customer success story: how compuware apm keeps reinventing their marketing initiatives
DESCRIPTION
Customer Success Story from Maria Karlsson, Global Marketing Automation Manager and Laurent Séraphin, VP Digital Demand on how Compuware APM keeps reinventing their marketing initiativesTRANSCRIPT
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
How Compuware APM keeps reinventing their Marketing initiatives
Maria KarlssonGlobal Marketing Automation Manager | Compuware APM
Laurent SéraphinVP Digital Demand | Compuware APM
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
Compuware1973 Compuware Abend-AID Mainframe fault diagnostics1980s File-AID1990s several acquisitions: EcoSystems, UNIFACE, NuMega, …1992 IPO CPWR2000s more acquisitions: Covisint, Adlex, ChangePoint, Proxima2008 "We make IT rock around the world“2009 Gomez, Inc. acquisition2010 dynaTrace software, Inc. acquisition2013 Covisint’s IPO2014 ChangePoint, Professional Services, Uniface divestitures
Going private with Thoma Bravo: Compuware = Mainframe Dynatrace = Application Performance Management
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66% HardwareSavings
David Snyder, Enterprise Architect4x Faster
Website
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Crystal Clear Visibility 80% Back-Office Performance Improvement 30% Faster Check-Out
Rene NEUBACHERB2C eBusiness Sr Tech Consultant
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30
%
improvemen
t in speed
Andrew Turner
Group IT Director
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1,800% Spike in Traffic
No Bottleneck Jim Houska, Enterprise Architect
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Our challenges
• Marketing transformations
• Organisation
• Market
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Our challenges
• Marketing transformations
• System transformations
• 3 x SFDC instances
• 3.5 x Marketing
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Our challenges
• Marketing transformations
• System transformations
• 1 x SFDC instance
• 1 x Marketing
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What we wanted to achieve
• System of record
• System of engagement• Multi-dimensional• Closed-loop• Marketing Automation
• Agility, Speed, Visibility, Results
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Outcome to date and lessons learnt
• Marketo rolled-out in <3 months(despite internal complexity)
• Full value in <6 months• Cruising in <12 months• Continued throttled acceleration ever since
• Easier to change systems• Slower to change culture
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Outcome to date and lessons learnt
• Std Op Proc vs. red tape• “2nd pair of eyes” rule
• Core internal Marketo team• Strategic initiatives• Tactical projects• Operational enablement
• Marketo Community• Marketo CSM and Support
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Outbound strategy
One OffOutbound
WebinarsLaunchpoint
Event Partner
EventsiPad app for
check in
Automated Outbound
Acquisition
Acceleration
Nurture
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Outbound architecture
Re-engagement
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ACQUISITION
ACCELERATION
SLOW DRIP NURTURE
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Pros & Cons
• Triggered vs. timed batch?• Triggered: Classic Marketo• Timed: CEE
• Languages and timing of deployment• Languages: Can be done in either• Regional timing: Classic Marketo• Global timing: CEE
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Flexible Design Templates
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Flexible Design Templates - emails
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Operational qualitative and quantitative results
• Operational benefits – Scalability:
Marketers across the globe owning and executing their own programs
• More and better quality leads
• Direct impact on Marketing influenced pipeline and revenue
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Looking forward
• Marketo as an “operational hub”• e.g. video integration
• Predictive lead analytics
• Faster, greater, wider Marketo adoption
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Q&A
Maria KarlssonGlobal Marketing Automation Manager | Dynatrace (Compuware’s APM division)
Laurent SéraphinVP Digital Demand | Dynatrace (Compuware’s APM division)