Tips And Tricks To Accelerate Pipeline Growth

Tips and Techniques To Accelerate Pipeline Growth

April 14, 2015

Paul Albright

CEO

@paulalbright

Captora

Janelle Donovan

@janellenoble

Independent

Marketing Executive

Tushar Patel

VP, Marketing

@tushar_m_patel

Innotas

Page 2

Agenda

• Intros

• Modern Digital Marketing

• Technology-Driven Opportunities

• Lessons Learned

Page 3

Profile

• SaaS Project Portfolio Management for IT & PMOs

• Four-person Marketing Team

• Relatively Mature Market with Formidable Competitors

• First Touch to Sale = 6-9 Months

• Typical Cycle Requires 20-35 Marketing & Sales Touches

• Inbound Web Leads Have The Highest Conversion

• Marketing responsible for 70% of pipeline

Page 4

Profile

• Leading Field Service Management Software Provider

• 17 person marketing team

• Large emerging market (5 Billion) with many competitors

• Sell to: SMB (HVAC to plumbing) & large enterprise (GE)

• Average deal cycle - SMB <3 months, enterprise > 9 months

• Won deals - 36 average marketing touches (leads - deals)

• Lost deals 17 touches

• 90% of pipeline is marketing influenced, 50% sourced inbound leads

Page 5

2015 Marketing Priorities

Source: The Economist

Page 6

Top 4 Digital Marketing Initiatives

1. Insane focus on ARR growth

2. Care most about non-branded terms

3. Execute multi-channel plans

4. Proactively communicate trended results

SMB Enterprise

% Marketing-Led 80% 70%

% Inbound 50% 30%

% Outbound 25% 15%

% Teleprospecting 0% 15%

% Referral 5% 10%

% Sales-Led 20% 30%

Set Marketing’s Goals to Growth

Page 8

The Digital Marketing Leader’s

Dilemma

Expand the # of Personalized Campaigns

Prioritize Expansion Opportunities

Optimize Organic Search and Paid

Results

Improved CAC More, High-Quality,

Leads

Page 9

Part 2:

Technology-Driven

Opportunities

Page 10

Modern Marketing Technology Stack

Real-time Demand IntelligenceContent Analytics

One-Click Actions

Captora ‘s Demand Manager

Engage Buyers with Targeted Campaigns

Engage Buyers with Targeted Campaigns

Page 14

Page 15

Real-Time, Actionable, Competitive Insights

Page 17

Part 3:

Lessons Learned

Page 18

Amplify Marketing Productivity

Seminal Metric: Digital Marketing Campaigns Per Marketer

Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize

Page 19

0

20000

40000

60000

80000

100000

120000

140000

�Before Captora �1st Year �2nd Year

Organic Traffic Trending

Organic Search Visits

ServiceMax Example: Scaling Organic Search

Page 20

0%

5%

10%

15%

20%

25%

30%

35%

40%

Before Captora 1st Year 2nd Year

% of Inbound Leads from Captora

% Inbound Leads

ServiceMax Example: Inbound Lead Scaling

Innotas: Metrics That Matter!

First Touch Leads Opportunities Pipeline Wins

Page 22

99.9% 99.98% 99.96%96.5% 95.3%

93.3%

0.11% 0.02% 0.04% 3.51% 4.70% 6.66%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Sept 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015

Organic Traffic Trending

Non-Captora Organic Search (%) Captora Organic Search (%)

Innotas: Metrics That Matter!

Page 23

1.4%

7.0%

7.7%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

1st Quarter 2nd Quarter 3rd Quarter (Partial)

Organic Captora Leads (% of Total Organic)

Innotas: Metrics That Matter!

You Deliver Results At Record Speed

M1 M2 M3 M4 M5 M6 M7 M8

20

40

60

80

100

120

100

200

300

400

500

600# of Organic Campaigns

# of Organic Leads# of Paid Leads

Time

# o

f C

amp

aign

s

# o

f Le

ads/

mo

nth

- You can produce Paid Search Application new leads in <2 months

Strategy: Optimization…increase blended conversion rates by >20%

- You can produce Organic Search Application new leads in <4 months

Strategy: Expansion…700 Organic Campaigns (new landing pages)

Page 25

Summary: Tushar Lessons Learned

• Organic takes time….set the right expectations with your

CEO & VP of Sales

• By zeroing in on specific demand signals, conversation

rates will increase

• Organic is all about quality volume

• Paid is about optimization

Page 26

Summary: Janelle Lessons Learned

1. [Re] Evaluate Your Needs

2. Be Agile

3. Know THE Metrics

4. Evaluate the Cost- Worth it or Not?

5. Involve stakeholders at the right time

Page 27

• Create a multi-channel, inbound marketing, plan

• Beat your visitor/lead goals

• Track & report conversions by investment over time

• Set goals to beat plan

• 600+ Organic 1:1 campaigns

• 1:1 optimized Paid campaigns across the bottom 50%

• 100% of content investment prioritized and report ROI

• Report results (productivity) to your business case (CAC-based)

• Stop by Booth #615 (a FREE Digital Marketing Assessment)

Call to Action

Page 28

Thank You!

www.captora.com

Sales@captora.com

Twitter: @captora

Paul Albright

CEO

@paulalbright

Captora

Janelle Donovan

@janellenoble

Independent

Marketing Executive

Tushar Patel

VP, Marketing

@tushar_m_patel

Innotas

Thank You!