Juniper Networks’ Tina O’dell, SAP’s Kirsten Boileau Win Powerful Partners Awards

Tina O’dell, Head of Global Channel Marketing at Juniper Networks, and Kirsten Boileau, SAP’s Global Head – Digital Transformation Enablement, were selected as winners of the Powerful Partners awards at the B2B Sales & Marketing Exchange online experience last month.

The Powerful Partner awards, included for the first time in the annual B2B Innovator Awards, spotlight the most progressive marketing and sales practitioners. The awards are awarded by Demand Gen Report, a sister publication to Channel Marketer Report.

O’dell was honored for a program to maintain consistent messaging and execution while leveraging massive amounts of Juniper Network’s own data and that of its partners more efficiently to improve marketing and sales effectiveness.

O’dell implemented an account-based marketing (ABM) strategy using MRP, an enterprise class predictive ABM platform, to shorten time to revenue, increase deal size, and make it more rewarding for their sellers to focus on high-potential accounts.

By combining its own first-party intent data with MRP’s solution, O’dell’s team was able to measure both prospects’ topics of interest and their propensity to act. The team monitored for activity using Juniper Networks’ robust data on keywords which have proven to show signal buying intent. They then used that information to align marketing strategy toward accounts with high intent and propensity to act.

By identifying the accounts with high levels of both interest and engagement, Juniper Networks could then surface the highest-priority accounts and reach out to them first. They could also serve up different marketing pieces to see how they interact.

This method simplified the company’s marketing strategy and made its 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.

Charged with driving SAP’s social selling initiative, Boileau has grown the company’s Digital selling program massively. To date, her global team has trained more than 22,000 SAP employees and partners around the world on how to establish subject matter expertise, build relationships, and spark business-building conversations on LinkedIn and other social and digital channels. She helped build the content strategy and global enablement program that supports digital selling.

The company attributes several billion dollars on incremental pipeline and revenue to the success of its digital selling program and reports increases in win rates, quota attainment, and deal sizes for socially active sellers versus their less active peers.