the quest for the holy grail: driving predictable revenue
DESCRIPTION
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Register for this information-packed session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals. Join this month's LaunchPoint webinar to learn how TrackMaven was able to: Improve their MQL to SQL conversion rate by 20% Better qualify their marketing leads Gain more accurate visibility into lead pipelineTRANSCRIPT
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Quest for the Holy Grail:Driving Predictable Revenue
Ian Walsh, TrackMavenJessica Cross, FliptopPatrick Chen, Marketo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ian WalshCMOTrackMaven@ianwalsh
Jessica CrossDirector of MarketingFliptop@jfayesf
Patrick ChenSr. Marketing Operations ManagerMarketo@patkchen
Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions• There will be time for a Q&A at the end • We will be recording the webinar for future viewing• All attendees will receive a copy of the slides and the
recording of today’s webinar• Twitter hashtag: #LaunchPoint
Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Some stats to get us started
• 44% of respondents said they are currently using lead scoring
• 16% of respondents said they are planning to implement a lead scoring solution within the next 12 months
• 60% of respondents put predictive lead scoring on their wish list of capabilities going forward.
Source: Decision Tree Labs
Page 5© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why predictive lead scoring
• Helps marketing prioritize and invest in the right leads• Increase lead to MQL conversion• Improve sales & marketing alignment
Page 6© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Who is
• Fliptop’s predictive scoring platform lets you close more deals, faster
• Headquartered in San Francisco - Founded in 2009• Easily integrates with:
Page 7© 2014 Marketo, Inc. Marketo Proprietary and Confidential
TrackMaven
• Competitive intelligence for digital marketers• Identify marketing opportunities• Optimize content distribution• Track real-time progress
• Mission is to help marketers get more out of their content marketing efforts
• Believes a little corgi goes a long way
Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How TrackMaven Markets to Marketers
• Inbound: Great Content• Blog, eBooks, Reports
• Nurturing• Live Events• PR
Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential
TrackMaven’s Marketing Plan
• Greater than 300% growth rate target for 2014• Balance of inbound and outbound approach• A lot of great content marketing coupled with
prospecting, events and sponsored webinars• Goal – steady growth in MQL’s and SQO’s
Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential
TrackMaven’s Demand Gen Goals
All Names
MQL
Prospect
Lead
SQO
Opportunity
Customer
Goals
• Improve MQL to SQO by 20%
• Improve Opportunity close rate by 30%
Page 11© 2014 Marketo, Inc. Marketo Proprietary and Confidential
TrackMaven’s Challenges
• Large volume of inbound leads• Bandwidth constraint on Sales Development (SDR)
team -- They are (almost) literally drowning in leads• Filtering the right leads to the SDRs
Page 12© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How did they do it?
• Build a predictive model using Fliptop• Pushed high probability “Grade A” leads to sales first• Strong SLAs on “Grade A” leads• Fliptop score compliments Marketo behavior score• Nurtured low probability “Grade D” leads
Page 13© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Results so far!
• Grade A leads converting at 4x rate vs. Grade C & D
• Improved MQL to Opportunity Conversion rate
• Overall improvement in win rate
Page 14© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How Fliptop builds predictive models
3,500+ Signals 40+ Data Sources
Predictive Machine Model
Historical SalesCRM
Page 15© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How Fliptop builds predictive models
Grades Scores
Predictive Machine Model
Marketo
Inbound Leads
Page 16© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Webhook to Score All New Leads
Page 17© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Fliptop looks like in Marketo
Page 18© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Fliptop Model
Page 19© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
Page 20© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ian WalshCMOTrackMaven
Jessica CrossDirector of MarketingFliptop
Patrick ChenSr. Marketing Operations ManagerMarketo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!