INTRODUCTION

Trend Micro Inc., a multinational company specialized in cyber-security software, marked themselves as an early adopter of Demand Generation when they started working with Marketing Automation via Oracle Eloqua.

Here’s how they’ve grown their digital marketing engine to become more sophisticated, expansive, and profitable since then.

For long, Trend Micro maintained digital marketing initiatives that were centrally controlled and therefore that serviced both global and local (per country or region) audiences.

Overall, the global marketing team functioned like a well-oiled machine.

However, because its centralized system leveraged global media databases this often meant that targeting strategies, lead qualification definitions and other workflows did not always meet the highly specific and nuanced marketing needs of the local markets.

Because of database centralisation, Trend Micro's workflows did not always meet the needs of the local markets.

Local teams eventually decided to branch out from fully centralized management to better support their marketing initiatives both online and offline.

This meant having to manage their own automated event planning (from invitations to post-event follow-ups), local syndication programs, and more.

With this new arrangement that was more independent from centralized control, local teams needed to be able to turn the dials of their own respective digital automation systems.

This is ultimately how Trend Micro first turned to LeadFabric.