Presentation of the marketing metrics we put into place to help manage our demand generation process and our current results. Presentation made for Genius.com Demand Academy

1. Lumension Case StudyROI Track, Session 2 August 18, 2010

2. Today’s Presenter C. Edward Brice SVP Worldwide Marketing Lumension

3. Lumension at a Glance Our Vision IT Secured. Success Optimized Our Mission Develop innovative solutions that manage endpoint operations, security, and compliance with less complexity and cost 3

5. No Defined Measures or Benchmarks

6. Marketing Under-Fire

7. Tactical vs Strategic

10. Build a Marketing Intelligence Foundation

12. Focus Area 1: Define What You Want To Measure Lumension Marketing Key Metrics: (Quantity trends & diagnose causes) Lumension Marketing Key Performance Indicators: (The Health of the Business Function) Tactic Operational Metrics

14. Create Programmatic Touch

16. No social media

18. Social media Buttons

19. ‘Steps’

20. Corner Peel

21. Optimization

22. Product broken down

24. Automate email and tele-touch distributions/notifications

25. Create Nurture Programs by Segment

26. Segmented by:

27. Solution Type

28. Prospects to drive new sales revenue

30. Protecting Your Vital Information

31. Premium Content Downloads: 7.30% Increase

32. Evaluation: 472% Increase

33. Managing Your Critical Risk

34. Premium Content Downloads: 3.20% Increase

35. Evaluation: 400% Increase

36. Trial Propensity

37. 3rd highest tactic in propensity to trial

38. Operational Efficiency

39. Automation frees resource time to focus on improving optimization/segmentation

40. Marketing Efficiency from Automation

41. Reduced cost from platform consolidation by 38%

46. Marketing Spend Correlation analysis

47. Click mapping and conversion optimization

48. The Goal: Audience, audience, audience

49. Segmentation by persona

50. Motivations

51. Offers

53. Where We Are Now? Measurement Vision: “Marketing As A Science” Structured In-Market “Test & Learn” Historical Data Analysis Lumensionis here 2010 How should we optimize spend across segments? What tactics are driving results in each segment? Marketing Optimization Target Marketing Predictive Yield Launch Simulation Investment Allocation Segment Allocation What are we yieldingfor our Investment? Business Value Media Mix Contact Cadence Messaging Offer/Proposition Segment/Buyer Performance Management Where are we spending our money? Market Position Brand Equity Pipeline Yield Field Readiness Revenue/Growth Budget Allocation People vs. Programs Committed vs. Available Budget Variance Time To Enable

55. Evolution

56. Optimization

57. Testing25% reduction in marketing spend over 2 years Increased inquiry generation +5% vs 2nd half 09 Reduced cost per inquiry by 15% 09vs10 Marketing supported new deal size +50% 2010 Marketing supported installed base cross-sell deal size +22% 2010 Marketing driven new opportunity deal size +34% 2010

58. Thank You! C. Edward Brice Twitter: @cedwardbrice Email: ed.brice@lumension.com Blog: http://marketinggimbal.typepad.com Lumension Web: http://www.lumension.com Special Thanks To: Annie Wacker, Senior Marketing Manager Twitter: @anniewacker Email: annie.wacker@lumension.com Blog: www.marketinguntangled.com Lumension Web: http://www.lumension.com Chris Hewitt, Director Marketing Ops Twitter: @chrishewitt Email: chris.hewitt@lumension.com Blog: www.whatdoesmarketingreallydo.wordpress.com Lumension Web: http://www.lumension.com