Journey to a fully integrated Digital Marketing Campaign

Gijs van Kersen

Marketing Operations EMEA

ABOUT THE SPEAKER:

@gijsvkwww.linkedin.com/in/gijsvankersen

INNOVATION • 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

ABOUT JUNIPER NETWORKS: AN INNOVATOR WITH GLOBAL REACH

BACKGROUND

WHY CHANGE?

JUNIPER & THE BUYER

Traditional Buyer’s Journey

Pre –funnel Getting to Know You

PR/AR

Advertising

Blogs

Seminars &

Events

“Trusted Source” content

SEO & SEM

Juniper.net

9%MQL

85%SAL

62%SQO

29%

RESPONSES

On Enterprise

Data Center Campaign

Security Campaign

Digital

Snacks

STABLE, DYNAMIC PLATFORMS

WinSA

THE B2B BUYERS JOURNEY IS EVOLVING*

High value

content

Emotional

connection

Connected

experience

Identity

* Best in Class Industry Conversion rates based on: Sirius Decisions

WHY CHANGE: WILD WILD WEST

Brand logo

Advertisements

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

SUMMARY

THE JOURNEY

2010 - 2014

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 – 20142012 – 2013

2010 – 2012 TECHNOLOGY

JUNIPER MARKETING

TECHNOLOGY OVERVIEW

ELOQUA AT A GLANCE

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

Latest Platform & Licenses

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

JUNIPER CORE MARKETING PLATFORMS TODAY

MARKETINGRESOURCE

MANAGEMENT

MARKETINGASSET

MANAGEMENT

CAMPAIGNPLANNING

CAMPAIGN EXECUTION

Marketing Automation Platforms

MQLs/SALsOPPTYS

FORECAST

ERP

GLPO

INVOICE

Juniper.net

CRM

StrategicPlanning

Financial & Budget Management

Digital Asset Management

ContentManagement

Campaign Management

Triggered Real-time Communication

Scheduling

Scoring

Dialog Marketing

Nurturing

Response Maturation

Marketing Qualified Leads

LiveSite

RETARGETING,MULTI- CHANNEL

NURTURE

WEBINARS

Bizo

BrightTalk,On24

Oracle SFDC

Allocadia J-Source Eloqua

MeasurementAnalysis

Complex SegmentationCustomer Profiles

D&B Data

Global Marketing Datamart

Channel assets,campaigns

JMC

2012 – 2013 PROCESS

DEVELOPING

THE FOUNDATION

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

Input: New, updated contacts, or website visitors enter first program. Only marketable records proceed to lead scoring & routing.

HVWP: High-Value Web PagesHVWA: High-Value Web Assets

5

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

Grow the Core

Accelerated the Edge

Mobility

Security

Data Center Security

Campus/Branch Security

Mobile/BYOD Security

Control the Cloud

Migration to 10G

Network Virtualisation

IT Automation

Business Continuity

ON Enterprise

2014 ELOQUA CAMPAIGN HIERACHY

NARRATIVE

Network Infrastructure

INSERTION THEATER ACTIVITY TYPE TACTIC

Security –How to Secure

Everything

Cloud –Simplify the Data Center

ON Enterprise

Digital

Advertising Media:

Inbound

Direct Marketing

Direct Mail

Email Marketing

Events

Telemarketing

Tradeshows

Partner Led

Example:

“2014Q1_

AMER_ENT_TDS_

RSA_Conference”

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

Salesforce.comMarketing Sourced Pipeline

Globally

$150M Target

Automated Lead Routing

Leads Pass to Sales

BANT: Budget, Authority, Need, Timing

2013 – 2014 PEOPLE

PROCESS AND

TEAM INTEGRATION

WHAT DOES IT TAKE? SUPPLIERS & EXTENDED TEAM

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

Agencies

2014

OUR FIRST INTEGRATED

GLOBAL CAMPAIGN

FIRSTS, MOSTS…

ILLUSTRATION: AUDIENCE ANALYSIS

ILLUSTRATION: BUYING JOURNEY & MESSAGE PLANS

ILLUSTRATION: CAMPAIGN ASSETS

WHITEPAPERS EBOOKS EMAILSINFOGRAPHICS LANDING PAGES

ILLUSTRATION: AWARENESS CAMPAIGN FLOW

ILLUSTRATION: LEAD NURTURE CAMPAIGN FLOW

“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 LANGUAGESDEMAND GENERATION - GROW THE BUSINESS

Impressions Clicks Inquiries

Lead Creation Created Pipeline Created Pipeline (last touch)

ACCOUNT BASED MARKETING - PROGRESS THE BUSINESS

CADs CAD Pipeline Meetings/Appointments

AMER Cloud Strike Dashboard

0%

10%

20%

30%

40%

0

5

10

15

9.9 9.16 9.23 9.30

Clicks('000s)

CTR

0%

2%

4%

6%

0

50

100

150

9.9 9.16 9.23 9.30

Inquiries InquiryRate

16 18 22 49

29

83

162

82

0

50

100

150

200

0

20

40

60

9/9 9/16 9/23 9/30

Impressions Cost per

0

10

20

30

40

50

60

Comm SV FSI

# Partners # CADs

-

5

10

15

20

25

-

1

2

3

4

5

9.9 9.16 9.23 9.30

Nu

mb

er

of

Re

spo

nse

s

Nu

mb

er

of

Lead

s

Responses MQLSAL SQO

$0.0

$1.0

$2.0

$3.0

$4.0

9.9 9.16 9.23 9.30

Comm-E svFSI Target

$0.0 $0.5 $1.0 $1.5

9.9

9.16

9.23

9.30

Events Webinar Inbound

$0.0

$1.0

$2.0

$3.0

$4.0

9.9 9.16 9.23 9.30

Comm-E sv

0

25

50

75

100

9.9 9.16 9.23 9.30

Nu

mb

er o

f A

pp

oin

tmen

ts

Comm-E sv FSI Target

SUMMARY

WRAP UP

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

SUMMARY

2014

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Brand logo

Advertisements

2010

Marketing Automation No

Global Database No

Globally standardized campaign planning & execution No

Connection to Pipeline No

Globally defined metrics & targets 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

QUESTIONS

& ANSWERS