build a high performance, high velocity, lead-generating b2b machine bryan semple cmo, smartbear
TRANSCRIPT
Build a High Performance, High Velocity, Lead-Generating B2B Machine
Bryan SempleCMO, SmartBear
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Drawing From The Past…..
Operations
Sales SaaS Product Marketing
High Velocity Scale
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What Model? What Levers?
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My Solution
• Break problem into smaller pieces• Figure out how to measure each piece• Organize a team around the pieces and goal them
appropriately• Turn the crank
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How a Reactor Works
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The Pieces – Traffic, Convert, Offline, Nurture, Enable, Opportunities, Close
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Segmentation!
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Segmenting Traffic
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Segmenting Organic Traffic
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“Paid” Can Have Multiple Meanings/Formats
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Segmentation of Nurturing
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An Enabled Sales Rep
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My Solution
• Break problem into smaller pieces• Figure out how to measure each piece• Organize a team around the pieces and goal them
appropriately• Turn the crank
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Traffic – Source, Amount, Landing, Goal
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Site Conversion
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The Imaginary B2B Sales Cycle
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A More Realistic Cycle
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The Answer to “Your Leads Stink”
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Process Health
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My Solution
• Break problem into smaller pieces• Figure out how to measure each piece• Organize a team around the pieces and goal them
appropriately• Turn the crank
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People to Processes and Measurements
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Administrative Alignment
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Build an Operational Marketing Org to Match What Needs to be Done
Sales Manager
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My Solution
• Break problem into smaller pieces• Figure out how to measure each piece• Organize a team around the pieces and goal them
appropriately• Turn the crank
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• Weekly metrics• Weekly sales• Weekly calendar • #chaosmarketing or
#realtimemarketing • Enablers, not ends• Content• Email• Webinars
Weekly Cadence
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• Eliminate what doesn’t work• Measure what you can, not what you want• There is a cost to measurement• Use sampling, but low sample sizes drive wrong
conclusions• Guilty until proven innocent – no gaming• Sales drives scoring• MQLs without conversion % mean nothing• Dashboards make you dumb• Google analytics for all!• Marketing is an art
Some Final Philosophy Thoughts
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Next Steps
Follow my blog:[email protected]
Buy the Kindle Book
B2B CMO’ Guide to Digital Marketing Measurement
Think Like a Submariner for Operational Success
Thank You!