Aprimo Distributed Marketing Communications. ... brand can choose to auto-sync leads generated by a...

aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.1

April 12, 2017

Aprimo Distributed Marketing

1

2 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.

Pam Quicker

VP Product Management & Business Integration

Julie Brown

Product Marketing Leader

Your Hosts


Pioneers & Innovators in Marketing Operations

a new team with the same goal

– raising the value of marketers

Aprimo is a well-established

and highly-respected

industry leader

Bringing innovative marketing

solutions and success to our

customers

that is quick to activate and

easy to optimizeCustomer success

250+ customers

Innovative platform

Leaders for 15+ yearsin 15+ countries across the globe

with 450+ team members

committed to our customers


Aprimo Product Portfolio

Campaign

Perform marketing segmentation

from the cloud against your on

premise and cloud based data

Enable your distributed

partners to execute locally

relevant campaigns at scale

Distributed Marketing

Accelerate activities into market,

delivering them on time and on

budget, resulting in higher ROI

Marketing Productivity

Plan & Spend

Align activities & budgets with

strategic objectives in a

centralized view

Digital Asset Management

(ADAM & PublishingNow!)

Manage any type of asset with

smart omni-channel distribution


+ADAM

Smart Content

Hub

Aprimo –

Smarter Marketing

+Publishing

Now!


Community

User Configurations

Precision Connect

To-partner communications

Partner Manager

Integrations

Content

Brandbox

(Static Assets)

Campaigns

(Co-branded)

Content Administration

CLAD

Funds

Budget Management

Multiple Currency Wallets

Fund Distribution

Fund Reimbursement

Partner Wallet Management

Leads/Data

Lead Hub

Lead Scoring

Lead Nurture

Distributed Data Mart

Campaign

Follow-Up

Insights

Business Intelligence

Dashboards

Reports

Distributed Marketing (DM) Modules


Community Management


To-, Through-, and For-Partner Marketing

Amplify your

marketing voice with

through-partner

marketing

Activate and engage

partners with

to-partner marketing

Execute channel marketing at scale with

for-partner marketing


To-Partner: • Social

– Precision connect wall posts

– Precision connect brand forums

• Notifications– Brand push notifications

– Concierge Request

• Email– Sender profile

– Audience selection

– Campaign / Brandbox easy links

• Integrations– SSO & account setup

– REST APIs

Through- and For-Partner

• Partner Manager

• Engagement Manager

• Concierge Access

Community Enhancement Summary – Engagement


Notifications

• Platform messages

Request Concierge Access

• For partner marketing request to grant brand access

Email

• Predefined templates

• Customizable template images

To-Partner Communications


Webinar Integration Use Case

11

Brand creates a webinar in

GoToWebinar andcreates an

associated marketing campaign for

partners.

Partners launch the webinar campaigns to their audience.

Visitor registers for webinar using the

registration form on partner’s

microsite/landingpage.

Registration data flows into partner

lead hub AND is sent to GoToWebinar.

Registrant is registered for webinar. Follow

up and reminders can be completed via

GoToWebinar.


• Brands can configure webinars & leverage their channels to invite registrants

• Allows brands to connect up to their webinar accounts & associate a theme to the webinar

• When a contact registers on a microsite associated to that theme, the contact is ALSO sent as a registrant to the applicable webinar platform

Available DM Brand

Integrations

Brand Event Webinars


Engagement Manager

Project Management Activities Management Concierge Access

Create engagement projects, assign projects

to the appropriate engagement manager, and designate partners

to a project.

Record and track project activities and tasks associated with

each partner.

Leverage account impersonation to

manage accounts and run programs on behalf of partners who have

granted access.


The engagement manager enhancement provides brands with a central location to manage and track partner engagement..

Central Location

Brands can delegate projects and activities to the right engagement managers and marketing concierges.

Distributed engagement management

Brands can increase engagement and participation in through-partner marketing with a more structured and effective partner engagement tool.

Through-partner marketing

Partners can grant account access to the brand, allowing brands to log in and execute marketing campaigns on the partners’ behalf.

For-partner marketing

Brands and engagement managers can set project goals and measure against them

Clear goals & results

Engagement Manager Benefits


• Track engagement activities

• Manage projects that the partner was

assigned to

• Insight metrics and feedback for

engagement activities

Brand Engagement Manager Set targets for completion date and number of partners engaged/participating

Assign partners to the project

Define project details and engagement manager

Upload project plans, overviews and supporting files

Manage project activities


Content Management


Integrated Marketing: Enable Partner Presence Throughout The Buyer’s Journey

Source: SiriusDecisions

17

Awareness Consideration Decision

Banner

Advertising

Search

Advertising

Social

Advertising

Microsite and

Web Content

Email Direct

Mail

Content and

Sales

Collateral

Digital Advertising Direct Marketing

More than 60% of all leads are originally sourced via inbound digital channels;

that is expected to increase to 71% in 2016


Brand• Content administration

– Self-configuration

• Co-Branded Video• Web Content Syndication – Push

– Manage content on partner websites

• Event Management Integrations– GoToWebinar

– On24

• Brandbox– File mass move

– Precision Connect at folder level

Partner

• Campaign user interface

• Email Sender Profiles

Content Enhancement Summary


Administrator Campaign Loading Process

• Campaign structure

• Campaign elements

• Regional / partner

variations

• Order (payment) options

• Execution strategy

(guidance for partner

marketing execution

plan)

