Thursday, 5 December 2013
Attendee Feedback of Juniper Networks’ First EMEA Partner Marketing Academy 2013, Berlin
I had the pleasure of taking part in the recent Juniper Networks Partner Marketing Academy in Berlin, the event was buzzing for two days with great speakers and lots of ideas circulating. I met so many of our partners I had worked with online and within the social networks; it was a pleasure to meet up with those I hadn’t met in person before. The following lists some of the feedback I’ve received about this event;
“Attending the Juniper Networks' EMEA Partner Marketing Academy has been very valuable. Both, the speakers, the covered topics and the workshops as well as sharing and discussing experiences with Juniper’s and other channel partners’ marketers that face the same challenges have been informative, significant and very inspiring. Many thanks to Juniper for these two great days and an exciting event!”
Kirsten Schmitz, Xantaro
“The Juniper Partner Marketing Academy was staged at an inspiring location which engaged the senses and provoked ideas from the moment I checked in. I really enjoyed the insightful presentations by passionate speakers that touched on so many key areas of what we do in Marketing. Workshops which saw Partners, Distributors and Vendors alike engage in very open and candid discussions about challenges, opportunities and developments that we all share. The event definitely exceeded all of my expectations and I think everyone left Berlin full of great new ideas that they can't wait to apply.
An extremely successful event by any standards.”
Pieter Arts, Avnet
“Just wanted to say a big thank you to you and your team for a really enjoyable couple of days. And useful too – I especially enjoyed Richard’s presentation, something new in there to pick out. And I’ll be picking up with Bill on some of the TechTarget ideas. The Social Media workshop I participated in was a really dynamic session which allowed the group to challenge standard campaign thinking and come up with some really exciting and thought-provoking ideas for future campaign execution. Great job!”
Andrew Davidson, Fujitsu
“Me voilà de retour à Paris, le voyage a été plutôt bon.
Merci encore pour cet événement, c'était très intéressant et j'espère avoir l'occasion de revenir l'année prochaine !”
Mathieu DUBOIS, Nomios
“Here I am back in Paris, the trip was really good.
Thanks again for this event, it was very interesting and I hope to have the opportunity to be part also next year!”
Mathieu DUBOIS, Nomios
“We at Network Utilities wanted to say a big thank you to everyone involved in the Juniper Networks EMEA Partner Marketing Academy. It was really well organised and hosted. The presentations were extremely useful. We have come away with much to think about and as a result we will be putting a plan in place to make some all important changes to our marketing approach. A very useful event and we look forward to the next one!”
Vanessa Cardwell, Network Utilities
Ellen Le Beer, SecureLink
“This week’s Juniper marketing academy in Berlin was a great initiative. There were excellent speakers across a number of fields, stimulating many ideas. I think if we can put even a few of these into practice we can improve results and generate both financial and brand benefits over the coming year.”
Neil Rampe, Alternative
Nicky Bennett, Alternative
“I thoroughly enjoyed the first Juniper EMEA Partner Marketing Academy. It was great to meet Juniper Partners from other counties and the programme of external speakers Juniper had put together gave a valuable insight into how the social/digital revolution is changing the buying behaviours in the B2B market place.”
Judith Finch, Telindus
"Different, diverse & delightful!
Yes, I would say this is a certain hit, the venue was bright pink and the speakers were just as colourful. It was very interesting to meet other partners from across Europe especially those from the UK. Met some old and new faces from Juniper, good to pick up with Paul Gainham again and also to spend some time with Dave Silke. Speakers I found particularly interesting were Natalie Horne - Behavioural Economics, Paul Trotter - Customer Engagement Study and Bill Crowley - The Social/Digital Relationship. A big thank you to all the Juniper team that helped to put this together. A final thanks to Alan Butler UKI Marketing Manager for being the perfect host.
Business needs to be... SIMPLE, SMART & OPEN just like Juniper's new MetaFabric!"
Steve Tester, Imtech ICT
"A big thanks to Juniper that put together this event! The agenda and the topics were spot on the current marketing trends! It was very inspiring to meet so many marketing people from across Europe to share experiences and discuss future opportunities. I hope Juniper will follow up the success next year. J Highly recommended!"
Marit Lund, IPnett AS
For more information on Juniper Networks’ Partners, finding your local partner or if you are interested in becoming a Juniper Partner and selling our products, then do get into touch with us. If you’re a current Juniper Partner, then please don’t forget to log into the partner resource centre for all your Juniper information.
Finally, if you attended the Juniper Networks EMEA Partner Marketing Academy 2013, in Berlin then I would love to hear your thoughts on the event, so please leave a comment below. Thanks!
Juniper Networks' EMEA Partner Marketing Day Two Review
So we received lots of positive feedback about day one of the first Juniper Networks' EMEA Partner Marketing Academy, people wanted to know when the next event was happening and they hadn’t even attended the second day! Wow! This says something when people are interested in attending another event even when the current event is still in progress – what a positive reaction! The following highlights the best bits of day two:
Richard Robinson of Google kicked off the second day with some pretty amazing statistics he said there are now 2.4 billion people connected online, that’s amazing considering there are just over 7 billion people on planet earth. With this connected world every company, every person is now a media owner. We all create our own content and distribute across the content networks and social channels. Richard also said that there are 100 hours of video uploaded to YouTube every minute. So, bearing this in mind third party content creation is a big challenge for brands and how they utilise and verified this content is challenging. It is impossible to keep up with the flow of content created without investing in resources and effective monitoring tools. I loved this thought from Richard “if a picture is worth a 1000 words, then how much is a two minute video worth?” This is really thought provoking and we should be thinking about putting a value on the marketing content we create. If this is my only take away from Richard’s session, then video has to be fundamental to content creation. I would urge our partners to think about inserting video into their marketing communications, it is perfect for getting across messages and is so effective in delivering content.
