Sales wants more leads. But that doesn’t mean they will settle for just any leads. They want good-fit ones that will close quickly. Despite offering a winning product, Mendix found itself struggling to deliver high-quality leads to its sales team and close new deals in a reasonable amount of time. With a protracted MQL-to-Opp conversion rate, Mendix knew they had to do something to either improve the quality of the leads being passed to sales, or increase efficiencies throughout the process, or both. Watch Anh Ly, Marketing Systems Admin at Mendix, and DeAnn Poe, VP of Marketing at DiscoverOrg, discuss how Mendix was able to deliver more qualified leads to the sales team while also reducing prospect research time and enabling more informed follow-up. The end result: improving their MQL to Opportunity conversion by 14 times!

1. A n h L y | M e n d i x
D e A n n P o e | D i s c o v e r O r g
DELIVERING THE GOODS:
The Path to Improving MQL-to-Opp Rate by 10x+
MARCH 2019

2. Proprietary and Confidential | © Marketo, Inc. 2
TODAY’S PRESENTERS
Anh Ly DeAnn Poe

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THIS WEBINAR
IS BEING RECORDED
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Housekeeping

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INTRODUCTION
01

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Anh Ly Company Details Marketing Ops Details
Marketing Technologist
Marketo Admin
Integrations
Operations
Databases
BMUG Steering Committee
Member
Low-Code Rapid Application
Development Platform
Leader in Gartner’s Low-Code
Magic Quadrant
Partnerships with IBM and SAP
Acquired by Siemens
Supporting 4 to 20 people in
Marketing
Product and Content
4 key regions - UK, NL, DACH and
US
I n s i d e M e n d i x
THE INTRODUCTION

6. Proprietary and Confidential | © Marketo, Inc.
THE PROBLEM
01

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THE PROBLEM
• Flooding Sales with Unqualified Leads
• Not Leveraging Tech Stack/ Data Effectively
• Wasting Time with Sales doing Pre-Call Research
• Undefined Stages of Lead Lifecycle

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FORMER LEAD LIFECYCLE

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THE SOLUTION
01

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THE SOLUTION
• Sought Additional Resources
• Created Personas
• Mapped Demographic Fields to Personas
• Defined Stages of Lead Lifecycle
• Developed Lead Scoring Model
• Prioritized Fields on Forms
• Set Clearly Defined Goals

11. Proprietary and Confidential | © Marketo, Inc. 11
DATA WASHING MACHINE

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THE RESULTS
01

13. Proprietary and Confidential | © Marketo, Inc.
L e a d L i f e c y c l e
BEFORE & AFTER

14. Proprietary and Confidential | © Marketo, Inc. 14
BEFORE & AFTER
L e a d L i f e c y c l e

15. Proprietary and Confidential | © Marketo, Inc. 15
Before & After
L e a d F o r m s
Area of Focus

16. Proprietary and Confidential | © Marketo, Inc. 16
THE RESULTS
IMMEDIATE IMPACT ON
VOLUME AND QUALITY
REDUCED TIME SUCK
FROM RESEARCHING
CONVERSION RATES
WERE UP THROUGHOUT
THE FUNNEL

17. MQL to Opportunity Rate went
from
2% to 28%
in less than 2 months!

18. Proprietary and Confidential | © Marketo, Inc.
THE UPDATE
01

19. Proprietary and Confidential | © Marketo, Inc. 19
THE UPDATE
• Enhancing Lead Lifecycle to accommodate larger team
• New stages for Customer Marketing & University
• Focusing on Attribution

20. Proprietary and Confidential | © Marketo, Inc. 20
Leading B2B Data Provider
Over 100+ datapoints and
granular search filters
QUALITY
+
DEPTH
+
QUANTITY
Guaranteed accurate
research verified offering
Beyond contact info – org
charts, tech stack, intent
data, projects and more!
ABOUT DISCOVERORG
Integrations with all
leading sales & marketing
systems
Recently acquired ZoomInfo
for expanded coverage

21. 21Proprietary and Confidential | © Marketo, Inc.
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