What is bpm’online marketing?
Bpm’online marketing is an Omni-channel software application which enables organisations to engage in continuous communication with their customers. It is one of three modules in bpm’online’s CRM (Customer Relationship Management) platform, the other being Sales and Service, which, as an integrated solution, allows companies to manage the entire customer lifecycle, from leads to sales, and then ongoing customer service. Other products of bpm (the acronym stands for Business Process Management) online are Studio, and Business Apps.
Bpm’online marketing can be used with the other CRM modules or as a stand-alone application. Features include tools for lead generation and qualification, content marketing and distribution, and email marketing to reach customers in a targeted fashion.
All bpm’online software solutions are designed to be out-of-the-box, which means that no coding is required, and they can be deployed without the aid of IT or Technology specialists. Their software has been widely praised by key industry analysts and has garnered multiple awards from the likes of Forrester, Gartner, and CRM Magazine.
The company is used by companies across a broad range of industries, including advertising, banking, retail, telecoms, pharma and distribution. Its client list includes global brands such as Adidas, Kraft Heinz, Bayer, Pepsico, Allianz and L’Oréal. Due to its pricing structure, it is primarily aimed at larger organisations.
Out-of-the box functionality
No coding or technical knowledge is required to deploy or run the program. Instead it offers out-of-the-box functionality and tools, using ready-made processes and workflows which guide users as to the most effective actions to take, based on industry best practices.
Attractive User Interface
The application offers an attractive user interface, with intuitive design and features that make it easy to use and understand. Furthermore, it is optimised so that it works equally well across all devices – web, mobile and tablet.
Third Party Integrations
Through its API, bpm’online marketing offers integrations with a range of third party applications, such as email marketing solutions like MailChimp, social media monitoring programs like Brandwatch, and data visualisation programs like Tableau. It also integrates with Facebook and Twitter, and with Google and Microsoft’s office suite of products.
Moreover, for email marketing campaigns, it includes built-in integration with two of the leading ESPs (Email Service Providers), Elastic and UniOne.
In addition, for those who choose to acquire the entire bpm’online CRM suite, there is native integration with their sales and customer service solutions.
Complete Customer View
With the application, users can obtain a complete view of their customers – industry, roles, locations, age, gender and much more. As a result they are able to get a much more granular understanding of them, their needs and wants, and design appropriately personalised communication strategies with them in mind.
They can track their website browsing behaviour, history of orders or queries, preferences and likes, and market products to them that either matches current needs, or which might be of interest to them in future. Customer data, which is collected in profiles which can be viewed online, can be weighted, according to pre-determined criteria, and used for segmented marketing campaigns.
The platform offers extensive email marketing capabilities, including built-in integration with leading ESPs, Elastic and UniOne. This enables marketing teams to send bulk emails to thousands, or even millions, of respondents, with just a few clicks. The system also helps set scheduled times, and measures open rates and responses.
An intuitive WYSIWYG designer and a range of attractive email templates allow users to design customised emails which can be branded with a company’s logo and colours. The program optimises automatically the way that emails are displayed through various email clients, and on different devices such a web browsers, tablets and smartphones.
Macros offer email personalisation options, whilst split-testing can be used to test the effectiveness of various email types and content.
UTM (Urchin Tracking Module) codes can be used to analyse conversions, and the customer journey of those visitors who arrive at a company’s website as a result of a bulk email campaign can be tracked.
Communication tools, meanwhile, allows limitations to be placed on the frequency with which customers can be contacted, whilst customers are also given the option to unsubscribe from content which is not relevant to them.
Pre-configured dashboards and reports allow users to manage and monitor the effectiveness of their email campaigns.
Not only does the solution enable companies to generate leads, it also allows them to qualify them as well. Duplicates can be identified and removed from the system, whilst insight intelligence into the behaviour, likes, preferences and needs of prospects can be gathered to assist in the subsequent sales process.
In addition, the tool offers in-depth analysis of the lead pipeline from end-to-end, so that they can be tracked at various stages of their journey, from generation to nurture, and eventually to sales. Through intuitive dash boards, leads can be analysed in various ways – number, quality, conversion rates, sources and channels.
With bpm’online marketing, companies can create effective Omni-channel campaigns with an intuitive, simple visual campaign designer. They can define the conditions for transitioning between one stage of a marketing campaign and another, establish targets for click-throughs and conversion rates, and define when campaigns are complete. They can also monitor the progress of all campaigns in real-time with a variety of tools.
Lead nurturing campaigns can be run to stimulate the interests of prospects in products and services. Trigger emails can be set-up which are distributed based on defined actions by a visitor on a company website – for example, signing up as an email subscriber, reading product reviews, or cart abandonment.
Bpm’online enables users to track the behaviour of all visitors to their website – pages visited, website paths, time spent on page etc. This information is collected through website cookies which are sent to the solution and added to the profiles of sales leads.
In addition, the program also enables users to identify those channels and sources which generate leads. All information is collected into lead profiles and can also be viewed through the dashboard. This facility means that marketers can evaluate which channels used in campaigns are the most effective, and where improvements need to be made.
