The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
2. Engagement
Marketing
Platform
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Housekeeping
3. Using Data To Uncover
Hidden Pipeline
Reade Triolo
VP, Solutions and Success,
EverString
Thomas Zimmerman
Manager, Global Lead Development
LionBridge Technologies
18. Why is Lead Development Important?
• Facilitates/Accelerates
• Connects
• Improves
• Focuses
19. The Problem
Chaos Theory: The study of apparently random or unpredictable behavior in systems governed by
deterministic laws.
20. Step 1
Prioritize
Takeaway 1: Eliminate manual processes wherever
possible – LDRs should have to focus only on activities that
are adding value
21. Step 2
Automate
Known Engaged MQL Sales Lead
Company Score <80 <80 80+ LDR-vetted
Engagement
Rating
D C A, B LDR-vetted
22. What We Did
• Revenue Cycle Modeler Success Path Automation
D C A,B
80
Takeaway 2: Test and compare – make sure engagement ratings are
identifying buying intent more accurately than previous method.
Compare conversion rates of each.
Also, SLAs!
23. Step 3
Personalize
Not in the Market Stimulated Problem Definition Options Evaluation
Known Engaged MQL Sales Lead
D C B, A Opp
Inactive Stage
Vertical-Specific
Persona-Specific
Early Stage
Vertical-Specific
Persona-Specific
Mid Stage
Vertical-Specific
Persona-Specific
Late Stage
Vertical-Specific
Persona-Specific
Content
Buying Stage
Engagement
Rating
Web Page
Email
Ads
Channel
(RTP)
Web Page
Email
Ads
Web Page
Email
Ads
Web Page
Email
Ads
25. The Next Frontier
• Multi-channel personalization - RTP
Takeaway 3: Start small – it gets really complex really fast and can
actually impair a buying journey
26. Best Practices
• For Predictive:
– SLAs
– Defined metrics you are trying to change and will track
– Readiness metrics
– Test and compare
• For Personalization:
– Build an ecosystem
– Start small
– Diminishing marginal returns
Theme: The relationship between marketing maturity and marketing technology
Theme: The Value of Predictive Marketing is Audience Selection
Theme: Develop and execution plan for Account Personas
Theme: Incorporate Predictive Scoring into lead lifecycle to qualify leads and accounts
Theme: Leverage various channels and personalization to generate demand
Theme: Measure the performance of your marketing programs and fine tune messaging
What does Lead Development Team do?
- make funnel less top heavy, use personal and automated techniques to move leads down the funnel to later stages
- primary metrics: MQL>SQL; SQL Opp
Qualification, acceleration, and distribution of MQLs to sales
Lead Development Specialist: Lead qualifier and relationship builder and distributer
Provides consultations, looking for BANT
Story telling with good content delivered at the right time – build relationships before 60% of the buying journey
3 Elements:
Content Marketing
Marketing Operations
Pre-sales
Facilitates/accelerates the process of turning marketing investment into revenue
Connects marketing with sales – align on objectives and provide feedback and measurement of marketing effectiveness
Prevents leads from stagnating – you can’t make everyone buy, but you can ensure that those who are in a buying process have no barriers
Improved focus – allows sales to focus on best prospects
Demographics, engagement, BANT – can align with sales objectives
Lead Dev world was very chaotic – tens of thousands of leads coming in, no reliable process to maximize conversions
Siloed sales-marketing relationship
Unable to hone in on the behaviors that maximized conversion to sales
Random, unpredictable approach ineffective, needed a better way to put good leads in LDR hands
Marketo scores largely unreliable, began our partnership with Everstring
Fit Score, Engagement Score
Immediate use case: LDRs to prioritize who they reach out to – day to day activities, first higher scores, then lower
Saw a notable increase in response rates, clear that predictive could be leveraged in a more fundamental way
It was still a manual process, so we moved to automate the whole thing
We use Marketo for marketing automation, and the RCM is Marketo’s framework for categorizing lead stages – rebuilt around predictive scores
Match different scores to stages, both fast-track and normal flows.
Thus, LDRs only encounter the highest quality leads, or those with the best probability of converting
All others are filtered through to automated campaigns until they hit engagement thresholds
Finally, we realized that engagement scores were telling us not just the probability of buying based on engagement, but ultimately the buying stage.
Traditional lead scoring good for volume, not quality of engagement
Using BPMs, we aligned all our content with our different target buyers and push content according to their stage.
Real value here is for RTP
Essentially leverage engagement rating to drive personalization and get the right content, to the right person, at the right time, on multiple channels.
Ultimately centralize lead development process – focus on best, while sustaining brand and relationship building