Data Driven Marketing: Can We Clone George Clooney in Oceans 11?

CAN WE USE BIG DATA TO CLONE GEORGE CLOONEY IN OCEANS 11?

Abner Germanow

@AbnerG

Wrongless.tumblr.com

Director, WW Marketing

Juniper Networks

JUNIPER AT A GLANCE

2012 Revenue: $4.5 Billion

124 Offices In 45 Countries: 16 24x7 Support Centers: 5 R&D Centers

9000 Employees

#3 In Edge Routing, Ethernet Switching

#2 In CoreRouting, SP Routing, Network Security

#1 In High-end Firewall & Mobile VPN

20,000+ Customers, Including 96 Of Fortune 100

Powering 6 Of The World’s 7 Largest Stock Exchanges

Juniper Is Deployed In More Than 380 Federal Government Agencies

1997: Service Provider Core

2004: Secure Enterprise Edge

2008-13: Switch, WLAN, Mobile Security

TRIBAL KNOWLEDGE

THE CHALLENGE

First P

urch

ase

Secon

dThir

d

Fourth

0

2

4

A TALE OF TWO REPS

1,200 Accounts

Knows some people

Knows some organizations

1 Account

Knows all the key people

Knows the organization

GEORGE KNOWS:HUMAN BEHAVIORS

Product or training certificationsSocial media activity & engagement Competitor product or training certificationsWork history Event attendance and interactionRole and responsibilitiesBrowsing historyContent consumption / engagementTitle / job responsibilityIncentives / bonus structure

GEORGE KNOWS:ORGANIZATIONAL BEHAVIORS & ATTRIBUTES

Prior purchase historyDeployed technologies Industry Financial healthEmployee population changesReal estate moves, adds, and changesSocial media buzz Credit scoresTechnical support eventsGeographic footprintExecutive changesMerger & Acquisition activityPrivate equity investmentInformation intensity of businessTechnology investment personaCustomer segmentation attributesCompetitor Investments

A TALE OF TWO LEADS

Lead 1 Lead 2

Attended a Data Center Webinar Attended a Data Center Webinar

Clicked through to white paper Clicked through to white paper

Financial Services

$200k security installed base

Real Estate Move

ANALYTICS BY ENGAGEMENT STAGE

MQL

SAL

SQO

Responder Inquiries

WON

Marketin

gS

ales

Install Base Cross-Upsell

Data Source: Eloqua ActivityCurrent Data Visibility: XXXXCurrent Data Quality: XXXXXAnalytics Needed: XXXXXPredictive Opportunity: Optimize lead scoring

Data Source: SFDC Deal FlowCurrent Data Visibility: XXXXXCurrent Data Quality: XXXXX Analytics Needed: XXXXXPredictive Opportunity: Optimize current Q close

Build one of these for each stage

Are these the right attributes to

assess?

Data Source: salesPrismCurrent Data Visibility: XXXXCurrent Data Quality: XXXXXAnalytics Needed: XXXXXPredictive Opportunity: Optimize sales sourced opps

HOW I SPEND MY TIME

Navigating Legacy Data, Systems, and PeopleTraining / CulturePlay DesignCustomers

3 CULTURAL BARRIERS

HOW DOES SALES SELL?

VS.

HIPPO VS. OBSERVED BEHAVIOR

First P

urch

ase

Secon

dThir

d

Fourth

0

2

4

MODEL VS MODEL

VS.

Culture eats models for breakfast.

The capacity and tools to consume a model beat model quality by 100x

RESULTS

It gives us the information we need so we don’t look dumb.

- Inside rep

RESEARCH IN SALESPRISM IS CORRELATED TO LARGER OPPORTUNITIES

Not engaged Engaged

$83

$152

Not engaged Engaged

$129

$172

Research use caseAll accountsPipeline, $ Thousands

Targeting use caseAccounts with playsPipeline, $ Thousands

+82%

+34%

Engaged: rep views account details page and/or logs activity against the account in PRISM.

When reps engaged accounts with recommendations, they created larger opportunities.

When reps researched an account in salesPrism, they created larger opportunities.

@AbnerG

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