Learn how PTC, a global digital transformation solutions provider, partnered with Motiva to become world-class in leveraging AI for marketing
Watch the complete Q&A with Anna Poulakis and Mike Marshall above. You can also download a full write up of the case study below.
Challenge & Opportunity
PTC's marketing automation team recognized the opportunity to achieve higher email engagement using artificial intelligence. They wanted to shift their team from a "Send It and Forget It" culture that hindered innovation and optimization to a "Send, Review, and Improve" culture of continual learning. Though the team was advanced in their automation skills, achieving continuous campaign optimization requires a high level of manual effort -- and the team was already at capacity supporting 80+ marketers globally. Adding resources was not an option, so they needed to get creative.
In 2019, Anna Poulakis, Senior Director of Marketing Automation, and Mike Marshall, Marketing Automation Manager, reviewed PTC's maturity to identify areas for improvement and opportunities to use AI to address their scaling challenges. They compiled a list of concrete actions with the goal of taking PTC's email marketing to the next level.
Technology: Gain access to new AI technologies capable of automatically learning and performing previously manual tasks at scale
Culture: Expand the culture of questioning, experimentation, and continual improvement by automating optimization and analysis
Measurement & Strategy: Become truly data-driven by formalizing goals and KPIs that directly inform strategy and content development
Workflow: Close the loop between analysis, strategy, and content development, making it easier for easier
Data: Gather new data to gain deeper insights that can be leveraged in campaign planning
PTC leveraged Motiva's automated optimizations and analytics to improve engagement and lead velocity. Anna and Mike were able to initiate a rapid transformation because Motiva integrates into existing workflows, making it easier to optimize content and send time.
Within the first week they optimized their fatigue management strategy by using Motiva's out-of-the-box insights and automations. In the first month, PTC had both existing and new campaigns updated to leverage automated, AI-driven, send time, and message optimizations.
The next step in achieving a data-driven marketing strategy was updating review workflows to close the loop between analytics and content creation, as well as initiate new data standardization and cleansing practices. Finally, they worked with the larger global marketing team to build the foundation for best-practice insights through their newly formalized campaign and optimization reviews.
In just one year, PTC shifted from being in the "emerging" and "mature" categories to being world-class in marketing AI. And the payoff is clear: These stats represent the impact on PTC's augmented reality business unit, their fastest-growing, most cutting-edge software offering.
Leveraging Motiva's automated send time optimization proved to be successful in getting more of PTC's targeted audience to open their marketing emails, with a 9.6% increase in Unique Open Rates.
Automated message optimizations increased click throughs by 46%, which generated higher web conversion and more qualified leads passed to sales.
Adding AI allowed PTC to automate manual human tasks that made it impossible to maintain campaign optimizations at global scale, saving over 1200 hours in testing.
PTC gained deeper insights much faster than previously possible, leading to stronger strategy in less time.
Now at the cutting edge of AI in marketing, PTC is preparing for another year of expansion.
Going beyond traditional ABM to focus on building Account-Based Experiences (ABX) by leveraging valuable engagement metrics generated from their campaign tools.
Advancing beyond simply tracking MQLs to understand what marketing actions in the buyer journey truly result in account progression
Take campaign planning to the next level by mapping tactics to the buyer journey based on historical user data and activity.
Cross-functional collaboration with content creators to use AI-generated insights that will drive how they write content personalized for their ICP.
Deciding what to test is a human-made decision based on past campaign data. Uplevel the testing program to be more proactive in what should be tested rather than making reactive decisions
Use the differences in engagement across members of an account buying group to build content and experiences that resonate with them, exactly where they are.