Modernize Your Marketing MachineLessons for Transforming the Way Your Company Communicates

April 15, 2015

Alex KrineyVP of Marketing AutomationKaspersky Lab

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Table of Contents

• Adoption highlights• Acquisition, Retention and Partner Lifecycles• Report examples• Lessons learned and next steps

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Company Background

• Founded in 1997• Largest privately held vendor of endpoint protection

solutions • 3,000 employees, 33 Offices in 30 countries• Protection for over 400 million users globally

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Project History/Background

• Distributed Global Sales and Marketing BUs• IT and Sales focus. Limited experience with MA.• Areas of uneven distribution:• Marketing Data Quality/Visibility• Demand Generation, Renewals, Partner Marketing• Pipeline/Revenue - Success Measurement • Marketing/Sales Alignment

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2014 Adoption Highlights• Over 50 active Marketo users across 10 global regions• Over 100 users of Marketo Sales Insight• Over 2,500 Marketing Programs created• Over 60% growth in avg. per month new names added from

Q1 to Q4 • Over 250,000 Marketing Successes• $X Million Marketing Created (FT)• $2X Million Marketing Influenced (MT)• Marketing Influenced renewals – 100% greater avg. deal size

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Global vs Regional Requirements

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Distributed Adoption Model

• Small central Marketing Automation team• Common global project adoption frameworks

• Discovery & Training• Onsite Build & Test• Acquisition, Renewal and Partner Lifecycles

• Local requirements and variations• 90% of power users in local regions and business units• Local Marketo consultants

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Global Acquisition Lifecycle

• Marketing/Sales Alignment• Automation for prospect nurturing/scoring• Increased volume and quality of leads• Quantifiable Marketing impact

• Measure and Optimize:• Integrated Marketing/Sales reporting• Measure and share successes • Data-driven Marketing goals & investment

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Global Customer Lifecycle

• Onboarding/welcome

• Loyalty + Upsell/Cross-sell

• Behavior triggered scoring, segmentation and stage advancement

• Renewal reminders

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Partner Lifecycle

Recruitment:• Lead nurturing• Behavioral and demographic scoring

Partner On-boarding and Comms:• Welcome new resellers• Education and training

Measurement• Revenue model & lifecycle• Track performance and identify the best partners and marketing methods

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FT – Revenue Won By Region

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MT – Revenue Won by Channel

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Next Steps & Lessons Learned

• In which channels should we invest?

• What types of content should we develop for each segment?

• How is Marketing having a direct impact on pipeline/revenue in each region?

• What goals should we be measuring in the future?• Acquisition• Retention/Renewal/Upsell-Cross-sell• Partner

Thank You!