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

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Customer Success Story from Maria Karlsson, Global Marketing Automation Manager and Laurent Séraphin, VP Digital Demand on how Compuware APM keeps reinventing their marketing initiatives

Marketing

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.

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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.

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.

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.

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.

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.

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

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