1. 5 Tips for Conver)ng MQLs to Revenue Presen)ng the Case Study

2. #LDWebcast 2 Agenda @LeanData / #LDWebcast Introduc)ons Opening Remarks Case Study Q&A

3. #LDWebcast 3 Introduc)on Ben Coee Marke&ng DataSi. Evan Liang Founder and CEO LeanData Opening Remarks: Speaker:

4. 4 Opening remarks And now Evan Liang

5. #LDWebcast 5 Impact on your demand gen funnel Inquiry / Nurture MQL SAL SQL Close Boost conversion rates by 10% - 25%+ Rou)ng

6. Sales 6 Breakdown the wall between leads and accounts Marke)ng Leads Accounts

7. #LDWebcast 7 [Poll] What are your biggest barriers to improving MQL to SQL conversion? 1) Data isn't clean 2) Not enough inbound leads from target accounts 3) Breakdown in lead workow and assignments 4) Totally happy, no improvement needed 36% 43% 21% 0%

8. Case Study 8 5 Tips for Conver)ng MQLs to Revenue with Ben Coee

9. DataSi@, Inc. 2011 1K 40+ Launched Social Data Sources Customers Across 30 Countries 2.0B Data Items Handled Per Day Powering enterprise businesses and the social-technology business applica&on eco-system

10. Organization overview Business Process Overview 80% revenue is sourced to marketing 65% of leads sourced to web Leads qualified for sales by Demand Gen Team Sales Structure Overview 30+ in 3 countries Marketing assigns MQLs to BDRs/SMB Sales BDRs/SMB Sales book Discovery Meetings Types of web leads Download Webinar PPC/SEO Free Trial

11. Tip 1: Get it clean and keep it clean Eliminate noise: Spam, duplicates, bogus data Accurate metrics Increased trust Better focus

12. Tip 2: Milestones are your best friend Process Review Start by defining & recording your milestones Enforce data integrity with executive buy-in Leverage Salesforce Strengths Schedule exception reports Automate with workflow rules Plan for Salesforce Weaknesses Overcome point-in-time snapshot limitations and enable cohort analysis Activate recording stamps for date, time and achievement

13. Practical example Recording the MQL milestone Using Salesforce workflows Add custom fields to record date, achievement, etc. When milestone is achieved, trigger the workflow Workflow activates custom field updates Complex milestones, such as new opportunity created, can trigger email alert Workflow Rule Criteria Field Update Actions

14. Tip 3: Shift your focus to target accounts For the inbound demand generation lead process, consider shifting your focus from just geographic territories to include a mix of assigned target accounts. Adding target accounts to your process helps to: Reduce lead owner conflicts and duplicative efforts Better enable prospecting efforts Add accountability to sales and marketing efforts

15. Problems when targeting accounts Leads are disassociated from accounts Marketing automation success is dependent on proper account association Time consuming manual effort needed to route target account leads to their owner Lack of visibility in database LeanData is working with DataSift to deploy an automated solution by leveraging Lead to Account match results and route un-owned leads to their appropriate sales account owner. The Marketing Automation hack seen here helps but it doesnt scale

16. Tip 4: Sales enablement Before adding the Lead2Account View in Salesforce.com our sales team was suffering. 82% of our leads never made it to the sales team Now our sales team has quick access to leads that werent previously visible. Leads matched to accounts are highlighted 1 in 3 leads have been matched to known accounts Enables both marketing and sales to uncover new insights Holistic view of campaign efforts helps identify where resources are needed Ability to execute more focused campaigns based on known accounts versus less accurate database segmentation methods

17. Enable Sales Director & BDR Sales Director gets a 360 degree view of all leads available accounts owned: BDR has quick visibility of account info directly on the lead record: 7 matched leads, not yet owned, and still suspects! Mostly sourced from events. Variable Quickly see the account type and the account owner name Sales Directors gets a 360 degree view of all leads available in their accounts: BDRs have quick visibility of accounts that match directly to the lead record:

18. Tip 5: Record so you can measure So your data is clean, your milestones are recorded, your sales team has increased visibility for leads, what do you get out of it? Consistent and insightful executive reports We measured a significant impact on our conversion rates, year over year: 0% 5% 10% 15% 20% 25% 30% 2013 2014 Suspect --> MQL Conv. % MQL --> Opportunity Conv. %

19. #LDWebcast 19 Thank our speakers Evan Liang Founder and CEO LeanData @evanliang Ben Coee Marke&ng DataSi. @CoeeMeing

20. #LDWebcast 20 For more informa)on, please go to: www.leandatainc.com Email: marke)ng@leandatainc.com Or call: 408 827-LEAN (5326) Thank you!