Lead to Revenue Optimization

Transcription

1 Lead to Revenue Optimization Recombo s Journey to Content Marketing June 26, 2013 #MKTOTOUR13

2 Things have changed. 70% the Buyer s Journey is complete before they ever engage with sales. Page 2

3 Recombo Before June 2012 The traditional approach #MKTOTOUR13

4 The Challenge Large pipeline with poor conversion to bookings Little to no forecast accuracy High cost of customer acquisition Poorly aligned sales and marketing teams Inability to track return on Sales & Marketing investment Page 4

5 Recombo June One Year Later Measuring the shift to Content Marketing #MKTOTOUR13

6 The Solution We transformed the way Sales & Marketing work and the way they work together to improve revenue performance Lead to Revenue Performance Management is the foundation of our strategy 264% increase in Return on Marketing Investment 358% increase in ARR bookings 7% decrease in staff costs 48% reduction in discretionary marketing spend Page 6

7 But how did we get there? Page 7

8 1.Structure & Compensation Before Enterprise Sales 5 Account Executives 1 Sales Development 1 Sales Executive 1 Marketing 1 VP Sales After Inbound/Content 1 Account Executive 1 Sales Development 2 TOFU Top of Funnel 1 MOFU Middle of Funnel 1 Chief Revenue Officer Key Success: Performance based Compensation Common Team Goals - # OPPS and $$ Bookings 7% decrease in staff costs Page 8

9 2. Buyer Focused Content Marketing Persona Creation New Value propositions focused on buyer Map Buyers Journey Map Content to each stage Create compelling content that is easily consumed Video and Infographics Page 9

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11 3. Measure Everything Lead Scoring to focus on best Leads climb up or drop out the funnel Nurture those not ready MQL definition Formal MQL to SAL handoff Build, Measure, Learn, Refine Drives content production Page 11

12 4. Automation Fight above your weight All lead nurturing and tracking is done by Marketo Personalized nurture campaigns funnel stage Industry Role COO, CEO, CFO, Sales Geography Eliminate manual process and heavy lifting Page 12

13 Example Nurture Stream Early / Discovery Mid / Consider Late / Decide 1 Primer / Demo Video Interview Demo 2 Infographic Video Portfolio Video 3 Webinar Case Study Buyer s Guide / Case Study Assets Articles Comparison Worksheet Independent Opinion White Paper White board session Voice of customer videos TCO Calculator Business Case Tool What are our pain points and how can we become more competitive? What factors do I need to consider to ensure we are making the right moves for the future? How do I know and decide upon the right type of solution? How do I decide on the right solution provider? How do I justify the expense/roi to management? Which solutions are right for us? Page 13

14 5. Most Importantly Informed Investments What do senior executives care about? Revenue Return on Sales and Marketing Investment Lead to Revenue Efficiency Marketo enables decisions backed by data Page 14

15 Final thoughts on why we chose Marketo #MKTOTOUR13

16 Help and Guidance: Why Marketo Best in class content marketing tool Can be used by small team Enterprise class lead experience at an SMB cost Professional Services team support RPM Journey Education beyond platform Community and user groups Training and Certification Product evolution focused at S&M effectiveness Our results speak for themselves: Marketo is our Strategic partner for Revenue Growth Page 16

17 @derek_sather Contact Information Derek Sather Chief Revenue Officer - Recombo dsather@recombo.com Mobile: Ways to connect: Derek Page 17