The application provides a Segment Builder which, as the name suggests, allows users to segment their contact and customer database, and build data selections. Segments can be built based on data stored in the system, including interests, needs, responses, or their history of orders and support tickets.
These segmented audiences can then be added to email campaigns or events such as promotions with the click of a mouse. Personalised marketing campaigns can be designed and created for each audience segments, and the hottest of leads passed over to sales teams for follow-up.
The system offers tools to plan and manage company events, such as advertising campaigns, promotions, internal and external conferences, webinars, and a range of other on-line and off-line events. Users can track dates and locations, set budgets, assign team members and segment audiences according to pre-determined criteria.
Pre-configured dashboards allow event responses, and all other event-related activity to be tracked and measured.
To assist subscribers further, bpm offers a range of productivity tools. These include:
Tools and Calendars: Users can plan their work, tasks and meetings from within an online calendar. They can also create personal, or group tasks, and link them to documents, contacts or sales opportunities.
Calendars can also be synced with third party programs like Google Calendar and Microsoft Exchange.
Email: Irrespective of which client email systems may be used across an organisation, all mail be managed from within one unified environment. Again, the application offers integration with Google and Microsoft Exchange, enabling all email boxes to be merged into one.
Calls: The functionality of the program can be extended further by integrating it with a PBX (Private Branch Exchange) system that allows it to be connected with any cloud VoIP service. This allows users to both make and receive calls directly from within the system. It also offers facilities like a complete call history and call recording, so that the online performance of sales reps can be evaluated and monitored.
Social Media Integration: Through its integration with networks like Facebook and Twitter, companies can find new customers, and gather information from those platforms about contacts and leads which can be used to build richer and more detailed profiles.
Dashboards: The application offers a range of dashboards and reporting options. Users can track meaningful statistics and indicators of the effectiveness of their marketing activities in the form of easy-to-understand graphs and charts which can all be customised.
This tool can be used to set-up workplaces, limit or restrict users’ access to the system according to roles, and to brand the application using a company’s logos and colours.
Users can customise the look and feel of the program according to their business needs and requirements. They can rearrange pages, add or remove data fields, include filters, and add, or remove, look-ups. Wizards and design tools are offered for pages, objects and processes, so that data views or workflows can be customised without the need for coding.
For those businesses operating in a multi-lingual environment, the system offers a range of capabilities. Not only can several languages be supported through one interface, but the system terminology, look-up values, data, and all business processes can be localised.
Pricing is on a sliding scale based on the number of users, active contacts, and the volume of email traffic. All products require subscribers to take out an annual contract, and the cost of implementation is calculated separately. Subscriptions include free product updates, technical support and 1 GB of storage space; additional storage space can be calculated at minimal cost.
The vendor offers a free 14-day trial which prospective users can register for without needing to provide credit card details, and they can also sign-up for a free product demo.
For enterprise-level customers there is the option to acquire a perpetual licence. This is on a quotation-only basis, and requires the payment of a one-off feed plus yearly renewal of customer support packages.
There is a slider on the bpm website which allows prospective customers to calculate the cost of a package. By way of illustration, 1 active user with 1,000 active contacts will pay €789 annually; 5 active users with 5,000 active contacts €3,719; and 10 users with 10,000 active contacts €7,438.
However, reading the small print, it states that the minimum annual purchase volume for any bpm’online customer is US $3,000, and that the purchase of any add-ons, training or support services does not count towards this total.
This pricing structure puts the solution beyond the reach of SMBs (Small-Medium-Sized Businesses); it is designed for larger national or global organisations, as its current client roster suggests,
Bpm’online marketing offers two deployment options – either cloud-hosted, or on premise, where data is hosted on a company’s servers in-house. It is a web-based platform which supports Windows and Mac Operating systems. The solution can be accessed either via a web-browser, or through a mobile device such as an iPhone, iPad or an Android smartphone.
The program includes an API which offers integration with a number of third party business applications like MailChimp, Brandwatch and Tableau, social media platforms such as Facebook and Twitter, and Google and Microsoft office suites.
The system incorporates Ajax and Silverlight web development technologies to make the design of the User Interface (UI) smooth and practical.
The solution enables managers to control the access rights of users or groups; they can limit which users can see individual records or groups of records, and even restrict access to certain parts of the program altogether.
A record of all operations is available in an activity log which provides a complete chronological history of all events in the system.
The vendor offers a number of support options including email, phone support and an online chat facility. Existing and prospective customers can phone one of three regional phone numbers in the USA, UK and Canada. In addition, the company can be contacted through social media – Facebook, Twitter, YouTube, and LinkedIn.
In terms of self-service options there is an extensive range of facilities available. These include FAQs, product guides, forums, and an online community where users can share ideas, tips, and examples of industry best practice. Additional material includes industry guides and articles, online video tutorials, eBooks, and a blog with regular postings on related subjects.
The bpm Academy offers regular webinars, release notes, and systems documentation.
Through their Marketplace, users can find a range of other apps and templates to extend the functionality of the bpm’online platform, some of which are free to subscribers.
The company is a regular attendee at customer events, trade shows, and conferences.