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A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
Transcript of A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How Fit is Your Funnel? Streamline and Accelerate Your Lead-to-Revenue Model
#LaunchPoint
Shantel Shave, HootSuiteNirav Bisarya, InsideViewMegan Niedenthal, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Shantel ShaveDr. Demand Generation
Nirav BisaryaSr. Product Manager
Megan NiedenthalSr. Product Marketing Manager
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides in today’s webinar
• Twitter hashtag: #LaunchPoint
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Unprecedented Changes in Buying
THEN NOW
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
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Today’s Marketing Dynamic Duo
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B2B Marketers Challenge
5%
SLIDE :6
PROPRIETARY AND CONFIDENTIAL
of leads make it to Sales (B2B industry average)
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Incomplete Lead
of leads lack the minimum data
required for nurturing, scoring &
25%?
SLIDE :7
PROPRIETARY AND CONFIDENTIAL
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Poor Lead Data = Low ROI
Low ROI
Inaccurate marketing database
More than 60% of marketing data is unreliable
Expensive to validate data
Missing or incorrect form data
55% use fake company data in marketing forms
Lead forms have a high abandon rate
Campaigns not targeted enough
82% of prospects want relevant content targeted to
them
Campaign messages often too generic to be effective
Sluggish Funnel
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ROI of the Sluggish Funnel
SLIDE :9
LEAD VOLUME 4,000 / MONTHLEAD COST$20 / LEAD
The Sluggish Funnel
LEAD TO SQL5%SQL COST$400
PROPRIETARY AND CONFIDENTIAL
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ROI of the Fit Funnel
SLIDE :10
LEAD VOLUME 4,000 / MONTHLEAD COST$20 / LEAD
The Sluggish Funnel
LEAD TO SQL5%SQL COST$400
PROPRIETARY AND CONFIDENTIAL
The Fit Funnel
HIGHER DATA ACCURACY
ADDITIONAL SQLS120/MONTH
NEW SQL COST$250
LEAD TO SQL8%
VALUE OF ADDITIONAL SQLs $48,000/MO
LEAD VOLUME 4,000 / MONTHLEAD COST$20 / LEAD
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The Funnel Fitness Regime
1. Cleanse
2. Enrich
3. Enhance
Clean existing, out of date, duplicate & incomplete data
Enrich new leads as they come in to create a more
complete profile
Enhance leads with business & behavioral insights for
more targeted prospecting
Page 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About HootSuite
The world’s most popular social relationship platform
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Who Are Your Customers?
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How Do You Reach Them?
Social Channels
Content Marketing
Event Marketing
Search & Display Ads
Virtual Events
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Marketing Challenges?Lead volume. Lead quality.
More leads
Higher quality leads
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
HootSuite Marketing Technologies
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How Are You Using Marketo?
Campaigns
Nurture tracks
Segmenting
Dem
and
Ge
n
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How Are You Using InsideView?
Clean Data
Real time Lead Enrichment
Sales Insights & Connections
Dem
and
Ge
nL
ead
De
v
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Clean the data in your existing marketing
database
Evaluate your current database
Cleanstandardizede-duplicatematch and validate
AppendEnrich with missing data
InsideViewCleanTM
Improved Accuracy of Existing Database
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More Meaningful Forms. Higher Conversions.
InsideViewEnrichM
Enrich leads from any source with complete
and accurate data
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Find, Understand & Connect with Prospects
Detailed company firmographicsDeliver intelligence Sales needs to sell
more effectively
Company & contact data
Biography
News Social
Comprehensive prospect profiles
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Benefits of End-to-End Solution
CRM
Landing Page ENRICH
for SALES
Complete Lead
Record
Incomplete Lead Record
Complete, current leads
Stale leads
Scored leads
CLEAN
Integrated insights &
connections
Dem
and
Ge
nD
eman
d G
en
Lea
d D
ev
Better, faster lead scoring
More targeted messaging & campaigns
Highly effective prospecting
Higher win rates!
Sales
SQLs
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overall Results?
1. More form conversions
2. Higher lead quality
3. Accelerated velocity
4. Marketing & sales alignment
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Next for HootSuite?
• Expand on success of Customer Engagement Engine
• Refine scoring model • Marketo / HootSuite integration - Coming Soon!
SEGMENTATION SOCIALSCORING
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shantel ShaveDr. Demand GenerationHootSuite
Nirav BisaryaSr. Product [email protected]
Megan NiedenthalSr. Product Marketing ManagerMarketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!