Predict 2014, Doug Camplejohn Welcome to Predict

Welcome to Predict 2014

Doug Camplejohn

Founder & CEO, Fliptop

#predict2014

Why are we here?

It’s 2014, yet most B2B sales &

marketing is still a guessing

game.

#predict2014

2014 Osterman Research Study

• Reached out to over 500 B2B Marketers• Using SaaS CRM and/or Marketing Automation Platforms • Initial results being released for the first time today

#predict2014

Number of sales reps

20

#predict2014

Number of customers

300

#predict2014

CRM solution used

21%

5%

12%

69%

7%

7%5%

Microsoft DynamicsNetSuite.comOracle/SiebelSalesforce.comSAPSugarCRMOther

#predict2014

Marketing automation solution used

21%

14%

11%36%

11%

21%

EloquaOtherPardotMarketoSilverPopHubspot

#predict2014

How would you rate your organization’s marketing success on a scale of 1 to 7, where 1 is “very poor” and 7 is “we’re as successful as we can be”?

1 2 3 4 5 6 70%

10%

20%

30%

40%

50%

60%

0%2%

13%17%

54%

13%

0%

#predict2014

How do you measure your marketing success?

Brand awareness, traffic and lead volume

Opportunity volume Revenue / Closed won volume

0%

10%

20%

30%

40%

50%

60%

#predict2014

Top marketing issues you face

0%

20%

40%

60%

#predict2014

Top complaints or issues with your marketing organization

Mar

ketin

g is

not d

oing

its jo

b

Not e

noug

h qu

ality

lead

s

Inad

equa

te con

tent

/col

late

ral

Inad

equa

te n

ame

reco

gniti

on

0%5%

10%15%20%25%

#predict2014

Does your organization use any sort of lead scoring system?

50%50% YES

NO

#predict2014

What variables go into scoring leads?

Web

site

visits

Demog

raph

ics

Form

com

plet

es

Email O

pens

& C

licks

Numbe

r and

type

of d

ownloa

ds

Page

s viewed

Tim

e on

site

0%

10%

20%

30%

40%

#predict2014

Do you license or otherwise use any external data for scoring leads?

9%

91%

YES

NO

#predict2014

How do you choose the score for each activity/variable?

It's guesswork Compare variable against pipeline / win

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

#predict2014

Do you test overall scores to see if they correlate to wins?

35%

65%

YES

NO

#predict2014

Frequency of these tests

37%

50%

12%Monthly

Quarterly

Weekly

#predict2014

How would you categorize these leads based on their quality?

13%

22%

26%

20%

18% Excellent Good

Fair Poor

Don't know

#predict2014

Do you know your average lead-to-opportunity conversion rate?

54%

46%YES

NO

#predict2014

Do you know your average opportunity-to-closed-won rate?

52%48% YES

NO

#predict2014

We’ve got some work to do

The evolution is underway from brand

marketer to click marketer to revenue

marketer.

Let’s all be Revenue Marketers.

#predict2014

Is your company primarily a business-to-business (B2B) or business-to-consumer (B2C) focused vendor or provider?

B2B

B2C

#predict2014

How do you measure your marketing success? (answers under 5%)

0%

1%

2%

3%

4%

5%

6%

#predict2014

Marketing issues that an organization faces (answers under 3%)

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

#predict2014

How do you choose the score for each activity/variable? (mentioned only one time)

• Based off the line of business owners/product owners input • Based on how likely we think the activity is as a precursor to predicting a good lead • Based on level of engagement importance • Based on level of title • Based on long term experience of company principals • Based on type of content being viewed • Compare their actions to movement thru the sales funnel ultimately to a win • If company is in our top accounts list • It depends on the level of interaction required by the lead to get the information.

Opening an email has the lowest point value while attending a webinar has a much higher point value.

• Legacy scoring systems • The closer the activity is to closing a deal, the higher point grade it yields • The Rep does this • We have an agreement with our VP of sales as to what constitutes a sales quality lead.

We built backwards from that to make the scores work.

#predict2014

How do you measure if scores are working?

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

#predict2014

To what extent do you agree with each of the following?

1. We need to improve the quality of trade show leads 2. We need to improve the quality of leads generated by our Web site 3. We need to improve the quality of leads generated by content marketing

activities 4. We need to have more information about our leads 5. We need to better categorize our leads Lead scoring would not improve or

impact our sales 6. We spend too much time chasing leads that will never convert to sales 7. We don’t know how to measure if our lead score system is working 8. We continue to hand pick leads, despite using a lead scoring system 9. We don’t know how to fully maximize the use of our lead scoring system 10. Our lead scoring system does not really impact our sales 11. We would feel more comfortable with lead scoring if we received extra help

understanding and using the technology

#predict2014

During a typical month, how many leads do you receive?

100

#predict2014

We’ve implemented tools

#predict2014

But we’re not using them to their potential

#predict2014

We mostly guess at where to spend

#predict2014

And how to value things

#predict2014

And we’re not really on top of the metrics we should be

#predict2014

But we’re not using them to their potential

#predict2014

Your opinion about marketing

32%

80%

28%

30%

We are taking advantage of all the data on our leads that we have at our disposal

There is room for improvement in our marketing programs

We know just what we need to do to improve our marketing programs

We use the lead scoring function in our marketing automation software

#predict2014

How do you measure the success of your lead scoring?

18.2%

18.2%

45.5%

18.2%

We don’t measure it

We measure scores against pipeline created/closed/won at least once a year

We measure scores against pipeline created/closed/won at least once a quarter

We measure scores against pipeline created/closed/won at least once a month

Not sure

#predict2014

And our Media Partner

Thanks to our sponsors