Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Countries in 22 Languages

LaunchPoint Webinar Series Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Countries in 22 Languages

August 31, 2016

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

EngagementMarketingPlatform

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Housekeeping

Mike ColomboChief Marketing OfficerCloudwords

Charles EichenbaumDirector of Marketing TechnologyMicrosoft

Space for growthOUR SPEAKERS

Space for growthOUR TRANSFORMATION

CLOUDTHE PC MOBILE

CLOUDMOBILE New competitionNew categoriesNew business modelsNew customersNew services

CLOUDMOBILEEmpower every person and every organization on the planet to achieve more

OUR MISSION

CLOUDMOBILE OUR CULTURE

Customer-obsessedGrowthmindset

Diverse and inclusiveOne Microsoft

How do we better connect with our customers and help them be successful?

Microsoft AzureHow do we accelerate Azure revenue growth?

Space for growthAZURE AT THE HEART

THE PROGRAMS THE TACTICS

Reputation

Demand creation

Sales enablement

Market intelligence

Press releaseBlog

Briefing

White paperWebcast

Battle cardPlaybookROI tool

Focus groupSWOT analysisInternal survey

The building of awareness, interest, and urgency around a theme

The sourcing and nurturing of demand based on the theme

The help with progression of opportunities sourced by the theme

The knowledge building of external targets and internal audiences

Space for growthSTATE AT THE START

CAMPAIGNFRAMEWORK

From loosely coupled marketing…

Product websitesVisitors & sign-ups

AdvertisingCost per end action

1st party eventsRegistrants & attendees Social

Reach & click-through

WebinarsRegistrants & attendees Local events

Leads to sales

Email marketingOpen & click-through

OUR STARTINGPOINT

…to connected efforts across one “spine”

Advertising Social Websites Events Webinars Trial Nurtureemail

MODERN MARKETING PLATFORM

Space for growthSTATE AT THE START VISION FOR

THE FUTURE

1. Provide more personalized, relevant content, experiences, and offers at the right time to help our customers be successful

2. Better connected marketing and sales experience

3. Track the journey end to end so we can do more of what works

VISION FORTHE FUTURE

How do we get started?

Start small Room to exploreIgnore legacy

Space for growthEPOCH I: CORP PILOT

Mini Corp demand centerOne product

One campaign

WHAT DID WE DO?

azure.microsoft.comanonymously

WHAT DID WE DO?

Demand-gen ad Embrace efficiency and cloud mindsetwith Azure Automation

Free webinar, click below to register.

REGISTER NOW

WHAT DID WE DO?

Demand-gen ad

Demand-gen webinar

WHAT DID WE DO?

Demand-gen ad

Demand-gen webinar

Lead scoring, tracking, campaign mgmt.

WHAT DID WE DO?

Demand-gen ad

Demand-gen webinar

Lead scoring, tracking, campaign mgmt.Sales prioritization

WHAT DID WE DO?

Demand-gen ad

Demand-gen webinar

Lead scoring, tracking, campaign mgmt.Sales prioritization

Attribution & Marketing Mix Optimization

Let’s scale this worldwide!

Space for growthEPOCH II: AZURE WORLDWIDE

In order to scale, we had to exit “stealth mode”

SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY

AZURE DEMAND CENTER

Lead Scoring Tele Qualification

And TeleNurture

Anonymous

Profiling, lead scoring, right content at right time

ORGANIC TRAFFIC

PAID TRAFFIC

SOCIAL

Gated Content

White Papers

Events

Webinar

Sales – Field, Partner or

CampaignEngagement Programs

Why and How CloudAzure 101Azure TrialDeployment Guides

UpsellCross-sellConsumption

Paying Customer

Demand Centers:Primary Functions

Planned Programs Existed BuiltIntegrated ProgramsNurture FlowsPipeline Acceleration

Rapid ResponseAccount-Based MarketingSmall-Net FishingEvent Triggered

Perpetual LeverageInbound TacticsContent DrivenWebsite Conversion OptimizationBehavior Triggered

Strategic Foundation Existed BuiltDemand TypeRelative TargetingLead TaxonomyBuyer Personas/Buying CycleContent Strategy

Infrastructure AssessmentMarketing AutomationWeb SitesAnalyticsSales Force AutomationData Services

