Journey to a fully integrated Digital Marketing Campaign. Gijs van Kersen Marketing Operations EMEA
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1 Journey to a fully integrated Digital Marketing Campaign Gijs van Kersen Marketing Operations EMEA
2 ABOUT JUNIPER NETWORKS: AN INNOVATOR WITH GLOBAL REACH INNOVATION Securing more than 86% of smartphone traffic in the U.S. The world s top 5 social media properties runs on Juniper 17-19% of net revenue invested in R&D TALENT 9,400+ employees and extensive partner ecosystem 16 around-the-clock technical support centers 46 offices serving 100+ countries ~45% of employees are dedicated to R&D FINANCIALS $4.7B in revenue in 2013 Q1 14 was seventh consecutive quarter of Y/Y revenue growth ~$11B market cap; $2.1B in cash and investments
3 BACKGROUND WHY CHANGE? JUNIPER & THE BUYER
4 THE B2B BUYERS JOURNEY IS EVOLVING* Seminars & Events Digital Snacks High value content Emotional connection Connected experience Pre funnel Getting to Know You SEO & SEM PR/AR Blogs Trusted Source content Data Center Campaign On Enterprise Security Campaign Advertising Juniper.net Identity Traditional Buyer s Journey 9% 85% 62% 29% RESPONSES MQL SAL SQO SA Win STABLE, DYNAMIC PLATFORMS * Best in Class Industry Conversion rates based on: Sirius Decisions
5 WHY CHANGE: WILD WILD WEST Marketing Automation Global Database Globally standardized campaign planning & execution Globally defined metrics & targets Connection to Pipeline Dynamic campaign publishing model Defined customer personas Integrated, multi-touch nurture campaigns Lead Scoring Progressive Profiling Strong Relationship with Sales Visibility to what is working 2010 Brand logo Advertisements
6 SUMMARY THE JOURNEY
7 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)
8 TECHNOLOGY JUNIPER MARKETING TECHNOLOGY OVERVIEW
9 ELOQUA AT A GLANCE Latest Platform & Licenses Eloqua Team version 9, < 3million contacts 200 Sales Bundle Licenses (Engage, Prospect Profiler, & Discover) Profiler Available in SFDC Lead and Contract Engage Enabled for Inside Sales only Single Sign-on Integration with SFDC
10 ELOQUA IMPLEMENTATION STRATEGY A globally standardized operational platform, enabling Theater specific campaign execution all contacts receive the same treatment One centralized data cleansing and standardization program One centralized implicit lead score model One lead routing model Tele or Sales Consistent, repeatable, and scalable
11 JUNIPER CORE MARKETING PLATFORMS TODAY Juniper.net LiveSite ERP Oracle GL PO INVOICE JMC Channel assets, campaigns MARKETING RESOURCE MANAGEMENT Strategic Planning Financial & Budget Management Marketing Automation Platforms MARKETING ASSET MANAGEMENT Digital Asset Management Content Management CAMPAIGN PLANNING Campaign Management Triggered Real-time Communication Scheduling Allocadia J-Source Eloqua Global Marketing Datamart Measurement Analysis Complex Segmentation Customer Profiles D&B Data CAMPAIGN EXECUTION Scoring Dialog Marketing Nurturing Response Maturation Marketing Qualified Leads CRM SFDC MQLs/SALs OPPTYS FORECAST RETARGETING, MULTI- CHANNEL NURTURE Bizo WEBINARS BrightTalk, On24
12 PROCESS DEVELOPING THE FOUNDATION
13 HVWP: High-Value Web Pages HVWA: High-Value Web Assets FIVE CORE ELOQUA PROGRAMS Input: New, updated contacts, or website visitors enter first program. Only marketable records proceed to lead scoring & routing DATA NORMALIZATION IMPLICIT SCORING EXPLICIT SCORING RESPONSE/LEAD ROUTING RULES SEND TO CRM Basic cleaning, standardization & enrichment Record flagging for partners, competitors etc. Form submits Visit to HVWP HVWA downloads (available for campaign-specific scoring, not used today) Based on score threshold or Fast-track designation, contacts tagged as Responses or MQLs Direct integration with SFDC Responses to Tele MQLs to Sales 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
