FI Works Marketing Automation uses campaigns to generate activities such as tasks, opportunities, emails, and Lists. These campaigns can be run on demand, or they can be scheduled to fully automate marketing programs. Campaigns are also used to define activities created by end users such as sales opportunities and referrals.
Marketing Automation has the following features:
- Target Audiences
- Strategies
- Campaigns
- Email Templates
- Campaign Automation
- Leads
- List Files
The diagram below shows how the features are Marketing Automation work together.
Target Audiences
Target Audiences leverage data and predictive scores from FI Works Data Analytics to specify the exact accounts, customers, households, business groups, or prospects that should be included in a campaign. Target Audiences are created by FI Works to pinpoint the members of the audience. A target audience can include specific date criteria or dynamic criteria for recurring campaigns.
At a minimum, target audiences contain the FI Works customer ID or Account ID, and customer name. For email campaigns, the target audience must contain an email address.
They can also contain personalization data that can be referenced in email templates with the double curly brace syntax. For example, the target audience could contain flags that indicate services owned by the customer like “Has Debit Card”. This can then be referenced in the template as to personalize the email content.
Strategies
Strategies describe the overall business objectives and goals for a set of campaigns. Strategies are used to group individual campaigns for marketing programs like onboarding, nurturing, and cross-sell.
Campaigns
Campaigns define the individual actions that are taken within a strategy. For example, the first step in an onboarding strategy might be to send a thank you email for new accounts. There are 4 campaign types that can be fully automated:
- Tasks
- Opportunities
- Emails
- List Exports
Campaigns can also define actions that can be created by end users in the FI Works CRM application:
- Opportunities
- Referrals
- Cases
Task Campaigns
Task campaigns create tasks for users using data-driven business rules in a target audience. Task campaigns can be used for a wide variety of business needs. For example, you can create tasks for branch managers as part of an onboarding program.
Tasks are assigned to users of FI Works CRM. Tasks may be assigned to branch managers, officers, or specific users.
Opportunity Campaigns
Automated opportunity campaigns generate sales opportunities for users using data-driven business rules in a target audience. Target audiences can use predictive scores from FI Works Data Analytics to target customers that are most likely to accept marketing offers.
Automated opportunities are assigned to users of FI Works CRM. Tasks may be assigned to branch managers, officers, or specific users.
Opportunity campaigns can also define activities that can be manually added by FI Works CRM users. For example, you can create a campaign for retail sales or commercial sales opportunities to track opportunities in a pipeline. This feature also allows you to define referral campaigns to track sales referrals made by front-office staff to other departments.
Email Campaigns
Email campaigns allow you to send fully automated emails directly from FI Works as part of marketing campaigns or customer experience programs like onboarding. These campaigns are driven by target audiences that provide a list of email addresses that are automatically merged with email templates. Target audiences can also contain personalization data that can be used in the template.
List Export Campaign
List campaigns use target audiences to generate files that can be used for external partners. Like other campaigns, the generation of lists can be fully automated. Once the campaign executes, the file can be exported and sent to agencies or direct mail partners.
Case Types
Case campaigns are used to record and assign a case for customer requests. Cases are similar to tickets in other systems and are often used to communicate structured information to back-office operations or other support teams. Cases use forms from the FI Works form builder to collect information for each case type.
List Export Files
List Export files are the output of List Export Campaigns. FI Works stores each execution of a List Export campaign. Users can download the file for mail or email purposes.
Leads
Lead Lists
This function shows the lists that have been imported into FI Works. It shows the status of each list along with summary counts.
Import Leads
Leads can be imported from 3rd party data vendors. Each lead list contains names, company names, addresses, contact information, and email addresses. Leads from lists are shown in the Leads & Prospect CRM feature. They can also be used in target audiences to drive campaigns.
Automation
FI Works Marketing automation has features to schedule and automatically run campaigns. Campaigns can be scheduled to run every day of the year and at other intervals. Campaigns are automatically run on these schedules after data is received and processed each day.