get attention.

“
“
The opportunities to target marketing messages today are
unprecedent. Marketers have more data then ever. To turn data
into action and benefit from manageable personalization,

marketers need tooling.

Turn to Selligent: With Selligent you will increase conversion rates
with relevant timely offers for each individual consumer based
on consumer preferences, historic responses and purchasing
behavior.

Today’s consumers digest short personal and highly relevant
messaging in bulk while growing increasingly adept at
blocking out noise. They only pay attention for relevant and
timely offerings and only brands living up to this expectation
will stand out. Traditional marketing tools simply can’t
provide the necessary level of personalization. Selligent is
your solution.

Selligent is a marketing platform that facilitates individualized
marketing. It allows marketers to set personalization rules
taking into account all consumer data, historic response
data, previous purchase transactions and on-line behavior.
Selligent facilitates segment-based personalization as well Your benefits

as full 1to1 personalization based on automated matching of
consumer profiles with offering attributes. It has connectors
to plug into your product or promotion catalogue and  Relevant and timely offers boosting
automate the process of selecting the optimal offering for conversion rates
each individual. Apart from the efficiency gain, it results in
a strong customer experience as personalization is made  Living up the expectation of your
consistent over both outbound and inbound channels. customers

 Build the relationship and increase life-
time value

 Manageable personalization both
inbound and outbound


Event-driven marketing (EDM)
Act on individual customer events and make the right offer.

“
Threat consumers as individuals. Be there at the right time
with the right offer. Event-driven marketing programs
demonstrate significantly higher conversion rates.

Turn to Selligent: With Selligent you will deﬁne event-driven
programs that act on individual customer data or events to
succeed in timely personalized offerings. Selligent offers maximal
automation for data-driven multi-step marketing programmes.

The most relevant offering is one that’s based on what’s
going on in the life of the customer at that time. It starts with
capturing information. Invite customers to interact with your
brand, provide the context to let them tell you who they are.
Aggregate events from subscription info, survey responses,
purchase data and on-line click behavior. The ability to
trigger such events, interpret them and act accordingly via
automated follow-up scenarios, brings major opportunities
for up- and cross-sell.

Selligent allows marketers to act upon these events.
Consider it as an automated sales & marketing assistant
constantly screening each of your customers against your
communication blueprints. Combined with Selligent’s
advanced personalization features, it allows you to maximally
exploit the context of each event with relevant messaging
and offerings. Conversion rates with EDM can easily double
while costs are minimized when automated to the maximal
extend. Your benefits

Digital channes are idea for EDM thanks to the low-cost
 Act on individual customer events
aspect, the strong personalization options and optimal
measurement capabilities. It is however not limited to digital
as Selligent is a native cross-channel marketing solution.
 Make the right offer at the right time

 Reach higher conversion rates

 Build an excellent brand reputation


Targeting and Segmentation
Go for relevant targeted segments, turn away from bulk messaging.

“
Step away from bulk messaging. Identify high opportunity
customer groups. Focus your scarce marketing resources and
appeal to consumers most likely to become loyal customers.

Turn to Selligent: Selligent gives you a consolidated view on all
relevant data to explore your customer base and build meaningful
target segments without requiring IT support. Execute customer
migration programs to augment customer value.

Targeted campaigning starts with profound insight in
consumer data. Selligent campaign management is equipped
with a segmentation workbench, enabling marketers to gain
insights from data within a single consolidated environment.
It creates an integrated view of your customer and prospect
data by tapping from all available data sources throughout
the enterprise.

