Thoughts on PaperEpayment AmericaLead Conversion Project12/4/2014

Business Objective

Grow Bank Program

Grow Yapyzal

Expand Retention

Automate for efficiency and effectiveness

Replicate & mass produce

Innovate virtual & reoccurring billing

Law terminal

Segment 5-6 offerings in Product line

Mission: Just like a DAYCARE – All merchants are being well taken care of.

Marketing Objectives

Develop cross sell package & market to bank agents –offering referral fee

Increase healthier conversion numbers for current 500 banks with 1200 prospective customers

What we KnowCommodity: Wholesale Payment Processing -Boring business ran by dynamic people

Wish: Current Direct TV model – less boots on the ground

Biz: 50% business in Virgin Islands, Memphis, NY

Positioning: Exclusive partnerships with local small banks (underserved market)

Onboarding: Better than banks in a box

Status: ISO Wholesale & ISO Retail (risk management- own contract)

First Data – Mid-sized ISO supplier of overflow business services

What we KnowCompetition with Bank Agent for share of voice of 6 item standard offering to business accounts

Offer a tangible value to prospects while leveraging loyalty, comfort and ease of use thru preferred bank/agent

Package merchant services offering to benefit both Agent & Prospect

Two Tier Target: Bank Rep & Business Owner

How to differentiate partner bank with Epayment America brand in marketing?

Powered by E

Customer Segments

Bank - Landscape

Growth in S/E = compete w big banks 1000

Get buy in from EPA Team

Commit to CRM and Marketing Automation tools

Employee education & listening training = Engagement

Engagement & Loyalty of Employee = High Customer Satisfaction

Customers & Employees support marketing efforts indirectly allowing for retention, repeat business, referrals, brand awareness.

Sales Needs

Standard Pricing List & FAQs (24/7 Tech Support)

Product Spec Sheet

Virtual Terminal – Demo

Training Platform (Deck, Video, Both?)

Standard Presentation Deck (Intro & Services)

Counter sell sheets – Core offer

Give Sales Ammunition

Risk & IT Needs

Standard Deck

Database upgraded & optimized

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Automation & CRM

Process Improvement (efficiencies)

What we Need to KnowTop tier customer: Issues, Agendas, Insights, Preferences (how do they like to be communicated to/with?)

What is our weakness? What do we excel at?

What are current customer expectations, satisfaction and upcoming needs? How do we measure this?

Do we have something to offer of value beyond services?

Analyze competition, research best practices, be aware of upcoming trends relevant to target audience.

Listen to your Customer

Qualitative Research

Develop hypotheses about customer motivations and remove roadblocks or ‘resistance’ from their perspective, uncover insights from current employees, vendors and industry leaders.

Ongoing Surveys

Check the temperature before, during & after project completion. Continue the conversation beyond to help nurture existing business.

Game PlanWork Smarter - Not Harder

CRM Custom Dashboard: Virtual Account Management

Lead Gen

Account History, Billing, preferences, connections, 3rd party referrals

Marketing Automation: Email Nurturing campaigns

Lead Scoring, Alerts, ROI

Proprietary App features how your service will save customer money or add value to their biz

Marketing 2.0

o Streamline business processes & increase sales o Increase customer loyalty & maximized revenue o Provide a genuine competitive advantageo Precise project planning, up-to-date analyses of ongoing effortso Manageable & efficient projects – from planning resources, time & cost recording to QC

Dashboards DeliveredSYNCing Platforms:

Manage the buyers journey and lifecycle workflow from beginning to end, collaborate, report on internal activity. =Excellent Customer Experience

Leverage business intelligence for delighting the customer ensuring retention = more ambassadors of your brand = more business.

Marketing Automation

Act-on marketing automation has the ability to show dashboards with metrics and proven scope of conversion or success of any email campaign efforts.

Join & Engage in LI Groups

Blog & Post

Webinars – Guest Speakers

Innovation

Launch a revolutionary app to use in your tool kit to include: demo, online ads, web pop-up &email.

Feature benefits of your services highlighting value or savings. (not sure which would be applicable)

Bottom line – show value of service visually while engaging the prospect to ‘care about your brand’.

Project ConversionEPA currently has 500 accounts with banks and 1200 prospect list with a single objective to convert X?% of these leads to customers. Well – NOTHING HAPPENS in a Box…use an Omni-channel approach to reach, engage, and convert.

NEXT STEPS:Purchase CRM – SugarPurchase Act-On Software – Marketing AutomationSend list to be cleaned and scrubbed to comply with can-spam law (confirming all emails are legit) Improve quality of list for better optimizationMap out buyer’s Journey – Develop a clear data strategy, Consider Channel optionsDevelop creative nurturing campaign that is 2 tier: a) bank agents & b) merchants

Launch campaign A) – for 4 weeks

Launch campaign b) for 4 weeks

Test A/B content & headline – modify per analysisLanding Page on Website & Pop Ups to Download infoMeasure campaign results with software analytics & send survey to bank agents to ask for feedback and gather learnings for follow up campaignRoll out Responsive Design: Optimize all efforts for Mobile – including the demo and appAlso send to all on database request to ‘sign up’ for your new blog with cutting edge information, best practices sharing, and tipsSimultaneously upgrade all marketing communications, collateral, website, produce relevant content, offer and distribute content, E-learning (webinars)

Salesforce Exact target Insights

Seize the Day – Leverage your Specialty

Establish Leadership position in the Mid-South via technology, metrics & transparency.

Do your homework & continue to measure success/failure with every ‘touch point’ to ensure long-term growth.

Invest in marketing, toolkits, technology, recruitment & training of staff/vendors.

Hire a Slavic Female Marketing Ninja to make it work!