1. A GLOBAL COMPUTERSHARE COMPANY
Modern marketing
and the rise of
marketing automation
A Pepper Whitepaper

2. 2
The challenge
Modern marketing:
The big picture
Consider for just a moment some of the changes in
the online world over the past decade.
Worldwide internet users have boomed from 500 million in
2002 to over 2.2 billion in 2013. The average daily internet
usage was 43 minutes a decade ago; today’s digitized
population is online for over 4 hours a day. Three million
websites have exploded into over 555 million—that’s a
1733% increase in content in just a decade.1
But it’s not just the digital landscape that’s changing; it’s
also how people interact with information within it. The
communication channels that were so important ten years
ago—print, TV, out-of-home advertising—have increasingly
given way to new media, and email, social media and blogs
are just the beginning. Customers are using different
communication channels, especially during the purchasing
process. New audiences are accessing more information
than they ever could before. And content is being digested
in increasingly disparate ways.

3. 3
The solution
In attempting to meet this challenge,
modern marketing tactics have to take these
radical changes into consideration to inspire
meaningful conversations at different stages
of the buyer’s journey by delivering the right
content via the right medium at exactly the
right time. This is only possible with precise
targeting and segmentation that drives the
integration of marketing and sales.
But integrated communication, trigger-
based or even multi-channel campaigns
naturally increase the complexity of any
marketing strategy. One needs to sift
through terabytes of customer and industry
data in order to:
All of these factors shape the end challenge:
Modern marketers have to adapt to the challenges of changing
buying behavior.
• Offer the right content at the right time in
the right place
• Target specific audiences and personas
• Address the needs at each stage of the
buyer’s journey
• Offer relevant and involving content to
inspire meaningful conversations
At the center of this complexity are deep
customer insights, precise targeting and
proper segmentation that allow for truly
dynamic and inspiring communication—
turning once-static messages into one-on-one
dialog that meets every consumer’s specific
needs and interests.
Dynamic
communication
Static
communication
Mass
communication
One to one
communication
Impact
Complexity
Static messages to
one target audience
One-on-one dialog
with several audiences

4. 4
Managing complexity
Of course, this complex mix of media, messages and insights provides exciting opportunities
for modern marketers, but it also raises clear challenges. For one, how does one plan,
manage and optimize marketing campaigns when so much data is at stake?
In the past, static communication only
required simple and linear processes: you
define a message, send it out and hope that
someone wants to hear. This one-to-many
communication has little direct interaction
and the campaign planning is straightforward.
Integrated, multi-channel communication is
far more dynamic; this one-to-one
communication style allows for a very high
level of interaction, and the customer can
play an active role in the dialog based on the
actions he takes. Of course, that also means
that marketing processes will be more
complex, require more specific management
and develop over a longer timeframe.
These are exactly the challenges—increased
complexity, management effort and time—
that few marketers have the capacity to
handle.
Enter marketing automation. In order to
optimize interaction with target audiences
and achieve sales goals faster and more
efficiently, marketing automation tools can
help marketers streamline, automate and
measure different marketing tasks and
workflows.
The evolution of modern marketing:
Managing complexity
Static messages to
one target audience
Dynamic
communication
Static
communication
Mass
communication
One to one
communication
Impact
Complexity
One-on-one dialog
with several audiences
Efficiency

5. 5
Marketing automation
Marketing automation enables marketers to streamline complex customer communications,
automate the dialog based on consumer actions and optimize campaigns in real-time to
ensure the best possible results.
This is more than simply lead generation—a finely tuned marketing automation program
enables marketers to create meaningful conversations with each target over the entire
customer lifecycle, fully customizing the content to meet their specific needs and interests.
Marketing automation tackles each of the challenges of modern marketing, while allowing
marketers to thrive off of the enormous amounts of data collected through new media
techniques—rather than drown under it.
Benefits from a communication
perspective:
• Deeper understanding of prospects and
customers
• Optimized touch points and interaction at
each stage of the buying decision process
• Optimization of different workflows to
manage increasing campaign complexity
• Personalized, targeted messages that
resonate with individual customers
Benefits from a process
standpoint:
• Quicker time to close, due to shorter
customer creation times and analytics-
driven process improvement
• Efficiency and productivity improvements,
as automation allows you to do more with
fewer people
• Productivity improvements as a result
of adopting data-driven decision making
and marketing
The benefits of marketing automation

