This presentation was done during the last SiriusDecision Summit in London. Objective was a Case Study of our Marketing Automation journey. Just for fun, i have chosen the Lord of the rings theme which was well adapted to the story.

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COPYRIGHT © 2015 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
OF
MaRKETingS
LORD
The
Pierre-Antoine THIEBAUT
Head of Marketing – Alcatel-Lucent Enterprise
SiriusDecision Summit 2015 – Marketing Automation Platform Case Study

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In the lands of Sales and Marketing Earth, each lord have forged
along the years its own power tools and followed its own
objectives and KPIs.
The efficiency of the Enterprise People was suffering greatly
this total misalignment, and the influence of the marketing lords
stopped outside the realm of Event Management.
But, a new modern marketing Fellowship was created to
structure and follow Revenue contribution objectives supported
by a new tool named The Marketing Automation.

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First age of Marketing : The age of sales support
4 Rings of power : Advertising, Tradeshows, Customer events and the
famous Cold Calling
Second age of Marketing : The raise of the digital age
5 Rings of power : Web sites, Emailing, Webinars, Blogs and Social
Networks
Third age of Marketing : The age of modern marketing
1Ring to rule them all : The Marketing Automation Plateform

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ALCATEL-LUCENT ENTERPRISE

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WHAT I WANT TO SHARE WITH YOU THIS MORNING
• Marketing transformation is a journey
• Mid-Size companies can benefit powerful tools
• Expertise is the key
• Marketing Automation is much more than a tool
• Never forget : Marketing Automation is just a tool

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WHY

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A MODERN MARKETING AMBITION
EXTERNALLY
• ENRICH THE CUSTOMER AND PARTNER DATABASES
• TARGET CUSTOMER SEGMENTATION AND PERSONA
• NURTURE LEADS
• FOCUS TELEMARKETING ON BEST QUALITY LEADS
• SUPPORT NEW GO TO MARKET STRATEGIES
• ANALYSE MARKETING EFFECTIVENESS AND PERF.
INTERNALLY
• DRIVE OUR MARKETING SUCCESS
• OPTIMIZE EFFICIENCY AND COST
• AUTOMATE PROCESSES
• HARMONIZE THE CURRENT IT TOOLS

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HOW ? A PRAGMATIC DECISION
LEARNING BY WALKING
• ONE RING TO RULE THEM ALL : The Marketing Automation Tool
• ONE FRAMEWORK TO ALIGN ALL LORDS : The Customer Buying Cycle
• ONE FELLOWSHIP : involved around the same KPIs

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THE PROJECT : 1 OBJECTIVE / 4 STRATEGIES
CREATE SALES &
MARKETING
ALIGNEMENT
AROUND REVENUE
CONTRIBUTION
DEMAND
GENERATION
MACHINE
CONTENT
MANAGEMENT
STRATEGY
PEOPLE
EXPERTISE
BOOSTER
DIGITAL
TECHNOLOGY
TRANSFOR-
MATION
DRIVE THE
DIGITAL
EXPERIENCE
EVENTS vs
OUTBOUNDS
vs INBOUNDS
FROM FEATURE
CENTRIC CONTENT
TO CUSTOMER
CENTRIC CONTENT
MARKETING
CONSISTENCY
AND VALUE CHAIN

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THE PROJECT: A FOUR YEARS JOURNEY
2012 2013 2014 2015 2016
DECIDE ENGAGE FOCUS GLOBAL SPEED

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2012 : DECIDE
RFP TIMING :
• 4 MONTHS FROM RFP TO CHOICE (ELOQUA)
• 3 MONTHS DEPLOYEMENT. REQUEST A REAL WORKSHOP STRATEGY
• 3 MONTHS EXPERT CENTER TRAINING (ELOQUA TRAINING LICENCES)
• CREATE “ONE” SALES AND MARKETING TEAM: THE FELLOWSHIP
• ADDRESS THE IS/IT TOOLS ALIGNEMENT CHALLENGE
• ACHIEVEMENT :
• INVOLVE ALL RINGS OF POWER IN A FELLOWSHIP FOCUSED ON EXECUTION

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2013 : ENGAGE
• THE CBC (CUSTOMER BUYING CYCLE) AS UNIQUE FRAMEWORK
• CREATE A “MARKETING TECHNOLOGY” TEAM
• RECRUIT AN ELOQUA EXECUTION AGENCY
• LAUNCH THE FIRST TACTICAL PROGRAM
• AND MAKE THE FIRST MISTAKE
• THE “NEW COOL GAME” SYNDROM

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2014 : FOCUS
• THE 4x4 STRATEGY (4 CAMPAIGNS / 4 LANGUAGES)
• NEW LEAD MANAGEMENT AGREEMENT (SLA) WITH SALES
• THE “MONSTER” CAMPAIGN LAUNCH
• IN PARALLEL : THE REGIONAL POWER RAISE WITH REGIONAL DEMAND CENTERS
• THE FIRST INDUSTRAL ACCIDENT
• THE SEGMENTATION CHALLENGE. MISTAKE HAPPENS TO THE BEST !
• LEARNING :
• FOCUS ON TOOL EXECUTION BUT NOT ENOUGH ON ANALYSIS AND TESTING

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THE “MONSTER” PROGRAM
Address 3 persona along the buying cycle during 9 months

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2015 : GLOBALISATION
THE POWER OF ALIGNEMENT
• TELEPROSPECTING + INSIDE SALES + REGIONAL DEMANDGEN CHAMPIONS
• OUTSOURCE EXECUTION RESOURCES
THE POWER OF THE « ONE RING TO RULE THEM ALL »
• MICRO-SITES (CLOSE THE DEBATE)
• CUSTOMER E-LETTERS (FROM ASSET TO NURTURING TACTIC)
• 100% OF LIVE CUSTOMER EVENTS (THE ROI MAGIC PRESSURE)
• PIPELINE ACCELERATION (REQUESTS A STRONG SFDC ALIGNEMENT)
• INBOUND CAMPAIGNS PILOTS
EVEN THE PARTNER MARKETING ENGAGEMENT
• DATABASE, PARTNER TOUCH PLAN, PERSONAS, EVENTS + PARTNER EXCECUTION
• « ELOQUA ENGAGE » ADOPTION FOR TACTICAL EMAILINGS

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2016 : UP TO SPEED
WE HAVE A MAGICIAN IN OUR FELLOWSHIP
• THE REVERSE WATERWALL
INVEST AND OPTIMISE : THE ROAD TO 10%
• REINFORCE REGIONAL DEMAND CENTERS
• AUTOMATE PIPELINE ACCELERATION CAMPAIGNS
• INVEST IN INBOUND AND CENTRALIZE EXPERTISE
AUTOMATE PARTNER-LED LEADGEN
• FOCUS ON OUTCOMES AND CONNECT TOOLS
DIGITAL ASSET MANAGEMENT (DAM)
• SYNCHRONISATION AND ASSET CENTRAL HOSTING

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WHAT OUR TRANSFORMATION LOOKS LIKE
GENERATE MORE IMPROVE QUALITY REACH SALES EXPECTATIONS

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CONCLUSION
THE MESSAGE
The Ring of Power is waiting for You at the end of the Journey
THE CHALLENGE
Find the Right balance between Transformation and Execution
THE ADVICE
Don’t succombe the Pressure. There is a Value in the Vision

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Thank You