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Juniper's CMO on Creating a Demand Gen AI Engine

This week on the Demand Gen Visionaries podcast, we sat down with Mike Marcellin, the Chief Marketing Officer of $8B silicon valley tech pioneer Juniper Networks.

Juniper Networks has been a household name in the Silicon Valley since the turn of the century, when it burst onto the scene. The company sells networking products, including routers, switches, network management software, network security products, and software-defined networking technology to thousands of businesses around the world and their gear powers the data centers that run the Internet and the cloud services we all know and love. Juniper now has more than 8,000 employees.

Juniper Networks CMO Mike Marcellin sits down with Demand Gen Visionaries presented by Qualified.com

So what’s the secret to the demand gen machine at Juniper? A big part is the structure of a global team. He noted that when you run a large organization the key is to centralize what you can and distribute what you must. Tune in to Mike's episode and hear how he’s structures his group, and more, including:

Want to skip ahead to the highlights? Check out these can’t-miss moments.

Episode Highlights

1:45 Getting Started in Demand Gen

3:00 What is Juniper, Who Do You Serve?

4:45 Demand Gen Strategy

6:02 The Demand Gen Team

10:00 Importance of Understanding the Product

13:30 New Logos and Key Accounts

15:50 The Importance of your Website

21:00 The Playbook

24:45 On Virtual Events

30:30 AI and Demand Generation

38:00 The Dust Up

40:00 Quick Hits, Getting to Know Mike

Episode Quotes:

“If we do our job right, we'll eventually get to a conversation about technology, but the first goal is: Why should I be talking to you? What's in it for me? How's it going to help my business?”
“AI is worthless without data. The more data, the better the AI can be, and the more value you can deliver.”
“Centralize what you can, and distribute what you must. It’s pretty profound because obviously, we know the benefits of centralization that you can get from efficiency, But you also realize that, at times, you do have to distribute things if there's a strong, compelling reason to do so.”
“Many of our competitors are much larger and will outspend us from a marketing perspective. And for that matter, from a sales perspective. They'll have more feet on the street. So we have to be super smart and super targeted, effectively outsmart them, because we can't outspend them.”
“This has become much more of a science over the years, and with the amount of data that we now have at our fingertips, that can be hugely valuable to making demand gen successful. But it's only valuable if you have people that can make sense of that data.”

Ready to hear from more Demand Gen Visionaries? You can find all episodes here.

Posted on
August 5, 2020
by
Maura Rivera

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