As leader of Enterprise Marketing Services at Xerox, Susan Kelly is in a perfect position to help companies navigate the digital journey—making the transition from analogue systems to digital marketing and automated relationship management strategies. In fact, she encourages marketers to embrace marketing automation as a means of gaining the transparency and control they need to better connect with customers and deliver top-line growth.
Expertise
Extensive knowledge and experience in the Enterprise Marketing Services space
Sales, marketing, management, strategy and training experience
Diverse operational experience with global organizations and multi-channel media environments
TransPromo: Turning routine customer communications into dynamic one-to-one marketing tools.
Many companies today focus the bulk of their marketing budgets on acquiring new customers. But what happens after that? Once prospects become customers, they typically receive an ongoing series of routine communications that do little to deepen the relationship or build the brand. Statements and invoices, policy notifications and updates—these “transactional”
documents convey important information. But that’s about it.
Fortunately, a dynamic discipline called “TransPromo” has emerged to help companies
turn routine transactional communications into powerful, one-to-one marketing tools.
Transforming Marketing Communications Through Outsourcing
Interview with Paul Lundy: Communication Engineering
By using document personalization strategies and communication engineering techniques, all customer communication can work harder to capture opportunities in your marketplace today.
October 10, 2010 – DMA, San Francisco, CA
Leveraging Digitally Enabled Personalization to Increase Relevance and Results
Digital marketing and social media are quickly replacing traditional systems (like CMS) to create highly relevant and deeply personalized consumer experiences. Examples of PURLs, or individually Personalized URLs, will show how leading brands like Botox and leading institutions like Cincinnati Children's Hospital deliver personalized, digitally enabled, 1-to-1 consumer experiences. Best practices from the automotive and retail sectors will also be discussed.
November 3, 2010 – AdTech, New York, NY
Fueling the Customer Conversation: Best Practices to Centralize, Connect, Integrate and Analyze Customer Data
Today’s marketing success depends on an organization’s ability to engage customers on a personal, targeted and relevant level and maintain a continuing dialogue. The secret to this success lies in customer data that is both accurate and accessible, and the ability to aggregate and analyze it in order to achieve useful insights that fuel meaningful customer conversations.
December 14-15, 2010 – NCDM, Miami, FL
The Four C’s: Critical Steps Along the Digital Journey to Marketing Automation
Marketing departments today are using marketing automation to better plan and manage all the systems, processes, workflows and technologies that drive data accessibility, connectivity, collection and reporting. Aligning marketing relationship management (MRM), customer relationship management (CRM) and enterprise content management (ECM) initiatives and operations enables marketers to streamline response management and data analytics.
By addressing the “Four C’s” of marketing automation—Collation, Collaboration, Convergence and Connection—this session will give marketers a blueprint for architecting their own technology initiatives. Attendees will learn how to automate their marketing efforts using multiple customer data sources across the enterprise.
