Juniper Lead Gen
In 2013, the credibility of the demand-generation function at Juniper Networks had hit rock bottom. Despite getting 1.6 million visitors per month, the corporate site could not generate and nurture demand in a robust way. The marketing team had tried many tactics, but it was all done ad-hoc and success was limited. Unable to leverage its demand-generation investment, Juniper Networks’ corporate leadership was considering eliminating the function.
In response to this challenge, we created "The Hub"—a behavioral, micro-targeting system that transformed how Juniper Networks does business.
Client: Juniper Netoworks
Roles: Creative Director, Art Director, UX/UI Designer and Visual Designer
Elements: Markie Submission Video, The Hub Evolution and Micro-Content Engine
Tools: Sketch, Photoshop, Illustrator, Keynote and pencil/sharpie + paper
The Hub—Key Features
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Seamless integration of retargeting, enterprise CMS, marketing automation and CRM.
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Progressive profiling to capture and complete Salesforce.com prospect contact information.
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Evergreen thought-leadership portal serves as an always-on landing page for email, display and search.
2016 Markie Award Winner:
Best Lead Management Program—Submission Video
Marketing Funnel Content
This dynamic content delivery system served up content based on the user’s “funnel location” and what content the user interacted with. The system learned from this activity and adapted content to create an increasingly tailored experience—nudging the users further into the pipeline: Awareness > Interest > Consideration > Intent > Evaluation > Purchase
Beyond the core Hub experience, we created a range of customized implementations designed for specific industry verticals and partner organizations. In the Bank of America version, the content strategy was tailored to emphasize financial topics and resources relevant to the bank's customer base.
Micro-targeted Landing Page
