SlideShare a Scribd company logo
How Compuware APM keeps 
reinventing their Marketing initiatives 
Maria Karlsson 
Global Marketing Automation Manager | Compuware APM 
Laurent Séraphin 
VP Digital Demand | Compuware APM 
Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
Compuware 
1973 Compuware Abend-AID Mainframe fault diagnostics 
1980s File-AID 
1990s several acquisitions: EcoSystems, UNIFACE, NuMega, … 
1992 IPO CPWR 
2000s more acquisitions: Covisint, Adlex, ChangePoint, Proxima 
2008 "We make IT rock around the world“ 
2009 Gomez, Inc. acquisition 
2010 dynaTrace software, Inc. acquisition 
2013 Covisint’s IPO 
2014 ChangePoint, Professional Services, Uniface divestitures 
Going private with Thoma Bravo: 
 Compuware = Mainframe 
 Dynatrace = Application Performance Management 
Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
66% Hardware 
Savings 
4x Faster 
Website 
David Snyder, Enterprise Architect 
Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
Crystal Clear Visibility 
80% Back-Office Performance 
Improvement 
30% Faster Check-Out 
80% 
Rene NEUBACHER 
Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
30% 
improvement 
in speed 
Andrew Turner 
Group IT Director 
Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
1,800% Spike in Traffic 
No Bottleneck 
Jim Houska, Enterprise Architect 
Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
Our challenges 
• Marketing transformations 
• Organisation 
• Market 
Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
Our challenges 
• Marketing transformations 
• System transformations 
• 3 x SFDC instances 
• 3.5 x Marketing 
Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
Our challenges 
• Marketing transformations 
• System transformations 
• 1 x SFDC instance 
• 1 x Marketing 
Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
What we wanted to achieve 
• System of record 
• System of engagement 
• Multi-dimensional 
• Closed-loop 
• Marketing Automation 
• Agility, Speed, Visibility, Results 
Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
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 
Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
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 
Page 13 #MKTGNATION14 © 2014 Marketo, Inc.
Outbound strategy 
One Off 
Outbound 
Webinars 
Launchpoint Event Partner 
Events 
iPad app for check in 
Automated 
Outbound 
Acquisition 
Acceleration 
Nurture 
Page 14 #MKTGNATION14 © 2014 Marketo, Inc.
Page 15 #MKTGNATION14 © 2014 Marketo, Inc. 
Outbound architecture 
Re-engagement 
Freemium 1 
Freemium 2 
Freemium 3 
Theme 1 
Theme 2 
Theme 3 
Theme 4 
Theme 5 
Theme 6 
Theme 7 
Theme 8 
ACQUISITION 
ACCELERATION 
SLOW DRIP NURTURE
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 
Page 16 #MKTGNATION14 © 2014 Marketo, Inc.
Flexible Design Templates 
Page 17 #MKTGNATION14 © 2014 Marketo, Inc.
Flexible Design Templates - emails 
Page 18 #MKTGNATION14 © 2014 Marketo, Inc.
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 
Page 19 #MKTGNATION14 © 2014 Marketo, Inc.
Looking forward 
• Marketo as an “operational hub” 
• e.g. video integration 
• Predictive lead analytics 
• Faster, greater, wider Marketo adoption 
Page 20 #MKTGNATION14 © 2014 Marketo, Inc.
Q&A 
Maria Karlsson 
Global Marketing Automation Manager | Dynatrace (Compuware’s APM division) 
Laurent Séraphin 
VP Digital Demand | Dynatrace (Compuware’s APM division) 
Page 21 #MKTGNATION14 © 2014 Marketo, Inc.

