Marketing on Offense
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Alex Shipillo - Director of Demand Generation, Influitive Circulate Conference - April 11, 2016 W Hotel, San Francisco Absract: The role of marketing in B2B organizations is changing rapidly. Find out the secrets to building a strong foundation for data-driven marketing. Then, learn how you can expand beyond that baseline to drive better communication, transparency and ultimately, change across the revenue team. Alex will share how Influitive has built the marketing processes that have enabled 10x growth over the last two years. http://alexshipillo.com/speaking http://circulateconference.com
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Marketing on Offense
- 1. | @alexshipillo Marketing on Offense Alex Shipillo, Director of Demand Generation, Influitive Circulate Conference | April 11, 2016
- 2. | @alexshipillo Setting the Stage 2 INFLUITIVE FOUNDED 2010 2012 NOV 2013 FEB 2014 JUL 2014 JUL 2015 SEED ROUND & SERIES A FUNDING GO LIVE WITH FULL CIRCLE JOIN AS 5TH MEMBER OF MARKETING TEAM 100 CUSTOMERS RAISE $30.5 MILLION SERIES B & CROSS 100 EMPLOYEES 170 EMPLOYEES | 15 PERSON MARKETING TEAM + 3 INTERNS $35K ASP | 3 MONTH AVG BUYING CYCLE | SELL TO MARKETING/CMO I N F L U I T I V E T O D A Y : | @alexshipillo
- 3. | @alexshipillo3 Demand Generation Starting Lineup Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management
- 4. | @alexshipillo4 Demand Generation Starting Lineup Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management
- 5. | @alexshipillo5 Our system is built on the Campaign Member object Goaltender: Response Management | @alexshipillo
- 6. | @alexshipillo6 • Pipeline: MQL, SAL and SQO this month • Trend – Current and Prior Quarter • Inbound vs. Outbound Performance • New Logo MRR per Month • Key Campaigns – by Opportunity and $ Value Left Defenseman: Key Business Metrics WHAT WE MEASURE
- 7. | @alexshipillo Right Defenseman: Campaign Influence 7
- 8. | @alexshipillo Right Defenseman: Campaign Influence 8
- 9. | @alexshipillo9 Marketing Operations Sales Operations MARKETING SALES Left Wing: Revenue Operations | @alexshipillo
- 10. | @alexshipillo10 Left Wing: Revenue Operations Marketing Operations Sales Operations MARKETING SALES Data Intelligence (Data Operations) | @alexshipillo Chantelle Jonathan Dean
- 11. | @alexshipillo11 Right Wing: Cohort Analysis | @alexshipillo ONE SINGLE CAMPAIGN RESPONSE GROUP A MONTH OF RESPONSES TOGETHER MEASURE HOW RESPONSES PROGRESS DOWN THE FUNNEL COMPARE “COHORTS” OF MONTHS AGAINST EACH OTHER MONTH X MONTH X MONTH X MONTH Y MONTH Z CAMPAIGN RESPONSE ON DAY X
- 12. | @alexshipillo12 Center: SDR Process | @alexshipillo RESULTS • VP Marketing and VP Sales • Director of Demand Gen • Director of Sales Production and Enablement • Revenue Operations: Marketing, Sales, Data • Inbound and Outbound SDR Managers Create more pipeline! • Simplify rules of engagement • Improve workflow rules • Align lead scoring • Change DQ Rules • Integrate directly with Salesloft (SDR tool) • Measure success of outbound efforts • Move from Passive to Active Mode (Full Circle) GOAL CROSS-FUNCTIONAL TASK FORCE
- 13. | @alexshipillo13 Offense and Defense at Influitive Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management OFFENSE DEFENSE
- 14. | @alexshipillo14 Impact From Primarily Inbound to Inbound + Outbound GROWTH WHERE WE ARE SKATING TO NEXT: 10X MRR 10X Generating 4000 – 5000 Inquiries / Month Revenue: Top of Funnel: 8X 2 Reps to a Sales Organization of 40+ Sales Team Growth: From TOFU Content to ABM Strategy Investing in New Revenue Channels
- 15. | @alexshipillo| @alexshipillo Questions? Let’s connect. Alex Shipillo Director, Demand Generation Influitive alex@influitive.com @alexshipilllo 15
Editor's Notes
- Thank you. Honoured to be back at Circulate for a second year. Can’t believe how far it’s grown Intimidating following Bonnie and Brent. Spelling is weird – Canada vs US. Defense / Offense.
