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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
SunGard Availability Services Marketing Revolution
Lead volume focus Whitepapers circa 2008 Spray and pray Linear campaigns Limited availability to test
subject and asset performance
No visibility for sales into campaign or web activity
Campaign KPI reporting only
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Alignment with revenue performance objectives
Content-centric marketing
Granular segmentation Progressive nurturing
and scoring programs Extensive testing before
every launch Sales integration with
marketing activity Closed loop to revenue
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
3X INCREASE IN DIRECT PIPELINE CONTRIBUTION
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30% INCREASE IN REVENUE FROM MARKETING
30% INCREASE IN AVERAGE DEAL SIZE FROM MARKETING LEADS
Pipeline up 132% YoY
62% of New Logos from Enterprise Space
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Revenue Modeling – Cost Center to Profit Center
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Goal – predictive, scalable model
Analysis is both top down and bottom up
Quota assigned to all marketing functions
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Content Marketing Development
1. Is the topic customer/prospect driven? • Listening across social channels, community forums, and our own
Learning Lab
2. Aligned with market trends?• Vetted with analysts, industry consultants, thought leaders
3. Compelling?• Duh! More difficult than you might think…
4. Going to break through the noise?• Creative, aligned with the right audience, delivered through the
right channels
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How can we break through the noise????
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
“Zombie/ WWZ” Email Spotlight
• Infographic generated 2,846 clicks to date across marketing channels
• 1-click social share function added to campaign and generated:
• 439 Clicks on LinkedIn Share• 394 Clicks on Facebook Share• 222 Clicks on Twitter Share
• Survival Manual generated 2,405 clicks to date across marketing channels
• 200 clicks on the zombie survival kit promotional giveaway• 1-click social share function added to campaign and
generated: • 329 Clicks on LinkedIn Share• 323 Clicks on Facebook Share• 310 Clicks on Twitter Share
Non-responder version Responder version
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
“Zombie Survival Kit” Promotion
Mail 1- video loaded on Flash drive Mail 2 – “Zombie Survival Kit” w/ personalized letter & Cloud and/or DR printed asset
Media contact @ZDNet… “It elevated the visibility and memorability of SunGard AS in my mind.”
Tweet from Rachel Dines- Analyst, Forrester… “Just received everything I could ever need for the zombie apocalypse. Thanks @SunGardAS and ZAPA!
Derek Brown, CSIO, West Penn Allegheny Health Systems to Allen Rich, Sarah Ezell…“Hey, nice marketing campaign – loved the zombie survival kit – very nicely done!”…and the brochure was on his desk!
Media contact @Information Management… “It’s one of the most creative campaigns I’ve received and thanks to that, SunGard AS is high on our radar now for interview opportunities”
Media contact @eWeek... “I don’t think I’ve had a personalized video like that previously, I’m honored”
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Example - Prospect Nurture Program
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Example Prospect Campaign Highlights – by the numbers
• Click-to-open rate has increased by 42% over 2012
• Increased target audience by 150,000+ contacts
• NEW social share function resulted in 1055 total clicks
• “Cost of Doing It Wrong” whitepaper yielded highest click-to-open rates among C-Level Executives and VP/SVP level and is the top performing asset to date
9
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Why we chose Marketo over Eloqua
Marketo offers a robust marketing automation system,yet is user friendly and allows the team develop and drive their own advanced marketing programs
Tight integration with Salesforce, that is easy to implement and manage (no data cards)
Template process for Assets (Email & Landing Page) in order to standardize look and feel across programs
Single Sign-on with Marketo Sales Insight – allows us to enhance collaboration between Marketing and Sales; by providing insight into:• All Marketing Activity (Emails, Web visits, Interesting Moments, Lead Scores)• Extends the ability for Sales to nominate leads & contacts into Marketing
Campaigns or Send out Marketing Generated Emails
Marketo provided us with more confidence that they would be a good strategic partner and provide us with appropriate support through their Consulting Services and Create Services teams.
10
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Marketo Business Case
Time to market vs. re-implementation of Eloqua
Total cost of ownership including operations staff
IT resource availability and priorities
Data management cost and considerations
11
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Marketo Operations Results
Marketo handles 99% of our marketing program lead management
Since implementing Marketo we have been able to:• Introduced Lead Scoring• Streamlined Lead Processing• Cleanse data to meet the Salesforce lead requirements• Developed programs to automate data standardization and keep
these in alignment for both Job Roles and Lead Annual Revenue Range
• Implemented APIs to bring in web form information to keep inbound and outbound information flowing through single system
• Built a program to Revive previously Disqualified Leads• Utilize the out of the box Marketo Reports to evaluate Email,
Landing Page and campaign effectiveness
12
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example: Email Activity by Revenue Range Segment
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example:Content Tracking Program Report
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example:Landing Page Performance
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example: Sales Insight Anonymous Web Activity
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example: Sales Insight Best Bet Dashboard
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Shift from Cost Center to Profit Center
Alignment with revenue performance objectives
Commitment to quality and excellence
Right mix of services providers
Clearly defined KPIs and business processes
Strong marketing automation partner
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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY19
Confidentiality Statement
Copyright ©2012 by SunGard Availability Services (or its subsidiaries, “SunGard”). All rights reserved. No parts of this document may be reproduced, transmitted or stored electronically without SunGard’s prior written permission.
This document contains SunGard's confidential or proprietary information. By accepting this document, you agree that: (A)(1) if a pre-existing contract containing disclosure and use restrictions exists between your company and SunGard, you and your company will use this information subject to the terms of the pre-existing contract; or (2) if no such pre-existing contract exists, you and your Company agree to protect this information and not reproduce or disclose the information in any way; and (B) SunGard makes no warranties, express or implied, in this document, and SunGard shall not be liable for damages of any kind arising out of use of this document
Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered trademarks of their respective holders.
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Experience to Ensure Your Success
60,000+ hours of hands-on customer experience
3,000+ customers enabled across 35 countries
5 billion campaigns executed
3 billion landing pages served
With 99.995%+ uptime
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
A Complete Services Network
Education
PremierSupport
GlobalPartner
Ecosystem
Customer Success
Community
Expert Services
Comprehensive support services
achieving over 95% response SLA
Robust community of over 30,000 peers for learning,
sharing, networkingTraining and
education from world-class experts
Packaged and custom expert services with over 60,000 hours of customer
experience
Certified partners providing technical solutions and best
practices
Your Marketing
Team
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Marketing Maturity Varies by CustomerExpertise to Move You Along the Maturity Curve
RevenuePerformanceManagement
IntegratedRevenue Cycle
Lead Management
Demand Generation
Continuous analysis & optimizationEmbrace multi-
channel program deliverySocial marketing
Alignment between sales and marketing
Integration to 3rd party systems
Create dynamic content, manage campaigns/events
Lead nurturing
CRM Integration
Leverage automated email or direct mailLanding pages
Lead scoring
Predictable revenue forecasting
Global marketing alignment
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Leveraging Marketo Expertise Consistently
DriveServicesDefine
Discover
Deliver
EducationServices
Revenue Transformation SvcsProfessiona
lServices
FoundationalTraining
Implementation Services
Technical & Integration Services
Campaign & Design ServicesOngoing Expert
Services
Premier Support
Elite Success
Customer Success Standard Services
CustomerSuccessServices
Customer Support Standard Services
SupportServices
Implementation
Advanced & CustomEducation
Enterprise Awareness &
Rollout
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