Target segments are created with visual point & click.
Marketers can easily apply selection filters to any type of data
and immediately see the impact on the target group numbers.
Off-line consumer data and purchase transactions are swiftly
combined with on-line behavior data, all from within a single
comprehensible easy-to-use workbench. You can create test Your benefits

and control groups to compare your campaign effectiveness
and continuously improve response rates based on targeting
smaller yet receptive consumer segments.  Access all customer data to build
dynamic segments
You’ll be able to launch more campaigns for smaller, more
precisely targeted segments, which requires maximal  Save time with the intuitive graphical
automation and excellent tooling in order to avoid labor segment builder
intensive manual tasks. Selligent campaign management is
your solution for accomplishing this.
 Save cost by eliminating poorly targeted
campaigns

 Detect segment overlap and set
campaign priorities


Planning & prioritisation
Start with a central campaign overview
and manage marketing pressure.

“
A central view on campaign planning. The ability to set rules
on frequency of outgoing messages per channel, are key
to avoid irritation due to over-communicating.

Turn to Selligent: With Selligent you have a central Gantt
campaign overview. Detect target overlap between campaigns,
deﬁne campaign priorities and set frequency caps on outgoing
communication per channel.

In Selligent you plan all your marketing campaigns centrally. A
graphical time plot gives you an overview of all your concurrent
and planned campaigns. Your campaign frequency will rise
significantly as you create more personalized campaigns
for more precisely defined target audiences. To avoid over-
communication, you can set rules on the frequency of
outgoing communication per interaction channel.

Selligent’s campaign management solution is designed
to maximize your efficiency. Without proper automation
tools, marketers struggle with such important but inefficient
tasks as detecting overlap in target segments and setting
exclusion rules based on priorities. Neglecting these,
however, risks customer fatigue. Selligent’s built-in features
for managing marketing pressure solve all this instantly. With
a simple click, you command Selligent to start calculating Your benefits

overlapping campaign segments, set the maximal number
of outbound offerings, assign priorities to the individual
campaigns. Selligent will then dynamically re-shufﬂe your  Central view on all your planned
target audiences, ensuring that each campaign obeys your interaction
goals and priorities.
 Immediate insight in campaign target
overlaps

 Manage your maximal frequency of
outgoing messages per channel

 Insight in applied rules for suppressing
partial audiences

E-mail marketing
Still the workhorse of the internet, going mobile.

“
Going beyond traditional broadcast and turning to data-driven
programmes makes e-mail the most efficient medium for building

brand relation and driving conversion.

Turn to Selligent: Use Selligent to make your next steps in
integrated e-mail marketing. It is designed for the savvy marketer
who continuously pushes conversion rates to the maximum with
relevant one-to-one marketing.

Data-driven email programmes have proven to be highly
successful in up-sell and retention strategies. If you feel the
limits of your traditional e-mail broadcasting, turn to Selligent
and learn why our customers are top performers in their
industry and regular speakers at marketing events. Selligent’s
testing features will become addictive for marketers who love
to make informed decisions. The content segmentation and
1-to-1 personalization capabilities will guarantee maximum
relevancy, yet with a minimum of your time. An integrated
surveying solution enriches customer data and can be used
both for targeting and triggered campaigning.

SIM seamlessly integrates with social media allowing your
recipients to multiply your audience. As smartphones are
becoming dominant as the e-mail reading device, Selligent Your benefits

has built-in features to optimise with mobile versions. And of-
course, Selligent is equipped with best-in-class technology
 Design data-driven email programs with
for e-mail delivery, anti-spam detection and inbox preview.
manageable personalization

 Automate testing on sample audience
and sending most optimal offerings

 Offer mobile version, get up-to-date
statistics on reading devices

 E-mail integrated with all other channels
in one single marketing automation suite.


“
Where companies previously have spent fortunes to find brand fans

and give them the means and reasons to share this, social networks
allow this to happen seamlessly. Marketers need tools to allow
sharing, detect brand ambassadors and act on it.

Turn to Selligent: Selligent offers seamless integration with social
media. Not only will you multiply your reach, you will identify the
brand ambassadors in your database and measure their influence
to spot opinion leaders.

Customer recommendations are increasingly influencing
purchasing decisions. Marketers interact with informed
customers who gather information by mainly digital channes
for receiving opinions from friends and fellow shoppers.
Leverage the power of social networks by adding social
network component in all your digital campaigns. With
Selligent, you will multiply your audience. Customers will
share your content to their favorite social networks, such
as Facebook, LinkedIn and others. Just imagine the reach
extension your message will get.