Process DefinitionDemand WaterfallLead Scoring and NurturingService-Level AgreementsCampaign PlanningBudgetingInside Sales

Discover & Learn Evaluate and try

Influence and recommend

Deploy and use

Renew and advocate

Stage:

Content type:

Early Stage Mid Stage Late Stage Customer Stage

Category Level Content

Product / Solution Content Trial / Eval Deployment,

usage, cross/up sell

Examples: Why and How Cloud Azure 101 Azure Trial Deployment

Guides

MICROSOFT AZURECONTENT STRATEGY & NURTURE FLOWS

INQUIRYInbound Outbound

MARKETING QUALIFICATION Automation Qualified Leads (AQLs)

Teleprospecting Accepted Leads (TALs)

Teleprospecting Qualified Leads (TQLs)

Teleprospecting Generated Leads (TGLs)

SALES QUALIFICATION Sales Generated

Leads (SGLs)Sales Accepted Leads (SALs)

Sales Qualified Leads (SQLs)

CLOSEWon Business

Sirius Decisions Demand Creation Waterfall

KnownMarketing Automated

Qualified Lead (MAQL)

Unknown Win

SALES PROCESS

MARKETING TAXONOMY

Convert web visitors to known contacts engaged in a nurture program

Provide individual with relevant nurture content and Calls-to-Action to attain lead score threshold

Establish fit and sales-readiness of individual

Establish agreement with Tele representative that they will engage the individual

Develop the sales strategy and gain validation from customer decision makers

Establish agreement with sales/partner rep that they will engage the individual

Develop the sales strategy and gain validation from customer decision makers; gain agreement to the value prop and prove value of solution

Negotiate and reach agreement on the final terms and conditions with the customer

• An individual submits at least one piece of contact information (email, phone or full registration profile)

• An individual is engaged in nurture program

• Lead score threshold attained

• Minimum data profile completed

• Lead is received and accepted by lead catcher

• Lead Accepted or Rejected/Recycled

• Contact made with customer

• Lead is qualified according to BANT or Closed/Recycled

• Lead is qualified by Sales and entered as a 20% opportunity or Closed/Recycled

• Contact made with customer, and opportunity managed through the sales stages or Closed/Recycled

Anonymous web visitors’ behaviors are tracked via marketing automation tags—individuals have not yet provided contact information to enable email or phone engagement

An individual who has provided at least one piece of contactable information and is engaged in a nurture program

An individual’s behavior and demographic data has been scored, and meets the scoring threshold for a specific topic (product/solution) to merit sales qualification

A Tele representative agrees to make contact to an individual that has met the lead score threshold

An individual who has been contacted by a Tele representative and qualified as a valid lead according to BANT (Budget, Authority, Need, Timing)

Sales Agrees to work the lead and determine if it reaches the bar for a 20% opportunity

A sales opportunity is create and managed through the sales process

The customer purchases a product/solution

Create Lead (Pre) Select & Qualify Lead (0-10%) Opportunity (20-100%)

DEFINITION

OBJECTIVE

EXIT CRITERIA

Tele Accepted Lead (TAL)*

Tele Qualified Lead (TQL)*

Sales Accepted

Lead (SAL)*Sales Qualified Lead (SQL)*

MICROSOFT AZURE LEAD TAXONOMY / DEMAND WATERFALL

MICROSOFT AZURE LEAD SCORING

Score Range % of total leads % of converted leads Lift (%)

91-100 2.7 7.2 171.781-90 2.7 6.0 124.871-80 2.7 5.6 110.761-70 2.7 5.3 100.351-60 2.7 4.8 82.041-50 2.7 4.1 53.431-40 2.7 4.2 59.821-30 2.7 3.6 37.211-20 2.7 3.5 30.21-10 2.7 1.9 -28.5

