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Digital Transformation of Marketing @MicrosoftMélanie Daboudet (@m_dab)Marketing & Communications Manager
Oct. 12th, 2016
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SellerCustomerMarketer
Richly Personalized Experiences High Quality LeadsScalable Customer Insights
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Digital Transformation of MarketingTRADITIONAL MODERN
Connected Marketing & Sales Platforms
Field & Corp Connected Marketing System
Long-Term Customer Relationships
360ᴏ Customer Data with Connected Insights
50
515
High Quality Scored MAQLs
Multi-Channel Journeys
Buyer Driven Purchase Process
Single-Channel Tactics
Old World Marketing Tools
Field vs. Corp Marketing
Sales Driven Purchase Process
Low Quality, High Volume Leads
Disconnected Customer Data
‘One & Done’ Marketing
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4 Capabilities Required to Drive Marketing Transformation
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Global Demand Center
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Global Demand CenterAlways-on, integrated customer engagement OUTCOMES
Cross Sell
Fans
Renewal
AcquisitionConsumption
FIELD: Local EventsDemand Gen Social...
CORP: Flagship EventsPaid MediaGlobal AdsMicrosoft.com...
EngagementPrograms
Sales Channels
Post-SaleRelationshipMarketing
WebinarsCase studiesTrialsBehavior scoringConnected lead flow
Inside Sales Sales Teams Partners Web Direct
First-run experienceIn-product notificationEmail
MARKETING AND SALES AUTOMATION & ANALYTICS
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Global Demand Center Lead FunnelKnown Lead
Marketing Automated
Qualified Lead (MAQL)
WinTele Accepted Lead (TAL)
Tele Qualified
Lead (TQL)
Sales Accepted
Lead (SAL)
Sales Qualified
Opportunity (SQO)
Unknown Visitor
Lead Conversion(Qualified/Win)
Lead Velocity
Lead Quality (Size/Shape)
Lead Volume
OptimizationKPIs
Marketing Automated Qualified
Lead (MAQL)
Sales Accepted
Lead (SAL)
Sales Qualified Opportunity (SQO)
Win
Events
Social
Digital Deman
d
Gated Conten
t
Website
Trial
Global Ads
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Connected Customer Journeys
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Global Engagement Programs
...TO THE NEW WORLD
Global Engagement Program
FROM THE OLD WORLD...
TraditionalCampaign
One time delivery of thin BOM "thrown over the fence" to field
Budget cascaded & managed locally
Local teams selectively localize content and re-build campaigns
Uncoordinated and inconsistent "One & done" engagement with customers
Awareness + basic leads
Multi-touch nurture with rich custom content(ads, emails, ebooks, etc.)
Localization and media investment managed globally
Full-time operations & content teams to execute consistently across globe
Coordinated multi-touch engagement along coherent journey
Business impact + MAQLs
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Technology & Data
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Transform data to intelligent action
Actions Decisions
Interactive dashboardsWhy did it happen?
PredictionsWhat will/might happen?
RecommendationsWhat should I do? Decision automation
Decision support
Data
Value
Static reportsWhat happened?
Manual process
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Marketing Technology & Data EcosystemIndustry Leading MarTech Stack• One Marketing
Automation Platform to enable seamless cross-product customer nurture across global & local activities
• Connected Modern Marketing Tools to deliver state-of-the-art customer engagement
• Business Intelligence & Reporting leveraging 360 Customer & Partner Data
• Sales Integration of Marketing Leads, Insights, & Customer Evidence
• 10+ Old World Systems Retired by new MarTech Stack
SalesCustomer
Customer AdvocacyEvents
PlanningSocial
Relationship Marketing
Content Marketing*
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Marketing Technology & Data EcosystemOne Marketing Automation Platform• Standardized on
Marketo as Commercial Marketing Automation Platform
• Consolidating to One Marketo instance by Oct 2016 to enable customer journeys across Office, C+E, Windows
• Deliver targeted trigger-based nurture using multiple points of customer interaction (e.g., web, email, events, product trial, etc.)
• Score Leads using demographic and behavioral interaction data
SalesCustomer
Customer AdvocacyEvents
PlanningSocial
Relationship Marketing
Content Marketing*
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Global Engagement Program Walkthrough
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Meet Jane Robben
Jane RobbenCTO, Contoso TechnologySydney AustraliaEducation: University of Melbourne
We don’t know anything about Jane, yet… but we’re about to.
KNOWN
MAQL
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2016 trends in cybersecurity
Jane starts researching Cybersecurity
Jane’s click triggers tracking to begin, but she is not yet a known lead
DAY 1
KNOWN
MAQL
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Jane completes the download form and becomes a Known Lead
Jane
Robben
Australia
Contoso Technology
123-456-7890
DAY 1Jane visits a Microsoft security site
KNOWN
MAQL
KNOWN
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Jane downloads a security eBookThe action is noted in MSX as an Interesting Moment
DAY 1
KNOWN
MAQL
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Jane is retargeted with a local event advertisement
A few days later…
Don’t miss the Microsoft Security Summit
Register Now
Join us in Sydney for an in-person event covering the latest security topics and trends.
DAY 7
KNOWN
MAQL
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Jane
Robben
Australia
123-456-7890
Register for the Microsoft Security Summit
Role in Organization
Summit:
summit
Jane registers for the event – progressive profiling prompts her to fill out a new field
CTO
DAY 7Jane registers for the in-person security event
KNOWN
MAQL
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Jane attends the event DAY 14
KNOWN
MAQL
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Due to her engagement with security content, Jane receives more security nurture emails
DAY 15Jane receives nurture emails
KNOWN
MAQL
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Jane’s tour takes her from Known Lead to MAQL status
Jane takes a guided Office 365 tour DAY 15
KNOWN
MAQL
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The Inside Sales Rep sees that Jane is an Office On-Premises customer and is on the MAL
The lead is routed to an Inside Sales Rep DAY 20
KNOWN
MAQL
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The rep qualifies the opportunity for O365 E3 and passes to the Account Manager
Inside Sales calls Jane DAY 24
KNOWN
MAQL
TQL
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Account Manager sees opportunity for Office 365
E5 upsell
Account Manager reviews opportunity and account history
DAY 24
KNOWN
MAQL
TQL
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As discussions continue, Account Manager spots an opportunity to further upsell to SPE
Account Manager grows the opportunity DAY 24
KNOWN
MAQL
TQL
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Account Manager works to close a SPE win
Account Manager closes the deal
WIN
DAY 30
KNOWN
MAQL
TQL
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Jane purchased 500 seats of SPE
DAY 90Jane purchased 500 seats of Secure Productive Enterprise
KNOWN
MAQL
TQL
WIN
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Jane and her organization are entered into relationship marketing program
DAY 90
Jane is eligible for FastTrack assistance with SPE purchase
MAU
KNOWN
MAQL
TQL
WIN
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Merci !