journey to fully integrated digital marketing by gijs van kersen
TRANSCRIPT
Our TALENTS:
Our TECHNOLOGY focus areas:
ABOUT JUNIPER NETWORKS: AN INNOVATOR WITH GLOBAL REACH
Our MISSION: “to Connect Everything, Empower Everyone”
Our VISION: “to be the worldwide leader in network innovation”
• Almost 10,000 employees• Extensive partner ecosystem• 16 around-the-clock technical support centers• 46 offices serving 100+ countries• ~45% of employees are dedicated to R&D
SYSTEMS
SOFTWARE
SILICON
• Frequently sending emails to a big unstructured database
• Repeating each email 3 times so we are certain people see them
• Buying big lists since these people will be happy to receive mails
• … and then being surprised to see more unsubscribes than clicks...
INTRO: MARKETING HELL…
©2015 Jan Vercammen
Pre –funnel Getting to Know You
PR/AR
Advertising
Blogs
Seminars &
Events
“Trusted Source”
content
SEO & SEM
Juniper.net
Digital
Snacks
THE B2B BUYERS JOURNEY IS EVOLVING
Traditional Buyer’s Journey
MQL
SAL
SQO
RESPONSES
STABLE, DYNAMIC PLATFORMS
WinSA
High value content
Emotional identity
Address needs & wants
Connected experience
HOW TO START THE JOURNEY? ANALYSIS!
2010
Marketing Automation No
Global Database No
Globally standardized campaign planning & execution No
Globally defined metrics & targets No
Connection to Pipeline No
Dynamic campaign publishing model No
Defined customer personas No
Integrated, multi-touch nurture campaigns No
Lead Scoring No
Progressive Profiling No
Strong Relationship with Sales No
Visibility to what is working No
OUR JOURNEY: 3-PRONGED APPROACH
TECHNOLOGY PROCESS PEOPLE Marketing Automation vendor
research & selection Eloqua implementation – smart start Training Web form standardization &
migration Website tracking scripts Standard header/footers
CRM Integration – sales vs. tele routing rules
Standard process defined/refined & instituted globally – contact processing, response & lead mgt, lead scoring
Sirius Decisions waterfall – KPI tracking
People and organizational change New Go-To-Market strategy &
focus Launched first global integrated
campaign Link impressions through to
Pipeline KPI tracking analysis Measure Return on Marketing
Investment (ROMI)
2010 – 2012 2013 – 20152012 – 2013
JUNIPER MARKETING STACK TODAY
Mobile Marketing
Display Ads
Video Marketing & Ads
Search & Social Ads
Communities & Reviews
Email Marketing
Influence Marketing
Social Media Marketing
Events & Webinars
SEO
Customer Experience
Loyalty/Referral
Personalization & Chat
Testing & Optimization
Interactive Content
Content Marketing
Creative & Design
Sales Enablement
Audience & Market Data Vendor Data/Analysis
Channel/Local Mktg Performance & Attribution
Asset & Resource Mgmt Dashboards/Visualization
Call Analytics/Mgmt Web & Mobile Analytics
Team & Project Mgmt BI, CI, & Data Science
Mar
keti
ng
Exp
eri
en
ces
MiddlewareCustomer Data Platform Tag Mgmt Identity Cloud Integration/ESBs APIs
Core PlatformsPlatform/Suite Web Content Mgmt
E-commerce
Mar
keti
ng
Op
era
tio
ns
InternetMarketing Environment
MARKETING TO SALES PROCESS OVERVIEW
MarketingAutomation Eloqua
• Capture inquiries• Capture responses• Digital nurture• Monitor digital behavior• Lead score • Pass to Tele-Services
Response MgmtTele-Qualification
(Country Specific – not all markets)
• Receive and evaluate• Prospect Profiler• Reach out to prospect • Telemarketing nurture• (BANT) Qualify• Convert to MQL
Lead Mgmt Sales
• Receive MQL• Accept or Reject• Move to SAL• Prospect Profiler• Convert to SQO
Pipeline Mgmt Sales
• Enter Sales Pipeline• Monitor contact activity• Progress opportunity• Convert to win• Create Opportunity
– attach Campaign
MQLs “fast track” to bypass Tele-Qualification
Marketing-Sourced
Pipeline Globally
$150M Target
Automated Lead Routing
Leads Pass to Sales
BANT: Budget, Authority, Need, Timing
FIVE CORE ELOQUA PROGRAMS
DATANORMALIZATION
Basic cleaning,
standardization
& enrichment
Record flagging
for partners,
competitors etc.
IMPLICIT SCORING
Form submits
Visit to HVWP
HVWA downloads
EXPLICIT SCORING
(available for
campaign-specific
scoring.
not used today)
RESPONSE/LEAD ROUTING RULES
Based on
score threshold
or Fast-track
designation,
contacts tagged
as Responses or
MQLs
SEND TO CRM
Direct integration
with SFDC
Responses to Tele
MQLs to Sales
4321
Separate and on-going initiative being
driven to evolve lead scoring logic
Countries:w/Tele 1,2,3 =
Response
w/o Tele 1,2 = MQL
HVWP: High-Value Web PagesHVWA: High-Value Web Assets
5
Input: New contacts, updated contacts, or website visitors
Only marketable records proceed to lead scoring & routing
IMPLICIT SCORING MODEL
The Lead Scoring model is designed to assess an
individual’s engagement in a holistic and thorough way.
