Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL Conversion Rate
Transcript of Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL Conversion Rate
How to InsideView Doubled Their
Lead to MQL Conversion Rate
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Housekeeping
If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard
Your speakers
Joe Lucas
Director of Demand Gen and
Marketing Operations
Jessica Cross
Director of Marketing
Fliptop
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Today’s Webinar Agenda
1. Perfect Storm of Demand Generation
2. Driving Revenue, Not Just MQLs
3. The Ideal Marketing Technology Stack
4. Results!
5. Q&A
To submit questions during the webinar, please tweet them:
#predictivemarketing @fliptop @insideview
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“Leads that convert to revenue are all that matter. Want your bonus? Drive revenue.”
-my boss
“We’re generating over 8,000 leads per month!”
-me
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InsideView Demand Generation Goals 2014
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Improve funnel
velocity
Qualify inbound
leads faster
Improve speed to engagement
Increase number of
qualified opportunities
Smooth process for
prospects to become
customers
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Inbound leads lacking required
information
A perfect storm of challenges…
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Accountresearch
reduces sales
productivity
Traditional
demand generation
losingeffectiveness
Buyers are
informed and
driving the
process
Automation isn’t enough
to fuel revenue growth
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Yes, It Can Work: Timing and Relevance Drive
Engagement
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Only 10%respond to cold calls or unsolicited emails, yet…
Over 80%will engage when they are connected with timing and value.
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Market Intelligence Provides Relevance and
Timing
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DATA INSIGHTS CONNECTIONS
WHO
Accurate company and
contact information
WHAT
Curated news and
social posts
HOW
Comprehensive
relationship map
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InsideView’s Marketing Process
5-8K
inbound
leads
4 fields
Enrich
leads
28
fieldsLeads
AE’s and SDR’s focus on best leads. Marketing nurtures rest.
Results
90% conversion
on A’s
40% conversion
on B’s
Nurture C’s and D’s
More Deals
Predict,
score,
deliver
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InsideView Results Using Fliptop
• Q1 Lead to MQL* conversion rate 8%
• Q3 Lead to MQL conversion rate 17%
That is a 2.1x improvement
*MQL=Marketing Qualified Lead
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InsideView Results Using Fliptop
• Q1 Average Time to Qualification was 21 days
• Q3 Average Time to Qualification was 7 days
That is a 3x improvement
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InsideView Results Using Fliptop
• Reduced cost per opportunity by half from 2013 to
2014
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How InsideView Does It
• Keep sales focused – less information is more
• Give them lead views with only the predictive
score visible
• Aggressive SLAs on inbound leads
• Remove progressive profiling on forms to speed
time to qualify
• Rely on Fliptop and InsideView market
intelligence to qualify
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Fliptop Customers Typically See:
• Improve sales efficiency by
21%
• Improve conversion rate by 2x
• Reduce time-to-close by 57%
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How Fliptop builds predictive models
Historical Sales
3,500+ Signals / 40+ Data Sources
Machine Learning
Model Tournament
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How Fliptop builds predictive models
3,500+ Signals / 40+ Data Sources
Model is ready
Scored Lead
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Works with the technology you already use
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Traditional Lead Scoring
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Source: www.marketo.com
All Names
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
Demographics
• Job Title: +3
• Location: +5
• Industry: +1
• Company Size: -10
Behaviors
• Pricing pages: • +10 regular, +15 detailed
• Watch demos:• +5 overview, +10 detailed
• Mid-stage content: +8
• Late-stage content: +12
• Searches for “Fliptop”: +8
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Target Persona With Traditional Score
VP of Sales
• Job Title: +20
• Attend webinar: +5
• Visit any webpage/blog: +1
• Visit careers pages: -10
• Possible Score = 16
Lead Score
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Target Persona With Traditional Score
Social Media Manager
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• Early stage content: +3
• Attend webinar: +5
• Visit any webpage/blog: +1
• Watch demos: +5
• Mid-stage content: +8
• Late-stage content: +12
• Possible Score = 34
Lead Score
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Predictive Lead Scoring = Fit First Approach
Social Media Manager VP of Sales
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Q&A – 10 Minutes
Thank you.
Contact us for your own predictive lead scoring model
Joe Lucas
Director of Demand
Generation and
Marketing Operations
Jessica Cross
Director of Marketing
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