Digital Transformation of Marketing at Microsoft

Update with new cover from visual brand deck.
When you look specifically at Marketing Transformation it deliveries unique outcomes for Marketers, Customers, and Sellers. Marketers are searching for Scalable Customer Insights to enable more target marketing programs Customers expect Richly Personalized Experiences across all of the points of interaction they have, especially in a digitally connected world Sellers expect that marketing will deliver higher quality leads that are based on a variety of demand signals from customers
It’s useful to compare how Marketing is transforming from traditional to modern approaches: [Important note: generally, you shouldn’t clear every point on this slide] We’ve moving from a world were our sales cycle is what drives the purchasing process, to customers expecting that we engage with them when, where, and how in a personalized way We can no longer rely on one channel or one tactic (e.g. events, ads, digital, etc.), we need connect together multiple channels/tactics into a designed customer journey Anyone working with Sales teams know the skepticism they have on the amount of poor quality leads marketing typically produces, when we apply Marketing Automation we’re able to connect and score multiple customer activities into a high quality MAQL (Marketing Automation Qualified Lead) At Microsoft we have a richness of customer data, but it is generally spread across multiple disconnected systems, with Modern Marketing we are investing significantly in bringing together a true 360 degree view of customers across marketing, sales, partner, licensing, support, etc. We are moving away from a world where the connection between corp and local marketing tactics are weak or produce jarring handoff points. Instead we are enabling a new more connected system where local and global tactics compliment each other, and customers have a seamless experience. We can no longer afford to do disposable one-and-done programs, we need to manage our marketing execution as a long-term customer relationship building program Marketers have been using an out-date set of marketing tools including WWLM, WW Events, etc. for many years, and we are moving to a new set of tools that are richly connected to our Marketing Automation platform and data systems. We’re are leveraging new industry leading cloud systems that will enable us to move more rapidly to modern approaches.
As we looked outside Microsoft at other companies in the technology industry that have adopted Modern Marketing, it’s clear there are four major capabilities that we need to develop: Global Demand Center Connected Customer Journeys Technology & Data People & Process
A Global Demand Center is an industry term used to describe the operating model to land Global Engagement programs (Modern Campaigns) at scale
A Global Demand Center is an industry term for how you operationalize Marketing Automation At Microsoft we’re adopting a Global Demand Center model to deliver always-on integrated customer engagement This new approach brings together Local Field Marketing tactics (events, demand gen, social, etc.) with corp lead tactics (flagship events, paid media, etc.) into Global Engagement Programs which nurture customers through the buying Lifecyle Global Engagement Programs output leads to multiple sales channels (Inside Sales, Field Sales, Partner) and also to direct sales via the web As part of the Demand Center we also look close at the Post Sales Relationship Marketing programs that help customers use our products, drive satisfaction, and customer renewal [Click] The outputs of this new connected system is customer acquisition, consumption, renewal, and cross sell
Connecting together the work of marketing and enabling it to flow more seamlessly to sales teams is one of the core tenets of a Global Demand Center This is an industry standard framework for how we trace a customer across the stages of the lead funnel. Marketing uses this as a common language with WW Inside Sales in order to optimize business performance. [Depending on the audience you may want to explain the stages] Unknown Visitor – we can start tracking a customers anonymous digital activity even when we don’t know specifically know their contact information Known Lead – the moment a customer provides their contact information by filling out a gated form, signing up for a trial, etc., we’re able to tie back their anonymous browsing activity with all of the other information we know about their behavior patterns (e.g. attending events, social engagement, etc.) Marketing Automated Qualified Lead (MAQL) – once a customer has engaged enough are reached a predetermined lead score threshold they will become an MAQL and be passed to sales. The MAQL score is based both on behavior and demographic (role, company size, etc.) information. Tele Accepted Lead (TAL) – in most cases MAQLs are first routed to WW Inside Sales and accepted to be confirmed as a valid lead Tele Qualified Lead (TQL) to Sales Accepted Lead (SAL)– Once WW Inside Sales validates BANT (Budget, Need, Authority, Timing) the lead is qualified and routed to the right sales team (WW Inside Sales, Field Sales, Partner) and accepted Sales Qualified Opportunity (SQO) to Win – once the lead is accepted by the sales team it becomes a “20%” opportunity and is managed to Win We use this taxonomy to track specific KPIs between the Demand Center and WW Inside Sales on Lead Volume, Lead Quality, Lead Conversion, and Lead Velocity One of the important capabilities that the Global Demand Center enables is the ability to connect together multiple marketing tactics into a MAQL (Marketing Automation Qualified Lead) and trace that activity across the lead funnel
