0
Session sponsored by!
#LLCseries	
  
Improving Lead
Quality with Analytics
Across the Lifecycle!
#LLCseries	
  
Questions / ON24 Logistics !
•	
  Download	
  this	
  white	
  paper.	
  
•	
  View	
  our	
  podcast.	
  
...
#LLCseries	
  
Follow	
  this	
  webinar	
  on	
  Twi>er	
  
#LLCseries	
  	
  
Demand	
  Gen	
  Report:	
   @DG_Report	
 ...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
•  Launched	
  in	
  2007	
  to	
  track...
#LLCseries	
  
Panelists!
MODERATOR:	
  
Andrew	
  Gaffney	
  
Editor,	
  Demand	
  Gen	
  Report	
  
Shari	
  Johnston,	
 ...
Improving Lead Quality with
Analytics Across the
Lifecycle
“Knowing who you are marketing to,
makes it a whole lot more effective
throughout your lead lifecycle”
Limelight and Demandbase
Digital Is Dirty
Which Mop?
How We Got Here
The Year 2000
The Year 2014
Smooth Sailing?
Not Smooth Sailing
Trivia Time!
?
Righting the Ship
Those Mops Again...
Baseline? Flatline.
An Imperfect Storm
The Spaghetti Toss
Building an Ark
Data to the Rescue
• Identify visitors with
company info
• Gather insights for
segmenting
• Build target account
marketing...
How Does That Help Us?
• Had better segmentation data for marketing
programs
• Sent the right leads to sales
• Sales reps ...
Results
•  30% improved form conversion
•  101% pipeline contribution increase
for webinars
•  20% direct contribution to ...
What’s Next?
Automated
Nurture
Programs
What’s Next?
Website
Personalization
Flying High
Summing It Up
To Right Your Ship:
1.  Know who you’re marketing to
2.  Invest in technology
3.  Have data at your finger t...
Thank You!
www.limelight.com | tkahana@llnw.com | @tomkahana
#LLCseries	
  
Q&A // Panelist!
MODERATOR:	
  
Andrew	
  Gaffney	
  
Editor,	
  Demand	
  Gen	
  Report	
  
Shari	
  Johnst...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
Thanks for attending this session!!
Make	
  sure	
  to	
  a>end	
  the	
  next	
  session	
  in	
  the	
  L...
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Improving Lead Quality With Analytics Across The Lifecycle

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Demand Gen Report's Lead LifeCycle Series presented by Demandbase

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Transcript of "Improving Lead Quality With Analytics Across The Lifecycle"

  1. 1. Session sponsored by! #LLCseries   Improving Lead Quality with Analytics Across the Lifecycle!
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   Marketo:   @Demandbase   Shari  Johnston:   @shariajohnston   Tom  Kahana:   @TomKahana  
  4. 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. 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. 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. 7. Improving Lead Quality with Analytics Across the Lifecycle
  8. 8. “Knowing who you are marketing to, makes it a whole lot more effective throughout your lead lifecycle”
  9. 9. Limelight and Demandbase
  10. 10. Digital Is Dirty
  11. 11. Which Mop?
  12. 12. How We Got Here
  13. 13. The Year 2000
  14. 14. The Year 2014
  15. 15. Smooth Sailing?
  16. 16. Not Smooth Sailing
  17. 17. Trivia Time! ?
  18. 18. Righting the Ship
  19. 19. Those Mops Again...
  20. 20. Baseline? Flatline.
  21. 21. An Imperfect Storm
  22. 22. The Spaghetti Toss
  23. 23. Building an Ark
  24. 24. Data to the Rescue • Identify visitors with company info • Gather insights for segmenting • Build target account marketing programs • Measure results
  25. 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. 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. 27. What’s Next? Automated Nurture Programs
  28. 28. What’s Next? Website Personalization
  29. 29. Flying High
  30. 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. 31. Thank You! www.limelight.com | tkahana@llnw.com | @tomkahana
  32. 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. 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. 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  
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