John Easton, AMEX

Acquisition Case StudyAcquisition Case Study

John EastonMarketing Manager

American Express Corporate Services

2

AgendaAgenda

The American Express business

Current approach to Lead Generation

Evolving the Inbound channel

Where do we want to get to?

3

The American Express B2B businessThe American Express B2B business

B2B Consumer

BusinessTravel

Merchant Services

Commercial Card

4

American Express Global Commercial CardAmerican Express Global Commercial Card

Fortune 500

Truly global customers that make globally-led decisions

Card programmes covering many different spend commodities

Dedicated account management structure

Localised companies

Turnover $3m - $500m

Large single market organisations or local decision-making

Turnover >$500m

Mid Market

National

Multinational

Global

5

1. SuspectDemand Generation


7

9

3. New ClientSet-up and early engagement


2. ProspectSales Pipeline Nurturing


Customer journeyCustomer journey

5. Mature ClientProgram management


4. Mature ClientAccount management


6. Mature ClientReporting &statements


7. Mature ClientCompliance & Marketing communications


8. At RiskLoyalty and trigger communications


9. Win-back9. Win-back

1

23

4

5

6

8

7





1

2

6

Our current approach to Lead GenerationOur current approach to Lead Generation

12%

20% Existing Customers

Airline

Partnerships

Telemarketing

Cold Calling

Inbound

Online Lead Generation / Management Tool CRM

UNIVERSE

LEADS

WINS

Telesales

Field Sales

7

Shifting the focus to Inbound leadsShifting the focus to Inbound leads

35%Conversion

18%Conversion

Hot, Inbound Leads

Cold, Outbound Leads

Active engagement

Lower cost of acquisition

Convert at a high rate

Varied levels of engagement

Significant costs associated with list purchase, DM and telemarketing

Leads Conversion Wins

8

Strategy and executionStrategy and execution

CreateIntroduce a digital programme that:

1. Nurtures the prospect base

2. Tracks prospect behaviour

3. Delivers regular, tailored and relevant marketing communications

4. Supplies high quality leads

Implement

Manage

Measure

9

Sales

Lead Evaluation & Scoring

How will it work?How will it work?

Marketing Automatio

nCampaign

Automation Engine

Marketing

Inbound Leads

‘Hot’ Prospects

Warm Lists

10

November - April

Quickstart Plan 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

11

1. SuspectDemand GenerationUPD pre-qualification

1. SuspectDemand GenerationUPD pre-qualification

7

9





Where do we want to get to?Where do we want to get to?











9. Win-back9. Win-back

1

23

4

5

6

8

7

9

• Predefined, well qualified

universe

• Higher quality Leads• Lower cost

per lead• Improved lead to signing rate

• Earlier first billing date

• Structured cross sell process

• Cheaper, more effective

communication channel• Increased customer

engagement and loyalty

• Behaviour driven

marketing programme

• More loyal, engaged

customers = less risk