Juniper Networks had plenty of its own data to work with. What it lacked was insights into prospect needs and channel partners’ interactions with them. “We have a huge data team that sorts out best strategies and tactics for executing an ABM motion to shorten time to revenue, increase deal size and make it more rewarding for our sellers to focus on high-potential accounts,” Tina O’Dell, Head of Global Channel Marketing explained during a presentation at Forrester’s virtual 2020 SiriusDecisions Summit. “We can put that information together and hand it off to our channel organization or sellers, but after that, there’s a huge blind spot.” Combining its own first-party intent data with MRP’s solution enabled O’Dell’s team to measure both prospects’ topics of interest and their propensity to act. By identifying the accounts with high levels of both interest and engagement, Juniper Networks can bubble up the highest-priority accounts and reach out to them first. This has simplified the company’s marketing strategy and made their campaigns more efficient; it has also accelerated time to revenue, while also allowing continued nurture of those accounts that demonstrate lower levels of interest and engagement.
“The ability to monitor results and reactions within an account, even without direct input from sellers, has also eliminated former blind spots. “That allows us to downstream initial conversations, fill in the gaps about lead status and add those data inputs into our formula to get a better understanding of overall timelines,” O’Dell said. More informed conversations with sellers mean Juniper Networks can quickly get the information needed to adjust marketing and sales actions so both teams can move forward with greater efficiency.