The second part of Richard’s presentation was focused on how more emotional elements are now coming through in B2B buying. As B2B marketers we need to think about emotional connections in our marketing communications. What was most surprising was he said that the emotional connection with B2B brands is much stronger than with B2C brands due to risk, which means our professional reputation and jobs are sometimes on the line when making critical business decisions. Essentially as guardians of brands we need to try to make that emotional connection with our customers and prospects and think beyond the brand and more about the people element, which is often neglected
He closed his session at #JNPRMA by reminding us to think about feature and function within the customer journey.
Next up was Bill Crowley of TechTarget talking about integrating sales and marketing through social media. He stressed that alignment is key to being a successful social enterprise. He advised assigning sales representatives and SEs to engage with customer and prospects within the popular social networks and industry communities, eventually this should become part of daily work practice. It is important to convert sales teams to be digitally engaged with their prospect and customers, who can communicate directly in non-marketing jargon, speak.
He then continued to say that buyers are demanding different buying experiences from vendors and the channel; there is a need for appropriate content to be created. Although, you need to take on board that it is not just about building content for the buyers’ journey, you must stitch that journey together for maximum effectiveness. By using prospect and account behaviour to guide priorities and communication strategy. Therefore those vendors and partners who get to the intersection of vision, value and solution first will win that market.
After the morning presentations we then broke into workshops for the partners to learn and share their unique experiences on Social/Digital Marketing, Inbound Marketing and Outbound Marketing. The partners were buzzing with lots of thoughts and ideas during these sessions.
Finally, Lutz Klaus then closed the event and thanked the presenters, organisers, production staff and attendees for making the gathering a success. He announced that he looked forward to seeing everyone at the next Partner Marketing Academy.
Wow, what a packed two days! I’ll post a blog shortly on some of the feedback I have received from those who attended this event in Berlin. Watch this space for more information!
Juniper Networks' EMEA Partner Marketing Academy Day One Review
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.
View the original article here
Together we build the best! Findings on the EMEA Partner Marketing Academy 2013 - Berlin
This is a guest blog post. Views expressed in this post are original thoughts posted by Ellen Le Beer, Marketing Manager at Securelink.
Despite the unreasonable hour I had to get up , I was excited to be in Berlin! I like Berlin; the transformation the city went through is remarkable. The city is breathing freshness. Combined with its rich and extraordinary history it’s the perfect inspiring scene for the first Juniper Networks EMEA Marketing Academy. I arrived at the nhow hotel; a Barbie Walhalla so it seems (since everything is pink in here!).
The Juniper Networks crew did a great job in putting together a very interesting program. Lutz Klaus - the perfect host for the Marketing Academy - set the ball rolling and reminded us of the main goal of our gathering: Let’s get to know each other and create a platform to exchange ideas!
Natalie Horne of PrimeDecision was the first speaker introduced by Lutz. As marketers we are all interested in what drives behavior and how the decision making progress works in people’s minds. Natalie provided us with an introduction in behaviour-centric marketing strategy, since it is the context that determines the perception of a product, solution or brand.
Martina Kreisch’s (MK-Impulse) presentation on Neural Communication relates to the buyers’ behaviour as well. By emotional selling and the use of positive messages, you can improve your sales numbers! Positive emotions attract people, negative emotions cause stress. Good emotions are rare, and that is why they work!
To give an example: using the words ‘secure’ or ‘chance’ in your communication, will have higher impact than the word ‘risk’.
Next up was Dave Silke, Paul Gainham and Lutz Klaus, the Juniper Networks marketing gurus, talked about Juniper’s perspectives on 2014 and market trends and opportunities. A couple of focus areas were discussed: first one was Software Defined Networking (SDN). SDN implies a fundamental change for the market upcoming years, since the use of apps are becoming more and more relevant for all kind of users. 2014 will be a period of awareness and introduction.
Secondly, data centers remain a Juniper Networks focus area. Today, already 60% of the data centers are already virtualized and cloud investments are still rising significantly! Three differentiators to provide customers the strategic option to move to the cloud: it has to be simple, smart and open.
Also the growth in mobility investments can’t be ignored! Mobility will drive the infrastructure, which means there is a huge opportunity for us. Related to the mobility theme, Gartner predicts a growth in the WLAN market of more than 20%.
Of course Juniper will continue to focus on their security expertise as well. All these key technologies are defined to deliver our customers what we promise them: a safe and high performing network.
Next up was is Paul Trotter of IDG Communications, presenting his findings of the Customer Engagement Study performed by IDG. As marketers we need to have a content marketing strategy in place. Content needs to fit the audience and the device. In practice this means we should less focus on our brand and more on our role as ‘trusted advisor’.
Luanne Tierney, Juniper Networks VP Global Partner Marketing, closed the official program of day one of the Marketing Academy. She explained the positive effects of Social Selling. Please send me a copy of the Aberdeen Study, so I can rub it in the face of our sales force. ;-) Luanne also challenged us, marketers, by announcing a marketing incentive. I gladly accepted this challenge!
And now we’re all feeling Juniperized… time for the real ‘networking’ stuff: informal conversations and a delicious dinner!
