Moving from Ecommerce to Lead Gen - Erich Ziegler (TOPO Demand Generation Council Event)

© 2014 RingCentral, Inc. All rights reserved. 1

Moving from eCommerce to Lead Gen Presented by Erich Ziegler – VP of Marketing, RingCentral


Steps as we moved to Lead Gen ▶  Maintain Metric Driven Culture: channels measured on Leads and Opps

▶  Sirius Funnel Implementation: Both top and bottom of funnel

▶  Infrastructure and Content Development to support funnel

▶  Open the door to New Lead Channels

▶  Lead Math moved to Segmentation

▶  Nurture

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Maintain Metric Driven Culture

▶  Backbone of Marketing was based on Channel Ratio Analysis •  Each channel measured on fCPA/LTV ratio

-  fCPA: All S&M costs associated with channel’s acquisition -  LTV: ARPU, retention, upsell, Margin, discount rate, 10 years

•  Landed the plane on Street accepted CAC / Magic Number -  CAC: (Change in GM *4) / First Q S&M, .3 to 1 acceptable level -  Magic Number: (Change in Rev*4) / First Q S&M, .5 to 1 acceptable level

▶  Transitioned from in Quarter Analysis to Lead/Opp Cohort Analysis •  Used same metrics above, but relied on Cohort Analysis •  Changed CPA on fCPL and fCPO •  Changed LTV to LTVL and LTVO

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Sirius Funnel Implementation Affiliates Referral Email SEM Brand SEO CPL

Demand Gen PR

© 2014 RingCentral, Inc. All rights reserved. 5 Customer Expansion

Customer Acquisition

Customer

Content and Infrastructure supporting the funnel

Inquiry

Marketing Qualified Lead

Sales Accepted

Sales Qualified

Customer

Lead Management

Inquiry

Marketing Qualified Lead

Sales Accepted

Sales Qualified

Customer

Client

Adopter

Upsell

Loyalist

Customer Engagement

INFRASTRUCTURE

CONTENT


CPL Lead buying programs

Email Marketing driven outbound

Events In person & online

Content 3rd party content

syndication (exclusive)

Shared 3rd party qualified

leads (shared with 3-5

competitors)

Prospecting List buys

Nurture In & out of funnel

Live Events

Conferences Networking Roadshows

Meeting Makers

3rd party scheduled

appointments

Virtual Events

Product demos eSeminars

Thought leadership

Lead Generation Channel


Nurture strategy aligned to buyer’s journey

Cloud QoS & Reliability

Transition Risk


Segmentation

► Segmentation by Business Size

► Align Cross:Functional Teams by Segments

►  Focus on First 90 days & NPS

►  Leads and Opps targeted by Segments

Office

Pro FAX

Enterprise

SOHO

Just Me

Majors

Mid:Market

Small Business

Moving from Ecommerce to Lead Gen - Erich Ziegler (TOPO Demand Generation Council Event)

Marketing

Transcript of Moving from Ecommerce to Lead Gen - Erich Ziegler (TOPO Demand Generation Council Event)