- About Influitive – Customer Advocacy Software Fast Growth Sophisticated marketing $50K in Funding 300 customers ASP – Climbing fast GIVE YOU CONTEXT FOR OUR BUSINESS-
- Bonnie – Challenged Me with the Theme – So I went stereotypical hockey Goaltender 2 Defenders 2 Forwards and a Center I’ll take about all of these positions and what they mean throughout this presentation
- RINK that we play on – Is SFDC…. Very important For anyone that has used 3rd party tools, excel spreadsheets, terrible. Everything is in SFDC.
- Everything starts with the Campaign Member. Beauty of Campaign Member = Works for both Leads and Contacts = One Report Since then we’ve layered in a lot of aspects: Lead Scoring UTM Parameters Campaign Prioritization Owner Profiles Inbound vs Outbound Sales Driven Cadences
- Revenue Metrics 2.0 HUD Display – how are we doing right now? Are we on track to achieve our goals for the month/quarter/year Need to see this right away…. Daily access and visibility CFO, CEO, Emailed weekly to the executive team.
- Campaign Influence – how are things that we are doing creating value. We have overall dashboards that show campaign influence by campaign or type. But biggest thing we’ve done this year is create a simple button on the top campaigns. Anyone – Paid Ads, Events, Content, can look at it and with one click, see all the results. Here is our most popular campaign. Advocate Marketing Playbook. SFDC seems to show $2.1M in Opportunities, $320k won…. If you click the button you can see the details. All powered by Full Circle.
- You can see a lot more value that has been here … it’s in a SFDC report so it’s very easy to pivot by other factors (geography, reps, deal size, industry, etc).
- Now lets get to the good stuff…. we’ve got a strong defense and foundation in place. Now we are ready to move onto the attack. Historically, we had marketing ops and sales ops but they were in a silo, mostly consulting within their teams. We routinely had things go wrong because there wasn’t great communication between both sides. A second challenge appeared. Data was a big hairy thing that no one wanted to deal with. It got messier and messier. We decided to put up a job posting for a “Database Wizard”. Reporting in Marketing under the demand gen team. Didn’t really know what we would find or the profile that we were looking for.
- Cross Functional Group. Cross trained in technologies. We’re not the only one doing this. Vidyard is as well. Significantly scaled our ops intiatives. Way more communication between all parties. Ops doesn’t feel like they are figuring stuff out by themselves. They now have a team to align on. Primary areas of responsibility: 40 Pieces of Software in Our Stack – many that work between marketing and sales together.
- How is your business changing over time? Every business is constantly in flux… so how do you measure it? B2B Funnels are complex, with a long time to see results… you can’t afford to wait until the length of your sales cycle see what’s working or what’s not working. Enter Cohort Analysis. Very well known in B2C world where you had so many transactions that you can’t look at them individually ( you have to group them together). What if you grouped together your campaign responses? What kind of stories can you tell? Tell a story. Discover how the number of inquiries affect conversion rates Where the leaks in your funnel are (SAL to SQO conversion rate) The affect of lead scoring BIG SHIFT – we’ve made a big change to go into active mode – so this no longer just shows things that started as marketing campaign responses – we now track the entire Marketing and Sales funnel here – big stuff. Very important data. Your Board cares about this. The more responses we create, the worse conversion gets.
- SDRs don’t report to Marketing… they report to Sales. – Ask to raise hands if they report into Marketing or Sales. We’ve been able to significantly affect the Sales Development process Cross Functional Marketing and Sales Task Force Goal: Improve SDR Process Simplify rules of engagement Change workflow rules within salesforce: Simpify definitions for DQ Change DQ stages Integrate directly with Salesloft Move to active mode Measure success of outbound efforts directly in SFDC Human Operations is key. Scripts, SLAs, Templates, Workflow, Data….. WE GOT APPLAUSE FROM OUR SDR TEAM
- The best defense is a good offense. The best offense is a good defense. If you have really good data about how marketing and sales work together, then you can demonstrate good success. Because we’ve had good defence, we can go on offense. Very hard to go on offense if you don’t have a good defence. Very hard to expand Influence across other departments and create value if you don’t have that. DEFINITION OF OFFENSE – EXPANDING INFLUENCE BEYOND DEPARTMENT.
- Growth – This has allowed us to scale without blowing up 2 Reps and 3 SDRs, Sales Team of 45. Were we are going to next: Magnet of Inbound to Spears of Outbound TOFU content to ABM Strategy Investing in New revenue channels: BD Team (Agencies and Partners) – Customer Strategy (New Divisions and Expansion). They need the same tools and data.
- I’m here all day. Happy to chat about all of these things. Break right after the session. Happy to find you and explain all details.