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COPYRIGHT © 2015 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.

OF

MaRKETingS

LORD

The

Pierre-Antoine THIEBAUT

Head of Marketing – Alcatel-Lucent Enterprise

SiriusDecision Summit 2015 – Marketing Automation Platform Case Study

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In the lands of Sales and Marketing Earth, each lord have forged

along the years its own power tools and followed its own

objectives and KPIs.

The efficiency of the Enterprise People was suffering greatly

this total misalignment, and the influence of the marketing lords

stopped outside the realm of Event Management.

But, a new modern marketing Fellowship was created to

structure and follow Revenue contribution objectives supported

by a new tool named The Marketing Automation.

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First age of Marketing : The age of sales support

4 Rings of power : Advertising, Tradeshows, Customer events and the

famous Cold Calling

Second age of Marketing : The raise of the digital age

5 Rings of power : Web sites, Emailing, Webinars, Blogs and Social

Networks

Third age of Marketing : The age of modern marketing

1Ring to rule them all : The Marketing Automation Plateform

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ALCATEL-LUCENT ENTERPRISE

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WHAT I WANT TO SHARE WITH YOU THIS MORNING

• Marketing transformation is a journey

• Mid-Size companies can benefit powerful tools

• Expertise is the key

• Marketing Automation is much more than a tool

• Never forget : Marketing Automation is just a tool

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WHY

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A MODERN MARKETING AMBITION

EXTERNALLY

• ENRICH THE CUSTOMER AND PARTNER DATABASES

• TARGET CUSTOMER SEGMENTATION AND PERSONA

• NURTURE LEADS

• FOCUS TELEMARKETING ON BEST QUALITY LEADS

• SUPPORT NEW GO TO MARKET STRATEGIES

• ANALYSE MARKETING EFFECTIVENESS AND PERF.

INTERNALLY

• DRIVE OUR MARKETING SUCCESS

• OPTIMIZE EFFICIENCY AND COST

• AUTOMATE PROCESSES

• HARMONIZE THE CURRENT IT TOOLS

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HOW ? A PRAGMATIC DECISION

LEARNING BY WALKING

• ONE RING TO RULE THEM ALL : The Marketing Automation Tool

• ONE FRAMEWORK TO ALIGN ALL LORDS : The Customer Buying Cycle

• ONE FELLOWSHIP : involved around the same KPIs

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THE PROJECT : 1 OBJECTIVE / 4 STRATEGIES

CREATE SALES &

MARKETING

ALIGNEMENT

AROUND REVENUE

CONTRIBUTION

DEMAND

GENERATION

MACHINE

CONTENT

MANAGEMENT

STRATEGY

PEOPLE

EXPERTISE

BOOSTER

DIGITAL

TECHNOLOGY

TRANSFOR-

MATION

DRIVE THE

DIGITAL

EXPERIENCE

EVENTS vs

OUTBOUNDS

vs INBOUNDS

FROM FEATURE

CENTRIC CONTENT

TO CUSTOMER

CENTRIC CONTENT

MARKETING

CONSISTENCY

AND VALUE CHAIN

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THE PROJECT: A FOUR YEARS JOURNEY

2012 2013 2014 2015 2016

DECIDE ENGAGE FOCUS GLOBAL SPEED

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2012 : DECIDE

RFP TIMING :

• 4 MONTHS FROM RFP TO CHOICE (ELOQUA)

• 3 MONTHS DEPLOYEMENT. REQUEST A REAL WORKSHOP STRATEGY

• 3 MONTHS EXPERT CENTER TRAINING (ELOQUA TRAINING LICENCES)

• CREATE “ONE” SALES AND MARKETING TEAM: THE FELLOWSHIP

• ADDRESS THE IS/IT TOOLS ALIGNEMENT CHALLENGE

• ACHIEVEMENT :

• INVOLVE ALL RINGS OF POWER IN A FELLOWSHIP FOCUSED ON EXECUTION

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2013 : ENGAGE

• THE CBC (CUSTOMER BUYING CYCLE) AS UNIQUE FRAMEWORK

• CREATE A “MARKETING TECHNOLOGY” TEAM

• RECRUIT AN ELOQUA EXECUTION AGENCY

• LAUNCH THE FIRST TACTICAL PROGRAM

• AND MAKE THE FIRST MISTAKE

• THE “NEW COOL GAME” SYNDROM

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2014 : FOCUS

• THE 4x4 STRATEGY (4 CAMPAIGNS / 4 LANGUAGES)

• NEW LEAD MANAGEMENT AGREEMENT (SLA) WITH SALES

• THE “MONSTER” CAMPAIGN LAUNCH

• IN PARALLEL : THE REGIONAL POWER RAISE WITH REGIONAL DEMAND CENTERS

• THE FIRST INDUSTRAL ACCIDENT

• THE SEGMENTATION CHALLENGE. MISTAKE HAPPENS TO THE BEST !

• LEARNING :

• FOCUS ON TOOL EXECUTION BUT NOT ENOUGH ON ANALYSIS AND TESTING

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THE “MONSTER” PROGRAM

Address 3 persona along the buying cycle during 9 months

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2015 : GLOBALISATION

THE POWER OF ALIGNEMENT

• TELEPROSPECTING + INSIDE SALES + REGIONAL DEMANDGEN CHAMPIONS

• OUTSOURCE EXECUTION RESOURCES

THE POWER OF THE « ONE RING TO RULE THEM ALL »

• MICRO-SITES (CLOSE THE DEBATE)

• CUSTOMER E-LETTERS (FROM ASSET TO NURTURING TACTIC)

• 100% OF LIVE CUSTOMER EVENTS (THE ROI MAGIC PRESSURE)

• PIPELINE ACCELERATION (REQUESTS A STRONG SFDC ALIGNEMENT)

• INBOUND CAMPAIGNS PILOTS

EVEN THE PARTNER MARKETING ENGAGEMENT

• DATABASE, PARTNER TOUCH PLAN, PERSONAS, EVENTS + PARTNER EXCECUTION

• « ELOQUA ENGAGE » ADOPTION FOR TACTICAL EMAILINGS

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2016 : UP TO SPEED

WE HAVE A MAGICIAN IN OUR FELLOWSHIP

• THE REVERSE WATERWALL

INVEST AND OPTIMISE : THE ROAD TO 10%

• REINFORCE REGIONAL DEMAND CENTERS

• AUTOMATE PIPELINE ACCELERATION CAMPAIGNS

• INVEST IN INBOUND AND CENTRALIZE EXPERTISE

AUTOMATE PARTNER-LED LEADGEN

• FOCUS ON OUTCOMES AND CONNECT TOOLS

DIGITAL ASSET MANAGEMENT (DAM)

• SYNCHRONISATION AND ASSET CENTRAL HOSTING

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WHAT OUR TRANSFORMATION LOOKS LIKE

GENERATE MORE IMPROVE QUALITY REACH SALES EXPECTATIONS

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CONCLUSION

THE MESSAGE

The Ring of Power is waiting for You at the end of the Journey

THE CHALLENGE

Find the Right balance between Transformation and Execution

THE ADVICE

Don’t succombe the Pressure. There is a Value in the Vision

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Thank You