By 2019, Juniper Networks had built a robust marketing intelligence platform — generating in-depth reports and content for their sales force to use throughout the sales cycle. However, while they had access to tons of data, it was a manual and complex process for marketers and sales representatives to bring everything together to arrive at account insights. Required information needed to be anticipated far ahead of time and risked getting stale, or being forgotten, by the time a sales representative was in front of a prospect.
“We realized we needed to provide our sales force with contextually relevant information about their accounts and their engagements ‘just in time’,” said Nancy Weintraub, senior director of demand and analytics at Juniper.
Weintraub’s team wanted to take what Juniper had already built a step further by delivering actionable information directly to sales and let the number crunching happen in the backend.
Weintraub’s team created an application called the Juniper Marketing Bot. The Bot acts as a virtual sales assistant by pulling together multiple data points and content to deliver account insights directly to a sales representative’s mobile device. The Marketing Bot is even able to determine when a sales representative has a meeting with a prospect and send a dossier with relevant information to the rep in advance. The dossier is based on the opportunities being worked, the stage of the funnel, the prospect’s engagement with Juniper’s digital marketing campaigns and even third-party web activity.
On top of their existing data, Juniper approached SDxCentral about integrating SDxCentral content directly into the Marketing Bot.
“As we’re offering these smart recommendations to our sellers, there’s one thing that is always bound to be updated and relevant — and that’s the news. To us, that news feed is important to bring sellers to the application on a daily basis — it helps drive engagement,” said Weintraub.
The Marketing Bot with the integrated SDxCentral news feed arms Juniper’s sales force with pertinent information about customers’ interests, upcoming events, news and markets trends, allowing them to better understand their customers or prospects.
“The SDxCentral news feed helps the sellers understand what’s happening in the industry. It enables them to have conversation starters with customers and prospects,” said Weintraub.
“It’s about not just knowing what’s going on in the accounts, but what’s going on in the world around those accounts,” she said.
In addition to delivering relevant content to Juniper’s sales force, the integrated SDxCentral news feed enables customized ad targeting on SDxCentral.com whenever a Juniper customer or prospect visits the site from a link shared via the Marketing Bot. This enables Juniper’s brand presence to grow and their relationship with their customers to be continually reinforced, according to Weintraub.
Juniper has rolled out The Marketing Bot to its sales force and at the time of this case study over 500 people had downloaded the 1.0 version. Weintraub believes wide use of the Bot will shorten the sales cycle leading to a more efficient sales force and potentially greater revenues for Juniper.
On working with SDxCentral, Weintraub spoke not just to SDxCentral’s ability to deliver the data feed integration, but to the company’s overall approach to addressing Juniper’s goals— working as a partner to go above and beyond expectations.
“We have not only come together as partners, but SDxCentral also introduced ideas to help optimize the news feed. They’ve helped us offer a richer experience for our brand and ultimately for our customers,” said Weintraub.