Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL Conversion Rate

How to InsideView Doubled Their

Lead to MQL Conversion Rate

2#predictivemarketing

Housekeeping

If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard

Your speakers

Joe Lucas

Director of Demand Gen and

Marketing Operations

Jessica Cross

Director of Marketing

Fliptop

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Today’s Webinar Agenda

1. Perfect Storm of Demand Generation

2. Driving Revenue, Not Just MQLs

3. The Ideal Marketing Technology Stack

4. Results!

5. Q&A

To submit questions during the webinar, please tweet them:

#predictivemarketing @fliptop @insideview

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“Leads that convert to revenue are all that matter. Want your bonus? Drive revenue.”

-my boss

“We’re generating over 8,000 leads per month!”

-me

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InsideView Demand Generation Goals 2014

6

Improve funnel

velocity

Qualify inbound

leads faster

Improve speed to engagement

Increase number of

qualified opportunities

Smooth process for

prospects to become

customers

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Inbound leads lacking required

information

A perfect storm of challenges…

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Accountresearch

reduces sales

productivity

Traditional

demand generation

losingeffectiveness

Buyers are

informed and

driving the

process

Automation isn’t enough

to fuel revenue growth

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Yes, It Can Work: Timing and Relevance Drive

Engagement

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Only 10%respond to cold calls or unsolicited emails, yet…

Over 80%will engage when they are connected with timing and value.

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Market Intelligence Provides Relevance and

Timing

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DATA INSIGHTS CONNECTIONS

WHO

Accurate company and

contact information

WHAT

Curated news and

social posts

HOW

Comprehensive

relationship map

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InsideView’s Marketing Process

5-8K

inbound

leads

4 fields

Enrich

leads

28

fieldsLeads

AE’s and SDR’s focus on best leads. Marketing nurtures rest.

Results

90% conversion

on A’s

40% conversion

on B’s

Nurture C’s and D’s

More Deals

Predict,

score,

deliver

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InsideView Results Using Fliptop

• Q1 Lead to MQL* conversion rate 8%

• Q3 Lead to MQL conversion rate 17%

That is a 2.1x improvement

*MQL=Marketing Qualified Lead

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InsideView Results Using Fliptop

• Q1 Average Time to Qualification was 21 days

• Q3 Average Time to Qualification was 7 days

That is a 3x improvement

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InsideView Results Using Fliptop

• Reduced cost per opportunity by half from 2013 to

2014

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How InsideView Does It

• Keep sales focused – less information is more

• Give them lead views with only the predictive

score visible

• Aggressive SLAs on inbound leads

• Remove progressive profiling on forms to speed

time to qualify

• Rely on Fliptop and InsideView market

intelligence to qualify

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Fliptop Customers Typically See:

• Improve sales efficiency by

21%

• Improve conversion rate by 2x

• Reduce time-to-close by 57%

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How Fliptop builds predictive models

Historical Sales

3,500+ Signals / 40+ Data Sources

Machine Learning

Model Tournament

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How Fliptop builds predictive models

3,500+ Signals / 40+ Data Sources

Model is ready

Scored Lead

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Works with the technology you already use

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Traditional Lead Scoring

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Source: www.marketo.com

All Names

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

Demographics

• Job Title: +3

• Location: +5

• Industry: +1

• Company Size: -10

Behaviors

• Pricing pages: • +10 regular, +15 detailed

• Watch demos:• +5 overview, +10 detailed

• Mid-stage content: +8

• Late-stage content: +12

• Searches for “Fliptop”: +8

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Target Persona With Traditional Score

VP of Sales

• Job Title: +20

• Attend webinar: +5

• Visit any webpage/blog: +1

• Visit careers pages: -10

• Possible Score = 16

Lead Score

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Target Persona With Traditional Score

Social Media Manager

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• Early stage content: +3

• Attend webinar: +5

• Visit any webpage/blog: +1

• Watch demos: +5

• Mid-stage content: +8

• Late-stage content: +12

• Possible Score = 34

Lead Score

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Predictive Lead Scoring = Fit First Approach

Social Media Manager VP of Sales

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Q&A – 10 Minutes

Thank you.

Contact us for your own predictive lead scoring model

[email protected]

Joe Lucas

Director of Demand

Generation and

Marketing Operations

Jessica Cross

Director of Marketing

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