feeding hungry reps: scaling inbound lead flow to satisfy sales

Feeding Hungry Reps:Scaling Inbound Lead Flow to Satisfy Sales

Brian Glover

Sr. Product Marketing Manager

Marketo

Leah Grosky,

Director of Digital Marketing

Hortonworks

Speakers

Emily Thornhill

Marketing Automation Manager

ReachForce

Generating Leads is a Top Priority for B2B Marketers and Enabler of other Top Goals

Source: Regalix Research, “State of B2B Marketing 2015”

Your Website is Your Most Effective Channel for Reaching Your Goals

Source: Regalix Research, “State of B2B Marketing 2015”

Look at that form!

Clearly not for me! Just run, it will

be over soon!

Is this YOUR website?

Hortonworks Case StudyLeah Grosky, Director of Digital Marketing

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Who is Hortonworks?

Founded in 2011, Hortonworks is the only company truly capable of capitalizing on ALL data in the Internet of

Anything world.

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Challenges

• Sales team more than doubled in a year

• Inbound lead flow more than doubled in a year

• Missing firmographic and geographic info on leads

• Unable to segment database due to lack of data standardization

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Objectives

• Capture & standardize prospect data to route and respond to leads

• Increase web conversion

• Mature inbound marketing strategy through personalization

• Scale demand generation engine

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Solution

Marketo Real-Time Personalization

• Target account lists

• Personalized Marketing to increase conversion on web

ReachForce SmartForms

• Firmographic Information

• Standardized Existing Information

1) Default View 2) Healthcare industry visitors see a vertical case study

Real-Time Personalization Example

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Real-Time Personalization Example

Ability to show events most relevant to lead

based on location.

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

SmartForms ExampleWhat we show What we get

Data captured PLUS

• Industry

• Office & HQ locations

• SIC Code

• Annual Revenue

• Company Size

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Planning & Implementation

Segmented by use case

• Events by Location

• Content by Vertical

• Downloads based on Behavior

• Content by Lifecycle Status

Vertical 1 Vertical 2 Vertical 3

DatasheetWhite PaperIndustry Event

DatasheetWhite PaperIndustry Event

DatasheetWhite PaperIndustry Event

Sample Plan

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Real-Time Personalization + SmartForms Results

47%Conversion rate for our top

targeted campaign

43%Increase in lead routing

accuracy

Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

What’s next for us?

• Data management further with ReachForce fields

• Account-based personalization

• Enhanced behavior-based personalization

ReachForce SmartFormsEmily Thornhill, Marketing Automation Manager

The B2B Marketers’

Gap

SmartForms provides:

Industry Revenue Employee count IP address Address SIC NAICS URL … and 112+ !

Segmentation starts

immediately.

Personalization begins more

quickly and more targeted.

Lead-to-Opportunity is much

faster.

Gaining Insight QuicklyFirst form fill:

Name*

Email*

Company*

Role*

How did you hear about us?

Second form fill:

Name*

Email*

Phone #*

What is your biggest marketing challenge?

Marketing automation platform

Third form fill:

Name*

Email*

How big is your database?

Fourth form fill:

Name*

Email*

Subscribe to our newsletter?

Most customers have 3-5 reasons each

Customer Adoption of SmartForms

SmartForms Successes

40%Increase in sales pipeline

34%Increased conversions rates

Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Can I use this on any form?

• Yes, SmartForms can be configured to work on any online lead form.

Will this interfere with progressive profiling?

• No, SmartForms works alongside progressive profiling fields.

How much does this cost?

• SmartForms is subscription-based and starts at only $6,000 annually (for 2,500 registrations / yr.).

How long does this take to set up?

• SmartForms takes as little as 1 day to configure.

How to set it up/ implementation?

• The ReachForce Customer Success Team configures your SmartForms code and walks you through how to insert it into your landing page and lead form.

FAQs

Marketo Real-Time PersonalizationBrian Glover, Senior Product Marketing Manager

Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Why Personalize Web Experiences?

Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

What is Web Personalization?

The combination of:

Identifying a person’s attributes

Intent, potential, behavior, profile and/or firmographics

Customizing their experience

by presenting them with relevant messages, offers and images

Top 5 Use Cases

Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals

Personalization Results

33%Conversion rates for

personalized campaigns

20%Increase in qualified lead gen

with selected content

Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015

Why Marketo Real-Time Personalization?

Any CMS, zero IT

Firmographics for anonymous visitors

Predictive content recommendations

Personalized retargeting ads

Marketo + ReachForceGet More of the Right Leads to the Right Sales Reps

Engage site visitors with personalized

content

Pull visitors back with

personalizedretargeting ads

Shorten the sales cycle by capturing data immediately

Enrich lead data for better routing, scoring

& nurturing

Real-Time Personalization SmartForms

Marketo• Website: Visit us at marketo.com

• E-book: 10 Steps to a Successful Web Personalization Strategy

• Demo: Join a Live Demo

ReachForce• Website: Visit us at reachforce.com

• Data Analysis: Get a Free Data Analysis and Diagnostic

• Demo: Request a Live Demo of SmartForms

Additional Resources

Questions?

Thank You!

Leah Grosky – lgrosky@hortonworks.com

Emily Thornhill – ethornhill@reachforce.com

Brian Glover – bglover@marketo.com