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aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.1
April 12, 2017
Aprimo Distributed Marketing
1
2 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.
Pam Quicker
VP Product Management & Business Integration
Julie Brown
Product Marketing Leader
Your Hosts
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Pioneers & Innovators in Marketing Operations
a new team with the same goal
– raising the value of marketers
Aprimo is a well-established
and highly-respected
industry leader
Bringing innovative marketing
solutions and success to our
customers
that is quick to activate and
easy to optimizeCustomer success
250+ customers
Innovative platform
Leaders for 15+ yearsin 15+ countries across the globe
with 450+ team members
committed to our customers
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Aprimo Product Portfolio
Campaign
Perform marketing segmentation
from the cloud against your on
premise and cloud based data
Enable your distributed
partners to execute locally
relevant campaigns at scale
Distributed Marketing
Accelerate activities into market,
delivering them on time and on
budget, resulting in higher ROI
Marketing Productivity
Plan & Spend
Align activities & budgets with
strategic objectives in a
centralized view
Digital Asset Management
(ADAM & PublishingNow!)
Manage any type of asset with
smart omni-channel distribution
aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.5
+ADAM
Smart Content
Hub
Aprimo –
Smarter Marketing
+Publishing
Now!
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Community
User Configurations
Precision Connect
To-partner communications
Partner Manager
Integrations
Content
Brandbox
(Static Assets)
Campaigns
(Co-branded)
Content Administration
CLAD
Funds
Budget Management
Multiple Currency Wallets
Fund Distribution
Fund Reimbursement
Partner Wallet Management
Leads/Data
Lead Hub
Lead Scoring
Lead Nurture
Distributed Data Mart
Campaign
Follow-Up
Insights
Business Intelligence
Dashboards
Reports
Distributed Marketing (DM) Modules
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To-, Through-, and For-Partner Marketing
Amplify your
marketing voice with
through-partner
marketing
Activate and engage
partners with
to-partner marketing
Execute channel marketing at scale with
for-partner marketing
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To-Partner: • Social
– Precision connect wall posts
– Precision connect brand forums
• Notifications– Brand push notifications
– Concierge Request
• Email– Sender profile
– Audience selection
– Campaign / Brandbox easy links
• Integrations– SSO & account setup
– REST APIs
Through- and For-Partner
• Partner Manager
• Engagement Manager
• Concierge Access
Community Enhancement Summary – Engagement
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Notifications
• Platform messages
Request Concierge Access
• For partner marketing request to grant brand access
• Predefined templates
• Customizable template images
To-Partner Communications
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Webinar Integration Use Case
11
Brand creates a webinar in
GoToWebinar andcreates an
associated marketing campaign for
partners.
Partners launch the webinar campaigns to their audience.
Visitor registers for webinar using the
registration form on partner’s
microsite/landingpage.
Registration data flows into partner
lead hub AND is sent to GoToWebinar.
Registrant is registered for webinar. Follow
up and reminders can be completed via
GoToWebinar.
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• Brands can configure webinars & leverage their channels to invite registrants
• Allows brands to connect up to their webinar accounts & associate a theme to the webinar
• When a contact registers on a microsite associated to that theme, the contact is ALSO sent as a registrant to the applicable webinar platform
Available DM Brand
Integrations
Brand Event Webinars
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Engagement Manager
Project Management Activities Management Concierge Access
Create engagement projects, assign projects
to the appropriate engagement manager, and designate partners
to a project.
Record and track project activities and tasks associated with
each partner.
Leverage account impersonation to
manage accounts and run programs on behalf of partners who have
granted access.
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The engagement manager enhancement provides brands with a central location to manage and track partner engagement..
Central Location
Brands can delegate projects and activities to the right engagement managers and marketing concierges.
Distributed engagement management
Brands can increase engagement and participation in through-partner marketing with a more structured and effective partner engagement tool.
Through-partner marketing
Partners can grant account access to the brand, allowing brands to log in and execute marketing campaigns on the partners’ behalf.
For-partner marketing
Brands and engagement managers can set project goals and measure against them
Clear goals & results
Engagement Manager Benefits
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• Track engagement activities
• Manage projects that the partner was
assigned to
• Insight metrics and feedback for
engagement activities
Brand Engagement Manager Set targets for completion date and number of partners engaged/participating
Assign partners to the project
Define project details and engagement manager
Upload project plans, overviews and supporting files
Manage project activities
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Integrated Marketing: Enable Partner Presence Throughout The Buyer’s Journey
Source: SiriusDecisions
17
Awareness Consideration Decision
Banner
Advertising
Search
Advertising
Social
Advertising
Microsite and
Web Content
Email Direct
Content and
Sales
Collateral
Digital Advertising Direct Marketing
More than 60% of all leads are originally sourced via inbound digital channels;
that is expected to increase to 71% in 2016
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Brand• Content administration
– Self-configuration
• Co-Branded Video• Web Content Syndication – Push
– Manage content on partner websites
• Event Management Integrations– GoToWebinar
– On24
• Brandbox– File mass move
– Precision Connect at folder level
Partner
• Campaign user interface
• Email Sender Profiles
Content Enhancement Summary
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Administrator Campaign Loading Process
• Campaign structure
• Campaign elements
• Regional / partner
variations
• Order (payment) options
• Execution strategy
(guidance for partner
marketing execution
plan)
• Customizable assets
• InDesign File
• HTML code
(email and microsite)
• Personalization tokens
• Customizable sections
• Images for partner
ordering experience
• Microsite domain
Plan Create Load Test Activate
• Activate campaign
• Connection rules
• Partner
announcements
• Partner user interface
• Customizations
• Personalization
• Variations
• Element links
• Ordering options
• Element configurations
• Bundles
• Campaign structure
• Category / Themes
• Element selection
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Additional training is available for your administrators
Content Administration Training
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Brand - Push Web Content Syndication
• Brands control deployment of content to Partner websites
• Campaigns have content of different sizes to automatically fit the ‘socket size’ created by each Partner
• Content can automatically link to a co-branded, full microsite
• Brands can schedule changes and/or execute en masse changes
• Metrics for views, engagement, and registration are automatically aggregated
“Push” Content = Brand controlled
“Pull” Content = Partner Controlled
Partner website
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Key features:
• Automatic video co-branding
• Video customization
• Instant in-app preview
• Quick rendering & delivery of
files
Co-Branded Video
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• What’s Changing for the Partner?– UI on the Finish Step of ordering a
campaign.
