Building and Managing Your Demand Generation Funnel

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Marketo User Group - Toronto November 10, 2015 Alex Shipillo Director of Demand Generation, Influitive

Building and Managing
Your Demand Generation
Funnel
Alex Shipillo
Marketo User Group – Toronto
November 10, 2015

About Me
• Director of Demand
Generation at Influitive
• Startup Junkie
• Reformed B2C
marketer, now falling in
love with B2B
2

The Influitive Story
3
NEW CATEGORY:
Advocate Marketing
20 MONTHS:
7x MRR Growth
SALES ORGANIZATION
GROWTH:
5 to 33
$30.5M
SERIES B – JULY 25
~65%
OF PIPELINE CREATED
BY MARKETING-DRIVEN
RESPONSES

Funnel Management at Influitive
4
Culture People
Process Technology

Culture
• Growth-oriented CEO
• Core value: design our business
for scale
• Marketing is not a second class
citizen
• Marketing owns a number and
is accountable to achieving it
5

6
People
• Executive team leads the way
• Very analytical, right-brained
demand generation team
• Anyone can learn the system –
no prior experience necessary

7
Process
• Start with establishing your
funnel – keep it simple
• Align with the Sales team -
everyone needs to be
measuring the same goals
• Figure out the mechanics,
fields and SLAs
• Add more “features” later
through future iterations

8
Technology

Results
9

Transparency: gaining trust and partnership
10
Recently Viewed
Marketing Funnel Conversion Rates
Marketing Campaign Influence Dashboard
Revenue Metrics 2.0
Paid
This Month MRR Details

Scalability for Growth: supporting 10x growth
11

Demand Gen HUD: how are we performing right now?
12

Cohort Analysis: how is our business changing?
13

Campaign Influence: what’s working?
14

UTM Parameters: tracking through the pipeline
15

Lead scoring: does it help?
16

Velocity: generating better targets and forecasting
17

Whatever you need: slice and dice in SFDC
18

19
We’re just getting started
• Incorporate new Outbound SDR strategy into
our lead management process
• Campaign Influence 2.0
• Improve lead scoring
• Implement an account-focused strategy
• Start thinking about CAC, ROI

Questions?
Alex Shipillo
Director of Demand Generation, Influitive
alex@influitive.com
@alexshipillo
20

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In 2024, voice SEO will dominate as users interact hands-free, emphasizing long-tail keywords and natural language. Mobile optimization remains crucial for Google's mobile-first indexing, ensuring seamless experiences. Video SEO gains prominence by captivating audiences and boosting engagement. These are some of the SEO trends you have to be updated with because Google in its constant effort to tackle spam is focusing on quality content. Read more at: https://banyanbrain.com/seo-trends/

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

No Cookies No Problem - Steve Krull, Be Found Online

No Cookies No Problem - Steve Krull, Be Found Online

No Cookies No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Brand experience Dream Center Peoria Presentation.pdf

Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

elizabethella096

In the annals of unsolved crimes, the Hinterkaifeck Murders stand as a haunting testament to the enigmatic and macabre. This chilling incident, which occurred in rural Germany in 1922, continues to captivate the imagination of investigators, historians, and true crime enthusiasts alike. The events that transpired at Hinterkaifeck, a remote farmstead located about 70 kilometers north of Munich, remain shrouded in mystery, with numerous unanswered questions lingering over the decades.

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

elizabethella096

Unlock the power of digital marketing and take your business to the next level! This comprehensive presentation covers the fundamentals of digital marketing, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, and content marketing. Learn how to create a digital marketing strategy that drives website traffic, generates leads, and increases brand awareness. Discover the benefits of digital marketing, including cost-effectiveness, measurability, flexibility, and increased reach. Get insights into the latest digital marketing trends and best practices, and learn how to measure and optimize your digital marketing efforts. Whether you're a seasoned marketer or just starting out, this presentation is your ultimate guide to succeeding in the digital landscape. https://www.instagram.com/zoraizahmadd/

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

How to Leverage Behavioral Science Insights for Direct Mail Success

How to Leverage Behavioral Science Insights for Direct Mail Success

How to Leverage Behavioral Science Insights for Direct Mail Success

Brand Strategy Master Class - Juntae DeLane

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Branding strategies of new company .pptx

Branding strategies of new company .pptx

Branding strategies of new company .pptx

VikasTiwari846641

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Brand experience Peoria City Soccer Presentation.pdf

AI is transforming the marketing landscape by pioneering the creation of dynamic marketing videos, crafting compelling stories in real-time, and developing automated, personalized responses based on intricate customer data analysis. With advanced machine learning and natural language processing capabilities, AI tools are now adept at producing engaging and highly targeted video content that resonates with the audience's specific interests and behaviors. These AI systems can analyze viewer reactions and engagement metrics to refine video elements, ensuring each story is more captivating than the last. Furthermore, AI excels in real-time storytelling, adapting narratives on the fly to maintain viewer interest and engagement. It can also interpret and respond to customer interactions with personalized messages, offering solutions, recommendations, or information tailored to each individual's unique journey and preferences. This level of personalization and adaptability in video marketing was once a distant dream but is now a powerful reality, thanks to AI's continuous evolution and learning.

