Page 125 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes data and preventing Siemens PLM Software from effectively building a consistent
worldwide brand.

To make matters worse, the problem really couldn't be solved with the infrastructure in
place at Siemens PLM Software a year ago. Marketers were primarily using e-newsletter
and web design tools to orchestrate the company's diverse global marketing initiatives.
The lack of automation made it next to impossible to choreograph communication with
customers, let alone reuse and replicate messaging across different regions.
The Solution
To get more control over its global messaging, Siemens PLM Software decided to
consolidate customer data and standardise on Eloqua's marketing automation platform.
Using this unified platform, the various marketing teams would gain access to a shared 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 program 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
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