LaunchPoint Webinar Series Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Countries in 22 Languages
August 31, 2016
Page 2Marketo 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
Space for growthOUR TRANSFORMATION
CLOUDMOBILE New competitionNew categoriesNew business modelsNew customersNew services
Space for growthOUR TRANSFORMATION
CLOUDMOBILEEmpower every person and every organization on the planet to achieve more
OUR MISSION
Space for growthOUR TRANSFORMATION
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
Trial
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
Space for growthSTATE AT THE START
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
Space for growthSTATE AT THE START
VISION FORTHE FUTURE
How do we get started?
Space for growthSTATE AT THE START
Start small Room to exploreIgnore legacy
Space for growthEPOCH I: CORP PILOT
Mini Corp demand centerOne product
One campaign
WHAT DID WE DO?
Space for growthEPOCH I: CORP PILOT
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
Demand-gen ad Embrace efficiency and cloud mindsetwith Azure Automation
Free webinar, click below to register.
REGISTER NOW
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
Demand-gen ad
Demand-gen webinar
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
Demand-gen ad
Demand-gen webinar
Lead scoring, tracking, campaign mgmt.
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
Demand-gen ad
Demand-gen webinar
Lead scoring, tracking, campaign mgmt.Sales prioritization
7.2%
Space for growthEPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.comanonymously
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
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
Trial
White Papers
Events
Webinar
Sales – Field, Partner or
Tele
CampaignEngagement Programs
Why and How CloudAzure 101Azure TrialDeployment Guides
UpsellCross-sellConsumption
Paying Customer
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
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
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
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
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
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
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
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
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
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
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
MICROSOFT AZURE ANALYTICS
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
MICROSOFT AZURE ANALYTICS
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
COMMUNICATIONS
PORTFOLIO MARKETING
BrandContent Strategy
SocialBusiness/SalesStrategy
MarketingStrategy
CMO
Product Strategy
PersonasBuyer’s Journey
Industry Marketing
ThemesAssembly
Global Execution
GLOBAL CAMPAIGNS
FIELD MARKETING
LocalizeSales
EnablementPipeline Accel
LocalizeSales
EnablementPipeline Accel
LocalizeSales
EnablementPipeline Accel
EMEA
AMER.
ASIAGl
obal
MARKETING OPERATIONS
TechnologyMeasurement
Process
Planned ProgramsRapid ResponsePerpetual LeverageMAPWeb Sites
Lead Scoring
Back
Offi
ce
Best
Pra
ctice
GLOBAL DEMAND CENTER
The Demand Center in the Marketing Ecosystem
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
We asked for 13…AZURE DEMAND CENTER CHAMP
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
AZURE DEMAND CENTER CHAMP
We got 89
4
20
8
4
2
8
7
4
8
1212
Space for growthEPOCH II: AZURE WORLDWIDE
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
GLOBAL FIELD ADOPTION
Space for growthEPOCH II: AZURE WORLDWIDE
AZURE DEMANDCENTERPlaybook
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
Space for growthEPOCH II: AZURE WORLDWIDE
Seattle, WA London, UK Istanbul, Turkey
SELL THE VISIONOVERFUNCTIONBUILD A COMMUNITY
Space for growthEPOCH II: AZURE WORLDWIDE
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
Space for growthEPOCH II: AZURE WORLDWIDE
AZURE DEMANDCENTERTraining
Space for growthEPOCH II: AZURE WORLDWIDE
AZURE DEMANDCENTERTraining
Space for growthEPOCH II: AZURE WORLDWIDE
AZURE DEMANDCENTERProgram Menu
Space for growthEPOCH II: AZURE WORLDWIDE
YAMMER GROUP
Space for growthEPOCH II: AZURE WORLDWIDE
SUPPORT TICKETING SYSTEM
Space for growthEPOCH II: AZURE WORLDWIDE
SO WHAT HAPPENED?
+ 9pts YOY increase in billed revenue growth
rate
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
One Microsoft.
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
WHERE DO WE WANT TO GO FROM HERE?
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND CENTER
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND CENTERAZURE DEMAND CENTER
Corporate MarketingAZURE DEMAND CENTER
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
Corporate MarketingAZURE DEMAND CENTER
IT
AZURE DEMAND CENTER
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND CENTER
Corporate Marketing
IT
Field MarketingHQ
AZURE DEMAND CENTER
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND CENTER
Corporate Marketing
IT
Field MarketingHQ
AZURE DEMAND CENTER
Worldwide Inside Sales
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
ENTERPRISE-WIDE ALIGNMENT ORG CHANGES MAINSTREAMING
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
ONE MICROSOFT INITIATIVE: Global Demand Center
Corporate Marketing
IT
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
Marketing AutomationAnalytics
Full corp demand centerMany products
Many campaigns
WHAT DID WE DO?
Space for growthEPOCH III: CROSS COMPANY WORLDWIDE
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
LSPs
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.
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Q&A
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