Journey to Fully Integrated Digital Marketing By Gijs van Kersen

Journey to Fully Integrated Digital Marketing

Gijs van Kersen

Sr. Mgr. Marketing Operations EMEA

ABOUT THE SPEAKER:

@gijsvkwww.linkedin.com/in/gijsvankersen

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

Introduction

WHERE WE WERE

5 YEARS AGO

• 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

2010 – 2012: TECHNOLOGY

JUNIPER MARKETING

TECHNOLOGY OVERVIEW

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

2012 – 2013: PROCESS

DEVELOPING

THE FOUNDATION

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”…

2013 – 2015: PEOPLE

PROCESS AND

TEAM INTEGRATION

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

OUR FIRST INTEGRATED

GLOBAL CAMPAIGN

WE CALL IT A …

ILLUSTRATION: MESSAGE PLANS, ASSETS

EBOOKS EMAILSINFOGRAPHICS

LANDING PAGES

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

2015

APPLYING LEARNINGS

IN NEXT CAMPAIGNS

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

SUMMARY

WRAP UP


• 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


QUESTIONS

& ANSWERS