Embracing the Marketing Revolution: Amdocs's Demand Generation Journey
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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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Embracing the Marketing Revolution: Amdocs's Demand Generation Journey
- 1. Embracing the Marketing Revolution: Amdocs's Demand Generation Journey Jacqueline Davis Senior Manager, Global Demand Programs @ Amdocs Jacqueline.Davis@amdocs.com Shyna Zhang Director, Product Marketing Marketo
- 2. Page 2 Amdocs at a glance Leader in customer experience solutions $3.6 billion revenue in 2014 22,000+ professionals Serving customers in more than 80 countries Listed on NASDAQ (DOX) Global Telecoms Business Innovation and Business Service Innovation Awards Winner of 2014 Outsourcing Excellence Award Leader in Integrated Revenue and Customer Management
- 3. Page 3 We help our customers serve their more than 3 billion customers 250+ customers 2500+ projects Caribbean and Latin America Europe, Middle East and Africa North America Asia Pacific
- 4. Page 4 First leg of our journey - Migrate Migrate Educate Integrate
- 5. Page 5 The starting point Marketing Advertising Website Social media Direct mail E-mail marketing Trade shows Customer events Marketing Plans Marketing campaigns Marketing Automation Sales Leads Revenue $$$$$
- 7. Demand generation stakeholders Marketing MIS Customer Business Group (6 regions Product Business Group (10 units) Sales Ops Biz Dev. Sales Ops Field Mktg Programs Product Mktg
- 8. Page 8 Why Marketo? Marketo offers broad functionality, 3rd party integration and ease of use A Marketo migration would take ~ 2-3 months Integration with SFDC Strong breadth of critical MAP functionality Reporting and analytics Robust third-party apps
- 9. Page 9 The second leg of our journey - educate Migrate Educate Integrate
- 10. Page 10 Training Universe Adoption of demand generation was sporadic Globally located Diverse skill sets and experience Work in silos
- 11. Page 11 What did we do? Marketo Webinars Short clip Videos How-to guides with step by step pictures Onsite – 2 locations Monthly Quick Reviews Campaign Score Card 1:1 dedicated training
- 12. Page 12 Process Tips & Tricks VMA Marketing Academy Training Guideline Tool Kit Sales Leadership onboarding What is ongoing? Executive Quarterly Updates
- 13. Page 13 Third leg of our journey - integrate Migrate Educate Integrate
- 14. Page 14 Enable Marketing Engagement Sales Engagement Marketo (SFDC) RECYCLING AUTOMATED QUALIFIEDLEAD CLOSED WONSALES ACCEPTEDLEAD ENGAGEDKNOWN OPPORTUNITY CLOSED LOST ANONYMOUS MARKETING QUALIFIEDLEAD DISQUALIFIED
- 15. Page 15 How far have we come? Pipeline contribution $3M+ in under 1 year Launched Marketo Globally in under 3 months to 15 divisions and 50+ marketing stakeholders Trained over 30+ marketing people 15How-to Videos 4 training webinars 3 onsite visits step by step guide book FAQ 151:1 training sessions Built 12+ email and landing page templates 42 forms and 12 program templates 479 unique programs 540 Landing Pages DDB Growth +25% - avg cost per new contact $100 unsubscribe rate < .5% Overall 22% Program Success Rate Average Email Engagement Conversion 5+% Average Form Conversion 6+% 358 AQL's 51MQL's 3+ opportunities
- 16. Page 16 Where next? Recognize the power of digital marketing Further integration with SFDC Data append and enrichment More training and education!
- 17. In summary Be tenacious and have courage Collaborate and educate Communicate and add value Set realistic expectations Success
- 18. Thank You Jacqueline Davis Senior Manager, Global Demand Programs @ Amdocs Shyna Zhang Director, Product Marketing Marketo szhang@marketo.com Jacqueline Davis Senior Manager, Global Demand Programs @ Amdocs Jacqueline.Davis@amdocs.com
Notas del editor
- 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.