customer success story: how compuware apm keeps reinventing their marketing initiatives
DESCRIPTION
Customer Success Story from Maria Karlsson, Global Marketing Automation Manager and Laurent Séraphin, VP Digital Demand on how Compuware APM keeps reinventing their marketing initiativesTRANSCRIPT
![Page 1: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/1.jpg)
Page 1 © 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
![Page 2: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/2.jpg)
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
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
![Page 3: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/3.jpg)
Page 3 © 2014 Marketo, Inc. #MKTGNATION14
![Page 4: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/4.jpg)
Page 4 © 2014 Marketo, Inc. #MKTGNATION14
66% HardwareSavings
David Snyder, Enterprise Architect4x Faster
Website
![Page 5: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/5.jpg)
Page 5 © 2014 Marketo, Inc. #MKTGNATION1480%
Crystal Clear Visibility 80% Back-Office Performance Improvement 30% Faster Check-Out
Rene NEUBACHERB2C eBusiness Sr Tech Consultant
![Page 6: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/6.jpg)
Page 6 © 2014 Marketo, Inc. #MKTGNATION14
30
%
improvemen
t in speed
Andrew Turner
Group IT Director
![Page 7: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/7.jpg)
Page 7 © 2014 Marketo, Inc. #MKTGNATION14
1,800% Spike in Traffic
No Bottleneck Jim Houska, Enterprise Architect
![Page 8: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/8.jpg)
Page 8 © 2014 Marketo, Inc. #MKTGNATION14
Our challenges
• Marketing transformations
• Organisation
• Market
![Page 9: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/9.jpg)
Page 9 © 2014 Marketo, Inc. #MKTGNATION14
Our challenges
• Marketing transformations
• System transformations
• 3 x SFDC instances
• 3.5 x Marketing
![Page 10: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/10.jpg)
Page 10 © 2014 Marketo, Inc. #MKTGNATION14
Our challenges
• Marketing transformations
• System transformations
• 1 x SFDC instance
• 1 x Marketing
![Page 11: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/11.jpg)
Page 11 © 2014 Marketo, Inc. #MKTGNATION14
What we wanted to achieve
• System of record
• System of engagement• Multi-dimensional• Closed-loop• Marketing Automation
• Agility, Speed, Visibility, Results
![Page 12: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/12.jpg)
Page 12 © 2014 Marketo, Inc. #MKTGNATION14
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 13: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/13.jpg)
Page 13 © 2014 Marketo, Inc. #MKTGNATION14
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 14: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/14.jpg)
Page 14 © 2014 Marketo, Inc. #MKTGNATION14
Outbound strategy
One OffOutbound
WebinarsLaunchpoint
Event Partner
EventsiPad app for
check in
Automated Outbound
Acquisition
Acceleration
Nurture
![Page 15: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/15.jpg)
Page 15 © 2014 Marketo, Inc. #MKTGNATION14
Outbound architecture
Re-engagement
Fre
emiu
m 1
Fre
emiu
m 2
Fre
emiu
m 3
Th
eme
2
Th
eme
3
Th
eme
8
Th
eme
7
Th
eme
6
Th
eme
1
Th
eme
4
Th
eme
5
ACQUISITION
ACCELERATION
SLOW DRIP NURTURE
![Page 16: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/16.jpg)
Page 16 © 2014 Marketo, Inc. #MKTGNATION14
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 17: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/17.jpg)
Page 17 © 2014 Marketo, Inc. #MKTGNATION14
Flexible Design Templates
![Page 18: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/18.jpg)
Page 18 © 2014 Marketo, Inc. #MKTGNATION14
Flexible Design Templates - emails
![Page 19: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/19.jpg)
Page 19 © 2014 Marketo, Inc. #MKTGNATION14
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 20: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/20.jpg)
Page 20 © 2014 Marketo, Inc. #MKTGNATION14
Looking forward
• Marketo as an “operational hub”• e.g. video integration
• Predictive lead analytics
• Faster, greater, wider Marketo adoption
![Page 21: Customer Success Story: How Compuware APM Keeps Reinventing their Marketing Initiatives](https://reader036.vdocuments.site/reader036/viewer/2022062406/5588f7e2d8b42a9e4e8b466c/html5/thumbnails/21.jpg)
Page 21 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
Maria KarlssonGlobal Marketing Automation Manager | Dynatrace (Compuware’s APM division)
Laurent SéraphinVP Digital Demand | Dynatrace (Compuware’s APM division)