More Related Content

Viewers also liked

8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without
Joe Pulizzi
 
Sales and marketing initiatives
Sales and marketing initiativesSales and marketing initiatives
Sales and marketing initiatives
Colvin Consulting Group
 
B2B Marketing initiatives of HDFC Bank
B2B Marketing initiatives of HDFC BankB2B Marketing initiatives of HDFC Bank
B2B Marketing initiatives of HDFC Bank
Navneet Vijaywargi
 
7 marketing initiatives
7 marketing initiatives7 marketing initiatives
7 marketing initiatives
Small Business Big Marketing
 
East region training action plan to analyze the current situation and trainin...
East region training action plan to analyze the current situation and trainin...East region training action plan to analyze the current situation and trainin...
East region training action plan to analyze the current situation and trainin...
Oday Ghaly
 
HVS Marketing Communications Presentation - 2013
HVS Marketing Communications Presentation - 2013HVS Marketing Communications Presentation - 2013
HVS Marketing Communications Presentation - 2013
Mansi Bhatnagar
 
ACUTE RENAL FAILURE
ACUTE RENAL FAILUREACUTE RENAL FAILURE
ACUTE RENAL FAILURE
Unnikrishnan Prathapadas
 

Viewers also liked (7)

8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without
 
Sales and marketing initiatives
Sales and marketing initiativesSales and marketing initiatives
Sales and marketing initiatives
 
B2B Marketing initiatives of HDFC Bank
B2B Marketing initiatives of HDFC BankB2B Marketing initiatives of HDFC Bank
B2B Marketing initiatives of HDFC Bank
 
7 marketing initiatives
7 marketing initiatives7 marketing initiatives
7 marketing initiatives
 
East region training action plan to analyze the current situation and trainin...
East region training action plan to analyze the current situation and trainin...East region training action plan to analyze the current situation and trainin...
East region training action plan to analyze the current situation and trainin...
 
HVS Marketing Communications Presentation - 2013
HVS Marketing Communications Presentation - 2013HVS Marketing Communications Presentation - 2013
HVS Marketing Communications Presentation - 2013
 
ACUTE RENAL FAILURE
ACUTE RENAL FAILUREACUTE RENAL FAILURE
ACUTE RENAL FAILURE
 

Similar to Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives

Create Gorgeous Marketing Dashboards Your Executives Will Love
Create Gorgeous Marketing Dashboards Your Executives Will LoveCreate Gorgeous Marketing Dashboards Your Executives Will Love
Create Gorgeous Marketing Dashboards Your Executives Will Love
RevenuePulse
 
Converting trial users to paying customers
Converting trial users to paying customersConverting trial users to paying customers
Converting trial users to paying customers
Edward Masson
 
How to Leverage Workflow Rules and Formulas to Empower Your Marketing
How to Leverage Workflow Rules and Formulas to Empower Your MarketingHow to Leverage Workflow Rules and Formulas to Empower Your Marketing
How to Leverage Workflow Rules and Formulas to Empower Your Marketing
Charlie Liang
 
SmartBear Software Success Story - Gary DeAsi
SmartBear Software Success Story - Gary DeAsiSmartBear Software Success Story - Gary DeAsi
SmartBear Software Success Story - Gary DeAsi
Marketo
 
Marketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke StarbuckMarketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke Starbuck
Marketo
 
B2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at MobifyB2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at Mobify
Luke Starbuck
 
Bonitasoft - Process Efficiency World Tour 2013 - London
Bonitasoft - Process Efficiency World Tour 2013 - LondonBonitasoft - Process Efficiency World Tour 2013 - London
Bonitasoft - Process Efficiency World Tour 2013 - London
Bonitasoft
 
Inherited Marketo? Making it Work for Your Organization
Inherited Marketo? Making it Work for Your OrganizationInherited Marketo? Making it Work for Your Organization
Inherited Marketo? Making it Work for Your Organization
Cindy Zhou
 
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next LevelMarketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
Etumos
 
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
AppDynamics
 
#BainWebinar Next Generation Industrial Performance Post COVID-19
#BainWebinar Next Generation Industrial Performance Post COVID-19#BainWebinar Next Generation Industrial Performance Post COVID-19
#BainWebinar Next Generation Industrial Performance Post COVID-19
Bain & Company Brasil
 
A Seat at the Revenue Today - Gwendolyn Lefevre
A Seat at the Revenue Today - Gwendolyn LefevreA Seat at the Revenue Today - Gwendolyn Lefevre
A Seat at the Revenue Today - Gwendolyn Lefevre
Marketo
 
