DemandGen client Erin Rampey revisits her Eloqua Experience presentation: Lead Nurturing: Automating the Buyer's Journey. This webcast is available on BrightTALK www.brighttalk.com/webcast/43/31309

1. DemandGen EMEA: Marketing Automaton Webcast#3 Case Study: Lead Nurturing: Automating the Buyer’s Journey Erin Rampey, NetApp, User Experience Architect July 28th 5PM GMT/6 PM CET

3. +44 207 096 1835

4. L Group B2B Marketing Automation UKLocations EMEA North America Asia

5. Who Am I? Erin Rampey User Experience Architect NetApp Eloqua customer for 4 years

6. What Are You Going to Learn? Planning Implementation Measurement Optimisation

7. About NetApp $5.1B

8. About NetApp 11,000

9. About NetApp #2

10. About NetApp 1 Billion

11. About NetApp

12. NetApp Journey 10 NetApp Confidential - Internal Use Only

13. Our Challenges Batch and blast Education Process Scalable and repeatable

14. Putting the Pieces Together Planning Implementation Measurement Optimisation

15. Phase 1: Planning Level Set Key decisions Team/roles Structure Education Content

16. Level Set Why Lead Nurturing? Segmentation Educate Engage Relevant Targeted

18. Targeting

19. Frequency

20. Communications Strategy

22. Structure Nurture Hierarchy Routing Programs Scalable

23. Education

24. Content

25. Phase 2: Implementation Build the Foundation Nurturing

26. Build the Foundation: 3 Tips Triggers Hierarchy Mini-router

27. Nurturing 3-touch Frequency management Engagement > cadence “Plug n Play” model

28. Nurture Journey Example Event Form Web

29. Nurture Journey Example Email1

30. Nurture Journey Example Engagement & Frequency

31. Nurture Journey Example Email2

32. Nurture Journey Example Frequency

33. Nurture Journey Example Email2

34. Nurture Journey Example Engagement & Frequency

35. Nurture Journey Example Email3

36. Nurture Journey Example Frequency

37. Nurture Journey Example Email3

38. Nurture Journey Example Engagement & Frequency

39. Nurture Journey Example Frequency

40. Nurture Journey Example Email3

41. Nurture Journey Example 6 Weeks 5 Weeks Event Form Web 4 Weeks

42. Phase 3: Measurement EMEA: +47% open rate +464% click-thru rate AMER: 12% campaign attribution 47% all MQLs

43. Phase 4: Expansion and Optimisation A/B testing Progressive Profiling Buyer’s Journey

44. Cheers to Nurturing “Lead nurturing with Eloqua allows us to communicate with our target audiences across Europe, Middle East and Africa in local language, promoting local content assets, whilst remaining in full control of creative design, brand messaging, audience response, and lead delivery to sales. It’s a massive step forward.” - Senior Manager, Integrated Marketing EMEA “It’s been a year for global nurtures, our centralized framework has enabled us to scale to the local level and dramatically accelerate NetApp’s growth.” -Director, Marketing Automation and Web Development

45. One Thing You Should Do Tomorrow Start! Plan > Implement > Measure > Optimise

46. Erin Rampey User Experience Architect NetApp rampey@netapp.com +1 408 419 5086 John Sweeney Customer Success Director DemandGen UK John.sweeney@demandgen.com +44 207 096 1835 Group “B2B Marketing Automation UK”