Demand Gen Report's Lead LifeCycle Series presented by Demandbase

1. Session sponsored by!
#LLCseries
Improving Lead
Quality with Analytics
Across the Lifecycle!

2. #LLCseries
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

3. #LLCseries
Follow
this
webinar
on
Twi>er
#LLCseries
Demand
Gen
Report:
@DG_Report
Marketo:
@Demandbase
Shari
Johnston:
@shariajohnston
Tom
Kahana:
@TomKahana

4. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

5. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracTces
in
lead
generaTon
• Newsle>er
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracTces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

6. #LLCseries
Panelists!
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Shari
Johnston,
Sr.
Director
of
Integrated
MarkeTng,
Demandbase
Tom
Kahana,
Sr.
Director
of
MarkeTng
OperaTons,
Limelight
Networks

7. Improving Lead Quality with
Analytics Across the
Lifecycle

8. “Knowing who you are marketing to,
makes it a whole lot more effective
throughout your lead lifecycle”

9. Limelight and Demandbase

10. Digital Is Dirty

11. Which Mop?

12. How We Got Here

13. The Year 2000

14. The Year 2014

15. Smooth Sailing?

16. Not Smooth Sailing

17. Trivia Time!
?

18. Righting the Ship

19. Those Mops Again...

20. Baseline? Flatline.

21. An Imperfect Storm

22. The Spaghetti Toss

23. Building an Ark

24. Data to the Rescue
• Identify visitors with
company info
• Gather insights for
segmenting
• Build target account
marketing programs
• Measure results

25. How Does That Help Us?
• Had better segmentation data for marketing
programs
• Sent the right leads to sales
• Sales reps started to trust the data
• Sales closed more deals

26. Results
• 30% improved form conversion
• 101% pipeline contribution increase
for webinars
• 20% direct contribution to pipeline
• 100% of new video sales resulted
from sales and marketing alignment

27. What’s Next?
Automated
Nurture
Programs

28. What’s Next?
Website
Personalization

29. Flying High

30. Summing It Up
To Right Your Ship:
1. Know who you’re marketing to
2. Invest in technology
3. Have data at your finger tips
4. Leverage and distribute your insight

31. Thank You!
www.limelight.com | tkahana@llnw.com | @tomkahana

32. #LLCseries
Q&A // Panelist!
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Shari
Johnston,
Sr.
Director
of
Integrated
MarkeTng,
Demandbase
Tom
Kahana,
Sr.
Director
of
MarkeTng
OperaTons,
Limelight
Networks

33. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

34. #LLCseries
Thanks for attending this session!!
Make
sure
to
a>end
the
next
session
in
the
Lead
LifeCycle
Series:
h>p://dg-­‐r.co/lls14