1. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com 22nd June 2011

2. About CleverTouch Our Topic Cloud Rules-based Workflow Intelligent Marketing Technology Marketing Know-how

3. The state of marketing today 3

5. Processes

6. Content

7. Skills

8. Pipeline

9. Opportunity Management

10. Sales

11. Support

13. Marketing 1.0 = Ineffective Marketing Domain ADHOC 80% Sales Domain 20%

14. 7

15. Major Marketing 1.0 issues 8 no real handle on prospect data slow campaigns = individual heroics multi-channel = multi-complexity adhoc workflow constant reinvention (manual nurturing) partners not integrated no personalisation pipeline = feast or famine no closed loop & forensic lead analysis

16. Building a Marketing Capability C. Innovation, Creativity & Stickiness Creating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well B. Communication Programmes, Content based on Shared Progressive Strategy Matching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled. C B A. Develop a Coherent Marketing Architecture & Shared Strategy Market Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs. A

17. Limited Marketing Capability C. Innovation, Creativity & Stickiness Creating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well B. Communication Programmes, Content based on Shared Progressive Strategy Matching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled. Stuck in “Let’s Communicate Mode” A. Develop a Coherent Marketing Architecture & Shared Strategy Market Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.

18. 11 …and so Marketing needs a new approach

19. 12 Marketing 2.0 - brochureware to marketing hub PRE- CAMPAIGN ANALYSIS PRE- CAMPAIGN ANALYSIS POST- CAMPAIGN ANALYSIS

20. Our philosophy & methodology No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing

21. Customer-centric engagement strategy Educate, don’t sell 14

22. Each campaign needs content in logical order

23. 16 Think workflow and process Controlled Nurturing Load balancing Closed loop feed back

24. 17 Whitepaper Blueprint Webinar

25. TIME 18

26. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase The brief Fully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaigns dynamic content & richer experience

28. Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.

30. Dynamic content in automated email 29 Days of Trial Remain 3 Days Remain 15 Days Remain 0 Days Remain 7 Days Since Expiry 3 Days Since Expiry

31. 30 Days Since Expiry

32. Progressive profiling on web, interactive adviser guide

35. Some of the results so far For confidentiality reasons open rates and clicks thru’s are shared but not visits to ecommerce site or revenue figures Suffice to say that logic dictates that an increase in open rates, brand awareness and a higher level of people trialling the software leads to a significant uplift in sales The key is the time to marketing and dynamic relevant content, due to our grabbing data from the ftp site and committing it to the programme (15 times a day) and because of the immediacy of the programme and the dynamic content, there has been a significant uplift in open rates, engagement and ultimately sales As a result this programme has been extended to 2013 and Dell and Trend are looking at other ways to partner and to integrate marketing automation into their marketing. 27

36. 28 % rates across all program sends 18351 Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report

37. 29 Marketing Automation isopportunity for Marketing Transformation

38. THANKS!asharp@clever-touch.comCTMadam 30

39. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com 22nd June 2011