Customers expect that we connect with them in a richly personalized way—which requires that we take a modern approach to our marketing content and programs
A Global Engagement Program (GEP) is the term we use to describe a “Modern Campaign” Traditional Campaigns we’re typically a one way process where corp would provide raw content to the Field and each local team would be left to construct “one and done campaigns” for the year. This resulted in awareness and basic leads, but didn’t treat customers with the type of always-on and personalized engagement they expect. Customers would have a jarring experience moving between campaigns and programs. The new world approach through GEPs enables use to engage customers more deeply within connected programs, while taking advantage of both the rich local insights/capabilities of Field Marketing teams and leveraging the scale of a Global Demand Center
Technology and Data are critical enablers to Modern Marketing
Data is now the key strategic business asset. Every device, every customer, every activity – everything that’s happening in the world around us - is producing incredibly rich data that can help us create new experiences, new efficiencies, new business models and even new inventions. Leveraging this data can be the differentiator for your business. For example, IDC estimates companies that are leaders in using data assets to their advantage will capture $1.6 trillion more in business value than those that lag behind. While data is pervasive, actionable intelligence from data is elusive. Our customers want to transform data to intelligent action and reinvent their business processes. To do this they need to more easily analyze massive amounts of data – so they can move from seeing “what happened” and understanding “why it happened” to predicting “what will happen” and ultimately, knowing “what should I do”. Only then can they create the intelligent enterprise. Only reason to spend looking at data is to take an action of some sort – also the only way you will realize value Previously: Report on it, look at what happened, meet, make decision then feed into process As become more scientific – ask more why & interact with the data As you have more advanced tech – what can I predict – what will happen – run experiments A/B test Benefits: time to insight / action shorter + more confident decisions Finally – know what I should do, then automate decisions. Then you’ve gone from data to action. When you can completely automate everything from data to action have really changed productivity.. Requires a great amount of infra to enable that – this the motivation behind CAS
[Depending on the audience, you should either use just this one slide, or you can drain the detail that’s on the following 10 slides] We’ve made a tremendous amount of progress in the last 12-18 months upgrading our marketing technology at Microsoft for commercial marketing: One Marketing Automation Platform to enable seamless cross-product customer nurture across global & local activities Connected Modern Marketing Tools to deliver state-of-the-art customer engagement Business Intelligence & Reporting leveraging 360 Customer & Partner Data Sales Integration of Marketing Leads, Insights, & Customer Evidence 10+ Old World Systems Retired by new MarTech Stack
One Marketing Automation Platform Standardized on Marketo as Commercial Marketing Automation Platform Consolidating to One Marketo instance by Oct 2016 to enable customer journeys across Office, C+E, Windows Deliver targeted trigger-based nurture using multiple points of customer interaction (e.g., web, email, events, product trial, etc.) Score Leads using demographic and behavioral interaction data
[You should consider customizing this demo to your market with specific example, like your local events, etc.] One of the best ways to understand the power of Global Engagement Programs is to work through an example
Thanks for joining our session today. The purpose and goal of this demo is to give you a broad overview and understanding of what a global engagement program journey looks like both through the eyes of a hypothetical customer, as seen here from the center of the slides, as well as provide optics into the mechanics of how a GEP operates from the demand center perspective, as seen in the activity over in the blue bar to the right. Everything in this demo is meant to be an illustration of how things work, not to necessarily a literal example. So, let’s get started. Meet Jane Robben. Jane has recently joined a mid-sized rapidly growing company in the Australia as the new CTO. She’s diving into her company's current technology, and security is the issue that’s top of mind. Jane decides to learn more about cybersecurity.
STEP 2 Jane does a Bing search for Cybersecurity trends. She clicks on a link that seems relevant. Now from the demand center perspective, it’s important to note that Jane’s click enables us to begin tracking her journey. But, she isn’t yet a known lead. Let’s keep following Jane.
Step 3 From her Bing search, Jane navigates over to a Microsoft security website. On the site she finds relevant, helpful content. She sees a report about cybersecurity trends. She clicks on the module and is taken to a page where she can download the ebook. In exchange for the ebook, Jane fills in fields with some of her content information. This is a critical step in her journey because, as you’ll see on the right rail, Jane has now become a new known lead in the demand center. This enables us to start applying scores to her activity in her journey.