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

Attribution models sound like a smart way to allocate credit to your different ad campaigns. But, they're inherently built from flawed and incomplete data, meaning that it's impossible to assign credit to the right campaigns. This means that they are almost certainly making you draw the wrong conclusions. Rich is going to explain how you change that, and break down how incrementality models can help you make better decisions with your creative, your strategy and your media buying Key Takeaways: - Attribution and Measurement are different things - Attribution is not sufficient for measuring the impact of your marketing campaigns - Increasing privacy thresholds mean that it will only get worse at this - Incrementality, captured through several methods, is the most powerful method at our disposal to capture and deliver growth

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Richard Ingilby

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First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Situation Analysis | Management Company.

Situation Analysis | Management Company.

Situation Analysis | Management Company.

DanielaQuiroz63

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Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

No Cookies No Problem - Steve Krull, Be Found Online

No Cookies No Problem - Steve Krull, Be Found Online

No Cookies No Problem - Steve Krull, Be Found Online

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Brand experience Dream Center Peoria Presentation.pdf

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

How to Leverage Behavioral Science Insights for Direct Mail Success

How to Leverage Behavioral Science Insights for Direct Mail Success

How to Leverage Behavioral Science Insights for Direct Mail Success

Brand Strategy Master Class - Juntae DeLane

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

How to Create a Social Media Plan Like a Pro - Jordan Scheltgen

Branding strategies of new company .pptx

Branding strategies of new company .pptx

Branding strategies of new company .pptx

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

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Brand experience Peoria City Soccer Presentation.pdf

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Cash payment girl 9257726604 Hand ✋ to Hand over girl

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Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Situation Analysis | Management Company.

Situation Analysis | Management Company.

Situation Analysis | Management Company.

Building and Managing Your Demand Generation Funnel

1. Building and Managing Your Demand Generation Funnel Alex Shipillo Marketo User Group – Toronto November 10, 2015

2. About Me • Director of Demand Generation at Influitive • Startup Junkie • Reformed B2C marketer, now falling in love with B2B 2

3. The Influitive Story 3 NEW CATEGORY: Advocate Marketing 20 MONTHS: 7x MRR Growth SALES ORGANIZATION GROWTH: 5 to 33 $30.5M SERIES B – JULY 25 ~65% OF PIPELINE CREATED BY MARKETING-DRIVEN RESPONSES

4. Funnel Management at Influitive 4 Culture People Process Technology

5. Culture • Growth-oriented CEO • Core value: design our business for scale • Marketing is not a second class citizen • Marketing owns a number and is accountable to achieving it 5

6. 6 People • Executive team leads the way • Very analytical, right-brained demand generation team • Anyone can learn the system – no prior experience necessary

7. 7 Process • Start with establishing your funnel – keep it simple • Align with the Sales team - everyone needs to be measuring the same goals • Figure out the mechanics, fields and SLAs • Add more “features” later through future iterations

8. 8 Technology

10. Transparency: gaining trust and partnership 10 Recently Viewed Marketing Funnel Conversion Rates Marketing Campaign Influence Dashboard Revenue Metrics 2.0 Paid This Month MRR Details

11. Scalability for Growth: supporting 10x growth 11

12. Demand Gen HUD: how are we performing right now? 12

13. Cohort Analysis: how is our business changing? 13

14. Campaign Influence: what’s working? 14

15. UTM Parameters: tracking through the pipeline 15

16. Lead scoring: does it help? 16

17. Velocity: generating better targets and forecasting 17

18. Whatever you need: slice and dice in SFDC 18

19. 19 We’re just getting started • Incorporate new Outbound SDR strategy into our lead management process • Campaign Influence 2.0 • Improve lead scoring • Implement an account-focused strategy • Start thinking about CAC, ROI

20. Questions? Alex Shipillo Director of Demand Generation, Influitive alex@influitive.com @alexshipillo 20