DemandGen International, Inc.

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Agenda

Why you are here

Challenges you face

Where you want to go

How to get there

Who are you?Enterprise

You are a large Enterprise with a global, distributed team

Create scalable and efficient process accross a global operation

Fast Growing

You are a fast growing company with no global presence (yet!)

Looking for best practices to expand internationally

Your goals

One Source - Establish a single master source of contact data and create a global marketing database

Get in Sync - Gain global alignment or agreement on data, metrics and processes

Automate workflows - Leverage process automation and execute consistently

Gain Insight - Offer business visibility and analytics into marketing activities, sales alignment and customer actions

Your goals

Scalable Execution - Standardized processes for campaign execution

Gain Leverage - Work with local country agencies

Gain Expertise - Apply best practices and benefit from experiences other organizations with similar challenges

Consistent Approach - Achieve brand compliance and consistency across regions

Challenges you face

{ Challenge #1: Team Structure}

Challenge #2: Complexity Challenge #3: Localization Challenge #4: Data Challenge #5: Cultural Differences

Challenges #1: Team Structure

Silo Teams

Processes are not integrated

There is no buy-in

Lack of adoption

Multiple systems operating

No Resources

No „feet on the ground“

Lack of expertise

No database

How do you get there from here?

It takes more than just rolling out the software and training your team. You will need to find your internal champions, create a taskforce team and build a roadmap.

How do you get there from here?

Let‘s face it! You really can‘t get there without a dedicated resource or an agency that can help you customize your offererings and help you grow your data base.

Challenges you face

Challenge #1: Team Structure

{Challenge #2: Complexity} Challenge #3: Localization Challenge #4: Data Challenge #5: Cultural Differences

Challenge #2: Complexity

Data

Data Model Dictionary/Entry Map

Data Standarization Program

Data Cleansing Program

Contact List Upload Process

Standards & Basics

Email Templates/Landing

Pages

Footers

Salutation and Greeting Program

Master Nurture Routing

Automation

Event Management Program

Welcome Nurturing Program (8 languages)

Extended Nurture(8 Languages)

Sales

EMEA Scoring Program

Master Routing Program

Integrate Multiple Databases

Reporting

EMEA Dashboards

EMEA KPIs

Campaign Hirarchy

UK

Germany

Holland

France

Spain

Austria

One step at a time…

Build a Roadmap

Challenges you face

Challenge #1: Team Structure

Challenge #2: Complexity

{Challenge #3: Localization} Challenge #4: Data Challenge #5: Cultural Differences

Challenges #3: Localization

Koinnichiwa

BonjourHola

Ni Hao

Guten TagBuongiorno

Hello

How can I implement the Eloqua toolkit in each country?

Corporate France Germany Be/Ne/Lux Nordics Italy RussiaSpain/

PortugalSwitzerland

Data l l l l l lStandards & Basics l l

Automation l l l l l lSales Enablement l l l l lCRM Integration l l l

Reporting l l l l l l l

Lead scoring l

Lead Nurturing l

Localization Matters

Opening Rates up to 63% after A/B subject testing!!!

Challenges you face

Challenge #1: Team Structure

Challenge #2: Complexity

Challenge #3: Localization {Challenge #4:

Data} Challenge #5: Cultural Differences

Challenge #4: Got dirty data?

Inconsistent dataInconsistencies in spelling prevent contacts from getting included in marketing programs. As a result, a portion of contacts in your database will remain untouched.

DemandGen has developed one Standardization Program to update those local datasets in the correct format. The format was based on the data dictionary defined.

