© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic1

How DatanomicMakes Marketing

AutomationWork

June 2011

Jeremy JonesVP Marketing

Datanomic Limited

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic2

Agenda

• What is Marketing Automation?• About Datanomic• Datanomic Marketing• What Marketing Automation Offers Us• How Datanomic Exploits Automation• The Benefits We’ve Achieved

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic3

What is Marketing Automation?

• Technology that helps us work more efficiently and effectively

• But:– Value comes not from point solutions but

from an integrated technology approach– Aggregate and share accurate data– Configurability to your specific business

objectives is essential– Planning is important - understand how

workflow inputs and outputs will benefit your processes

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic4

About Datanomic

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic5

About Datanomic

• Datanomic is a leading provider of Enterprise Data Management and Risk & Compliance Screening solutions that help clients:– Remain compliant with legislation– Save money– Streamline business processes– Reduce inefficiencies– Unlock ROI– Ensure their data is Fit for Purpose

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About Datanomic

• What that really means: – B2B Software vendor– SME scale budgets – ROMI is key– High unit cost of sale– Potentially long sales cycles

• 2 lines of business, targeting:– Heads of Marketing, HR, Finance,

Product/Category Management, Logistics, Compliance, AML

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Selected Clients

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Awards & Accolades

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Analyst Endorsements

“A comprehensive platform built on modern technology with an attractive user interface. Datanomic scored top marks for Innovation, R&D and Creative Energy.”

“This makes dn:Director arguably the most flexible data quality product on the market.”

“A complete and integrated solution…and it looks great.”

“Butler Group believes dn:Director to be an impressive solution for companies looking to bolster their data quality and associated processes and practices.”

“Visionaries” Quadrant

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DatanomicMarketing

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Marketing Challenges

• Pressure to build significant pipeline• Small team – limited bandwidth• Small budget – in-house wherever

necessary• High cost of primary lead generation• Small sales team – deep qualification of

prospects is vital

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic12

Integrated Campaign Deployment

Google Adwords

WebEmailers

Collateral

EventsPR

TM

Marketing Automation

Data Mining CRM

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Lead Nurturing Process

Data InputsCampaignPlanning Lead Gen Validation Sales Pipeline

Brief

Approval Mix Assessment

Marketing Automation

QualificationQuickStats WorkshopScoping Meeting

Webinars, SeminarsEvents, Telemarketing

Marketingmix combination

Partners, PardotOneSource, Events

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic14

Manual ‘Creeping Commitment’

Campaign

Email

TMMeeting PipelineWebinar Seminar Trade Event

PR Download

TM TM TM

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What Marketing

AutomationOffers Us

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Learning from Retail

• Distinguish browsers from buyers:• Allocate sliding-scale prospect

scoring to each touchpoint and prioritise key interactions

• Identify site visitors searching for specific key phrases within search engines or your site

• Prioritise those also downloading collateral

• Escalate registrations for events to shortcut the campaign cycle

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic17

Learning from Retail

• Identify larger potential deals• Dedicate greatest efforts to

closing• We’re engaged in a sales

process – predict and provoke• Keep new customers loyal for

ongoing sales• Nurture browsers to retain

front-of-mind awareness

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic18

What Marketing Automation Offers Us• Automate manual, repetitive tasks

• Automatically create CRM prospects and automatically assign owners

• Create library of reusable email templates for tactical and drip e-shots

• Central repository for all reports (Adwords, Webstats etc)

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What Marketing Automation Offers Us• Achieve greater insight per customer

• Unified record for:• Web activity – page views, downloads,

searches• Telemarketing – call notes, follow-up emails• Event attendance – webinars, seminars,

trade shows• Quotes/SoWs/RFPs• Reporting heirarchies• Opportunities/Pipeline

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What Marketing Automation Offers Us• Provide greater qualification detail to sales

• Identify:• Areas of interest - solutions/business issues• Level of knowledge – downloads, page views• Commitment to engage – completeness of

identity details• Engagement history – previous opportunities

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What Marketing Automation Offers Us• Automatically progress suspects to

prospects via lead nurturing

Sales Mtg

TM

Emails

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How Datanomic

ExploitsAutomation

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Marketing Automation

• Pardot offers Datanomic:−Bi-directional CRM Integration

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Pardot Salesforce.com Integration

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Marketing Automation

• Pardot offers Datanomic:−‘Anonymous’ browser tracking

and conversion−Web form handling

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic26

Pardot Prospect Records

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Marketing Automation

• Pardot offers Datanomic:−Full, auditable email marketing

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic28

Marketing Automation

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Marketing Automation

• Pardot offers Datanomic:−Automatic escalation/trigger activities

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Marketing Automation

• Pardot offers Datanomic:−Drip program management−Campaign support via automated email

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Manual ‘Creeping Commitment’

Campaign

TM TM TM

Email

TM

Meeting PipelineWebinar Seminar Trade Event

PR Download

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic32

Auto ‘Creeping Commitment’

Campaign

Email

TM

Meeting PipelineWebinar Seminar Trade Event

PR Download

Email Email Email

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic33

The Benefits We’ve

Achieved

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Benefits to date

• 3-year unweighted pipeline increase of 375%

• Better qualification of sales meetings – significant reduction in ‘dead’ meetings

• Single View of Customer/Prospect (in conjunction with dn:Director’s data enhancement)

• 20% reduction in manual efforts in Marketing (~£10k/year)

• Acquisition by Oracle

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Jeremy JonesVP Marketing

e: jeremy.jones@datanomic.comt: +44 (0)1223 228418

www.datanomic.com