Mike Marcellin

What marketing automation platform are you using and how long has it been a part of your tech stack?

At Juniper Networks, Oracle Marketing Cloud (in particular Oracle Eloqua) is a cornerstone of our martech stack, creating a streamlined and consistent customer experience with closed-loop reporting and visibility across multitouch campaigns from MQLs and pipeline to revenue. I chose Oracle because of their sophisticated and holistic view of data. Oracle Eloqua enabled us to successfully deploy digital marketing tactics and deliver a more personalized, relevant experience to our customers, understand them better and market to them in the most thoughtful of ways. It was a pivotal starting point of centralizing our technology and our processes with a unified and consistent go-to market strategy. We have augmented these tools with a strong data and analytics team pulling together customer data from a variety of tools to enable Juniper to stitch together a customer’s journey to provide incredibly valuable insights. Most recently, we’ve turned to the Oracle CPQ Cloud, which has really streamlined our pre-sales processes.

What are the key features you utilize and find critical on a daily basis? Why? 

We power some of the most demanding cloud networks on the planet, and our goal is to make the complex simple. At Juniper, we use Oracle Marketing Cloud and Oracle CPQ Cloud Service to help translate data into insights, bringing us closer to our customers and accelerating our business. We are looking for a flexible, scalable enterprise class solution that offers us a competitive advantage. Oracle cloud services are significantly improving our ability to compete and streamline our customer experience in our very dynamic industry.

Do you believe that you are maximizing the use of your MAP? Why or why not? 

We are certainly maximizing the use of our MAP. With nonlinear customer journeys and hyper-educated buyers, we had to look at transformation across marketing dimensions. By introducing Oracle cloud services at Juniper, we were able to transform our customer experience from high-touch account management to highly relevant, personalized and contextual digital experiences coupled with a simple way of doing business. Because of a significant transformation in our thinking, processes and technology, we were able to cut our conversion costs in half, increase overall marketing pipeline by 2x, revamp our contracting and buying process, and reach the highest level of customer satisfaction we’ve ever had.

What are the challenges limiting your abilities to leverage the full functionality of your chosen MAP? Why?

I think we have a pretty advanced implementation of marketing technology and so we are writing the rules as we go. It’s hard to find marketers with a lot of experience with the breadth of tools we use. My goal was to use state-of-the-art tools to do state-of-the-art marketing and that’s why Juniper has become a destination company for anyone looking to leverage data and the latest marketing tools to transform customer engagement.

What are the features/functionalities you are looking for your MAP to incorporate in 2019 to improve performance? Why? 

The future is AI and machine learning, and we would love to be able to tap into those capabilities in 2019. If our tools and robust view of data can help marketing target opportunities and help sales profile their accounts and leverage “interesting moments” that we’re seeing, we could dramatically improve our overall revenue outcomes.

What is your New Year’s resolution for marketing automation? Why?

Our mission for 2019 and beyond is the same one we strive for every day, and that is to simplify the world’s most complex networking challenges through automation. Juniper provides high-performance networking and cybersecurity solutions to cloud providers, service providers, enterprise companies and public sector organizations. At Juniper, our No. 1 goal is to solve hard problems. Networking problems are inherently hard because they are problems of scale. They are problems that get more difficult with growth. Enabling two things to communicate is easy. Enabling a billion things to connect is a different thing altogether. Building automation throughout the marketing infrastructure from the start will continue to help simplify our customer journey and the way we do business.