1. 5 Tips for Conver)ng MQLs to Revenue Presen)ng the Case
Study
2. #LDWebcast 2 Agenda @LeanData / #LDWebcast Introduc)ons
Opening Remarks Case Study Q&A
3. #LDWebcast 3 Introduc)on Ben Coee Marke&ng DataSi. Evan
Liang Founder and CEO LeanData Opening Remarks: Speaker:
4. 4 Opening remarks And now Evan Liang
5. #LDWebcast 5 Impact on your demand gen funnel Inquiry /
Nurture MQL SAL SQL Close Boost conversion rates by 10% - 25%+
Rou)ng
6. Sales 6 Breakdown the wall between leads and accounts
Marke)ng Leads Accounts
7. #LDWebcast 7 [Poll] What are your biggest barriers to
improving MQL to SQL conversion? 1) Data isn't clean 2) Not enough
inbound leads from target accounts 3) Breakdown in lead workow and
assignments 4) Totally happy, no improvement needed 36% 43% 21%
0%
8. Case Study 8 5 Tips for Conver)ng MQLs to Revenue with Ben
Coee
9. DataSi@, Inc. 2011 1K 40+ Launched Social Data Sources
Customers Across 30 Countries 2.0B Data Items Handled Per Day
Powering enterprise businesses and the social-technology business
applica&on eco-system
10. Organization overview Business Process Overview 80% revenue
is sourced to marketing 65% of leads sourced to web Leads qualified
for sales by Demand Gen Team Sales Structure Overview 30+ in 3
countries Marketing assigns MQLs to BDRs/SMB Sales BDRs/SMB Sales
book Discovery Meetings Types of web leads Download Webinar PPC/SEO
Free Trial
11. Tip 1: Get it clean and keep it clean Eliminate noise:
Spam, duplicates, bogus data Accurate metrics Increased trust
Better focus
12. Tip 2: Milestones are your best friend Process Review Start
by defining & recording your milestones Enforce data integrity
with executive buy-in Leverage Salesforce Strengths Schedule
exception reports Automate with workflow rules Plan for Salesforce
Weaknesses Overcome point-in-time snapshot limitations and enable
cohort analysis Activate recording stamps for date, time and
achievement
13. Practical example Recording the MQL milestone Using
Salesforce workflows Add custom fields to record date, achievement,
etc. When milestone is achieved, trigger the workflow Workflow
activates custom field updates Complex milestones, such as new
opportunity created, can trigger email alert Workflow Rule Criteria
Field Update Actions
14. Tip 3: Shift your focus to target accounts For the inbound
demand generation lead process, consider shifting your focus from
just geographic territories to include a mix of assigned target
accounts. Adding target accounts to your process helps to: Reduce
lead owner conflicts and duplicative efforts Better enable
prospecting efforts Add accountability to sales and marketing
efforts
15. Problems when targeting accounts Leads are disassociated
from accounts Marketing automation success is dependent on proper
account association Time consuming manual effort needed to route
target account leads to their owner Lack of visibility in database
LeanData is working with DataSift to deploy an automated solution
by leveraging Lead to Account match results and route un-owned
leads to their appropriate sales account owner. The Marketing
Automation hack seen here helps but it doesnt scale
16. Tip 4: Sales enablement Before adding the Lead2Account View
in Salesforce.com our sales team was suffering. 82% of our leads
never made it to the sales team Now our sales team has quick access
to leads that werent previously visible. Leads matched to accounts
are highlighted 1 in 3 leads have been matched to known accounts
Enables both marketing and sales to uncover new insights Holistic
view of campaign efforts helps identify where resources are needed
Ability to execute more focused campaigns based on known accounts
versus less accurate database segmentation methods
17. Enable Sales Director & BDR Sales Director gets a 360
degree view of all leads available accounts owned: BDR has quick
visibility of account info directly on the lead record: 7 matched
leads, not yet owned, and still suspects! Mostly sourced from
events. Variable Quickly see the account type and the account owner
name Sales Directors gets a 360 degree view of all leads available
in their accounts: BDRs have quick visibility of accounts that
match directly to the lead record:
18. Tip 5: Record so you can measure So your data is clean,
your milestones are recorded, your sales team has increased
visibility for leads, what do you get out of it? Consistent and
insightful executive reports We measured a significant impact on
our conversion rates, year over year: 0% 5% 10% 15% 20% 25% 30%
2013 2014 Suspect --> MQL Conv. % MQL --> Opportunity Conv.
%
19. #LDWebcast 19 Thank our speakers Evan Liang Founder and CEO
LeanData @evanliang Ben Coee Marke&ng DataSi. @CoeeMeing
20. #LDWebcast 20 For more informa)on, please go to:
www.leandatainc.com Email: marke)[email protected] Or call: 408
827-LEAN (5326) Thank you!