14 IMPLICIT SCORING MODEL The Lead Scoring model is designed to assess an individual s engagement in a holistic and thorough way. Engagement w/ Tele w/o Tele 1 Response MQL 2 Response MQL 3 Response MQL 4 Response n /a 5 n /a n /a Category Rank Weight Event/conference/ webinar involvement Downloaded high value asset Frequency of Interaction/ per every 4 interactions Visit to high value web pages Time frame 1 33% < = 30 days 2 22% 30 days 3 20% < = 4 days 7 days 4 15% 30 days Description Score Live event Attended 33 Live event Registered 10 Webinar/Online Attended 20 Webinar/Online Registered 2 Trade show Attended/stop by booth 10 Tier 1: Promotions, demos, trials, financial calculators, sales webinar. 22 Tier 2: Solution briefs, case studies, industry whitepapers, financial calculators. 10 Tier 3: Eduvational/thought leadership materials, third party content download. 5 Form submits/ clicks/web visits/event visits/content downloads 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 Tier 2: Campaign pages that drive to a nurture campiagn 8 Tier 3: General thought leadership pages Max score Clicked through an outbound 5 10% 7 days 14 days 30 days % Total possible
15 2014 ELOQUA CAMPAIGN HIERACHY NARRATIVE INSERTION THEATER ACTIVITY TYPE TACTIC Network Infrastructure Grow the Core Accelerated the Edge Mobility Digital Advertising Media: Inbound Security How to Secure Everything Cloud Simplify the Data Center Security Data Center Security Campus/Branch Security Mobile/BYOD Security Control the Cloud Migration to 10G Network Virtualisation IT Automation AMER APAC EMEA Direct Marketing Direct Mail Marketing Events Telemarketing Tradeshows Partner Led Example: 2014Q1_ AMER_ENT_TDS_ RSA_Conference Business Continuity ON Enterprise ON Enterprise
16 BANT: Budget, Authority, Need, Timing MARKETING TO SALES PROCESS OVERVIEW MQLs fast track to bypass Tele-Qualification Marketing Automation Eloqua Capture inquiries Capture responses Digital nurture Monitor digital behavior Lead score Pass to Tele-Services Response Mgmt Tele-Qualification (Country Specific not all markets) Receive and evaluate Prospect Profiler Reach out to prospect Telemarketing nurture (BANT) Qualify Convert to MQL Automated Lead Routing Leads Pass to Sales $150M Target Marketing Sourced Pipeline Globally Pipeline Mgmt Sales Enter Sales Pipeline Monitor contact activity Progress opportunity Convert to win Create Opportunity attach Campaign Salesforce.com Lead Mgmt Sales Receive MQL Accept or Reject Move to SAL Prospect Profiler Convert to SQO
17 PEOPLE PROCESS AND TEAM INTEGRATION
18 WHAT DOES IT TAKE? SUPPLIERS & EXTENDED TEAM Agencies Technology Juniper Team Brand Campaigns Customer Reference Demand Generation Field Enablement Field Marketing Global Channel Marketing Internal Communications Marketing Operations PMM/PLM PR/AR Web & Social Media
19 2014 OUR FIRST INTEGRATED GLOBAL CAMPAIGN
20 FIRSTS, MOSTS
21 ILLUSTRATION: AUDIENCE ANALYSIS
22 ILLUSTRATION: BUYING JOURNEY & MESSAGE PLANS
23 ILLUSTRATION: CAMPAIGN ASSETS WHITEPAPERS EBOOKS INFOGRAPHICS S LANDING PAGES
24 ILLUSTRATION: AWARENESS CAMPAIGN FLOW
25 ILLUSTRATION: LEAD NURTURE CAMPAIGN FLOW
26 Number of Appointments Number of Leads Number of Responses CLOUD STRIKE : RESULTS BY THE NUMBERS 117 ARTICLES GLOBAL MEDIA COVERAGE 174 LANDING PAGES 200 CONTACT FILTERS 111 ELOQUA CAMPAIGNS AMER Cloud Strike Dashboard DEMAND GENERATION - GROW THE BUSINESS Impressions Clicks Inquiries 6 MILLION INBOUND IMPRESSIONS 172 INBOUND MEDIA URLS 250 UNIQUE QUERY STRINGS 7 LANGUAGES /9 9/16 9/23 9/ Clicks ('000s) CTR 40% 30% 20% 10% Inquiries Inquiry Rate 6% 4% 2% Impressions Cost per % % Lead Creation Created Pipeline Created Pipeline (last touch) Responses MQL SAL SQO $ $ $ $ $ $0.0 $0.5 $1.0 $1.5 Comm-E sv FSI Target Events Webinar Inbound ACCOUNT BASED MARKETING - PROGRESS THE BUSINESS CADs CAD Pipeline Meetings/Appointments $ $ ,838 SOCIAL ENGAGEMENTS 3,000 HRS OF SALES TRAINING & COMMS 91 OUTBOUND S 20 AUTOMATED PROGRAMS 30 $ Comm SV FSI # Partners # CADs $1.0 $ Comm-E sv Comm-E sv FSI Target
27 SUMMARY WRAP UP
28 KEY TAKEAWAYS FROM FIRST INTEGRATED CAMPAIGN TEAMWORK: Align across functions, agencies and global PLANNING: Reality bound. Early lock down of messaging and content (to enable localization) MEASUREMENT: Goals set in advance of execution
29 SUMMARY Marketing Automation Yes Global Database Yes Globally standardized campaign planning & execution Connection to Pipeline Yes Yes Brand logo Globally defined metrics & targets Yes Dynamic campaign publishing model Yes Defined customer personas Yes Integrated, multi-touch nurture campaigns Yes Lead Scoring Yes Advertisements Progressive Profiling Yes Strong Relationship with Sales Yes Visibility to what is working Yes
30 QUESTIONS & ANSWERS
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