Campaigns fueled by compelling content are not only driving better basic metrics like open and click through rates, they are also more cost-efficient in converting and accelerating the flow of qualified leads. Join SnapApp's SVP of Marketing, Aaron Dun as we discuss interactive and conversational content formats that are driving engagement and conversions: http://dg-r.co/2aQBr8q

1. #LLS16
How Content-Enabled Campaigns
Are Improving Conversion Rates At
Key Stages Of The Funnel
SPONSORED BY:

2. #LLS16
Follow This Webinar On Twitter
#LLS16
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
SnapApp: @Snap_App
Aaron Dun: @ajdun

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
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Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Aaron Dun
SVP of Marketing
SnapApp
@ajdun

7. 7#welovesuperMQLs
How Content-Enabled Campaigns Are Improving
Conversion Rates At Key Stages Of The Funnel
(OR: “PUTTING THE Q BACK IN MQL”)

8. Welcome to 2H 2016…
Anyone Feel Overwhelmed?

9. 9#welovesuperMQLs
The ratio of expectations to capability
is way out of whack.

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The Struggle To Scale Is Real

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Our Traditional Approach Has Hit A Wall
Leads

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All Leads Are Treated The Same

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Sales Qualifies Everyone
Demographics Behavioral Criteria

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How Do We Get That Criteria?
Day 1 Day 4 Day 40
1st Form Fill 5th Form Fill
2nd Form Fill
3rd Form Fill
Day 7
4th Form Fill
Day 20
Progressive Profiling Plan

15. There has to be a better way…

16. 16#welovesuperMQLs

17. 17#welovesuperMQLs

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It Starts With A Conversation

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Think About Campaigns As Experiences

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Top
Middle
Bottom
Ebook
Case Study
White Paper Assessment CalculatorQuiz
Survey
Interactive
Infographic
Quiz
Assessment Calculator Product
Picker
+
+
+
Expand Experiences Through the Funnel

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Content-Enabled Campaigns:
• Use experiences to create
engagement, conversation
• Bring qualification criteria up the
lead funnel
• Deliver insights for better
nurturing
• Accelerate most qualified leads to
sales
Turn Experiences Into Campaigns

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Which Lead Would You Prefer?
SUPER

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Deliver leads and engagement data
into Lead Partitions and Campaigns
Customize SnapApp lead form
behavior for known prospects
Seamlessly pass data into Smart
Campaigns and trigger workflows
1
3
4
Parse campaign/source query string
data into lead detail
2
Super MQLs In Practice

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330% increase in Click-to-Open rates
Slashed prospect qualification from 1-3 months to
as little as one day
Closed six-figuresin new bookings
6x faster than through traditional channels

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Better MQLS for sales team
Enabling sales to beat quota by
133%for the first time ever
Generatingmillions in new
revenue from install base

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Sales was able to set 1,700 qualified
meetings that generated $850,000
in new pipeline helped sales close
$46,000 of new business in the
first 90 days of launch
First 90 Days with

27. 27#welovesuperMQLs
Content that provokes an emotional or
intellectual response in your reader -- a
response that sticks around after they’ve
finished engaging with your content.
Caution: More content isn’t the answer.
Create content that resonates.

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*Baseline: Wordstream data
Engaging Content Delivers…
Click Rates on Content Completion Rate Lead Conversion
5.2x
42% 71% 13%

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Your Action Plan
1. Audit Your Lead Funnel
2. Identify Key Sales Criteria
3. Re-imagine your campaign strategy
START SMALL
THINK
BIG

30. Don’t settle for safe, and boring! 10x
change and scaling your Super MQLs
comes from pushing your boundaries,
from testing crazy-ass ideas to find
ones that deliver.

31. #LLS16
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Aaron Dun
SVP of Marketing
SnapApp
@ajdun

32. #LLS16
Thank You For Attending
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