It was an early start for me today as I headed to Heathrow Terminal 5 for my trip to Berlin where Juniper Networks is holding its first EMEA Partner Marketing Academy at the nHow Hotel, a fabulous venue and fitting for the event theme Ideation. I was looking forward to reconnecting and catching up with people I know. So, here is a summary of what happened on day one:

First up was Lutz Klaus introducing the event and setting the scene for the day firing up our partners for a packed day of insightful content.

Then Natalie Horne of PrimeDecision spoke about using behavioural science in B2B, and to take the understanding of how the mind works, then utilise for business. This can be done very simply by making small tweaks to marketing messages, which then can create a big impact. She urged people to experiment and make improvements to your marketing delivery, which would in turn see differences in how people interacted with the brand. Making behaviour centric to your marketing strategy would unlock the holy grail of your customer and prospects behaviours. It could be simply just utilising your social media channels more, which would in turn provide behavioural visibility. She concluded that the buyer has much more control over the buying process with Social Power! Sales are now engaged much later. So, take up social and gain behavioural insight into what your customers and prospects are saying.



Next up was Martina Kreisch, who tantalised the audience with a chocolate experiment. Her simple experiment proved that people prefer their imagination over reality and that if you guide people with the right words to can setup attention, attraction, desire and interest in your brand.

Her simple formula for creating success is creating high impact marketing coupled with emotional selling will deliver success for your organisation.

My personal favourite learning from Martina’s session was the difference in male and female thinking. She explained that men naturally think about chance, whereas women naturally think about risk. So, you need to think about this in your message and tailor to both types of thinking.

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Dave reminded the audience that users drive the discussion, and as marketers we need to utilise this in our communications. This will be something we will be working on next year.

Next up was my fellow West Midlander, Paul Gainham proving he can still get down with the kids at 28 years old! Yes, you heard it here first. It is official Paul is 28! J That got the audience’s interest. J He proceeded to say Juniper is shaping and securing the market. With our SDN offering this fuses apps and the network together. SDN is emerging and as an industry we need to develop new skills to maximise our joint opportunity. From a marketing perspective, 2014 is the year for to ‘land’ SDN in terms of use cases, business value propositions and education / understanding – those that get to the intersection of vision, value and solution will prevail.
Lutz shared two trends that are growing which will particularly impact enterprise, first he said that data centres are now 60% virtualised if not more and secondly that more companies are investing in the cloud. These create big opportunities for Juniper and its partners.
He also highlighted that Juniper Networks is the only vendor that is Microsoft Lync certified for switching and wireless. So if you want a seamless switching and wireless solution that is Microsoft Lync certified, then Juniper is your vendor of choice.

Paul Trotter of IDG followed Juniper’s IT Marketing legends and shared the latest IDG customer engagement research. He pointed out that as marketers we need to think about audience acquisition, focus less on the brand and build trust by focusing on benefits and features. And that content needs to be adapted to fit device preference; mobile, tablet and desktop including usage times of day. According to the IDG research ITDMs share content via email first and then the phone, the social networks in order; LinkedIn, Twitter, Google+, Facebook, with Pinterest and Social Bookmarking the last choices where they share content with their peers.
The top three challenges for communicating with the ITDM are that there is a lack of truly independent unbiased information available. They received too much marketing messaging and jargon. And they are unsure of what are trusted sources. It is a minefield for the ITDM and how they sift through what content is relevant to them. As marketing professionals it is essential that we take this feedback onboard and adjust how and what we communicate to the ITDM.

Finally closing of a packed day was Luanne Tierney and Lutz Klaus, whom announced a partner competition and a special award for partners in EMEA, where the winners will be announced at the Global Partner Conference in January 2014. I look forward to seeing who wins this award next year.

What a fabulous day! Great presenters and wonderful content shared. I can’t wait for day two!  It has been an amazing event to connect with our partners face to face and develop more connections. Watch out for the second day blog update shortly.

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