How to get more leads

Meagen Eisenberg – CMO at MongoDB

@meisenberg @mongodb

#tractionconf

1000TechPartners

2,000+Customers

35,000Members

20+milliondownloads

300,000MongoDBUniversityStudents

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The next 20 minutes

§  What does your current program mix contain? §  What do you need to get more leads?

§  People §  Technology §  Process

§  Measure of success §  What if I only have $10K? §  Results

#tractionconf @meisenberg

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What does your current program mix contain? Deliver the appropriate marketing mix at the correct buying stage to draw in leads and

accelerate revenue

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People

§  Marketing §  Web team §  Sales §  Customer success §  Analysts §  Thought-leaders §  Partners

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Technology: Is your website optimized to capture leads?

§  Optimized for lead gen? §  Gating the appropriate content?

Product

Awareness

Persona

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Technology: Are your forms costing you leads?

§  SiriusDecisions says 5 or less

§  What are the key fields? §  Name §  Title §  Email §  Phone §  Company

§  What are the necessary hidden fields? §  Industry §  Company size §  Location info (City, State, Country)

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§  Targeting and personalization platform §  Web form optimization §  Website optimization §  Data append

Technology: Capturing the leads and necessary info to market and sell

§  Marketing Automation Platform (MAP) §  Marketing database §  Email platform and response tracking §  Lead scoring and nurturing §  Sales enablement tools §  Website-activity for website triggered

nurturing

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Technology: Closed-loop process with sales

§  CRM §  Campaigns tracking? §  Campaigns reporting? §  Campaigns measurement and ROI?

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Process: Understand your existing data and systems

Map out your lead flow process:

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Process: Standardize how you measure success

Lead taxonomy and definition – Marketing and sales waterfall:

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Process: Agree to lead scoring model with sales

Give sales a quick way to assess the quality of the lead, so they can prioritize who to contact:

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Process: Standardize your campaigns

§  Campaign taxonomy §  Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)

§  Campaign naming convention

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Why optimizing at middle of the funnel with nurture?

§  Align sales cycle with buy cycle

§  Reduce “lead wastage” – plug the leak!

§  Notify sales when prospect exhibits “ready to buy” signals

§  Move from trial to buy

§  Cultivate prospects with longer term buying horizons

§  Align resources to lead value

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Measure of success – what’s working and not?

§  It’s NOT just Email analysis §  Opens, clickthroughs, form submissions

§  Was end goal of quality leads obtained? §  Did you increase trial conversions to buy? And

reduce time to buy from trial?

§  Did you reduce the sales cycle?

§  What opportunities were influenced by your programs? §  Measure opportunity revenue with campaign

tracking §  Blind form submits

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What if I only have $10K per month?

§  Test, test and test

§  Marketing mix for low budget: –  Social media and influencers –  Blogs and educational content –  Webinars and training –  Email marketing – existing database and list pulls –  Customer advocacy, referrals and case studies –  Referral program –  Horse-trading

#tractionconf @meisenberg

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Results

§  Leads

§  Deal acceleration

§  Marketing efficiencies – small group can operate at large scale

§  Documented processes and robust reporting

§  Growth in business - Increase in conversion rates, pipeline and revenue, reduction in churn

§  Strong partnership between sales and marketing

§  Marketing execution and input valued at the executive level

Meagen EisenbergThank you!

@meisenberg @mongodb#tractionconf