Page 226 - DMGT545_INTERNATIONAL_BUSINESS

Unit 11: Basics of International Marketing

Using this unified platform, the various marketing teams would gain access to a shared notes
set of customer and prospect data, universal campaign templates, website forms and
marketing best practices that would ensure consistency of message. At the same time,
Eloqua provided the flexibility Siemens PLM Software needed to tailor its messaging to
meet the business requirements and special nuances of various global markets.
Eloqua’s ability to automatically trigger any sequence of communications based on
pre-defined rules enables Siemens to seamlessly execute their lead nurturing strategy and
keep prospects engaged. These powerful automation capabilities also help the company
efficiently orchestrate campaigns that are global in size and scope. A flexible forms engine
helps ensure that relevant information is captured from customers without making it an
onerous experience.

the results
Siemens PLM Software’s first major programme with Eloqua was comprised of a series
of microsites, emails and search campaigns architected around the stages of a buyer’s
journey. The communications were aimed at both large enterprise prospects as well as
small- and mid-sized companies. Visitors were prompted to register at different touch
points to download customer case studies, analyst commentary or product information
specific to their industry.
The scale and global nature of the campaign contributed to its complexity. The initiative
spanned 22 global sites, each with its own language requirements. While the core brand and
sequencing of the campaign remained consistent, Eloqua dynamically tailored messaging
to meet language and content preferences of recipients. These preferences were continually
refined with prospect profile and activity information captured by Eloqua forms and
analytics.
As the team honed its skills and proficiency with Eloqua, it leveraged the product’s advanced
content management and workflow features to simplify execution and gain greater control
when deploying massive, global campaigns. For example, through more efficient use of
Eloqua forms, the team streamlined a global programme requiring hundreds of localized
landing pages and forms down to just two forms – without sacrificing the personalisation
critical to achieving high response rates.

Moreover, the team was able to scale back on the manpower required to orchestrate such
an intricate campaign. A campaign that required field marketers in 30 countries to spend
up to 100 hours localising and personalising content, can now be executed centrally in less
than 10 hours.
Eloqua has also contributed greatly to increasing overall lead volumes and reducing the
cost per lead from as high as $300 to less than $30. By centralising all lead capture tactics
on a single, unified database and transitioning from events, conferences and seminars to
digital marketing strategies, Siemens PLM has been able to develop more efficient, cost
effective campaigns.
Most importantly, Eloqua ensures that all leads, independent of cost, are consistently acted
upon in a personalized, targeted – but brand consistent – manner.
Questions
1. Enumerate the facts of the case and analyse them.
2. Do you think Siemens has adopted a great global marketing strategy? Comment.

Source: http://www.b2bmarketing.net/knowledgebank/international-marketing/case-studies/case-study-siemens-plm-
software-combines-global-a

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