From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2

1. Journey to
Fully Integrated
Digital Marketing
Gijs van Kersen
Sr. Mgr. Marketing Operations EMEA

2. ABOUT THE SPEAKER:
@gijsvk
www.linkedin.com/in/gijsvankersen

3. 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

4. Introduction
WHERE WE WERE
5 YEARS AGO

5. • 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

6. 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
Win
SA
 High value content
 Emotional identity
 Address needs & wants
 Connected experience

7. 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

8. 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

9. 2010 – 2012: TECHNOLOGY
JUNIPER MARKETING
TECHNOLOGY OVERVIEW

10. 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
MarketingExperiences
Middleware
Customer Data Platform Tag Mgmt Identity Cloud Integration/ESBs APIs
Core Platforms
Platform/Suite Web Content Mgmt
E-commerce
MarketingOperations
Internet
Marketing Environment

11. 2012 – 2013: PROCESS
DEVELOPING
THE FOUNDATION

12. MARKETING TO SALES PROCESS OVERVIEW
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
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

13. FIVE CORE ELOQUA PROGRAMS
DATA
NORMALIZATION
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 Pages
HVWA: High-Value Web Assets
5
Input: New contacts,
updated contacts, or
website visitors
Only marketable
records proceed to
lead scoring & routing

14. IMPLICIT SCORING MODEL
The Lead Scoring model is designed to assess an
individual’s engagement in a holistic and thorough way.
Category Rank Weight
Time
frame
Description Score
Max
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 days
Form submits/email clicks/web visits/event visits/content downloads
20
25
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
15
Tier 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 days
30 days
10
100% Total possible 189 100
Engagement
1 75 – 100
2 50 – 75
3 25 – 49
4 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

15. 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”…

16. 2013 – 2015: PEOPLE
PROCESS AND
TEAM INTEGRATION

17. 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

18. 2014
OUR FIRST INTEGRATED
GLOBAL CAMPAIGN

19. WE CALL IT A …

20. ILLUSTRATION: MESSAGE PLANS, ASSETS
EBOOKS EMAILSINFOGRAPHICS
LANDING PAGES

21. 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

22. 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
eMail
nurture

23. 2015
APPLYING LEARNINGS
IN NEXT CAMPAIGNS

24. 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

25. 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

26. SUMMARY
WRAP UP

27. ©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…

28. • 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

29. QUESTIONS
& ANSWERS