Category Rank WeightTime frame
Description ScoreMax score
Event/conference/webinar involvement
1 33% < = 30 days
Live event – Attended 33
33
Live event – Registered 10
Webinar/Online – Attended 20
Webinar/Online – Registered 2
Trade show – Attended/stop by booth 10
Downloaded high value asset
2 22% 30 days
Tier 1: Promotions, demos, trials, financial calculators, sales webinar. 22
22Tier 2: Solution briefs, case studies, industry whitepapers, financial calculators. 10
Tier 3: Eduvational/thought leadership materials, third party content download. 5
Frequency of Interaction/per every 4 interactions
3 20%< = 4 days
7 daysForm submits/email clicks/web visits/event visits/content downloads
2025
20
Visit to high value web pages
4 15% 30 days
Tier 1: Campaign pages that lead to a call to action focused on ‘buy now, product promotion’ OR web pages that have content focused on a solution of specific product offering
15
15Tier 2: Campaign pages that drive to a ‘nurture campiagn’ 8
Tier 3: General thought leadership pages 2
Clicked through an outbound email
5 10%7 days
14 days30 days
10
100% Total possible 189 100
Engagement
1 75 – 100
2 50 – 75
3 25 – 494 0 – 24
w/ Tele w/o Tele
1 Response MQL
2 Response MQL
3 Response MQL
4 Response n /a
5 n /a n /a
AMER
APAC
EMEA
6 insertions
6 insertions
6 insertions
3 insertions
2015 ELOQUA CAMPAIGN HIERARCHY
NARRATIVE
SP Network Infrastructure
INSERTION THEATER ACTIVITY TYPE TACTIC*
Data Center / Cloud
Campus Branch
General Awareness
Advertising Media: Web
Advertising Media: Print
Direct Mail
Direct Marketing
Email Marketing
Event
Partner Comms
Social Media
Telemarketing
Tradeshow
Webinar
…
Example:
“2015Q3_EMEA_EVT_
Vmware_Conference”
* Eloqua confusingly calls a tactic a “Campaign”…
WHAT DOES IT TAKE? SUPPLIERS & EXTENDED TEAM
Technology Juniper Teams
Brand
Campaigns
Customer Reference
Demand Generation
Field Enablement
Field Marketing
Global Channel Marketing
Internal Communications
Marketing Operations
PMM/PLM
PR/AR
Web & Social Media
Agencies
2014 “CLOUD STRIKE”: RESULTS BY THE NUMBERS
91
OUTBOUND
EMAILS
117 ARTICLES
GLOBAL MEDIA
COVERAGE
174 LANDING
PAGES
200 CONTACT
FILTERS
22,838 SOCIAL
ENGAGEMENTS
3,000 HRS OF
SALES
TRAINING &
COMMS
111 ELOQUA
CAMPAIGNS
6 MILLION
INBOUND
IMPRESSIONS
172 INBOUND
MEDIA URLS
250 UNIQUE
QUERY
STRINGS
20
AUTOMATED
PROGRAMS
7 LANGUAGES
ONGOING DEMAND GEN USING “DIGITAL NURTURE HUB”
Ongoing media investments to
drive traffic
+
Dynamic landing pages showing
assets tailored to each visitor
+
Automated feed to weekly nurture
emails
=
Perpetual Demand Generation
Display Search Social Syndication
eMailnurture
LESSONS LEARNED FROM 2014 CAMPAIGN
We have lots of data but little information & even less intelligence
Database project – see next slide
“Named Accounts” versus “Commercial”
Different approach in Sales requires different approach in Marketing
Digital demand-gen works in Commercial B2B – we’ve proven it!
“Digihub” expanded to APAC and EMEA
Content is King…, but Continuity is Kaiser !
New assets commissioned regularly, shared widely
2015: MARKETING DATABASE TRANSFORMATION PROJECT
World-class digital marketing can’t work without a world-class
marketing database
Stages of database maturity:
1. Enable effective
campaign execution
• Accurate and complete Accounts data
• Accurate and complete* Contacts data
2. Provide Intelligence
• Firmographics
• Purchase history
• Size of Wallet / Share of Wallet
• Segmentation – static (using Job Title)
• Segmentation – dynamic (digital body
language)
3. Enable insights
& feed strategy
• A/B testing
• Predictive modelling
* … but how to define “complete”?
• Compliant with local data privacy laws
• Personas
©2015 Jan Vercammen
• Frequently sending emails to a big unstructured database
• Repeating each email 3 times so we are certain people see them
• Buying big lists since these people will be happy to receive mails
• … and then being surprised to see more unsubscribes than clicks...
MARKETING
HELL…
• Well-oiled machine with defined processes and analysis
• Regularly fed with new content and promotions
• Customers • self-segment, • come back for more, • and convert
• … while we stare at dashboards…
MARKETING
HEAVEN…
To Nurture
To Partner
MQL: to Sales
©2015 Jan Vercammen