building and managing your demand generation funnel
TRANSCRIPT
Building and Managing Your Demand Generation FunnelAlex ShipilloMarketo User Group – TorontoNovember 10, 2015
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About Me
• Director of Demand Generation at Influitive
• Startup Junkie• Reformed B2C
marketer, now falling in love with B2B
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The Influitive Story
NEW CATEGORY:
Advocate Marketing20 MONTHS:
7x MRR Growth
SALES ORGANIZATION GROWTH:
5 to 33$30.5M
SERIES B – JULY 25
~65%OF PIPELINE CREATEDBY MARKETING-DRIVEN
RESPONSES
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Funnel Management at Influitive
Culture People
Process Technology
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Culture• Growth-oriented CEO• Core value: design our business
for scale• Marketing is not a second class
citizen• Marketing owns a number and
is accountable to achieving it
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People• Executive team leads the way• Very analytical, right-brained
demand generation team• Anyone can learn the system –
no prior experience necessary
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Process• Start with establishing your
funnel – keep it simple• Align with the Sales team -
everyone needs to be measuring the same goals
• Figure out the mechanics, fields and SLAs
• Add more “features” later through future iterations
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Technology
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Results
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Transparency: gaining trust and partnership
Recently Viewed
Marketing Funnel Conversion Rates
Marketing Campaign Influence Dashboard
Revenue Metrics 2.0
Paid
This Month MRR Details
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Scalability for Growth: supporting 10x growth
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Demand Gen HUD: how are we performing right now?
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Cohort Analysis: how is our business changing?
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Campaign Influence: what’s working?
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UTM Parameters: tracking through the pipeline
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Lead scoring: does it help?
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Velocity: generating better targets and forecasting
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Whatever you need: slice and dice in SFDC
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We’re just getting started• Incorporate new Outbound SDR strategy into
our lead management process• Campaign Influence 2.0• Improve lead scoring• Implement an account-focused strategy• Start thinking about CAC, ROI
