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Embracing the Marketing Revolution: Amdocs's Demand Generation Journey

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Embracing the Marketing Revolution: Amdocs's Demand Generation Journey

To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.

To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.

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Hinweis der Redaktion

  • Update with new cover from visual brand deck.
  • Tell about Amdocs, who you sell, and your team’s responsibility.

    What your specific responsibility is on the marketing team and what metrics define success?
    Campaign specific KPIs that roll up to an aggregate global view
  • What triggered the decision to migrate?
    Planning to take Eloqua from ESP to more strategic part of marketing
    Forced to move off of Eloqua
    Knew that Marketo was the only competitor in the ENT space
    Opportunity to reset the ‘bad habits’ and build the best in breed marketing automation, demand gen strategy team that serves long term goals

    Moving off of Eloqua9?
    Not too painful,
    Heavy lifting was in data
    Not having to rebuild campaigns
    Hired a consultant (anyone who is investing in a MA, should hire a 3rd party Consultant);
    Relied heavily on consultant to develop infrastructure in Marketo
    Build so that it’s scalable for org over a long period time
    Long term investment, want to make sure the right ‘Champs’ on your side is critical to success

    Lots of pressure to move to E10; not an option from Eloqua

    IT Involvement?
    Jacqueline pressured to move to Pardot from IT
    IT Doesn’t understand MA solution
    IT Director flew from Isreal at DF 2013
    Jacqueline had to spend a week to convince IT that Pardot is not the tool
    Gartner grid
    Pardot is not ENT; just acquired by SFDC  2 years before they have any features
    Scorecard evaluation

    How do you pick a consultant?
    Eloqua consultant started working with Marketo Champ (Pierce) Tactical consultant
    DemandSpring  Demand Gen consultant, how to engage with customers and internal and show value
    Consultant helped to push Marketo
  • The ‘Old World’
    Start/Stop; not contiunity
    Eloqua was just used for email
    Not thinking about campaigns in terms of Revenue/Pipeline
    Chinese Wall between marketing and sales

  • Step 2: Drive alignment across org
    Who is going to be involved
    Who will support
    Who will be involved in training
    Breaking down the silos between marketing and sales
    Started with great people, great foundation, and understood that we needed to move quickly to captilize on oppty in marketplace

  • Jacqueline’s Journey:
    Step 1: Had to convince the leadership team understand why you need the tool, what does it do, what value does it bring to the org
    LT have been trained in ‘traditional marketing’  Didn’t understand that customers come to website
    Have been told by Sales that Sales knows what’s going on with all deals at all times, didn’t understand marketing’s oppty to have pipeline impact for Sales
    Believed Marketing should just continue to drive tradeshows and events
    Content was not created based on persona, 1 – 2 pieces of content whitepaper/webinar
    Never thought through customer experience or journey (inside baseball)
    Biggest Attention: Eloqua was just bought by Oracle; this is a competitive threat  Better insight, better analytics
    Rallying call for LT to ‘wake up’ or else we will ‘lose money’
  • Why Marketo?
    Marketo content
    Have to lead with Thought Leadership
    ‘I take a page everyday from Marketo’
    Want the organic traffic coming to you bc people see you as a leader
    Pardot doesn’t have knowledge/experience to serve ENT
    Marketo was built for SFDC  Native integration  Perfect Package

    Features: - MSI  critical for sales adoption for demand gen (HIGHLY recommend)  Prioritize, going to take time to get the content you need for RCA
    Key to breaking the wall between sales and marketing
    Critical to the success
    RCA  don’t use it because IT doesn’t allow to push opps into Marketo
    Rich set of features but without the data and commitment from Sales to invest in the leads to nurture, RCA falls flat


  • Step 3: Training + Onboarding
    4 months building (close 1x1 with consultant); built out infrastructure
    Launched Marketo
    Slow adoption
    Oppty to globally train the org
    Consultant + Jacqueline developed 2 day training guide (flew to Isreal and Toronto) to train the users: Marketing, Web, and IT
    Totally trained about 35 people 1x1
    Followed this by 15 quick win 5 min ‘how to ‘ videos based on feedback from 1x1 trainings
    4 webinars/Lunch and learns  Q&A Style; Office Hours Style
    Created/Hired consultant to sit 1x1 with people to onboard
    Ongoing and continuous training

    Offer users support as needed
    Bulk of the training was delivered in 2 months
    Lesson: trained a lot of people that didn't have the right ‘mindset’ for MA
    Adoption of MA was not accelerating
    Looked at key players (influencers/champs) to see where the gaps were; spent time training the players or replaced them
    30% of org has been turned over
    Marketing team is full of digital marketers (strong inbound campaign knowledge, MA knowledge/DG experience, must have digital marketing experience)

  • Ongoing Engines:
    Virtual Marketing Assistant: helping the marketing people build good campaigns; campaign breifs, preferred vendors (Scored); sample best in breed work; resource community
    Executive Quarterly Updates: decision making process, adoption, reporting
    Do we have the right process? Do we have the right infrastructure?
    What’s best in class and what changes can we make to get closer?
  • Step 4: Sales Alignment (Lead Lifecycle): Simplicity!
    Recommendation: simplify this as much as possible, don’t need mutilple routings/layers
    Convert known into a QL
    Build the right scoring model and evaulate content based on buyer personas
    Not about changing lead lifecycle, changing things inside of the lead lifecycle
    Easy to understand/grasp

    How have you gotten alignment with Sales?
    10 member taskforce created this and got approval on definitions: MQL, SQL and SLAs (Field marketing, sales,)
    Sales people as champs who understand what we are trying to achieve
    Field marketing strong investment
    All layers in the org has blessed this (C level down)
  • Reporting and analytics focus (Reporting and Data_
    Better data management
    People struggle with the ‘the cost of data’
    Cost a lot to maintain the right data
    Lots of data can be gleaned from accurate data
    Marketing wants to continue to gather ‘good’ data from customers/buyers by offering good experiences which leads to better analytics which leads to better experiences

    Predictive  leads to building campaigns in a shorter amnt of time
  • Update with new cover from visual brand deck.

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