In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale. Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.

1. LaunchPoint Webinar Series
Global Best Practices: Microsoft’s
Marketing Transformation to Reach 86
Countries in 22 Languages
August 31, 2016

2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 8/31/2016
Engagement
Marketing
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Housekeeping

3. Mike Colombo
Chief Marketing Officer
Cloudwords
Charles Eichenbaum
Director of Marketing Technology
Microsoft
Space for growth
OUR SPEAKERS

4. Space for growth
OUR TRANSFORMATION
CLOUDTHE PC MOBILE

5. Space for growth
OUR TRANSFORMATION
CLOUDMOBILE New competition
New categories
New business models
New customers
New services

6. Space for growth
OUR TRANSFORMATION
CLOUDMOBILE
Empower every person and every
organization on the planet to achieve
more
OUR MISSION

7. Space for growth
OUR TRANSFORMATION
CLOUDMOBILE OUR
CULTURE
Customer-obsessed
Growth
mindset
Diverse and inclusive
One Microsoft

8. How do we better connect with our customers and help them be
successful?
Microsoft Azure
How do we accelerate Azure revenue growth?
Space for growth
AZURE AT THE HEART

9. THE PROGRAMS THE TACTICS
Reputation
Demand creation
Sales enablement
Market intelligence
Press release
Blog
Briefing
White paper
Webcast
Trial
Battle card
Playbook
ROI tool
Focus group
SWOT analysis
Internal 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 growth
STATE AT THE START
CAMPAIGN
FRAMEWORK

10. From loosely coupled marketing…
Product websites
Visitors & sign-ups
Advertising
Cost per end action
1st party events
Registrants & attendees Social
Reach & click-through
Webinars
Registrants & attendees Local events
Leads to sales
Email marketing
Open & click-through
Space for growth
STATE AT THE START
OUR STARTING
POINT

11. …to connected efforts across one “spine”
Advertising Social Websites Events Webinars Trial Nurture
email
MODERN MARKETING PLATFORM
Space for growth
STATE AT THE START
VISION FOR
THE FUTURE

12. 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 growth
STATE AT THE START
VISION FOR
THE FUTURE

13. How do we get started?
Space for growth
STATE AT THE START

14. Start small Room to exploreIgnore legacy
Space for growth
EPOCH I: CORP PILOT

15. Mini Corp demand center
One product
One campaign
WHAT DID
WE DO?
Space for growth
EPOCH I: CORP PILOT

16. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
azure.microsoft.com
anonymously

17. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
Demand-gen ad
Embrace efficiency and cloud mindset
with Azure Automation
Free webinar, click below to register.
REGISTER NOW

18. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
Demand-gen webinar

19. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
Lead scoring, tracking,
campaign mgmt.

20. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
Sales prioritization

21. Space for growth
EPOCH I: CORP PILOT
WHAT DID WE DO?
Attribution & Marketing
Mix Optimization

22. Let’s scale this worldwide!
Space for growth
EPOCH II: AZURE WORLDWIDE

23. Space for growth
EPOCH II: AZURE WORLDWIDE
In order to scale, we had to
exit “stealth mode”
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY

24. AZURE DEMAND CENTER
Tele
Qualification
And Tele
Nurture
Anonymous
Profiling, lead scoring, right content at right time
ORGANIC TRAFFIC
PAID
TRAFFIC
SOCIAL
Gated
Content
Sales – Field,
Partner or
Tele
Campaign
Engagement Programs
Why and How Cloud
Azure 101
Azure Trial
Deployment Guides
Paying
Customer
Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY

25. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
Demand Centers:
Primary Functions
Planned Programs Existed Built
Integrated Programs
Nurture Flows
Pipeline Acceleration
Rapid Response
Account-Based Marketing
Small-Net Fishing
Event Triggered
Perpetual Leverage
Inbound Tactics
Content Driven
Website Conversion Optimization
Behavior Triggered
Strategic Foundation Existed Built
Demand Type
Relative Targeting
Lead Taxonomy
Buyer Personas/Buying Cycle
Content Strategy
Infrastructure Assessment
Marketing Automation
Web Sites
Analytics
Sales Force Automation
Data Services
Process Definition
Demand Waterfall
Lead Scoring and Nurturing
Service-Level Agreements
Campaign Planning
Budgeting
Inside Sales

26. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD 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 AZURE
CONTENT STRATEGY & NURTURE FLOWS

27. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
INQUIRY
Inbound 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)
CLOSE
Won Business
Sirius Decisions Demand
Creation Waterfall

28. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
Known
Marketing
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

29. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
MICROSOFT AZURE
LEAD SCORING
Score Range % of total leads % of converted leads Lift (%)
91-100 2.7 7.2 171.7
81-90 2.7 6.0 124.8
71-80 2.7 5.6 110.7
61-70 2.7 5.3 100.3
51-60 2.7 4.8 82.0
41-50 2.7 4.1 53.4
31-40 2.7 4.2 59.8
21-30 2.7 3.6 37.2
11-20 2.7 3.5 30.2
1-10 2.7 1.9 -28.5
0 73.4 53.7 -26.9

30. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
MICROSOFT AZURE
ANALYTICS

31. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
MICROSOFT AZURE
ANALYTICS

32. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
COMMUNICATIONS
PORTFOLIO
MARKETING
Brand
Content Strategy
Social
Business/Sales
Strategy
Marketing
Strategy
CMO
Product Strategy
Personas
Buyer’s Journey
Industry Marketing
Themes
Assembly
Global Execution
GLOBAL
CAMPAIGNS
FIELD MARKETING
Localize
Sales Enablement
Pipeline Accel
Localize
Sales Enablement
Pipeline Accel
Localize
Sales Enablement
Pipeline Accel
EMEAAMER.ASIA
Global
MARKETING
OPERATIONS
Technology
Measurement
Process
Planned Programs
Rapid Response
Perpetual Leverage
MAP
Web Sites
Lead Scoring
BackOffice
BestPractice
GLOBAL
DEMAND CENTER
The Demand Center in the
Marketing Ecosystem

33. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
We asked for 13…
AZURE DEMAND CENTER CHAMP

34. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
AZURE DEMAND CENTER CHAMP
We got 89

35. Space for growth
EPOCH II: AZURE WORLDWIDE
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY
GLOBAL FIELD ADOPTION

36. Space for growth
EPOCH II: AZURE WORLDWIDE
AZURE DEMAND
CENTER
Playbook
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY

37. Space for growth
EPOCH II: AZURE WORLDWIDE
Seattle, WA London, UK Istanbul, Turkey
SELL THE VISION
OVERFUNCTION
BUILD A COMMUNITY

38. Space for growth
EPOCH 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

39. Space for growth
EPOCH II: AZURE WORLDWIDE
AZURE DEMAND
CENTER
Training

40. Space for growth
EPOCH II: AZURE WORLDWIDE
AZURE DEMAND
CENTER
Training

41. Space for growth
EPOCH II: AZURE WORLDWIDE
AZURE DEMAND
CENTER
Program Menu

42. Space for growth
EPOCH II: AZURE WORLDWIDE
YAMMER GROUP

43. Space for growth
EPOCH II: AZURE WORLDWIDE
SUPPORT TICKETING SYSTEM

44. Space for growth
EPOCH II: AZURE WORLDWIDE
SO WHAT HAPPENED?

45. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
One Microsoft.
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES

46. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
WHERE DO WE WANT
TO GO FROM HERE?

47. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND
CENTER

48. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND
CENTER
AZURE DEMAND
CENTER
Corporate MarketingAZURE DEMAND
CENTER

49. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
Corporate MarketingAZURE DEMAND
CENTER
IT
AZURE DEMAND
CENTER

50. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND
CENTER
Corporate Marketing
IT
Field Marketing
HQ
AZURE DEMAND
CENTER

51. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
AZURE DEMAND
CENTER
Corporate Marketing
IT
Field Marketing
HQ
AZURE DEMAND
CENTER
Worldwide
Inside Sales

52. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
ENTERPRISE-WIDE ALIGNMENT ORG CHANGES MAINSTREAMING

53. Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE
MAINSTREAMINGENTERPRISE-WIDE ALIGNMENT ORG CHANGES
ONE MICROSOFT
INITIATIVE:
Global Demand
Center
Corporate Marketing
IT
Field Marketing
HQ
Worldwide
Inside Sales
Demand Type
Content Driven
Content Strategy
Nurture Flows
Lead Scoring & Nurturing
Behavior Triggered
Sales Force Automation
Data Services
Inside Sales
Lead Taxonomy
Demand Waterfall
Service-Level Agreements
Inside Sales
Marketing Automation
Analytics
Marketing Automation
Analytics

54. Full corp demand center
Many products
Many campaigns
WHAT DID
WE DO?
Space for growth
EPOCH III: CROSS COMPANY WORLDWIDE

55. Space for growth
PEOPLE NEEDED TO SCALE LOCALIZATION GLOBALLY WITHOUT TECHNOLOGY…..

56. Space for growth
ENTERPRISE-WIDE ALIGNMENT ORG CHANGES MAINSTREAMING
Web/digital
marketers
Corporate
marketers
LatAm, other
translator(s)
APAC
translator(s)
EMEA
translator(s)
Translation
vendor portal
Vendor
portal
Email
XLSFTP
Collateral
Content
Website
Content
Marketing
Automation
Content
Demand gen
marketers
Regional/Field
marketers
Content
reviewers
Too slow.
Can’t scale.
No visibility.
Costly.
THE BOTTLENECK:MANUAL LOCALIZATION MANAGEMENT

57. Space for growth
Analytics
Translation Memory
Localization Project Management Engine
Campaign Management In-context review
Marketers
Marketing Elements
• Marketo
• InDesign & Photoshop
• Exact Target
• Sitcore & Internal CMS
LSPs
Project
managers
Content
reviewers
Customers
• 9 localized campaigns
• 86 countries
• 400+ assets
• Plus many more to come…

58. Space for growth
9 campaigns live
86 countries
22 languages
66% 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

59. Space for growth
SUMMARY
Keys to our journey
Sometimes its better to transform instead of iterate
Always be selling
Get some air miles
Don’t be afraid to mainstream
+
Start small, dream big, build to scale
Build your community, alliance and bridges

60. Space for growth
SUMMARY
Some learnings on localization
Software isn’t THE solution, its part of the solution
Make sure the boat floats before you sink your life raft
Think about localization early on in how you construct programs
You don’t have to do everything at once
Pick 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.

61. Page 61Marketo Proprietary and Confidential | © Marketo, Inc. 8/31/2016
Engagement
Marketing
Platform
Q&A

62. Thank You