STARTING THE MARKETING AUTOMATION JOURNEY 1

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1 STARTING THE MARKETING AUTOMATION JOURNEY 1 How Autologic Diagnostics deployed Pardot Nick Eades, Autologic Diagnostics

2 Autologic From Fault to Fix 2

3 Who? What? Why? Autologic Diagnostics (aka. Autologic) is the premium provider in the automotive aftermarket with a unique combination of diagnostic tools & service. We help workshops fix cars faster and more profitably Private Equity owned by Living Bridge and Foresight Group 120 staff. Oxford HQ, with offices in UK, USA, Germany and Australia Now on an accelerated transformation & re-positioning path With a new leadership of experts in turnaround and acceleration And new products, service, website, brand, etc. all due 1H 2015

4 Who? What? Why? I joined in October 2013 Until then, Marketing was the Events & Umbrellas function With the exception of a quarterly . Great Neither Sales nor Marketing collected, nurtured, tracked, scored, or even stored any leads The only consistent lead source known was word of mouth! But it you want to grow systematically, you need a system

5 Why MA? Source: Despair.com

6 Why MA? Easy PE companies need to grow fast, and in a scalable way. MA = scale + speed Small companies need low cost, high volume, controllable lead flow with quality leads fed to a small but highly reliant sales team MA = control + quality Growth is a risky business. Piloting offers reduces risk. Measuring engagement & success help qualify a pilot offer. MA = testing + measuring

7 Why CleverTouch? I needed a partner, not a supplier. Someone who could advise, not sell. People who would work with me, not for me. And they d have to run it for me for a while

8 Why Pardot? Today, we use Goldmine for CRM and its OK, but Complicated bespoke reporting (expensive, slow and inflexible) No APIs to MAPs, and no plans to do so So this is a two-step journey, where the MAP is the priority Decision was between Act On and Pardot Pardot won because: The acquisition by Salesforce.com has brought with it a lot of investment, and the integration between the two platforms will only get better Act-On functionality is not moving at the same pace In essence, I need: Speed, simplicity and integration with Salesforce.com in time CleverTouch needed to be experts in whatever I chose they would run it!

9 How? Our market is a traditional, old-school, owner-led micro businesses Outwardly, it s B2B, but underneath its B2C. Historically, customers were treated as B2B with no offer, bundles, time-bound promotions But to grow the business, we needed to do 2 things: 1. Create an ongoing dialogue with our customer base, centred around fixes, software updates, news etc. 2. Start a new nurturing/welcome process for new prospects So we started with a test in the customer base which broke with tradition An offer, then a bundle!

10 What? Testing Simple offer test: Simple offer, good saving Very targeted (300) Time-bound Results: 1. Open rate ~40% and 50 orders 2. Over 100K revenue 3. The end of an era

11 What? Event Offer test: Bigger bundle, better offer Tied to 2 major shows and attendee targeted Fixed limit of 100 sales Results: 1. Open rate ~40% 2. Customers queuing at shows 3. Over 700K incremental

12 How? Trust Workflow is everything we trusted Alex & Ruth to create workflows that are based on proven pathways. For 2015, our workflows will be based on mutual experience:

13 Lessons & Results Data quality is no secret. If you don t have it, don t do it. Workflow planning is critical. Trust, Test, Adapt. Segmentation is all about precision; take your time & get it right Content: good offers, good news, or don t bother After 7 campaigns, we d learned a lot: By the end of the year (2014), campaigns through Pardot & Clever-Touch had delivered 20% of the FY profit in the business!

14 Thank you.