A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

How Fit is Your Funnel? Streamline and Accelerate Your Lead-to-Revenue Model

#LaunchPoint

Shantel Shave, HootSuiteNirav Bisarya, InsideViewMegan Niedenthal, Marketo


Your Speakers

Shantel ShaveDr. Demand Generation

Nirav BisaryaSr. Product Manager

Megan NiedenthalSr. Product Marketing Manager

Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides in today’s webinar

• Twitter hashtag: #LaunchPoint


Unprecedented Changes in Buying

THEN NOW

Information:SCARCITY

Purchasing Power:SELLERS

Organizational Power:SALES

Information:ABUNDANCE

Purchasing Power:BUYERS

Organizational Power:MARKETING


Today’s Marketing Dynamic Duo


B2B Marketers Challenge

5%

SLIDE :6

PROPRIETARY AND CONFIDENTIAL

of leads make it to Sales (B2B industry average)


The Incomplete Lead

of leads lack the minimum data

required for nurturing, scoring &

[email protected]

25%?

SLIDE :7



Poor Lead Data = Low ROI

Low ROI

Inaccurate marketing database

More than 60% of marketing data is unreliable

Expensive to validate data

Missing or incorrect form data

55% use fake company data in marketing forms

Lead forms have a high abandon rate

Campaigns not targeted enough

82% of prospects want relevant content targeted to

them

Campaign messages often too generic to be effective

Sluggish Funnel


ROI of the Sluggish Funnel

SLIDE :9

LEAD VOLUME 4,000 / MONTHLEAD COST$20 / LEAD

The Sluggish Funnel

LEAD TO SQL5%SQL COST$400



ROI of the Fit Funnel

SLIDE :10


The Sluggish Funnel

LEAD TO SQL5%SQL COST$400


The Fit Funnel

HIGHER DATA ACCURACY

ADDITIONAL SQLS120/MONTH

NEW SQL COST$250

LEAD TO SQL8%

VALUE OF ADDITIONAL SQLs $48,000/MO



The Funnel Fitness Regime

1. Cleanse

2. Enrich

3. Enhance

Clean existing, out of date, duplicate & incomplete data

Enrich new leads as they come in to create a more

complete profile

Enhance leads with business & behavioral insights for

more targeted prospecting


About HootSuite

The world’s most popular social relationship platform


Who Are Your Customers?


How Do You Reach Them?

Social Channels

Content Marketing

Event Marketing

Search & Display Ads

Virtual Events


Your Marketing Challenges?Lead volume. Lead quality.

More leads

Higher quality leads


HootSuite Marketing Technologies


How Are You Using Marketo?

Campaigns

Nurture tracks

Segmenting

Dem

and

Ge

n


How Are You Using InsideView?

Clean Data

Real time Lead Enrichment

Sales Insights & Connections

Dem

and

Ge

nL

ead

De

v


Clean the data in your existing marketing

database

Evaluate your current database

Cleanstandardizede-duplicatematch and validate

AppendEnrich with missing data

InsideViewCleanTM

Improved Accuracy of Existing Database


More Meaningful Forms. Higher Conversions.

InsideViewEnrichM

Enrich leads from any source with complete

and accurate data


Find, Understand & Connect with Prospects

Detailed company firmographicsDeliver intelligence Sales needs to sell

more effectively

Company & contact data

Biography

News Social

Comprehensive prospect profiles


Benefits of End-to-End Solution

CRM

Landing Page ENRICH

for SALES

Complete Lead

Record

Incomplete Lead Record

Complete, current leads

Stale leads

Scored leads

CLEAN

Integrated insights &

connections

Dem

and

Ge

nD

eman

d G

en

Lea

d D

ev

Better, faster lead scoring

More targeted messaging & campaigns

Highly effective prospecting

Higher win rates!

Sales

SQLs


Overall Results?

1. More form conversions

2. Higher lead quality

3. Accelerated velocity

4. Marketing & sales alignment


What’s Next for HootSuite?

• Expand on success of Customer Engagement Engine

• Refine scoring model • Marketo / HootSuite integration - Coming Soon!

SEGMENTATION SOCIALSCORING


Q&A


Shantel ShaveDr. Demand GenerationHootSuite

Nirav BisaryaSr. Product [email protected]

Megan NiedenthalSr. Product Marketing ManagerMarketo


Thank you!

Business

A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model