Tips And Tricks To Accelerate Pipeline Growth
Transcript of Tips And Tricks To Accelerate Pipeline Growth
Tips and Techniques To Accelerate Pipeline Growth
April 14, 2015
Paul Albright
CEO
@paulalbright
Captora
Janelle Donovan
@janellenoble
Independent
Marketing Executive
Tushar Patel
VP, Marketing
@tushar_m_patel
Innotas
Page 2
Agenda
• Intros
• Modern Digital Marketing
• Technology-Driven Opportunities
• Lessons Learned
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Profile
• SaaS Project Portfolio Management for IT & PMOs
• Four-person Marketing Team
• Relatively Mature Market with Formidable Competitors
• First Touch to Sale = 6-9 Months
• Typical Cycle Requires 20-35 Marketing & Sales Touches
• Inbound Web Leads Have The Highest Conversion
• Marketing responsible for 70% of pipeline
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Profile
• Leading Field Service Management Software Provider
• 17 person marketing team
• Large emerging market (5 Billion) with many competitors
• Sell to: SMB (HVAC to plumbing) & large enterprise (GE)
• Average deal cycle - SMB <3 months, enterprise > 9 months
• Won deals - 36 average marketing touches (leads - deals)
• Lost deals 17 touches
• 90% of pipeline is marketing influenced, 50% sourced inbound leads
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2015 Marketing Priorities
Source: The Economist
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Top 4 Digital Marketing Initiatives
1. Insane focus on ARR growth
2. Care most about non-branded terms
3. Execute multi-channel plans
4. Proactively communicate trended results
SMB Enterprise
% Marketing-Led 80% 70%
% Inbound 50% 30%
% Outbound 25% 15%
% Teleprospecting 0% 15%
% Referral 5% 10%
% Sales-Led 20% 30%
Set Marketing’s Goals to Growth
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The Digital Marketing Leader’s
Dilemma
Expand the # of Personalized Campaigns
Prioritize Expansion Opportunities
Optimize Organic Search and Paid
Results
Improved CAC More, High-Quality,
Leads
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Part 2:
Technology-Driven
Opportunities
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Modern Marketing Technology Stack
Real-time Demand IntelligenceContent Analytics
One-Click Actions
Captora ‘s Demand Manager
Engage Buyers with Targeted Campaigns
Engage Buyers with Targeted Campaigns
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Real-Time, Actionable, Competitive Insights
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Part 3:
Lessons Learned
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Amplify Marketing Productivity
Seminal Metric: Digital Marketing Campaigns Per Marketer
Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize
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0
20000
40000
60000
80000
100000
120000
140000
�Before Captora �1st Year �2nd Year
Organic Traffic Trending
Organic Search Visits
ServiceMax Example: Scaling Organic Search
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0%
5%
10%
15%
20%
25%
30%
35%
40%
Before Captora 1st Year 2nd Year
% of Inbound Leads from Captora
% Inbound Leads
ServiceMax Example: Inbound Lead Scaling
Innotas: Metrics That Matter!
First Touch Leads Opportunities Pipeline Wins
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99.9% 99.98% 99.96%96.5% 95.3%
93.3%
0.11% 0.02% 0.04% 3.51% 4.70% 6.66%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Sept 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015
Organic Traffic Trending
Non-Captora Organic Search (%) Captora Organic Search (%)
Innotas: Metrics That Matter!
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1.4%
7.0%
7.7%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
1st Quarter 2nd Quarter 3rd Quarter (Partial)
Organic Captora Leads (% of Total Organic)
Innotas: Metrics That Matter!
You Deliver Results At Record Speed
M1 M2 M3 M4 M5 M6 M7 M8
20
40
60
80
100
120
100
200
300
400
500
600# of Organic Campaigns
# of Organic Leads# of Paid Leads
Time
# o
f C
amp
aign
s
# o
f Le
ads/
mo
nth
- You can produce Paid Search Application new leads in <2 months
Strategy: Optimization…increase blended conversion rates by >20%
- You can produce Organic Search Application new leads in <4 months
Strategy: Expansion…700 Organic Campaigns (new landing pages)
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Summary: Tushar Lessons Learned
• Organic takes time….set the right expectations with your
CEO & VP of Sales
• By zeroing in on specific demand signals, conversation
rates will increase
• Organic is all about quality volume
• Paid is about optimization
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Summary: Janelle Lessons Learned
1. [Re] Evaluate Your Needs
2. Be Agile
3. Know THE Metrics
4. Evaluate the Cost- Worth it or Not?
5. Involve stakeholders at the right time
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• Create a multi-channel, inbound marketing, plan
• Beat your visitor/lead goals
• Track & report conversions by investment over time
• Set goals to beat plan
• 600+ Organic 1:1 campaigns
• 1:1 optimized Paid campaigns across the bottom 50%
• 100% of content investment prioritized and report ROI
• Report results (productivity) to your business case (CAC-based)
• Stop by Booth #615 (a FREE Digital Marketing Assessment)
Call to Action
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Thank You!
www.captora.com
Twitter: @captora
Paul Albright
CEO
@paulalbright
Captora
Janelle Donovan
@janellenoble
Independent
Marketing Executive
Tushar Patel
VP, Marketing
@tushar_m_patel
Innotas
Thank You!