This document discusses Fujitsu's transformation to an engagement economy and its use of Marketo's marketing platform. It provides an overview of Fujitsu as a company with 155,000 employees and $41.7 billion in revenue. It then outlines Fujitsu's need to transform its marketing approaches to better engage with customers in today's digital landscape. The document shares details of Fujitsu's implementation of Marketo and its partnership with CleverTouch, highlighting initial successes and lessons learned. It concludes by emphasizing that Fujitsu's EMEIA region is driving global thinking around marketing's evolution from a cost center to a value center.

1. W E L C O M E TO T H E
E N G A G E M E N T E C O N O M Y
M ARKETING NATIO N LO NDO N

2. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
How we interact with you

3. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Who we are at a glance
Employees:
155,000
worldwide
Established:
1935
Revenue:
$41.7b
R&D Expenses:
3.9% of
revenue

4. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Need for transformation
That's how far the
average B2B buyer is
through the purchase
decision before
engaging a supplier
sales rep.
Of B2B buyers report that
they conduct some form of
online research before
making a purchase.
Old roles displaced and
new roles (15m) being
created.
2/3 94% 25m
Consolidate 30 data
sources into 1.
30

5. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Marketing engagement platform
Customer
Experience
Customer
Insight
Efficient and Smarter
Revenue
Compliance and Order
(GDPR)
Operational Efficiencies
And Scale
Organisational Design
And Development

6. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Our partners

7. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Project lighthouse

8. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
The lighthouse project plan
STRATEGICVALUE
STAGE 1
INITIATION
STAGE 2
‘ABOARD’
STAGE 3
‘NAVIGATE’
STAGE 4
‘VOYAGE’
STAGE 5
‘DESTINATION’

9. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Early success
EventsCampaignsData

10. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
DSEI integrated event

11. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Engagement, not automation

12. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
What we’ve learnt
Comms
& Org Development
Data Crawl, Walk, Run

13. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
What’s next?
Full Funnel
Metrics
Revenue
Attribution
Dashboarding Data Driven
Planning

14. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
EMEIA is driving the global thinking

15. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
The future of marketing
…move from being perceived
as just a cost centre
to a real value centre
“

16. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Summary
1
Fujitsu is transforming faster
as a result of Marketo
2
It’s not just the software,
it’s the vision that matters
3
CleverTouch are an excellent
marketing consulting and
implementation partner

17. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N A T I O N L O N D O N
Contact
@Alex_MacAdam | alex.macadam@uk.Fujitsu.com | Alex MacAdam

18. W E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N
Thank You