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

© 2014 Marketo, Inc. #MKTGNATION14

How Compuware APM keeps reinventing their Marketing initiatives

Maria KarlssonGlobal Marketing Automation Manager | Compuware APM

Laurent SéraphinVP Digital Demand | Compuware APM


Compuware1973 Compuware Abend-AID Mainframe fault diagnostics1980s File-AID1990s several acquisitions: EcoSystems, UNIFACE, NuMega, …1992 IPO CPWR2000s more acquisitions: Covisint, Adlex, ChangePoint, Proxima2008 "We make IT rock around the world“2009 Gomez, Inc. acquisition2010 dynaTrace software, Inc. acquisition2013 Covisint’s IPO2014 ChangePoint, Professional Services, Uniface divestitures

Going private with Thoma Bravo: Compuware = Mainframe Dynatrace = Application Performance Management


66% HardwareSavings

David Snyder, Enterprise Architect4x Faster

Website

© 2014 Marketo, Inc. #MKTGNATION1480%

Crystal Clear Visibility 80% Back-Office Performance Improvement 30% Faster Check-Out

Rene NEUBACHERB2C eBusiness Sr Tech Consultant


30

%

improvemen

t in speed

Andrew Turner

Group IT Director


1,800% Spike in Traffic

No Bottleneck Jim Houska, Enterprise Architect


Our challenges

• Marketing transformations

• Organisation

• Market


Our challenges


• System transformations

• 3 x SFDC instances

• 3.5 x Marketing


Our challenges


• System transformations

• 1 x SFDC instance

• 1 x Marketing


What we wanted to achieve

• System of record

• System of engagement• Multi-dimensional• Closed-loop• Marketing Automation

• Agility, Speed, Visibility, Results


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


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


Outbound strategy

One OffOutbound

WebinarsLaunchpoint

Event Partner

EventsiPad app for

check in

Automated Outbound

Acquisition

Acceleration

Nurture


Outbound architecture

Re-engagement

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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


Flexible Design Templates


Flexible Design Templates - emails


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


Looking forward

• Marketo as an “operational hub”• e.g. video integration

• Predictive lead analytics

• Faster, greater, wider Marketo adoption


Q&A

Maria KarlssonGlobal Marketing Automation Manager | Dynatrace (Compuware’s APM division)

Laurent SéraphinVP Digital Demand | Dynatrace (Compuware’s APM division)

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

Marketing

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