Improving Lead Quality With Analytics Across The Lifecycle
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Transcript of Improving Lead Quality With Analytics Across The Lifecycle
Session sponsored by!
#LLCseries
Improving Lead Quality with Analytics Across the Lifecycle!
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
Marketo: @Demandbase
Shari Johnston: @shariajohnston
Tom Kahana: @TomKahana
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracTces in lead generaTon
• Newsle>er has grown to more than 28,000 readers
• We also offer a menu of research and best pracTces reports
• New audio/video podcasts at DemandGenReport.com
#LLCseries
Panelists! MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Shari Johnston, Sr. Director of Integrated MarkeTng,
Demandbase
Tom Kahana, Sr. Director of MarkeTng
OperaTons, Limelight Networks
Improving Lead Quality with Analytics Across the Lifecycle
“Knowing who you are marketing to, makes it a whole lot more effective throughout your lead lifecycle”
Limelight and Demandbase
Digital Is Dirty
Which Mop?
How We Got Here
The Year 2000
The Year 2014
Smooth Sailing?
Not Smooth Sailing
Trivia Time!
?
Righting the Ship
Those Mops Again...
Baseline? Flatline.
An Imperfect Storm
The Spaghetti Toss
Building an Ark
Data to the Rescue
• Identify visitors with company info
• Gather insights for segmenting
• Build target account marketing programs
• Measure results
How Does That Help Us?
• Had better segmentation data for marketing programs
• Sent the right leads to sales
• Sales reps started to trust the data
• Sales closed more deals
Results
• 30% improved form conversion • 101% pipeline contribution increase
for webinars • 20% direct contribution to pipeline • 100% of new video sales resulted
from sales and marketing alignment
What’s Next?
Automated Nurture
Programs
What’s Next?
Website Personalization
Flying High
Summing It Up
To Right Your Ship: 1. Know who you’re marketing to 2. Invest in technology 3. Have data at your finger tips 4. Leverage and distribute your insight
Thank You! www.limelight.com | [email protected] | @tomkahana
#LLCseries
Q&A // Panelist! MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Shari Johnston, Sr. Director of Integrated MarkeTng,
Demandbase
Tom Kahana, Sr. Director of MarkeTng
OperaTons, Limelight Networks
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
Thanks for attending this session!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14