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Lead Generation & Qualification Tactics with Allyson Barr, VP Marketing at Boxever

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This month's Frontline CXO event featured Allyson Barr, VP of Marketing at Boxever (one of our portfolio companies!). In this session, Allyson covers lead generation and qualification, budgeting, measuring success, building personas, and more.

Follow along with the presentation's audio: https://soundcloud.com/frontlinevc/lead-gen-qualification-tactics-with-allyson-barr-of-boxever-cxo-event

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Lead Generation & Qualification Tactics with Allyson Barr, VP Marketing at Boxever

  1. 1. Lead Generation & Qualification Tactics Allyson Barr VP Marketing, Boxever
  2. 2. Agenda • Modeling Backward from your Revenue/Customer Acquisition Goals • Budgeting & Planning with Goals in Mind • Staffing for Qualification Activities • Qualifying • Measuring
  3. 3. Modeling from Goals • Marketing needs goals that are tied to revenue • Start with the end in mind • Build a model from goals • Determine allocation & ownership
  4. 4. Demand Funnel Marketing Captured Leads (MCLs) Marketing Qualified Leads (MQLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Won *Sirius Decisions
  5. 5. Definitions
  6. 6. Modeling
  7. 7. Complex (!) Demand Funnel *Sirius Decisions
  8. 8. Budgeting & Planning • CPL by channel/activity type – Events $400-1000 – Webinars $50-$100 – Content Syndication $35-75 • Personas/Segments – Work with PM/PMM – Document & circulate – Use to find appropriate partners & vet outcomes
  9. 9. Sample Budget
  10. 10. Sample Persona Matt Marketer – Head of Digital – 35-45 years old – What keeps him up at night? • Exceeding goals & managing spend • Out-marketing the competition • Making an impression professionally – Technology profile • Digital Immigrant • Technophile – Personal attributes • Ambitious • Calculated risk taker – Where he gets info from • Tech Blogs • Twitter • Peer recommendations – in and outside his vertical
  11. 11. How many BDRs do I need? • BDR critical lynchpin between marketing and sales • Underrated role • Modeling capacity
  12. 12. Qualification • B – Budget • A – Authority • N – Need • T – Time • C – Competition
  13. 13. Measuring Success
  14. 14. Q&A
  15. 15. THANK YOU allyson@boxever.com

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