Embracing the Marketing Revolution: Amdocs's Demand Generation Journey

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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.