Acronis did not have the luxury of a large budget or a significant amount of time to raise its profile in the very competitive world of online backup. This resulted in a campaign and programme that required several marketing goals to be completed within a short period of time. Acronis worked with CleverTouch to create a campaign that would achieve its goals within a relatively small budget and a tight timescale. Objectives included: Test and re-energise an underutilised marketing database Raise the awareness of Acronis ahead of major product announcement Generate leads for a new sales team

1. Case Study:
Acronis’ Digital Assets campaign
14th June 2012
Copyright © 2011 CleverTouch Marketing. All rights reserved.

2. About CleverTouch
• Founded in 2009
• Supported over 75 in their MA deployments
• 30+ employees
• Compound growth 120% p.a.
• Offices in
– Alresford, nr. Winchester, U.K.
– Neuchatel, Switzerland
Copyright © 2012 CleverTouch Marketing. All rights reserved. 2

3. About Acronis
• Acronis is a leading provider
of easy-to-use disaster
recovery and data protection
solutions.
• According to Gartner, Acronis
is now the world's largest
privately-held storage
management software
vendor.
• 175,000 B2B customers
• 2.5m B2C customers
• 90 countries
• 14 languages
Copyright © 2012 CleverTouch Marketing. All rights reserved.

4. The challenge
1. Data an issue- hygiene and consistency
2. Recently invested in Marketing Automation
3. How to built multi-touch
campaign, integrating multiple channels
4. How to raise awareness of new product
offering
5. How to build pipeline, quickly
Copyright © 2012 CleverTouch Marketing. All rights reserved. 4

5. What Marketing Automation is all about?
Forget lead scoring, lead
nurturing, automated drip
programmes or CRM
integration- which are all
foundations for
outperformance.
THE THREE biggest source of
advantages Marketing
Automation provides any
organisation are
1. the reduction in the
number of marketing
communication silos.
2. The ability to scale
marketing.
3. The ability to forecast
future revenues
Copyright © 2012 CleverTouch Marketing. All rights reserved. 5

6. The campaign (priority)
• Optimising MA (Workflow)
• Data
• Reciprocal Assets
Copyright © 2012 CleverTouch Marketing. All rights reserved.

7. Data Audit & improvement using exact and fuzzy
logic matching rules…………became a global project
Copyright © 2012 CleverTouch Marketing. All rights reserved.

8. 1. Whitepaper
2. Blueprint
3. Webinar
Copyright © 2012 CleverTouch Marketing. All rights reserved.

9. Acronis – Digital Assets (English & Dutch)
Copyright © 2012 CleverTouch Marketing. All rights reserved.

10. Adding value to Partners
Copyright © 2012 CleverTouch Marketing. All rights reserved.

11. Results
• The original objective was to get 65
attendees to attend a webinar.
• The final result was 140+ attendees
with 10 immediate opportunities
(worth approximately £50,000+ in
year 1) and one initial sale of £10,000.
• As a result of the campaign’s success
the same process was applied to a
secondary campaign within a three
week time frame.
• This second campaign had equally
successful results with another 140+
contacts in attendance.
• ROI within 1 quarter was 4:1
• Expected ROI 10:1
Copyright © 2012 CleverTouch Marketing. All rights reserved. 11

12. ………leads to even better results
Copyright © 2012 CleverTouch Marketing. All rights reserved.

13. Delighted customer
• “CleverTouch is an expert in Marketing
Automation and an excellent partner
to support campaign execution. I'd
happily recommend them to anyone
thinking about deploying Marketing
Automation or looking to get the best
from an existing deployment”.
• Ed Masson,
• Head of Marketing Campaign
Management at Acronis.
Now
• Senior Manager Global eMarketing
at Acronis
Copyright © 2012 CleverTouch Marketing. All rights reserved. 13

14. www.clever-touch.com
14
Copyright © 2012 CleverTouch Marketing. All rights reserved.

15. Case Study:
Acronis’ Digital Assets campaign
14th June 2012
Copyright © 2011 CleverTouch Marketing. All rights reserved.