Zip codes, telephone numbers and country names

Country Name English German French Zip code

Österreich Austria Österreich L'Autriche A

Magyarország Hungary Ungarn Hongrie H

Schweiz Switzerland Schweiz Suisse CH

Special characters (Umlauts)

Country Names UK United Kingdom Britain

City Names München Muenchen Munich

Salutation Monsieur Herrn Mr

Step by step

1. Analysing fields2. Analysing entries

Number of entries Unique entries Percentage of entries

3. Get relevant data Number email-addresses Company information Infrastructure

4. Prioritize fields, based on the data dictionary

5. Field mapping plans

Challenges you face

Challenge #1: Team Structure Challenge #2: Complexity

Challenge #3: Localization Challenge #4: Data {Challenge #5: Cultural Difference}

Challenge #5: Cultural Differences

Salutations

English: Dear John Dear Scarlett

German:(Germany)

Sehr geehrter Herr Steinmeier Sehr geehrte Frau Merkel

French: Bonjour Monsieur Depardieu Bonjour Madame Bruni

German:(Austria)

Sehr geehrter Herr Mag. Sinatra

Sehr geehrte Frau Ing. Witherspoon

How it works

In order to match the right salutation to each recipient, sophisticated update rules and field merges are required. You will need to update each profile with “country” information and set up a program to route each contact into the right path. Once the contact is added to the “Greeting Program”, the program sets the correct salutation field based on the contact’s information.

Where you don‘t want to go…

Low adoption

Untrained team

No ROI on your Marketing Automation investment

No effieciencies

Not following best practices

Rome was not built in a dayWe are here to help

• 50 Employees Worldwide• Supported Languages:

German, English, and French

• 200+ Clients – Apple, Siemens, NetApp, Novell,

Nokia, Polycom, American Express, FICO, Dupont, OCOM, Standard and Poors, VMWare, Citrix, Riverbed, Successfactors, Taleo…

Award Winning Results• 2010 Markie Finalist – Most Creative Campaign (Client: Taleo) • 2010 Markie Finalist – Best Nurture (Client: Taleo) • 2010 Markie Finalist – Lead Scoring (Client: NetApp)• 2010 Markie Finalist – Marketing Excellence (Client: NetApp)• 2010 Markie Finalist – Marketing Visionary (Client: TrialPay, Hexaware)• 2010 Sirius Decisions – ROI Award (Client: Polycom)• 2010 Sirius Decisions – ROI Award (Client: Taleo)• 2009 Dreamforce Addy Award – Sales Enablement (Client: Infoblox)• 2009 Markie Winner – Best Nurture (Client: Ellie Mae) • 2009 Markie Finalist – Lead Scoring (Client: Taleo)• 2009 Markie Finalist – Lead Scoring (Client: Bella Pictures)• 2009 Partner Award – Most New Clients (Europe)• 2008 Employee Management Association – Best Nurture (Client: Accela)• 2008 Markie Winner – Best Nurture (Client: Taleo)• 2007 Eloqua Partner Awards – Highest Eloqua Customer Satisfaction

Global Centers of ExcellenceCorporate Headquarters – West Coast9000 Crow Canyon RoadSuite 180Danville, CA 94506Office: 925.984.2103Fax: 925.886.8662

East Coast Offices739 East Fourth St.Bridgeport, PA 19405Phone: 610.279.4271Fax: 925.886.8662

Toronto44 Jackes Avenue, Suite 1405Toronto ON, M4T1E4 Phone: 416.302.0231Fax: 925.886.8662

MunichRaiffeisenallee 582041 Oberhaching/MunichGermanyPhone: +49 89 143 673 30Fax: +49 89 143 673 35

Paris 20 bis, rue Louis Philippe. 92200-Neuilly-Sur-Seine. FrancePhone: + 33 1 83 62 15 93Fax: + 33 9 72 14 83 17

ViennaDemandGen AGArnoldgasse 2/5 Top 331210 ViennaAustria Phone: +43 1 270 28 94Fax: +43 1 270 28 94

Asia - Singapore25, International Business Park#04-70 German CentreSingapore 609916 Phone: +65 6562-9990Fax: +65 6562-7720

United Kingdom – LondonOpening Q4, 2010

United States

International

Resources available to youToolkit: global.demandgen.de

Copyright © 2010 DemandGen International, Inc.