feeding hungry reps: scaling inbound lead flow to satisfy sales
TRANSCRIPT
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
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Who is Hortonworks?
Founded in 2011, Hortonworks is the only company truly capable of capitalizing on ALL data in the Internet of
Anything world.
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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
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Objectives
• Capture & standardize prospect data to route and respond to leads
• Increase web conversion
• Mature inbound marketing strategy through personalization
• Scale demand generation engine
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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
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Real-Time Personalization Example
Ability to show events most relevant to lead
based on location.
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SmartForms ExampleWhat we show What we get
Data captured PLUS
• Industry
• Office & HQ locations
• SIC Code
• Annual Revenue
• Company Size
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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
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Real-Time Personalization + SmartForms Results
47%Conversion rate for our top
targeted campaign
43%Increase in lead routing
accuracy
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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
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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
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Why Personalize Web Experiences?
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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
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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 – [email protected]
Emily Thornhill – [email protected]
Brian Glover – [email protected]