6. 6
Automation strategy
Finding the right balance also applies to the format of your marketing automation program—
how many touch points you develop, what your editorial calendar looks like, what media you
work with. By developing a program with the correct complexity, you can better meet your
specific sales goals.
Pepper defines three general marketing automation scenarios with varying complexity.
Finding the right fit
Essential scenario Advanced scenario Pro scenario
Management of small programs
through outbound mail, landing
pages and simple lead nurturing
through email auto-responders
Management of several
campaigns to selected target
groups, requires full range of
marketing automation functions,
applied in simple ways
Management of hundreds of
campaigns for different products
in different locations, including
special features for automated
content selection, project man-
agement, complex lead scores,
or tight control over user rights
Example:
Monthly email sends to customers
and prospects
• 65,000 subscribers
• Setup and management of the
newsletter
• Data management
• Creation and send out of email
newsletters
Example:
Campaign-based nurture
program to create sales qualified
leads
• Set up of every individual
program based on campaign/
flow setup
• Data management (modeling,
segmentation, preparation)
• Execution of campaigns
(template upload, testing,
distribution)
Example:
Dynamic worldwide B2B
eNewsletter program
• 10 million subscribers,
50 countries, 18 languages
• Content collected globally in a
content management system
• New content creation and
existing content adaptation
• Regional decision makers
choose relevant articles
• Work can be done across
regions on a 24-hour basis
• Fully customizable content
based on user interest and
history
Dynamic
communication
Static
communication
Mass
communication
One to one
communication
Impact
Complexity
Efficiency
Essential scenario Advanced scenario Pro scenario

7. 7
Partner selection
This modular approach never subscribes to
“one size fits all.” This is further supported by
global executions that can be locally refined,
to speak to targets, not at them. Through a
truly integrated marketing approach, Pepper
enables clients to make the most of their
marketing automation budget through:
• Uniquely integrated strategy, technology
and creativity
• Full-service marketing automation software
diagnostics and setup
• Expertise in Eloqua as a worldwide certified
partner
To be sure, a marketing automation campaign
is only as valuable as the content driving it—
that’s why it’s essential to find a partner who
can combine technology, strategy and
creativity to get the most out of these powerful
marketing tools.
Pepper is the only provider who can fully
support clients along the entire automation
process from consulting (lead scoring, CRM
integration), holistic planning (awareness,
lead generation, lead nurture and advocacy),
development, execution and measurement of
integrated campaigns.
Partner with the integration experts
In the end, the challenges of modern marketing—big data, increasingly informed consumers
and ever-growing communications channels—can either be an obstacle or an opportunity for
today’s marketers.
Developing an automated, efficient and personalized approach to dialog marketing through
marketing automation is a good first step to addressing the modern digital landscape—and
preparing for the changes that the next decade has in store.
• Nurturing strategy
• Lifecycle strategy
• Segmentation and Data
• Lead/customer scoring
Strategy
• Implementation of ELOQUA
• Marketing automation as
managed services
• ELOQUA training
Creativity
• Multi-touch campaigns
• One-touch campaigns
• Asset creation
• Content development
Technology

8. Your point of contact
pepperglobal.com
Pepper is an international marketing and communications agency, delivering
full marketing automation support, from communication strategy to technical
implementation and creative development. This blend of strategy, technology
and creativity enables Pepper’s clients to engage their targets along the entire
lifecycle—from lead generation and development to CRM activities such as
loyalty programs, cross- and up-selling opportunities and customer retention.
Contact us to learn more about how Pepper can deliver the marketing
automation support that makes a measurable impact on your sales.
For more information
Munich
Markus Dunz
Managing Director
Tel +49 89 30903 584
markus.dunz@pepperglobal.com
Chicago
Brennen Roberts
Managing Director
Tel +1 312 588 4774
brennen.roberts@pepperglobal.com
Singapore
Caroline Lim
Managing Director
Tel +65 6635 3939
caroline.lim@pepperglobal.com
Your contacts at Pepper: