View this presentation to understand how software marketing becomes a strategic asset to growing the sales organization

1. 5 Tenets of Strategic Digital MarketingOmniture Marketing Online Campaign Case Study Mikel Chertudi VP Demand & Online Marketing Omniture

2. Handouts - Education

5. Public Company (NASDAQ: OMTR)

6. ~$355M+ Revenue in 2009; Over 5,200 customers

8. Retail: 6 of top 10

10. Travel: 4 of top 5

12. Forecast: US Interactive Marketing Spend ‘09- ‘14

13. Omniture Closed Loop Dashboard Acquisition Retention Conversion Social Media

14. 1. SALES ENGAGEMENT PROCESSAlignment Around Sales Goals, Organization, Terminology Marketing View Sales View Sales Metrics for Marketing Meeting Happens Meeting Scheduled # Imps # Deals # Responses Amt of SalesContribution # SALs #MQLs Amt of Budget # SQLs Average Sales Price Sales Close Rate Pre-Sales Conv. Rate Mktg Conv. Rate

16. Average sales price

17. Marketing conversion ratio

18. Sales close ratio

19. Time-to-CloseSALs Deals Revenue

21. Best Practice Guides

22. Benchmark Surveys and Reports

24. Audience Requirements

26. Targeted Nurture eMails

27. Search

28. Display Banners

29. eMail (internal & external)

30. Social Networks

32. Technology Apps (Online Mktg Suite, CRM, Nurturing, Sales Dashboards, etc.)

33. Database Building and Maintenance

35. 5. INTEGRATED DEMAND CAMPAIGNS (ISE)Integrated ,Solution-Oriented, Educational : 16 Unique/Quarter Online Acquisition Marketers Online Conversion Marketers CMOs / Marketing Execs Analysts

37. Educational Conversion

38. Site: A/B, MVT, & Targeting, Site Search

39. Search & Media

40. eMail, Direct Mail, Tele

41. Nurturing Automation13

42. Pipeline Opportunities Fueling Sales Growth “In Action” Omniture Marketing Online Campaign Case Study

43. BrandAwareness Demand to BrandA Philosophy Where the Design Center Is Lead Generation Lead Generation

45. Determined Pipeline Sales Goals using key assumptionsDemand Marketing Team Program Offer Creation Integrated Demand Program Mgr ChannelExecution Demand Marketing Ops Execution

47. Segmented database to determine relevant “online marketer” audience sizeDemand Marketing Team Mark Online Marketer Program Offer Creation Integrated Demand Program Mgr ChannelExecution Jennifer Marketing Exec Demand Marketing Ops Execution David Web Analyst

48. Role: Online Marketing Manager As Online Marketing Manager, Mark plans and executes go-to-market strategies for the online and interactive channels. Mark plays a key role in the design of the website with a few objectives constantly in mind - represent the brand, increase lead conversion, and prove ROI. Using a variety of channels, including display banners, email offers and search marketing, Mark is responsible for casting a broad, yet targeted net to attract new visitors to the site. Once on the site, Mark is responsible for getting them to provide contact info for additional content, which means that the lead gen process needs to be very relevant. Recently Mark has been charged with lowering the cost of converting leads. He is exploring how to use tactics like targeted email to stay top of mind, rather than having existing prospects deplete his search marketing budget to find their way back to the site. Regardless of the marketing initiative, Mark is responsible for reporting results and make decisions based on the facts, although he is constantly getting pressure to do what his boss the VP of marketing "feels." In fact he is often frustrated that executive suggestions take priority over his other projects, regardless of their "business sense.” Attitudes & Activities For the past 8 years Mark has been focused on his career and still certainly is, but he's experiencing more life balance tension with the recent birth of his second daughter. Balancing his desire to be the best dad possible with paying the mortgage on their new home has Mark consistently thinking about driving results professionally while having quality time at home with the family. Overall, Mark would describe himself as a happy guy who's confident in his career growth prospects as an online marketer - it is the wave of today and the future after all. He and his wife are both educated, have money in the bank, and have started to build a nice investment portfolio for the future. His ideal Saturday is a lazy breakfast with fresh OJ, quickly taking care of a few "honey-do's" like mowing the lawn and then taking the family to a nearby park - both he and his wife towing a child behind their mountain bikes. Media and Publications Mark is an avid reader and likes to read before bed to decompress. It doesn't really matter what he's reading as long as it's not forced email! On his nightstand, next to his iPod full of 90's alternative music, Mark currently has a dog-eared copy of Seth Godin’s most recent book and stacks of a few of his favorite magazines, Fast Company and Wired. He would love to subscribe to others but knows they would just get a quick flip through and recycled. After the kids are put to bed is when he's able to watch a bit of TV. Mark doesn't spend much time with local or national news at night since he gets most of his news via his iPhone. Rather, Mark navigates recorded programs on DVR like a pro selecting unviewed episodes of Heroes. On the weekends, he catches a bit of sporting action on ESPN. At work, Mark knows he must remain well connected with the online marketing world and chooses a variety of online media outlets, including eMarketer, MarketingSherpa, ClickZ, Media Post, DM News. Top 5 Business Pains Professional Events and Affiliations Increasing Conversion Rates through better personalization/ targeting Analyzing and reporting ROAS/campaign performance Inefficient manual processes and huge volumes of data Identifying variances in the business and knowing what actions to take Proving ROI and obtaining more budget DMA/ IAB AdWords Certified Web Analytics Association AdTech / SES Omniture Summit

49. Mark: Marketing Do’s and Don’ts Key Theme: How to… DO NOT: (Source – MarketingSherpa / Three Deep Marketing) Mark has strong preferences around marketing communication methods. Don't #1. First, the number one rule: Don’t cold call! You’re doing yourself a disservice if you think you’ll get Mark to do business with a phone call. This is his least preferred means of contact. In fact, over 70% of Mark’s peers feel exactly the same way. Don't #2. Mark and 63% of his peers also don’t want to get invited to a large group seminar presentation and demonstration. These are impersonal and he knows that he’ll be getting a sales pitch. Don't #3. Mark and 57% of his peers also don’t want the face to face sales meeting and demo! Where does that leave us?!??! DO: (Source – MarketingSherpa / Three Deep Marketing) Do #1. Today, most online marketers like Mark prefer web-based guides, research, and presentations that help them understand how to do their jobs better. Mark and 87% of his peers would prefer to learn more via a link to a web site with relevant expertise information. Relevance of course is all about illustrating an understanding of what his problems are. First on the list is determining payback on dollars spent. Do #2. Mark and 86% of his peers are also receptive to email – to receive and share information Do #3. In our on-demand world, online marketers like Mark and 75% of his peers prefer to learn more about a product or service offering via on-demand web based “How To…” seminars that can be accessed from any computer. Co-present with a well known and respected online marketing practitioner and soften the sales pitch, and you have a winning recipe. Do #4. When making a marketing technology buying decision, Mark and his peers are most likely to consider return on investment, value based discussion vs. features and functions, and customer success stories.

51. Jigsaw

52. Hoovers

53. Zoom Info

54. InsideView

55. Contact Discovery:

56. Sales Build

57. Catapult Direct

58. InfoUSA / OneSource

59. Salesgenie

60. Melissa DataDemand Marketing Team Mark Online Marketer Program Offer Creation Integrated Demand Program Mgr ChannelExecution Demand Marketing Ops Execution

62. Wrote survey questions, best practices, and vetted with Sales and Product MarketingWebinar Best Practices Demand Marketing Team Program Offer Creation Integrated Demand Program ChannelExecution Success Stories Prove ROI Product Overview Benefits & Features Marketing Operations Execution

64. Integrated Success Stories – Prove ROI

65. Heightens Need: Oppty AreasQualify Budget: Insights into Spend Discover Need: Insights into Apps

66. Closer Look Personalized from their ADM

67. Survey Benchmark against industry & overall Question heightens need Section Analysis 3rd Party Validation Success Story Validation Best Practice reinforces need for automated conversion application Highlights area of opportunity

68. 5 Key Findings-Supports OMTR Conversion Value Prop 47% are spending less than 5 hrs. per week optimizing site conversion 80% of respondents do not promote content based on performance metrics Nearly 50% are using manual processes to test promotional content 80% of respondents do not serve personalized content to visitors Of those that do target, 72% are targeting manually

