The document discusses the role of field marketing in driving incremental business revenue. In the past, field marketing fulfilled one-off customer requests manually, but now uses the Marketo platform to mobilize the sales force and automate the fulfillment of common requests. Examples are given of successful marketing campaigns run through Marketo that have resulted in significant influenced opportunity revenue in various regions. The document outlines the process for sales to work with field marketing to develop and deploy new promotions using Marketo.

1. Field Marketing
Your incremental business driver.
Presented by Dawn Fournier
Head of U.S. Field Marketing
July 23, 2015IGT Confidential 1

2. The olden days…
•“Dawn, can my customer get some t-shirts?”
•“Can you email the marketing director a logo?”
•“We just installed a bank of Fast Hit Progressives at
XYZ casino, can you guys make a video for the EGADS
sign above it?”
•“Can you send my customer the product lit soft copies
for these 10 themes by Noon today?”
Manual customer touch points and one-off requests
July 23, 2015IGT Confidential 2

3. •Mobilized the sales force
with YODA
Logos
Product Lit
Product videos
All at the fingertips of
sales!
July 23, 2015IGT Confidential 3
FY14: Access to marketing files redefined

4. FY14: Promo Items process redefined
• Partners for success merchandizing program
• Extend life of MJP games on the floor
• Player excitement for unlocked enhanced game content
• Back to the Future
• True Blood
• SATC Platinum
• Jurassic Park
• Avatar Treasures of Pandora
July 23, 2015IGT Confidential 4

5. MJP Co-Promotions Focus rest of FY14
 AVATAR II Crystal Core
• The Seminoles of Florida
 Powerbucks™
• Caesars & Boyd NV Field Trial – First 90 Days
• Borgata NJ launch – summer execution
 Jurassic Park – April/May
• Launch events: Pechanga, San Manuel, Seneca
NYI,
 ENHANCED GAME CONTENT
SATC Platinum –May-June
Launch events: Maryland Live! (May 31); Wynn Las
Vegas (June 6)
Bridesmaids – May-July
Tribal: Gila River
July 23, 2015IGT Confidential 5

6. Wheel of Fortune Events on Steroids!
July 23, 2015IGT Confidential 6
1) WOF Closing Tool – Q3 Sales offer
 Place 4 incremental and keep on floor for 60 days = $2,500
Marketing Co-funds and 500 promotional items. Limit 5 casinos.
2) WOF/Caesars Millionaire Maker Part II – April-Aug
38 properties; on-property activation, CZR employee engagement,
national TV exposure for Total Rewards
$50,000 Game Pieces print budget
 WOF Slots 2X Points; Play WOF Slots to win
3) WOF Oklahoma “state-wide” Free Pull Event – June-July
20 properties; Simultaneous free play event.
Begins June 1; IGT-exclusive grand prize offerings
Big in-market splash leading up to OIGA
4) WOF/Station Casinos city-wide LV Tournament – May-July
8 Las Vegasproperties – mini tournaments; Grand Finale Tournament
at Red Rock Casino
Sony WOF prizing – set visits, autographed photos of Pat and Vanna

7. MARKETO
The culprit behind today’s
incremental business and
influenced opportunity revenue
July 23, 2015IGT Confidential 7

8. West Virginia comes calling
From: Jewell.Beth
Sent: Friday, April 04, 2014 10:35 AM
To: Churchill.Craig; Tom.Eric; Shortall.Tim; Sofran.Anthony; Loyed.Robin
Cc: Non - IGT Alewel.Reed; Brunette.Andre; Kesner.Corinne;
Fournier.Dawn
Subject: FW: Done Deals!
Ring the bell for the West Virginia Limited Lottery’s new “Trade Up”
campaign! Please see Andre’s exciting announcement below. This has
also been acknowledged on Chatter.
The best news? We've only just sent one email via Marketo. A direct
mail piece to a larger customer audience hits desks mid-month, so we
can't wait to see how things take off then.
Happy Friday, and congrats Andre and team!
July 23, 2015IGT Confidential 8

9. July 23, 2015IGT Confidential 9
Email
Landing
Page

10. Translating into Results –
Close Partnership with Sales
July 23, 2015IGT Confidential 10
Region Campaign Opportunity Revenue
U.S. Montana Direct Mail / Advertising
$83k in first week First 48 hours, customer had
not purchased in 2 years
Canada Bill Validators $20k – Sold Out w/Email Marketing
EMEA Theme of the Month $175k Opp – Had Not Purchased Since 2003
EMEA Bill Validator / New Machine $60k – Customer has not purchased in 4 years
ANZ
Miss Red/Max Action Top
Performer
$156k
Mexico Siberian Strom Tournaments $920k
Costa Rica In-Person Seminar $865k / New Market

11. Some Key Wins: B2B Campaigns
• Beating B2B Average Open &
Click Rates
• Best Practices Being Established
• 36% Increase in Theme of the Month
Open Rates
• 178% Increase in Theme of the Month
Click to Open Rates
• 150% Increase in Landing Page
Conversion “Contact Me” Forms
• 2 Webinars, Avg. 60% Attendance Rate
• First “Channel Blue” Webcast
July 23, 2015IGT Confidential 11

12. Testing the Waters with Video Poker
•U.S. Hyper Bonus Pays Promo
w/Playable game on Landing
Page
31.8% = Open Rate; 28.1% = Click
to Open Rate
15 = MQLs / 1.8% Conversion Rate
All Forms / 19.7% Landing Page
Conversion Rate
$89,850 influenced revenue
July 23, 2015IGT Confidential 12
Email
Landing
Page

13. Use Marketo to deploy event invitations
July 23, 2015IGT Confidential 13
• NIGA IGT Customer Appreciation
Reception, Monday, May 12
In only two days, over 50
customers responded “yes” and
over 80 RSVPs total (including guests)
IGT's Channel Blue webcast
on "Tournament Manager - Slot
Tournaments Made Easy" -
Wednesday April 23, 2014 at
11:00 a.m.

14. Aircover to existing sales promotions
July 23, 2015IGT Confidential 14
Fresh 5, Hang 10, Fab 15
Email series, 4/16, 4/30 and 5/19

15. In the works – FY14 Q3 deployment
Great promo for PNK and Penn properties
Jane Vozzi: “We are seeing good numbers in high denom”
Purchase minimum of 4 U-Slant reels with or without 32
top box
Discount 31% with IGT trade in
3% net net 30.
Additional $500 for Q3 delivery.
4 per property
July 23, 2015IGT Confidential 15

16. Marketo – Where We Stand Today
July 23, 2015IGT Confidential 16
FY14 MBO Metrics Current Goal
MQL > SAL
Conversion Rate
10% 10%
Sourced + Influenced
Opportunity Revenue
$81M $200M

17. Do you have any ideas to make money?
PROCESS:
Step 1 – Notify Denise Lowell and Lisa Drake of your
plans and ideas for a promotion
Step 2 – Lisa Drake determines a Promo ID
Step 3 – Sales calls U.S. Field Marketing Team for
deployment assistance and messaging help
Step 4 – Sales determines target audience for the
promotion and tells Marketing
Step 5 – Marketing creates a campaign and Marketo
assets for approval
Step 6 – Campaign is deployed through Marketo
July 23, 2015IGT Confidential 17

18. Field Marketing
Your incremental business driver.
Presented by Dawn Fournier
Head of U.S. Field Marketing
July 23, 2015IGT Confidential 18