Predict 2014, Brian Kelly of InsideView, Marketing to Marketers - How We Do It
Transcript of Predict 2014, Brian Kelly of InsideView, Marketing to Marketers - How We Do It
Marketing to marketers
Brian KellyCMO, InsideView
“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
#predict2014
A perfect storm of challenges…
Accountresearch
reduces sales
productivity
Traditional demand
generationlosing
effectivenessBuyers are informed and driving the
process
Inbound leads lacking required
information
Automation isn’t
enoughto fuel revenue
growth
#predict2014
Facing the perfect storm of challenges…
Increase win rates
Focus on
best leadsBetter lead quality
Improve email and call
response rates
Do it all with current
spend
#predict2014
Yes, it can work: Timing and relevance drive engagement
Only 10% respond to cold calls or unsolicited emails, yet…
Over 80%will engage with a when they are connected with timing and value.
#predict2014
Delivering more of the leads that matter
Predictive Scoring
Market Intelligenc
e+
+Marketing Automation
#predict2014
Market Intelligence provides relevance and timing
DATA INSIGHTS CONNECTIONS
WHO Accurate company and
contact information
WHAT Curated news and
social posts
HOWComprehensive relationship map
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Core Marketing Infrastructure at InsideView
Predictive Lead Scoring
Market Intelligence
Marketing Automation
#predict2014
Inbound Marketing Process
5-8K inbound
leads
4 fields
Enrich leads
28 fields Leads
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
#predict2014
Outbound Marketing Process
“Give me more leads
like those…”
Target
Build the targeted
list…
Contact Engage
SDR’s contact best leads. Email campaigns handle the rest.
Results
Win
Execute the
campaign Increased engagement
SDR’s get A’s & B’s
Email for C’s and D’s
#predict2014
Fliptop + InsideView delivers better lead-to-revenue productivity
Focus on the right leads
Win with relevance and
timing
Get your bonus!
Results