How a $2B Software Company Uses Closed Loop Marketing to Measure ROI

Software Company Case Study
How a $2B Software Company Uses Closed Loop Marketing To Measure ROI
Background Their Vision To keep up with the growth and volume of its business, the The company set out to create an environment where they marketing department at a $2B enterprise software company could track the ROI of their demand generation programs as knew they needed a next generation marketing application to measured by the revenue opportunity associated with each track marketing program expenditures. The application needed qualified lead. The end goal was true closed loop marketing: to help optimize the frequency and type of marketing interactions provide the sales reps and channel partners with qualified with customers & prospects and had to store other data leads, link those leads back to a specific marketing tactic and imported from additional enterprise applications such as calculate the ROI based on the marketing spend associated Ariba, Siebel and SAP. with the tactic.
The SolutionSoftware Company
"Aprimo, as our marketing database of record, is the foundation for us to develop Problem and manage contact frequency and predictive scoring.""We weren't fully leveraging the capabilities of the marketing automation system we had implemented under the leadership of Aprimo EnterpriseT. Planning & Financial Managementthe previous CMO." - Sr. Manager Marketing . Enterprise Campaign ManagementOperations, Software Company The company was already using Aprimo's Enterprise Campaign Management functionality to track email campaign metrics. However, additional configuration was implemented that allowed campaign . Needed to link budget, forecast, committed and actual dollars to specific marketing programs IDs and unique URLs to be associated with web submissions from the corporate website. . Inability to track web responses back to specific marketing activities. Inability to manage contact frequency In addition, the company, with help from Aprimo, developed . Lack of a predictive scoring model a configured solution that that enabled their Telequalification . Marketing was not qualifying leads before distributing them reps to evaluate and score leads. Responses from marketing to channel partners campaigns were routed to a web-based interface that provided the following functionality:The software company had a marketing automation system that addressed part of their needs. Although email and direct . Assigned responses to specific queues for individual tele repsmail campaigns were executable, the campaigns were not well . Presented responses in order of priority (first new, then call-backs)integrated with their corporate website tracking tools which . Enabled reps to have visibility to campaign response history as would have allowed for insight into the campaign effectiveness. well as product ownership (imported from Siebel SFA)They needed a better mechanism for linking responses on their . Updated contact profile data are in real-timewebsite to the marketing campaigns responsible for driving the . Enabled reps to create a lead based on qualification criteriatraffic. This would set the stage for developing a lead scoring . Qualified leads before sending to Siebel for assignment to a model based on customer behavior as well as the ability to channel partneroptimize contact frequency. They also wanted a system that would link marketing spend to individual marketing activities. Finally, they wanted to make sure that all leads were telequalified before being distributed to a channel partner.
© Aprimo, Inc. 900 East 96th Street Suite 400 Indianapolis IN 46240 317.803.4300 main 317.803.4251 fax www.aprimo.comAprimo is a registered trademark of Aprimo, Inc. 081-0608Software Companay Case Study continued
Impressive ROI Results In evaluating the contributions of Aprimo Enterprise, the software "Aprimo allowed us to link marketing company found substantial gains from having one integrated spend to specific marketing activities, demand generation system. The ability to measure ROI, driven by a specifc lead, resulting from a clearly defined marketing program and link qualified leads generated back to has provided crucial information for go-forward marketing those marketing activities which allows and lead generation activities. The capability to align spending with lead generation programs will lead to a scoring model and us to close the loop and m... [download for more]