CLIENT SUCCESS STORY
Simplifying The Complex: ABM For The Sophisticated Marketing Organization
Gaining new insights into both its own and its channel partners’ data was a key challenge for Juniper Networks, a global provider of networking technology and services that has 109 offices in 47 countries. During a presentation at Forrester’s Sirius Decisions Summit, Tina O’Dell, Head of Global Channel Marketing, shared how the company wanted a better way to maintain consistent messaging and execution while leveraging massive amounts of data more efficiently to improve marketing and sales effectiveness.
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,” O’Dell explained during the session. “We can put that information together and hand it off to our
channel organization or sellers, but after that, there’s a huge blind
Combining its own first-party intent data with MRP’s platform enabled O’Dell’s team to measure both prospects’ topics of interest and their propensity to act. By identifying the accounts with elevated 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.
Starting with Juniper Networks’ robust data on keywords proven to signal buying intent, MRP then monitored them for activity and used that information to align marketing strategy toward accounts with high intent and propensity to act. “We then serve up different pieces and see how they interact,” explained O’Dell.
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.