AppExchange: Predictive Lead Scoring for Sales and Marketing with FliptopFarkhanda Zhublawar

Director of Customer Success

Fliptop

@farkhanda77

Joe Lucas

Director of Demand Gen and Marketing Operations

InsideView

@joelucas

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Farkhanda ZhublawarDirector of Customer Success

Joe LucasDirector of Demand Gen and Marketing Operations

“Leads that convert to revenue are all that matter. Want your bonus? Drive revenue.” -my boss

“We’re generating over 8,000 leads per month!”-me

InsideView Demand Generation Goals 2014

Improve funnel velocity

Qualify inbound

leads faster Improve speed to

engagement

Increase number of

qualified opportunities

Smooth process for prospects to

become customers

A perfect storm of challenges…

Accountresearch

reduces sales productivity

Traditional demand

generationlosing

effectiveness

Buyers are informed and

driving the process

Inbound leads lacking required information

Automation isn’t enough

to fuel revenue growth

Yes, It Can Work: Timing and Relevance Drive Engagement

Only 10% respond to cold calls or unsolicited emails, yet…

Over 80%will engage when they are connected with timing and value.

Market Intelligence Provides Relevance and Timing

DATA INSIGHTS CONNECTIONS

WHO Accurate company and contact

information

WHAT Curated news and social

posts

HOWComprehensive relationship map

Inbound Marketing Process

5-8K inbound leads

4 fields

Enrich leads

28 fields Leads

AE’s and SDR’s focus on best leads. Marketing nurtures rest.

Results

90% conversion on A’s

40% conversion on B’s

Nurture C’s and D’s

More Deals

Predict, score, deliver

Outbound Marketing Process

“Give me more leads like those…”

Target

Build the targeted list…

Contact

Engage

SDR’s contact best leads. Email campaigns handle the rest.

Results

Win

Execute the campaign

Increased engagement

SDR’s get A’s & B’s

Email for C’s and D’s

InsideView Results

• Q1 Lead to MQL* conversion rate 8%• Q3 Lead to MQL conversion rate 17%

That is a 2.1x improvement

*MQL=Marketing Qualified Lead

InsideView Results

• Q1 Average Time to Lead Qualification was 21 days• Q3 Average Time to Lead Qualification was 7 days

That is a 3x improvement

*MQL=Marketing Qualified Lead

How InsideView Does it

• Keep sales focused – less information is more• Give them lead views with only the predictive score visible• Aggressive SLAs on inbound leads• Remove progressive profiling on forms to speed time to qualify• Rely on predictive lead scoring and market intelligence to qualify

How Fliptop builds predictive models

3,500+ Signals 40+ Data Sources

Predictive Machine Model

Historical SalesCRM

How Fliptop builds predictive models

Grades Scores

Predictive Machine Model

Salesforce

Inbound Leads

Easily view the grades for Leads, Contacts, Accounts and

Opportunities

Drilldown into the signals that comprise the grade

Give sales managers real time insight Into pipeline quality

Help Marketing Managers optimize effort and spend

Quickly access your schedule on your phone in the S1 Mobile App

Dive into a specific candidate’s details in a few

clicks

Make decisions faster Share feedback in real-time

Questions and Answers