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How to get more leads
Meagen Eisenberg – CMO at MongoDB
@meisenberg @mongodb
#tractionconf
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1000TechPartners
2,000+Customers
35,000Members
20+milliondownloads
300,000MongoDBUniversityStudents
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The next 20 minutes
§ What does your current program mix contain? § What do you need to get more leads?
§ People § Technology § Process
§ Measure of success § What if I only have $10K? § Results
#tractionconf @meisenberg
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What does your current program mix contain? Deliver the appropriate marketing mix at the correct buying stage to draw in leads and
accelerate revenue
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People
§ Marketing § Web team § Sales § Customer success § Analysts § Thought-leaders § Partners
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Technology: Is your website optimized to capture leads?
§ Optimized for lead gen? § Gating the appropriate content?
Product
Awareness
Persona
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Technology: Are your forms costing you leads?
§ SiriusDecisions says 5 or less
§ What are the key fields? § Name § Title § Email § Phone § Company
§ What are the necessary hidden fields? § Industry § Company size § Location info (City, State, Country)
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§ Targeting and personalization platform § Web form optimization § Website optimization § Data append
Technology: Capturing the leads and necessary info to market and sell
§ Marketing Automation Platform (MAP) § Marketing database § Email platform and response tracking § Lead scoring and nurturing § Sales enablement tools § Website-activity for website triggered
nurturing
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Technology: Closed-loop process with sales
§ CRM § Campaigns tracking? § Campaigns reporting? § Campaigns measurement and ROI?
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Process: Understand your existing data and systems
Map out your lead flow process:
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Process: Standardize how you measure success
Lead taxonomy and definition – Marketing and sales waterfall:
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Process: Agree to lead scoring model with sales
Give sales a quick way to assess the quality of the lead, so they can prioritize who to contact:
#tractionconf @meisenberg
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Process: Standardize your campaigns
§ Campaign taxonomy § Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)
§ Campaign naming convention
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Why optimizing at middle of the funnel with nurture?
§ Align sales cycle with buy cycle
§ Reduce “lead wastage” – plug the leak!
§ Notify sales when prospect exhibits “ready to buy” signals
§ Move from trial to buy
§ Cultivate prospects with longer term buying horizons
§ Align resources to lead value
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Measure of success – what’s working and not?
§ It’s NOT just Email analysis § Opens, clickthroughs, form submissions
§ Was end goal of quality leads obtained? § Did you increase trial conversions to buy? And
reduce time to buy from trial?
§ Did you reduce the sales cycle?
§ What opportunities were influenced by your programs? § Measure opportunity revenue with campaign
tracking § Blind form submits
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What if I only have $10K per month?
§ Test, test and test
§ Marketing mix for low budget: – Social media and influencers – Blogs and educational content – Webinars and training – Email marketing – existing database and list pulls – Customer advocacy, referrals and case studies – Referral program – Horse-trading
#tractionconf @meisenberg
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Results
§ Leads
§ Deal acceleration
§ Marketing efficiencies – small group can operate at large scale
§ Documented processes and robust reporting
§ Growth in business - Increase in conversion rates, pipeline and revenue, reduction in churn
§ Strong partnership between sales and marketing
§ Marketing execution and input valued at the executive level
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Meagen EisenbergThank you!
@meisenberg @mongodb#tractionconf