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

1. How Compuware APM keeps
reinventing their Marketing initiatives
Maria Karlsson
Global Marketing Automation Manager | Compuware APM
Laurent Séraphin
VP Digital Demand | Compuware APM
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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
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4. 66% Hardware
Savings
4x Faster
Website
David Snyder, Enterprise Architect
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5. Crystal Clear Visibility
80% Back-Office Performance
Improvement
30% Faster Check-Out
80%
Rene NEUBACHER
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6. 30%
improvement
in speed
Andrew Turner
Group IT Director
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7. 1,800% Spike in Traffic
No Bottleneck
Jim Houska, Enterprise Architect
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8. Our challenges
• Marketing transformations
• Organisation
• Market
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9. Our challenges
• Marketing transformations
• System transformations
• 3 x SFDC instances
• 3.5 x Marketing
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10. Our challenges
• Marketing transformations
• System transformations
• 1 x SFDC instance
• 1 x Marketing
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11. What we wanted to achieve
• System of record
• System of engagement
• Multi-dimensional
• Closed-loop
• Marketing Automation
• Agility, Speed, Visibility, Results
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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
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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
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14. Outbound strategy
One Off
Outbound
Webinars
Launchpoint Event Partner
Events
iPad app for check in
Automated
Outbound
Acquisition
Acceleration
Nurture
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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
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17. Flexible Design Templates
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18. Flexible Design Templates - emails
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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
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20. Looking forward
• Marketo as an “operational hub”
• e.g. video integration
• Predictive lead analytics
• Faster, greater, wider Marketo adoption
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21. Q&A
Maria Karlsson
Global Marketing Automation Manager | Dynatrace (Compuware’s APM division)
Laurent Séraphin
VP Digital Demand | Dynatrace (Compuware’s APM division)
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