"how the hell do you get more leads?" at saastr annual 2016

MEAGEN EISENBERGCMO / MONGODB

@meisenberg @mongodb

HOW TO GET MORE LEADS

Meagen Eisenberg – CMO at MongoDB

@meisenberg @mongodb

THE NEXT 30 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

3

WHAT DOES YOUR CURRENT PROGRAM MIX CONTAIN? Deliver the appropriate marketing mix at the correct buying stage to draw in leads and accelerate revenue

4

PEOPLE

•Marketing

•Web team

•Sales

•Customer success

•Analysts

•Thought-leaders

•Partners

5

TECHNOLOGY: IS YOUR WEBSITE OPTIMIZED TO CAPTURE LEADS?

•Optimized for lead gen?

•Gating the appropriate content?

6

Product

Awareness

Persona

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)

7

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

8

•Targeting and personalization platform

•Web form optimization

•Website optimization

•Data append

9

TECHNOLOGY: CLOSED-LOOP PROCESS WITH SALES

•CRM

•Campaigns tracking?

•Campaigns reporting?

•Campaigns measurement and ROI?

PROCESS: UNDERSTAND YOUR EXISTING DATA AND SYSTEMS

Map out your lead flow process

10

PROCESS: STANDARDIZE HOW YOU MEASURE SUCCESS

Lead taxonomy and definition – Marketing and sales waterfall:

11

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

12

PROCESS: STANDARDIZE YOUR CAMPAIGNS

•Campaign taxonomy

•Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)

•Campaign naming convention

13

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

14

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

15

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

16

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

17

MEAGEN EISENBERGTHANK YOU!

@meisenberg @mongodb