new techniques and technologies to grow pipeline from inbound marketing
TRANSCRIPT
#C2C15
New Techniques and Technologies To Grow Pipeline From Inbound Marketing
Source: The Economist, 2015
2015 Marketing Priorities
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1. Insane focus on ARR growth
2. Overt goals and role definitions tied to compensation
3. Build marketing outside-in (inbound- AND content-focused)
4. Improve your website reach and power
Top 4 Digital Marketing Initiatives
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Insane Focus On Revenue Growth
Marketing-Driven Acceleration: Grow
Pipeline Faster!
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Agree On Marketing’s Contribution Goals SMB Enterprise
% Marketing-Led 80% 70%
% Inbound 50% 30%
% Outbound 25% 15%
% Teleprospecting 0% 15%
% Referral 5% 10%
% Sales-Led 20% 30%
Amplify Marketing Productivity
Seminal Metric: Digital Marketing Campaigns Per Marketer
Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize
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All N
am
es
Pro
sp
ect
&
Recycl
ed
Lea
d
AW
AR
EN
ESS
En
gag
ed Opportunit
yCustomer
Sale s
Lea
d
MQLSAL
SQL
Nurturing Database
Marketing SDR Sales
Know Your “Math of Marketing”
Opportunities 200 / mo($1,860)
New Customers($5,000)
Leads3,700 / mo
($101)
Prospects6,500 / mo
($57)
19%Active Prospect
Database
4.5%/mo 75%
Paid Names($14)
10%UnpaidNames
24%
Inactive (Last 6 Months)
81%
• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%
1,000 Leads = 54 Opps
27,000 / mo
319K Total55K Prospects
36% engaged x 66% qualified
Leverage Technology To Scale Revenue Growth
LEADS
CRM
Find & Capture New Buyers
“Captora is delivering 26% of our digital leads and millions of dollars in pipeline contribution.”
- Janelle Donovan ServiceMax, Sr Director of Marketing
LEADSMarketing Automation
Demand AnalyzerTM Campaign EngineTM Performance AdvisorTM
See Do Win
Access real-time buyer and competitive intelligence
Scale and optimize digital campaigns and associated
content
Report success across channels, content and the
entire funnel
Deliver Value At Record Speed
M1 M2 M3 M4 M5 M6 M7 M8
20406080100120
100200300400500600
# of Organic Campaigns
# of Organic Leads# of Paid Leads
Time
# of
Cam
paig
ns
# of
Lea
ds/m
onth
- You can produce Paid Search Application new leads in <2 months Strategy: Optimization…increase blended conversion rates by >20%
- You can produce Organic Search Application new leads in <4 months Strategy: Expansion…700 Organic Campaigns (new landing pages)
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300% Better Conversion Rates
Highlights
ServiceMax identified, launched, and optimized over 800 organic campaigns
Improved conversion rates by >300%
ServiceMax has seen millions of dollars of new business using Captora
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Inbound creates the best leads by far: high conversion, high velocity
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How Captora Works
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60% Better Cost-Per-Lead
Highlights
Marketo has launched >150 organic campaigns with Captora
Improved cost-per-lead by 50-60%
Over 90% of Captora leads are coming from non-branded search terms
Engage Buyers with Targeted Campaigns
Engage Buyers with Targeted Campaigns
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Real-Time Actionable Competitive Insight
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Identify Demand Signals for Guided Prioritization
Example Exec ReportCorporate* Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec
Enterprise Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec
EMEA Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec
Total Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec
Plan Forecast Actual