• Customizable assets

• InDesign File

• HTML code

(email and microsite)

• Personalization tokens

• Customizable sections

• Images for partner

ordering experience

• Microsite domain

Plan Create Load Test Activate

• Activate campaign

• Connection rules

• Partner

announcements

• Partner user interface

• Customizations

• Personalization

• Variations

• Element links

• Ordering options

• Element configurations

• Bundles

• Campaign structure

• Category / Themes

• Element selection


Additional training is available for your administrators

Content Administration Training


Brand - Push Web Content Syndication

• Brands control deployment of content to Partner websites

• Campaigns have content of different sizes to automatically fit the ‘socket size’ created by each Partner

• Content can automatically link to a co-branded, full microsite

• Brands can schedule changes and/or execute en masse changes

• Metrics for views, engagement, and registration are automatically aggregated

“Push” Content = Brand controlled

“Pull” Content = Partner Controlled

Partner website


Key features:

• Automatic video co-branding

• Video customization

• Instant in-app preview

• Quick rendering & delivery of

files

Co-Branded Video


• What’s Changing for the Partner?– UI on the Finish Step of ordering a

campaign.

– Will no longer pre-apply funds

• Why? – Simplify Partner Experience

– Eliminate Confusion for Brands and Partners

• Who’s affected?– Partners from a UI Perspective

– Brands from a Support Perspective

UI Partner Changes


Funds Management


Brands can distribute funds to partners in their local or

preferred currencies.

Currency Wallets

¥

¥

¥€

€

€

£

£

£


Brands and partners can manage funds in their local or preferred currencies.

Local Currencies

Wallet amounts remain consistent regardless of day-to-day conversion fluctuations.

Consistent Wallet Amounts

Brand can add just the currency wallets that they need. If the need to support a new currency arises, a new wallet can easily be turned on.

Your currencies,

when you need them

Partners can combine funds from multiple wallets to pay for campaigns.

One order, multiple wallets

Currency wallets can be used for allocations, restricted funds and reimbursements.

Complete fund management

Benefits


Lead Management


Brand

• Lead Scoring

• Salesforce Integration

• Lead Waypoint

Partner

• CRM Integrations

– Salesforce

– Microsoft Dynamics

• Contact Management

– Lead Scoring

– Activity summary

Lead Enhancement Summary


• An automated way to help

partners qualify & prioritize

leads.

• Points are assigned based

on activity type:

– Email Opens & Clicks

– Microsite Registrations

• Brands control the scores.

Lead Scoring: What is It?

Awareness

Engaged Prospects

Lead

Opportunity

Customer

Target Contacts


• Score Values– 5 points = Unique Email Open

– 10 points = Unique Email Click

– 20 points = Unique Registration

• Apply Weightings to Your Scoring

– Numeric & Decimal Point Values

– Cumulative Scoring

– Calculated for Individual & Company

Lead Scoring: Values & Weightings


• The partner dynamics

connector allows leads that are

in the partner's lead hub to be

sent to their Dynamics system.

• This integration will allow Aprimo

to pull leads from a Brand's

Salesforce instance and send

them to the Brand Lead Hub.

CRM Integrations


Integration Use Case

Salesforce and Microsoft Dynamics

32

Brand-routed leadsPartner-generated leads

Leads generated from

partners’ Revenew

campaigns

Uploaded leads from

partners

Partners can choose to sync these leads with the brand or brand

can choose to auto-sync leads generated by a campaign

Lead originally routed

to partner from brand

Brand-generated leads can be

pushed from Brand Lead Hub

to the Partner Lead Hub via the

Revenew Lead Routing Module

Sync within Aprimo DM

between each otherBrand decides which records

to sync with its external CRM

Brand CRM

Partner decides which

records to sync with its CRM

Partner CRM


Lead Waypoint – Integrated lead

management throughout the channel

Brand-routed leadsPartner-generated leads

Leads generated from

partners’ Revenew

campaigns

Uploaded leads from

partners

Partners can choose to sync these leads with the brand or brand can choose to auto-sync leads generated by a

campaign

Lead originally

routed to partner

from brand

Brand-generated leads can be pushed from Brand Lead Hub to the Partner Lead Hub via the Aprimo DM Lead Routing Module

Sync within Aprimo between each other

Lead

Registration

Form

Lead

Waypoint

API

Marketing

Automation

System

Custom

Integration


Insights


Brand

• Standard Business Intelligence– Dashlets

– Dashboards

– Reporting

– Report scheduling – push report to user

• Advanced Business Intelligence– Precision Connect filtering

– Custom reporting

– Additional reporting

• New Dashboards

• View Support site for details

Insights Enhancement Summary


• Standard BI – Email Dashboard

– Partner results rolled up by theme

– Pipeline funnel

• Advanced BI – Partner Dashboard

– Email / Adverting versions

– Pipeline funnel

New Brand BI Dashboards


DM Roadmap


• Lead Scoring

– Score Additional Marketing Activity

Types

– Score Aging

– Insights & Reporting

• Lead Nurturing / Drip Campaigns

– More microsite analytics

• Advertising channel - Bing

• Enterprise Distributed Marketing

Capabilities (Captive)

Aprimo Distributed Marketing

Roadmap


Additional Updates


• Aprimo Campaign

• Aprimo Academy

The Latest & Greatest of Aprimo Marketing Ops


Questions?

Aprimo Distributed Marketing Communications. ... brand can choose to auto-sync leads generated by a...

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