But there’s more. Social networks are an excellent way to
reveal your brand advocates. Selligent offers reporting on
social network sharing and automatically updates a sharing
score for each individual subscriber. This enriches the user Your benefits

profile and can be used for selection and personalization. Not
only will Selligent identify your brand advocates, it will also
allow you to detect the most important infl uencers in your  Multiply your audience with social networks
customer base. Selligent provides professional marketers
with the means to make e-mail marketing and social media  Detect brand advocates in your database
to become one.
 Discover who are opinion leaders

 Use social media behavior for targeting and
selection


Behavioral targeting
Build interest profiles, measure intention to buy and act on it.

“
Consumer read your e-mails and visit your website, searching for
information before making a buy. Wouldn’t it be great to measure
this interest to buy and be able to act on it in real-time?

Turn to Selligent: Benefit from behavioral profiling, updating
individual user profiles with every online interaction. It measures
buying intention and allows you to personalize in real-time your
on-line offers.

Selligent analyses the behavior of your website visitors
e-mail subscribers. It builds individual interest profiles based
on interpreting the consumer click and search actions. A
fully automated process transforms these digital interactions
into updated consumer interest profiles. The interest profiles
enrich the existing customer profile and complement the
360° customer view. This information can then be used for
targeting and selection.

Additionally, SIM will measure interest to buy for people
searching information on your website. You can use this
information in real-time to update your current offering on
the website or to initiate retargeting campaigns after some
time interval. The effectiveness of behavioral profiling
in combination with retargeting has proven double digit
conversion growth for large e-tailers using SIM. It is a true
1to1 follow-up of each consumer/visitor turning to you. Your benefits

 Consumer tracking over all digital
channels

 Build interest profiles for each individual

 Enrich selections with behavioral data

 Retargeting based on measured buying
intention


360° customer view
See beyond the obvious, consolidated view
on all customer data.

“
Marketers have more data then ever by combining both off-line data,
purchase data and on-line behavioral data. Selligent offers you the
tooling to consolidate the central customer view and act on it.

Turn to Selligent: Selligent taps from all your disparate data
sources and operational systems to centralize all customer data
for marketing purposes.

The collection and effective use of customer data underpin
effective marketing communication. Marketers are waking up
to the possibilities but often lack a single source combining
all customer data. Targeting and selection processes then
result in manual intensive processes requiring IT skill-set to
practice database marketing.

Selligent is the daily work environment for the marketer
providing a consolidated customer view. Selligent integrates
in your existing business infrastructure. It is equipped
with data loading and transformation tools to create the
consolidated customer view, tapping from your disparate
data sources and operational systems. An advanced
selection builder allows you to build meaningfull segments
with point and click.

In Selligent all data comes together: customer declared Your benefits

data, transactional purchase data, on-line interaction data,
surveyed data, behavioral data etc. It has built-in features for
deduplicatoin to preserve customer identity.  Central operational database.

The response info from marketing campaigns can be synchronized  Integration of on-line and off-line data
back to your operational CRM as ultimately, the 360-degree view is
the very least that a customer expects of an organisation.  Ability to tap from different data sources or
operational systems

 Deduplication to conserve single user identiy.

 Integrate with your operational CRM


Life-cycle CRM
Profile the relationship and grow individual customer value.

Segmentation isn’t static but refl ects the complexity of different
‘states’ that any customer may be in during their relationship with
your business. Manage customer migration to high value segments
by organizing all interactions in relation to the customer journey.

Turn to Selligent: In Selligent you will profile a customer’s
relationship with your brand and communicate according to
the actual state in this relationship. It starts with analyzing
the customer state and define optimal migration strategies to
augment customer value.

