This document discusses the challenges of modern marketing and how RightNow's multi-channel campaign management solution addresses them. It provides an overview of RightNow's features for campaign design, email marketing, lead management, message optimization, segmentation and personalization, analytics and more. The solution aims to give marketing teams full control over the customer lifecycle and experience through an integrated platform.

1. Marketing: Often the First Experience
• First impression of your brand
• Can make or break a customer
relationship
• With so much customer choice,
second chances are few

2. Today’s Marketing Challenges
Technology:
• Multiple, disparate customer
repositories
• Incomplete customer data
• Insufficient customer
segmentation capabilities
• “Farmed out” operations
diminishes control
• Poor analysis of campaign
performance
Business:
• Customer expectations
increasing
• Response rates decreasing
• Maximizing/measuring return
on marketing dollar
• Regulatory constraints
• Lack of customer insight

3. RightNow Marketing
RightNow
Solution
Business
Processes
Marketing
Lifecycle
Customer
Experience
Customer
Benefit

4. Multi-Channel Campaign Management
• Generate compelling
campaigns from planning
and design through to
execution and results
• Flexibility and power in the
hands of your frontline
marketing staff
• Complete in-house control
Campaign Designer
Email Marketing
Lead Management
Message Optimization
Event-triggered Communications
Segmentation & Personalization
Response Routing & Tracking
List Management/Deliverability
Customer Feedback Management
Analytics & Dashboards

5. Campaign Designer
• Expedite planning to
execution with graphical
drag-and-drop interface
• Start with a blank campaign,
choose, and existing
campaign or start with a
campaign template

6. Email Marketing
• Create personalized, targeted
email marketing messages
• Fast and easy to use:
– Empowers business users
– No IT support needed
• Event-triggered or scheduled
for optimal flexibility
• Track response effectiveness

7. Lead Management
• Ensure leads get routed and
followed-up appropriately
• Sales reps can easily accept or
reject leads
– Accepting promotes a lead to an
opportunity
– Rejecting sends it back to the
marketing warming pool and
relevant campaign
• Analytic lead reports show the
effectiveness of lead generation
activities and conversion rates

8. Message Optimization
• Quickly proof test content for
quality assurance
• Flexible test cell functionality
tests multiple attributes for
best results the first time
• Minimize trial and error,
maximize productivity

9. Event-Triggered Communications
• Automatically send
personalized emails based on
any type of customer action or
data
– Website inquiry, store
purchase, birthday
• Ensure high-touch customer
interactions with auto-
confirmations
• Schedule emails based on key
calendar events

10. Segmentation and Personalization
• Identify target customer groups
with multi-dimensional list
segmentation
• Maximize campaign relevancy
and impact with highly
personalized content delivered to
target customer segments
• Ensure quality of marketing
communications with powerful
de-duplication

11. Response Routing and Tracking
• Closely track campaign
performance from delivery and
open rates to click-throughs
and conversions
• Ensure timely follow up with
automatic, attribute-driven
lead routing
• In-line information helps
maximize staff productivity

12. List Management/Deliverability
• Control opt-in/opt-out
preferences
• Control frequency and recency of
correspondence
• RightNow Delivery Management
Team (DMT) ensures rigorous
compliance with latest anti-SPAM
regulatory requirements

13. Customer Feedback
• Graphical designer to easily create
and execute surveys
• Multiple question types
• Short answer, text, multiple choice,
multi-select
• Identify the survey audience and
create invitation
campaigns
• Link to surveys directly from email
or web page
• Analyze survey responses
(by survey, question, customer…)
• Pre-built survey templates
and reports

14. Marketing Analytics
• Consolidated view of marketing
activity with personalized
homepages
• Access actionable knowledge and
best practices with marketing
dashboards
• Easily tailor reports with the
Report Design Center
– 500+ pre-built reports
– Drag-and-drop creation
– In-line view of ROI by campaign

15. Enabling Technologies
• Enterprise On Demand Architecture
• Workspace Designer
• Customer Experience Designer
• RightNow Connect

16. • Fast, highly interactive, and
familiar interface
• Leverages Web 2.0 technology to
deliver superior speed and performance
rivaling that of traditional installed
clients
• Easy to use
• UI modeled after Microsoft Outlook
• Familiar look-and-feel
• Drives user adoption
• Highly configurable
• One consolidated console for all
RightNow modules
• Configure role-based profiles targeted
to unique user roles
• Fully integrated with Microsoft
Outlook
• Outlook email, calendaring, tasks, and
contact capabilities embedded across all
RightNow modules
Designed for mission-critical business environments…
RightNow Agent Desktop On Demand

17. Workspace Designer
• Maximize user adoption with
role-based profiles
– Sales, Service, Marketing
– Executive, Manager, Rep
• Drive productivity with in-context
marketing analytics
– Critical knowledge integrated
into screens and processes
• Tailor to specific needs with drag-
and-drop screen layout
customization
– Fields
– Tabs
– Integrations
– Toolbars
– Analytics
– Tasks

18. Customer Experience Designer™
• Design experiences around
customer-initiated processes
with graphical workflow engine
– Cross-departmental
– Dynamic decisioning, content
• Manage standard customer
processes with powerful process
templates and tools
– Lead creation
– Online registration
– Service incident creation
– Customer feedback and more…
• Ensure superior experiences
with scenario modeling
– New customer acquisition
– Customer segmentation
management
– Offer management and more…

19. © 2008 RightNow Technologies, Inc.
APPENDIX - RightNow Marketing

20. What the Delivery Management Team (DMT)
Provides
• Dedicated Delivery Management Officer.
• Anti-SPAM Policy -
http://www.rightnow.com/privacy/anti-spam.php
• Active member of the Email Service Provider Coalition
(ESPC) and Association for Interactive Marketing (AIM).
• Cooperative Relationships with ISPs.
• Best practices consulting to our customers.
• SPAM and deliverability complaint management.
• Protection of legitimate email customers from potential
spamming customers.
• Drive deliverability enhancements for RightNow
Marketing.
• Informative communications to RightNow’s customer
base on important issues relating to email delivery.

21. Highlighted Delivery Management Best Practices
• Ensure that you have permission to send emails to your contact list
(Opt-In).
• Allow contacts to easily unsubscribe/opt-out.
• Include link to your privacy policy.
• Ensure the “From” and “Reply-to” addresses domain clearly
communicate your organization name. No spoofed domain names.
• Ensure the “Subject Line” and “Body” of the message is intuitive and
informative.
• Target your campaigns for a specific audience.
• Publish SPF Records were the “Mail From” is your companies domain.
• Ensure compliance with SPAM laws.
• Test your email content for SPAM identification.
• http://adanalysis.com/05help/resources/spamchecker.html
• http://www.marketing-
register.com/top_tools/Free_Spam_Checker/index.shtml
• Implement a thorough SPAM complaint resolution process.
• Avoid list procurement for customer acquisition. Reduces chance of
SPAM Traps.
• Include the physical address of your organization within your email.