Marketing Automation Overview

The ability to bring in new leads and to extend offers to existing customers is essential to any business. With NetSuite marketing tools, your marketing department can manage lead generation and campaigns efficiently and effectively.

NetSuite combines all the tools you need to manage your marketing efforts in one integrated system. You can:

• Manage leads generated through custom online lead capture forms and imported lists.

• Create custom templates for marketing emails.

• Schedule and manage campaigns across multiple channels.

• Use the Upsell Manager to find customers with good selling potential.

• Add items to sales orders and estimates based on recommendations calculated using artificial intelligence algorithms.

• Track the keywords that bring customers to your website.

• View reports and key performance indicators (KPIs) for real-time insights to inform your decisions.

Lead Capture

NetSuite can handle a variety of lead generation procedures. You can import lists of leads using CSV or XML files, or add them manually. You can also capture leads using online customer forms.

Online customer forms let you create custom entry forms that generate new leads, prospects, or customers when submitted. You can decide what information to collect from each lead and customize the form's layout.

Additionally, you can determine what NetSuite does with the information you gather. You can choose the type of record created (lead, prospect, customer), and designate which URL the record is taken to after form submission.

You should avoid the creation of duplicate lead records to ensure that NetSuite accurately tracks lead generation. To prevent duplicates, you can update existing records instead of creating new ones. To do this, select a field you want NetSuite to search for. If the info matches an existing record, that record gets updated with the form data.

Each lead is assigned a lead source that indicates which campaign generated the lead. You should keep this lead source information to tie revenue to campaigns. With accurate lead source info, you can see which campaigns generate the most leads.

For more information about lead generation, see Capturing Leads.

Manage Campaigns

You can create and execute campaigns to see how they affect your business. NetSuite reports and KPIs provide a comprehensive look into your marketing campaigns.

You can effectively track return on investment (ROI) for campaigns, as well campaign responses and lead source data for individual campaign events. For information about setting up your campaigns to maximize visibility into key marketing metrics, see Campaign Overview. For tips about when to use different campaign types, see Managing Campaigns.

Email Campaigns

You can create custom email templates for your campaigns. CRMSDK tags enable you to include information that is personalized to each recipient. NetSuite automatically tracks ROI, lead sources, and responses for email campaigns. For more information about email campaigns, see Email Marketing Campaigns.

Keyword Campaigns

If you buy keywords from search engines, you can use keyword campaigns to see how customers find your site. Common internet search engines include Google Ads and Yahoo Partner Ads.

NetSuite tracks revenue from paid keywords using the Lead Source field on sales transactions This revenue data helps you calculate ROI.

Keyword campaigns track paid keywords, search engines, and target audience. These campaigns also track the URL associated with the keyword search results. For more information about how to manage your paid search keywords, see Keyword Campaigns.

Upselling

The Upsell Manager helps you find customers who are likely to buy more.

The Upsell Manager measures the correlation between the items that customers purchase. It then provides a list of customers, and an item or set of items they might purchase. For more information, see Upsell Manager.

Intelligent Recommendations

Intelligent Recommendations use artificial intelligence algorithms to calculate and display items your customer may be interested in buying. The algorithms use data such as:

• what the customer bought in the past

• what other customers with similar transaction history bought in the past

• what other items were bought by customers who bought a specific item

• items that have similar names, descriptions, and categories

For more information, see Intelligent Recommendations.

Campaign Analysis

NetSuite offers a range of standard marketing reports, including Campaign ROI and Campaign Response. You can customize reports to fit your business needs. For example, you can add columns of data or display a report as a bar graph or pie chart.

Key performance indicators (KPIs) provide immediate updates on your campaigns when you first log in to your NetSuite account. You can view your data in real time as orders are received, or as campaign email is viewed.

In addition to reports, you can use search tools to show the results of searches on your Dashboard or add links to search results.

For more information, see Marketing Reports.

General Notices