Getting started with marketing automation
Getting started with marketing automationGetting started with marketing automation
Getting started with marketing automation
Marketo
 
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next LevelMarketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
Etumos
 
Taking Dynamic Content to the Next Level
Taking Dynamic Content to the Next LevelTaking Dynamic Content to the Next Level
Taking Dynamic Content to the Next Level
RevenuePulse
 
Marketo Summit 2014 - Cloudwords + Coupa Global Presentation
Marketo Summit 2014 - Cloudwords + Coupa Global PresentationMarketo Summit 2014 - Cloudwords + Coupa Global Presentation
Marketo Summit 2014 - Cloudwords + Coupa Global Presentation
Michael Meinhardt
 
Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...
Marketo
 
Principal: How Principal takes monitoring into the future to face new technol...
Principal: How Principal takes monitoring into the future to face new technol...Principal: How Principal takes monitoring into the future to face new technol...
Principal: How Principal takes monitoring into the future to face new technol...
Dynatrace
 
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Lattice Engines
 
New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
New Languages and New Markets: Expanding the Reach of Your Marketing CampaignsNew Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
Cloudwords, Inc.
 

Similar to Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives (20)

Create Gorgeous Marketing Dashboards Your Executives Will Love
Create Gorgeous Marketing Dashboards Your Executives Will LoveCreate Gorgeous Marketing Dashboards Your Executives Will Love
Create Gorgeous Marketing Dashboards Your Executives Will Love
 
Converting trial users to paying customers
Converting trial users to paying customersConverting trial users to paying customers
Converting trial users to paying customers
 
How to Leverage Workflow Rules and Formulas to Empower Your Marketing
How to Leverage Workflow Rules and Formulas to Empower Your MarketingHow to Leverage Workflow Rules and Formulas to Empower Your Marketing
How to Leverage Workflow Rules and Formulas to Empower Your Marketing
 
SmartBear Software Success Story - Gary DeAsi
SmartBear Software Success Story - Gary DeAsiSmartBear Software Success Story - Gary DeAsi
SmartBear Software Success Story - Gary DeAsi
 
Marketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke StarbuckMarketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke Starbuck
 
B2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at MobifyB2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at Mobify
 
Bonitasoft - Process Efficiency World Tour 2013 - London
Bonitasoft - Process Efficiency World Tour 2013 - LondonBonitasoft - Process Efficiency World Tour 2013 - London
Bonitasoft - Process Efficiency World Tour 2013 - London
 
Inherited Marketo? Making it Work for Your Organization
Inherited Marketo? Making it Work for Your OrganizationInherited Marketo? Making it Work for Your Organization
Inherited Marketo? Making it Work for Your Organization
 
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next LevelMarketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
 
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
How CDK, a Global Brand, Leveraged End-User Monitoring to Drive Customer Deli...
 
#BainWebinar Next Generation Industrial Performance Post COVID-19
#BainWebinar Next Generation Industrial Performance Post COVID-19#BainWebinar Next Generation Industrial Performance Post COVID-19
#BainWebinar Next Generation Industrial Performance Post COVID-19
 
A Seat at the Revenue Today - Gwendolyn Lefevre
A Seat at the Revenue Today - Gwendolyn LefevreA Seat at the Revenue Today - Gwendolyn Lefevre
A Seat at the Revenue Today - Gwendolyn Lefevre
 
Getting started with marketing automation
Getting started with marketing automationGetting started with marketing automation
Getting started with marketing automation
 
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next LevelMarketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
 
Taking Dynamic Content to the Next Level
Taking Dynamic Content to the Next LevelTaking Dynamic Content to the Next Level
Taking Dynamic Content to the Next Level
 
Marketo Summit 2014 - Cloudwords + Coupa Global Presentation
Marketo Summit 2014 - Cloudwords + Coupa Global PresentationMarketo Summit 2014 - Cloudwords + Coupa Global Presentation
Marketo Summit 2014 - Cloudwords + Coupa Global Presentation
 
Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...
 
