Welcome to Predict 2014 Doug Camplejohn Founder & CEO, Fliptop
Dec 02, 2014
Welcome to Predict 2014
Doug Camplejohn
Founder & CEO, Fliptop
#predict2014
Why are we here?
It’s 2014, yet most B2B sales &
marketing is still a guessing
game.
#predict2014
2014 Osterman Research Study
• Reached out to over 500 B2B Marketers• Using SaaS CRM and/or Marketing Automation Platforms • Initial results being released for the first time today
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Number of sales reps
20
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Number of customers
300
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CRM solution used
21%
5%
12%
69%
7%
7%5%
Microsoft DynamicsNetSuite.comOracle/SiebelSalesforce.comSAPSugarCRMOther
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Marketing automation solution used
21%
14%
11%36%
11%
21%
EloquaOtherPardotMarketoSilverPopHubspot
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How would you rate your organization’s marketing success on a scale of 1 to 7, where 1 is “very poor” and 7 is “we’re as successful as we can be”?
1 2 3 4 5 6 70%
10%
20%
30%
40%
50%
60%
0%2%
13%17%
54%
13%
0%
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How do you measure your marketing success?
Brand awareness, traffic and lead volume
Opportunity volume Revenue / Closed won volume
0%
10%
20%
30%
40%
50%
60%
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Top marketing issues you face
0%
20%
40%
60%
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Top complaints or issues with your marketing organization
Mar
ketin
g is
not d
oing
its jo
b
Not e
noug
h qu
ality
lead
s
Inad
equa
te con
tent
/col
late
ral
Inad
equa
te n
ame
reco
gniti
on
0%5%
10%15%20%25%
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Does your organization use any sort of lead scoring system?
50%50% YES
NO
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What variables go into scoring leads?
Web
site
visits
Demog
raph
ics
Form
com
plet
es
Email O
pens
& C
licks
Numbe
r and
type
of d
ownloa
ds
Page
s viewed
Tim
e on
site
0%
10%
20%
30%
40%
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Do you license or otherwise use any external data for scoring leads?
9%
91%
YES
NO
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How do you choose the score for each activity/variable?
It's guesswork Compare variable against pipeline / win
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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Do you test overall scores to see if they correlate to wins?
35%
65%
YES
NO
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Frequency of these tests
37%
50%
12%Monthly
Quarterly
Weekly
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How would you categorize these leads based on their quality?
13%
22%
26%
20%
18% Excellent Good
Fair Poor
Don't know
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Do you know your average lead-to-opportunity conversion rate?
54%
46%YES
NO
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Do you know your average opportunity-to-closed-won rate?
52%48% YES
NO
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We’ve got some work to do
The evolution is underway from brand
marketer to click marketer to revenue
marketer.
Let’s all be Revenue Marketers.
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Is your company primarily a business-to-business (B2B) or business-to-consumer (B2C) focused vendor or provider?
B2B
B2C
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How do you measure your marketing success? (answers under 5%)
0%
1%
2%
3%
4%
5%
6%
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Marketing issues that an organization faces (answers under 3%)
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
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How do you choose the score for each activity/variable? (mentioned only one time)
• Based off the line of business owners/product owners input • Based on how likely we think the activity is as a precursor to predicting a good lead • Based on level of engagement importance • Based on level of title • Based on long term experience of company principals • Based on type of content being viewed • Compare their actions to movement thru the sales funnel ultimately to a win • If company is in our top accounts list • It depends on the level of interaction required by the lead to get the information.
Opening an email has the lowest point value while attending a webinar has a much higher point value.
• Legacy scoring systems • The closer the activity is to closing a deal, the higher point grade it yields • The Rep does this • We have an agreement with our VP of sales as to what constitutes a sales quality lead.
We built backwards from that to make the scores work.
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How do you measure if scores are working?
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
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To what extent do you agree with each of the following?
1. We need to improve the quality of trade show leads 2. We need to improve the quality of leads generated by our Web site 3. We need to improve the quality of leads generated by content marketing
activities 4. We need to have more information about our leads 5. We need to better categorize our leads Lead scoring would not improve or
impact our sales 6. We spend too much time chasing leads that will never convert to sales 7. We don’t know how to measure if our lead score system is working 8. We continue to hand pick leads, despite using a lead scoring system 9. We don’t know how to fully maximize the use of our lead scoring system 10. Our lead scoring system does not really impact our sales 11. We would feel more comfortable with lead scoring if we received extra help
understanding and using the technology
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During a typical month, how many leads do you receive?
100
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We’ve implemented tools
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But we’re not using them to their potential
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We mostly guess at where to spend
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And how to value things
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And we’re not really on top of the metrics we should be
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But we’re not using them to their potential
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Your opinion about marketing
32%
80%
28%
30%
We are taking advantage of all the data on our leads that we have at our disposal
There is room for improvement in our marketing programs
We know just what we need to do to improve our marketing programs
We use the lead scoring function in our marketing automation software
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How do you measure the success of your lead scoring?
18.2%
18.2%
45.5%
18.2%
We don’t measure it
We measure scores against pipeline created/closed/won at least once a year
We measure scores against pipeline created/closed/won at least once a quarter
We measure scores against pipeline created/closed/won at least once a month
Not sure
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