Siebel found a way to speak to its customers: become one

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Jeff Pulver
Title: VP-worldwide marketing
Company: Siebel Systems
Years in current job: 2
Quote: “One key area [in 2004] was the focus on sharing with our prospects and the market how Siebel Systems is using its own applications.”

One of Siebel Systems' goals for 2004 was to demonstrate a model marketing organization. So Siebel used itself as an example and began showing customers and prospects how it effectively used its own software applications in-house. Many of its competitors had difficulty responding in kind "since many don't use their own applications internally," said Jeff Pulver, Siebel's VP-worldwide marketing.

The message, and the results-Siebel improved its response rates by 50% and its contribution to revenue by 100%-resonated with both prospects and current customers and helped Siebel solidify its leadership role in the hosted CRM marketplace.

Siebel also took the next step in the evolution of the company, dubbed "Siebel Chapter 2," advancing its strategy from a technology focus to a focus on customer-centric business results. The concept was introduced in October at Siebel's annual User Week conference and generated nearly 70 articles. Another marketing challenge met successfully was the introduction of new Siebel CEO Mike Lawrie, who took over the CEO duties from founder and chairman Tom Siebel.

In paid media, Siebel used targeted cable spots and print along with an increased Internet presence to drive traffic to its Web site. The effort, which included a new TV spot, was designed to re-emphasize customer solutions messages around key points, including its CRM leadership, analytics, integration and Siebel CRM on Demand. The company also completed a redesign of its collateral materials, Web site and brand identity in 2004.

"Siebel Systems has placed significant emphasis on personalizing each touch point with prospects and customers," Pulver said.

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