0 73.4 53.7 -26.9

MICROSOFT AZURE ANALYTICS

COMMUNICATIONS

PORTFOLIO MARKETING

BrandContent Strategy

SocialBusiness/SalesStrategy

MarketingStrategy

Product Strategy

PersonasBuyer’s Journey

Industry Marketing

ThemesAssembly

Global Execution

GLOBAL CAMPAIGNS

FIELD MARKETING

LocalizeSales

EnablementPipeline Accel

LocalizeSales

ASIAGl

MARKETING OPERATIONS

TechnologyMeasurement

Process

Planned ProgramsRapid ResponsePerpetual LeverageMAPWeb Sites

Lead Scoring

GLOBAL DEMAND CENTER

The Demand Center in the Marketing Ecosystem

We asked for 13…AZURE DEMAND CENTER CHAMP

AZURE DEMAND CENTER CHAMP

We got 89

GLOBAL FIELD ADOPTION

AZURE DEMANDCENTERPlaybook

Seattle, WA London, UK Istanbul, Turkey

I’m from Corporate. I’m here to help.Here is our Excel file with English strings.1

I need you to localize each string into your language.2

Finished? Now put it back into Marketo.3

You’re welcome.4

AZURE DEMANDCENTERTraining

AZURE DEMANDCENTERProgram Menu

YAMMER GROUP

SUPPORT TICKETING SYSTEM

SO WHAT HAPPENED?

+ 9pts YOY increase in billed revenue growth

Space for growthEPOCH III: CROSS COMPANY WORLDWIDE

One Microsoft.

MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES

WHERE DO WE WANT TO GO FROM HERE?

AZURE DEMAND CENTER

AZURE DEMAND CENTERAZURE DEMAND CENTER

Corporate MarketingAZURE DEMAND CENTER

AZURE DEMAND CENTER

Corporate Marketing

Field MarketingHQ

AZURE DEMAND CENTER

Corporate Marketing

Field MarketingHQ

AZURE DEMAND CENTER

Worldwide Inside Sales

ENTERPRISE-WIDE ALIGNMENT ORG CHANGES MAINSTREAMING

ONE MICROSOFT INITIATIVE: Global Demand Center

Corporate Marketing

Field MarketingHQ

Worldwide Inside Sales

Demand TypeContent DrivenContent StrategyNurture FlowsLead Scoring & Nurturing

Behavior Triggered

Sales Force AutomationData Services

Inside Sales

Lead TaxonomyDemand WaterfallService-Level Agreements

Inside Sales

Marketing AutomationAnalytics

Full corp demand centerMany products

Many campaigns

WHAT DID WE DO?

Space for growthPEOPLE NEEDED TO SCALE LOCALIZATION GLOBALLY WITHOUT TECHNOLOGY…..

Space for growth

ENTERPRISE-WIDE ALIGNMENT ORG CHANGES MAINSTREAMING

Web/digital marketers

Corporate marketers

LatAm, othertranslator(s)

APACtranslator(s)

EMEAtranslator(s)

Translation vendor portal

Vendorportal

XLSFTP

CollateralContent

WebsiteContent

MarketingAutomation

Content

Demand genmarketers

Regional/Fieldmarketers

Contentreviewers

Too slow.

Can’t scale.

No visibility.

Costly.

THE BOTTLENECK:MANUAL LOCALIZATION MANAGEMENT

Space for growth

Analytics

Translation Memory

Localization Project Management EngineCampaign

Management In-context review

Marketers

Marketing Elements

• Marketo• InDesign & Photoshop• Exact Target• Sitcore & Internal CMS

Projectmanagers

Contentreviewers

Customers• 9 localized campaigns• 86 countries• 400+ assets• Plus many more to

come…

Space for growth

MAQLs+70%

TQLs+128%

New Leads+433%

SAL+34%

SQL+42%

Qualified Pipeline+42%

9 campaigns live86 countries

22 languages66% of contacts not in US

+5.5M leads+3,400 webinars

+2,300 in-person events+400 localized assets

SCALE AND RESULTS EXAMPLES

+Asset refresh every 4 weeks

Space for growthSUMMARY

Keys to our journeySometimes its better to transform instead of iterate

Always be selling

Get some air milesDon’t be afraid to mainstream

Start small, dream big, build to scale

Build your community, alliance and bridges

Space for growthSUMMARY

Some learnings on localizationSoftware isn’t THE solution, its part of the solutionMake sure the boat floats before you sink your life raft

Think about localization early on in how you construct programsYou don’t have to do everything at oncePick the right software tool for your problem

+Enjoy the journey!

Create a predictable rhythm for your localization if frequent and scaled

Aspire to use the capabilities of the software to its fullest. Ie. Get bids.

EngagementMarketingPlatform

Thank You

Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Countries in 22 Languages

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