Software AG Accelerates Lead to Revenue Management by Integrating the Avangate Digital Commerce Platform With Marketo

Leveraging Avangate's API Allowed Software AG to Scale Their Marketing Automation Campaigns and Use Resources Efficiently

REDWOOD CITY, CA--(Marketwired - June 02, 2016) -  Avangate, the modern digital commerce solution provider trusted by thousands of software, SaaS and online services companies to grow their businesses worldwide, today announced that its client Software AG has improved the efficiency and conversion rate of marketing campaigns, accelerating lead to revenue management, as a result of integrating the Avangate digital commerce platform with their marketing automation tool, Marketo.

In order to address the change in B2B buying behavior and usage of IT solutions, Software AG extended their portfolio with ARIS Cloud -- a full-scale Business Process Analysis-as-a-Service product addressing both the enterprise as well as the SMB markets. Software AG employs the Avangate Digital Commerce Solution for selling ARIS Cloud online, starting with registrations for the free trial basic version and continuing with the paid advanced version.

Initially, free trial registrants were manually exported to the company's CRM system from the Avangate commerce platform. In order to get real time results on the success of marketing campaigns, it was necessary to integrate the marketing automation tool in place -- Marketo -- with the Avangate Digital Commerce platform and Marketo with the CRM system, via API.

"We have put a lot of emphasis on digital campaigns for lead generation and nurturing around ARIS Cloud. Getting direct, real time results on the success of the campaigns was a must. This was possible via the integration of the Avangate commerce platform and our marketing automation tool, Marketo," said Stilyana Yaneva, Manager, Marketo Center of Excellence at Software AG.

"The main benefit of the integration was that Software AG has substantially sped up trial to paid conversion," said Erich Litch, Avangate's Chief Revenue Officer. "Additionally, their marketing team can now instantly track the success of the digital campaigns around ARIS Cloud based on the registrations sent from the Avangate commerce platform."

"We can automatically add customers to nurturing and re-targeting campaigns and we're able to see results in real time. This allows us to constantly experiment with new or different elements and improve conversion rates as a result. This is a great example of a working use case leveraging API integrations that support our marketing activities, allowing us to scale and use resources efficiently," said Stilyana Yaneva, Manager, Marketo Center of Excellence at Software AG.

To find out more details about this project, please read the full Avangate-Software AG success story here.

About Software AG

The digital transformation is changing enterprise IT landscapes from inflexible application silos to modern software platform-driven IT architectures which deliver the openness, speed and agility needed to enable the digital real-time enterprise.

Software AG offers the first end-to-end Digital Business Platform, based on open standards, with integration, process management, in-memory data, adaptive application development, real-time analytics and enterprise architecture management as core building blocks. The modular platform allows users to develop the next generation of application systems to build their digital future, today.

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About Avangate

Avangate, a Francisco Partners portfolio company, is the digital commerce provider that enables the new services economy, helping Software, SaaS and Online Services companies to sell their products and services via multiple channels, to acquire customers across multiple touch points, to increase customer and revenue retention, to leverage smarter payment options, and to maximize sales conversion rates. Avangate's clients include ABBYY, Absolute, Bitdefender, Brocade, FICO, HP Software, Kaspersky Lab, Telestream and many more companies across the globe.

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