70. Built Mash-up in Salesforce.com

71. Individual Results accessible via .pdf to Sales

72. Print on-demand to prospect or sales rep for in-person meeting creation

73. Call Down Views for Lead Qual. Team Demand Marketing Team Offer Creation Integrated Demand Program ChannelExecution “Mash Up” Marketing Operations Execution Call Down View

75. Insert prospects into Conversion Survey program based on lead scoreDemand Marketing Team Lead Scoring Offer Creation Integrated Demand Program ChannelExecution Do their activities indicate sales-ready behavior? How well do they fit our Ideal Customer Profile? Marketing Operations Execution

77. Compare results among other “offers” and execution channels to optimize marketing portfolioDemand Marketing Team Channel Offer Creation Integrated Demand Program ChannelExecution Marketing Operations Execution Conversion

79. Increasing contact ratios up to 100x and increasing opportunities generated by 21xPipeline Acceleration Demand Marketing Team Whom to Call Real-time Alerts Offer Creation Integrated Demand Program ChannelExecution What to Talk About Marketing Operations Execution

82. Tested Subject Line to Optimize

83. Sending over thousands of nurture emails:

84. Persona

85. Sales Cycle

87. Key Business Requirements

88. Personalized from Sales RepOffer Creation Integrated Demand Program ChannelExecution Marketing Operations Execution Winner +28% lift

89. Optimizing Online Conversion: Landing Page Best Practices Title Representation of What Getting Exact Description of What Getting Benefit Statement Lead Form Instructions – with additional benefit Detailed Description Lead Form Privacy Statement

90. Test Landing Pages (i.e. form)

91. Personalized & Relevant 1:1 Nurturing Chris Swallow

92. Nurturing Example: Months 1-12 High Tech / Conversion Solution Example (1 of 7 Verticals)

94. 400% conversion lift via combining segmented behavioral testing in all placements

95. Used to drive Omniture & Trade eventsDemand Marketing Team SAAS Product Login Placements Offer Creation Integrated Demand Program ChannelExecution Display Media Buys with Test & Target Marketing Operations Execution e-Mails & Newsletters Event Attendance

96. Demand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Demand Marketing Ops Execution And the Rest of Marketing

97. Press Pick Ups Hundreds of press pick ups Demand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Demand Marketing Ops Execution

99. Dozens of Articles written regarding the findingsInterviews & Articles in Pubs Demand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Demand Marketing Ops Execution

102. Secured customer success stories as ROI proof points for surveyCustomer Success Story Demand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Demand Marketing Ops Execution

104. Created all digital and print assets including banners, emails, landing pages, and print layout of final reportDemand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Digital Asset Creation – 100s Demand Marketing Ops Execution

106. Posted on Sales Portal for Sales to Send

107. Assisted in Training Sales OrgDemand Marketing Team Rest of Marketing Corporate Marketing Product Marketing Integrated Demand Program OfferCreation ChannelExecution Contributed to Analysis and BP Demand Marketing Ops Execution

109. $34 Pipeline Return for every $1investedSample Pipeline Opportunities Closed Pipeline

110. Interactive Marketing “Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.” John Deighton, HBS

111. Questions and Answers Thank You Mikel Chertudi mchertudi@omniture.com 801 589-1408

112. Appendix Demand Marketing Campaign Calendar Highlighted Demand Marketing Models Demand Marketing Online Testing Examples

113. Demand Waterfall Metrics

114. 2009 Enterprise and Cross Sell Campaign Calendar

115. Marketing Activity Hierarchy

116. Campaign Components

117. Product Mapping to Demand Type and Buying Cycle Sirius Decisions

118. Adaptive Planning Model for Sales & Marketing *Sirius Decisions Resource Skew: lead sourcing vs. knowledge

119. Home Page Targeting: 253% 1000% Increase #1: 4.0% #2: 2.62% #5: 1.52% #3: 2.19% #6: 0.75% #7: 0.0% #4: 1.86% Offer Targeting & Testing

121. Function: Search vs. Email

122. Verticals: Retail vs. High Tech

125. Title Testing (Webinars) Conversion: 1.14% Lift: 40% Impressions: 22,250 Responses: 254 Conversion: 0.82% Impressions: 22,250 Responses: 182

126. Original Control + 400% Call to Action Testing

127. Creative Treatment Testing Baseline +9% Baseline +24%

128. Easy Testing Management