Principal: How Principal takes monitoring into the future to face new technol...
Principal: How Principal takes monitoring into the future to face new technol...Principal: How Principal takes monitoring into the future to face new technol...
Principal: How Principal takes monitoring into the future to face new technol...
 
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
 
New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
New Languages and New Markets: Expanding the Reach of Your Marketing CampaignsNew Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
 

More from Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
Marketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
Marketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
Marketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
Marketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
Marketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Marketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
Marketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
Marketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
Marketo
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
Marketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Marketo
 

More from Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 

Recently uploaded

Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Isa Lavs
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
zaireendigitech
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
oeveu
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 

Recently uploaded (20)

Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 

Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives

  • 1. How Compuware APM keeps reinventing their Marketing initiatives Maria Karlsson Global Marketing Automation Manager | Compuware APM Laurent Séraphin VP Digital Demand | Compuware APM Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
  • 2. Compuware 1973 Compuware Abend-AID Mainframe fault diagnostics 1980s File-AID 1990s several acquisitions: EcoSystems, UNIFACE, NuMega, … 1992 IPO CPWR 2000s more acquisitions: Covisint, Adlex, ChangePoint, Proxima 2008 "We make IT rock around the world“ 2009 Gomez, Inc. acquisition 2010 dynaTrace software, Inc. acquisition 2013 Covisint’s IPO 2014 ChangePoint, Professional Services, Uniface divestitures Going private with Thoma Bravo:  Compuware = Mainframe  Dynatrace = Application Performance Management Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
  • 3. Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
  • 4. 66% Hardware Savings 4x Faster Website David Snyder, Enterprise Architect Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
  • 5. Crystal Clear Visibility 80% Back-Office Performance Improvement 30% Faster Check-Out 80% Rene NEUBACHER Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
  • 6. 30% improvement in speed Andrew Turner Group IT Director Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
  • 7. 1,800% Spike in Traffic No Bottleneck Jim Houska, Enterprise Architect Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
  • 8. Our challenges • Marketing transformations • Organisation • Market Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
  • 9. Our challenges • Marketing transformations • System transformations • 3 x SFDC instances • 3.5 x Marketing Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
  • 10. Our challenges • Marketing transformations • System transformations • 1 x SFDC instance • 1 x Marketing Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
  • 11. What we wanted to achieve • System of record • System of engagement • Multi-dimensional • Closed-loop • Marketing Automation • Agility, Speed, Visibility, Results Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
  • 12. 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 Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
  • 13. 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 Page 13 #MKTGNATION14 © 2014 Marketo, Inc.
  • 14. Outbound strategy One Off Outbound Webinars Launchpoint Event Partner Events iPad app for check in Automated Outbound Acquisition Acceleration Nurture Page 14 #MKTGNATION14 © 2014 Marketo, Inc.
  • 15. Page 15 #MKTGNATION14 © 2014 Marketo, Inc. Outbound architecture Re-engagement Freemium 1 Freemium 2 Freemium 3 Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 Theme 6 Theme 7 Theme 8 ACQUISITION ACCELERATION SLOW DRIP NURTURE
  • 16. 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 Page 16 #MKTGNATION14 © 2014 Marketo, Inc.
  • 17. Flexible Design Templates Page 17 #MKTGNATION14 © 2014 Marketo, Inc.
  • 18. Flexible Design Templates - emails Page 18 #MKTGNATION14 © 2014 Marketo, Inc.
  • 19. 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 Page 19 #MKTGNATION14 © 2014 Marketo, Inc.
  • 20. Looking forward • Marketo as an “operational hub” • e.g. video integration • Predictive lead analytics • Faster, greater, wider Marketo adoption Page 20 #MKTGNATION14 © 2014 Marketo, Inc.
  • 21. Q&A Maria Karlsson Global Marketing Automation Manager | Dynatrace (Compuware’s APM division) Laurent Séraphin VP Digital Demand | Dynatrace (Compuware’s APM division) Page 21 #MKTGNATION14 © 2014 Marketo, Inc.