Step 4 Jane downloads the eBook. She reads the content and finds it useful and relevant to her current situation. For the demand center, The action is noted in MSX as an Interesting Moment
Step 5 Jane takes a break from her research. A few days later she is connecting with some old co-workers on LinkedIn when she sees an invitation to a local security conference being hosted by Microsoft. The conference is happening near her office and the content seems relevant. She clicks on the ad. So from the demand center perspective, we are able to deliver this relevant advertisement to Jane because we were able to track her visit to the Security website and actually re-target her with an advertisement based on her behaviors.
Step 6 Jane is taken to the event registration page. She reads a bit more about it and decides to register. She sees a form on the right side of the page with most of her contact information already filled in. Since this feels pretty simple and straight forward to her, Jane adds the remaining field with her information. She clicks register and gets a confirmation letter that she is registered for the event. On the right side, happening behind the scenes in the demand center is what’s called progressive profiling – this is the intelligence of the demand center – because Jane was already a known lead, she didn’t have to fill in all her information again, only a couple new data points so we can complete her contact profile.
Step 7 Jane attends the event. This activity continues to contribute to her lead score as you notice on the right rail. This activity is also logged as an Interesting Moment in MSX and will later be used to help the Inside Sales team have a relevant and educated conversation with Jane.
Step 8 Because of her engagement with security content, Jane receives targeted emails with relevant, useful content based on her activity Jane has heard a lot about the benefits of cloud productivity and now that she feels more confident with Microsoft’s security solutions, she clicks on a link about Office 365 to take a guided tour.
Jane navigates to the Office 365 guided tour. She sees information about Security and Compliance and wants to see how safe and security Office 365’s cloud productivity suite is. She sees more information about security features in Office 365 and feels more educated on the offering now. So from the demand center side, this latest activity scores her more points in the lead scoring model. She has now accumulated enough activity based points to become an MAQL – a marketing automated qualified lead. This is a big milestone as Jane will now be routed to the WW Inside Sales team for further qualification.
Step 9 An Inside Sales Rep sees a new lead hit their queue when they come to work the next morning. They look at Jane’s account and see she is on the MAL, so understand that their role in this instance is to further qualify Jane, ask more discovery questions, and get as much information as possible before handing off to the Microsoft account manager. They look at the Interesting Moments logged in MSX from Jane’s activities. The Inside Sales rep also sees that the account manager has previously discussed EMS with a different contact at Contoso, so they log the connection here as well. They research and prepare before giving Jane a call.
Step 10 On the call, the rep qualifies Jane as a new O365 E3 opportunity. They currently own the Office on-prem, but are a prospect to purchase E3. They also discover on the call that there is an active opportunity from the account manager for a different contact at Contoso for EMS. The Inside Sales rep documents this activity, takes detailed notes from their call, and routes the opportunity to the Account Manager after officially logging the opportunity as a “tele qualified lead”. You’ll see on the right side that this is another key milestone in the demand center.
Step 10 The Account Manager sees the information in MSX. They open the details and learn that Jane is interested in security and specifically O365 E3. They read the interesting moments and other details logged by the inside sales rep and the other activity from the demand center. The account manager also realizes that they have been in touch with a different contact from this account about EMS. They start thinking that perhaps E5 is a better fit due to the security content Jane engaged with and the advanced security features E5 offers.
Step 10 The account manager works with Jane to better understand the cloud productivity needs of her organization, security concerns, mobility suite, and they discuss benefits of the Secure, Productive Enterprise bundle. After a few meetings, an EBC, and a run through of Fast Track benefits. Jane settles on SPE as the best solution for her company needs.
Step 10 Jane purchases 500 seats of SPE. From the demand center perspective, Jane has reached another crucial milestone and has now become a win!
Step 10 The Account Manager sees the information in MSX. They open the details and learn that Jane is interested in security and specifically O365 E3. The account manager is already in discussion with other contacts in the account, but that has been about EMS specifically. The account manager works with Jane to determine the mobile productivity needs of her organization, and recommends the mobile solutions in EMS that keep O365 users and corporate data safe in mobile environments. Account team continues to grow the opportunity from EMS to SPE because of the newly-found O365 opportunity happening in other parts of Jane's organization. Ultimately, Jane purchases 500 seats of SPE and begins to receive helpful onboarding for deployment and usage.
STEP 11 Because of the connection of the demand center and one RM (relationship marketing), jane smoothly transitions from the demand center pre-sales engine into the relationship marketing onboarding program. Jane begins to receive relevant and useful information to help ramp, kickoff, deploy and start using the new technology she purchased from Microsoft. From the demand center and One RM perspective, now we begin tracking for monthly active usage (MAU).

Digital Transformation of Marketing at Microsoft

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