– Will no longer pre-apply funds
• Why? – Simplify Partner Experience
– Eliminate Confusion for Brands and Partners
• Who’s affected?– Partners from a UI Perspective
– Brands from a Support Perspective
UI Partner Changes
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Brands can distribute funds to partners in their local or
preferred currencies.
Currency Wallets
¥
¥
¥€
€
€
£
£
£
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Brands and partners can manage funds in their local or preferred currencies.
Local Currencies
Wallet amounts remain consistent regardless of day-to-day conversion fluctuations.
Consistent Wallet Amounts
Brand can add just the currency wallets that they need. If the need to support a new currency arises, a new wallet can easily be turned on.
Your currencies,
when you need them
Partners can combine funds from multiple wallets to pay for campaigns.
One order, multiple wallets
Currency wallets can be used for allocations, restricted funds and reimbursements.
Complete fund management
Benefits
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Brand
• Lead Scoring
• Salesforce Integration
• Lead Waypoint
Partner
• CRM Integrations
– Salesforce
– Microsoft Dynamics
• Contact Management
– Lead Scoring
– Activity summary
Lead Enhancement Summary
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• An automated way to help
partners qualify & prioritize
leads.
• Points are assigned based
on activity type:
– Email Opens & Clicks
– Microsite Registrations
• Brands control the scores.
Lead Scoring: What is It?
Awareness
Engaged Prospects
Lead
Opportunity
Customer
Target Contacts
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• Score Values– 5 points = Unique Email Open
– 10 points = Unique Email Click
– 20 points = Unique Registration
• Apply Weightings to Your Scoring
– Numeric & Decimal Point Values
– Cumulative Scoring
– Calculated for Individual & Company
Lead Scoring: Values & Weightings
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• The partner dynamics
connector allows leads that are
in the partner's lead hub to be
sent to their Dynamics system.
• This integration will allow Aprimo
to pull leads from a Brand's
Salesforce instance and send
them to the Brand Lead Hub.
CRM Integrations
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Integration Use Case
Salesforce and Microsoft Dynamics
32
Brand-routed leadsPartner-generated leads
Leads generated from
partners’ Revenew
campaigns
Uploaded leads from
partners
Partners can choose to sync these leads with the brand or brand
can choose to auto-sync leads generated by a campaign
Lead originally routed
to partner from brand
Brand-generated leads can be
pushed from Brand Lead Hub
to the Partner Lead Hub via the
Revenew Lead Routing Module
Sync within Aprimo DM
between each otherBrand decides which records
to sync with its external CRM
Brand CRM
Partner decides which
records to sync with its CRM
Partner CRM
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Lead Waypoint – Integrated lead
management throughout the channel
Brand-routed leadsPartner-generated leads
Leads generated from
partners’ Revenew
campaigns
Uploaded leads from
partners
Partners can choose to sync these leads with the brand or brand can choose to auto-sync leads generated by a
campaign
Lead originally
routed to partner
from brand
Brand-generated leads can be pushed from Brand Lead Hub to the Partner Lead Hub via the Aprimo DM Lead Routing Module
Sync within Aprimo between each other
Lead
Registration
Form
Lead
Waypoint
API
Marketing
Automation
System
Custom
Integration
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Brand
• Standard Business Intelligence– Dashlets
– Dashboards
– Reporting
– Report scheduling – push report to user
• Advanced Business Intelligence– Precision Connect filtering
– Custom reporting
– Additional reporting
• New Dashboards
• View Support site for details
Insights Enhancement Summary
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• Standard BI – Email Dashboard
– Partner results rolled up by theme
– Pipeline funnel
• Advanced BI – Partner Dashboard
– Email / Adverting versions
– Pipeline funnel
New Brand BI Dashboards
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• Lead Scoring
– Score Additional Marketing Activity
Types
– Score Aging
– Insights & Reporting
• Lead Nurturing / Drip Campaigns
– More microsite analytics
• Advertising channel - Bing
• Enterprise Distributed Marketing
Capabilities (Captive)
Aprimo Distributed Marketing
Roadmap
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• Aprimo Campaign
• Aprimo Academy
The Latest & Greatest of Aprimo Marketing Ops