The traditional direct marketing industry has built up expert
skills in database marketing to understand customer behavior,
build meaningfull segmants and create high-responsive
campaigns. The next step however is to make this a
continuous process. Direct marketing has grown to excellence
in an era domintated by traditional print DM. On-line channels
have far less production costs, shorter lead-times and allow
maximal automation. What you need is an excellent execution
platform that operates on a coherent 360° customer view to
turn your DM skills in a true life-cycle approach. Such a life-
cycle approach is typical a growth path and can start with
straightforward automation programs:

Welcome programs to new registrants stimulating to convert Your benefits

to the first purchase
• Driving new customers to the repeat buy with targeted upsell
campaigns  Define segmentation rules to profile the
• Rewarding active customers and grow individual customer value customer relation
• Re-activating sleeping customers
 Execute migration campaigns to grow
Many brands use Selligent benefit from automated life-cycle customer value
campaigns that evolve with each individual consumer from
initial prospect to loyal customer.  Truly individual marketing based on
customer data.

 Insight in customer migrations to measure
campaign effectiveness


Marketers these days need excellent tools
to drive interaction over all channels
and boost conversion

Selligent Interactive Marketing gives marketers the power
to engage consumers, eliminating operational hurdles
and opening up opportunities as far as you can see. Our
unique set of tools put you in full command of every step
from creative thinking to operational execution, with no
need to rely on technical gurus.

Bring your marketing to the next level.
Turn to Selligent.

Build more revenue Reduce operational costs

 Increase response rates and conversion  Speed up campaign creation by
rates with more targeted comunication. eliminating repetitive manual tasks.

 Maximise customer lifetime value by  Reduce need for IT ressources with
improving loyalty and creating opportunities maximal automation.
for cross-selling and up-selling.
 More effective use of expensive off-line
 Drive traffic to your website. Better channels thanks to seamless integration
communication will result in more visitors. of digital and traditional channels.

Improve brand experience Gain more customer insight

 Timely and relevant communication  360° customer view based on central
based on consumer preferences, historic customer database aggregating all
responses and purchasing behavior. available data.

 Consistent messaging and  Graphical segment builder to create
personalization over all inbound and meaningful dynamic segments.
outbound channels.
 Automated profile enrichment with
 Manage marketing pressure by setting integrated surveying and behavioral
frequency rules per channel. profiling.

Selligent is a leader in conversion marketing and
interactive CRM solutions. We offer practical
and proven solutions allowing companies to
transform into customer-driven organizations.
Our customer interaction solutions enable
organizations to engage with customers as
individuals, resulting in:

 Increased conversion rates
 Higher proﬁtability
 Minimal churn
 Superior customer experience

Marketing departments rely on Selligent’s
marketing solutions to establish cross-channel,
multi-step interactive marketing campaigns
based on a central 360° customer view. At
the same time Selligent lowers operational
costs, thanks to optimization of staff member
efﬁciency and maximal automation.

Visit us at http://www.selligent.com

Selligent Corporate Selligent Italy
Avenue de Finlande, 2 Via R. Lambruschini, 4/A
B - 1420 Braine-l’Alleud I - 50134 Firenze
Belgium Italy
Phone: +32 2 808 89 09 Phone: +39 055-9060809
E-mail: info@selligent.com E-mail: info.it@selligent.com

Selligent France Selligent Spain
Immeuble “Le Lumière” Frederic Mompou, 5
Avenue des terroirs de France, 40 Sant Just - 8960 Barcelona
F-75012 Paris - France Spain
Phone: +33 1 44 68 10 70 Phone: +34 93 1165074
E-mail: info.fr@selligent.com E-mail: info.es@selligent.com

Selligent Germany Selligent Poland
Dornhofstraße, 34 Prosta, 69
D - 63263 Neu-Isenburg P - 839 Warszawa
Germany Poland
Phone: +49 61 02 81 25 41 Phone: +48 22 4441191
E-mail: info.de@selligent.com E-mail: info.pl@selligent.com

Brochure selligent interactive marketing

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