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5	
  Tips	
  for	
  Conver)ng	
  MQLs	
  to	
  Revenue	
  
Presen)ng	
  the	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Case	
  Study	
  
#LDWebcast 2
Agenda	
  
@LeanData	
  /	
  #LDWebcast	
  
Introduc)ons	
   Opening	
  Remarks	
   Case	
  Study	
   Q&A	
  
#LDWebcast 3
Introduc)on	
  
Ben	
  Coffee	
  
Marke&ng	
  
DataSi.	
  
Evan	
  Liang	
  
Founder	
  and	
  CEO	
  
LeanData	
  
Opening	
  Remarks:	
   Speaker:	
  
4
Opening	
  remarks	
  
And	
  now	
  Evan	
  Liang…	
  
#LDWebcast 5
Impact	
  on	
  your	
  demand	
  gen	
  funnel	
  
Inquiry	
  /	
  Nurture	
  
MQL	
  
SAL	
  
SQL	
  
Close	
  
Boost	
  conversion	
  
rates	
  by	
  10%	
  -­‐	
  25%+	
  
Rou)ng	
  
Sales	
  
6
Breakdown	
  the	
  wall	
  between	
  leads	
  and	
  accounts	
  
Marke)ng	
  
Leads	
   Accounts	
  
#LDWebcast 7
[Poll]	
  What	
  are	
  your	
  biggest	
  barriers	
  to	
  improving	
  MQL	
  to	
  
SQL	
  conversion?	
  
1)  Data	
  isn't	
  clean	
  
2)  Not	
  enough	
  inbound	
  leads	
  from	
  target	
  
accounts	
  
3)  Breakdown	
  in	
  lead	
  workflow	
  and	
  
assignments	
  
4)  Totally	
  happy,	
  no	
  improvement	
  needed	
  
36%
43%
21%
0%
Case	
  Study	
  
8
5	
  
Tips	
  for	
  Conver)ng	
  
MQLs	
  to	
  Revenue	
  with	
  	
  
Ben	
  Coffee	
  
DataSi@,	
  Inc.	
  
2011	
   1K	
   40+	
  
Launched	
   Social	
  Data	
  
Sources	
  
Customers	
  
Across	
  30	
  
Countries	
  
2.0B	
  
Data	
  Items	
  
Handled	
  Per	
  
Day	
  
Powering	
  enterprise	
  businesses	
  and	
  the	
  social-­‐technology	
  	
  
business	
  applica&on	
  eco-­‐system	
  
Organization overview
Business Process Overview
ü  80% revenue is sourced to marketing
ü  65% of leads sourced to web
ü  Leads qualified for sales by Demand Gen Team
Sales Structure Overview
ü  30+ in 3 countries
ü  Marketing assigns MQLs to BDRs/SMB Sales
ü  BDRs/SMB Sales book Discovery Meetings
Types	
  of	
  
web	
  leads	
  
Download
Webinar
PPC/SEO
Free Trial
Tip 1: Get it clean and keep it clean
Eliminate noise: Spam, duplicates, bogus data
Accurate metrics Increased trust Better focus
Tip 2: Milestones are your best friend
Process Review
ü  Start by defining & recording your milestones
ü  Enforce data integrity with executive buy-in
Leverage Salesforce Strengths
ü  Schedule exception reports
ü  Automate with workflow rules
Plan for Salesforce Weaknesses
ü  Overcome point-in-time snapshot limitations and enable cohort analysis
ü  Activate recording stamps for date, time and achievement
Practical example
Recording the MQL milestone
Using Salesforce workflows
ü  Add custom fields to record date, achievement, etc.
ü  When milestone is achieved, trigger the workflow
ü  Workflow activates custom field updates
ü  Complex milestones, such as new opportunity
created, can trigger email alert
Workflow Rule Criteria
Field Update Actions
Tip 3: Shift your focus to target accounts
For the inbound demand generation lead process,
consider shifting your focus from just geographic
territories to include a mix of assigned target
accounts.
Adding target accounts to your process helps to:
ü  Reduce lead owner conflicts and duplicative efforts
ü  Better enable prospecting efforts
ü  Add accountability to sales and marketing efforts
Problems when targeting accounts
ü  Leads are disassociated from accounts
ü  Marketing automation success is dependent on proper
account association
ü  Time consuming manual effort needed to route target
account leads to their owner
ü  Lack of visibility in database
LeanData is working with DataSift to deploy an
automated solution by leveraging Lead to
Account match results and route un-owned leads
to their appropriate sales account owner.
The Marketing Automation
“hack” seen here helps… but
it doesn’t scale
Tip 4: Sales enablement
Before adding the Lead2Account View in Salesforce.com our sales team was
suffering.
82% of our leads never made it to the sales team
Now our sales team has quick access to leads that weren’t previously visible.
ü  Leads matched to accounts are highlighted
ü  1 in 3 leads have been matched to known accounts
ü  Enables both marketing and sales to uncover new insights
ü  Holistic view of campaign efforts helps identify where resources are needed
ü  Ability to execute more focused campaigns based on known accounts versus less accurate database
segmentation methods
Enable Sales Director & BDR
Sales Director gets a 360 degree view of all leads available accounts owned:
BDR has quick visibility of account info directly on the lead record:
7 matched leads, not yet
owned, and still suspects!
Mostly sourced from events.
Variable
Quickly see the account type
and the account owner name
Sales Directors gets a 360 degree view of all leads available in their accounts:
BDRs have quick visibility of accounts that match directly to the lead record:
Tip 5: Record so you can measure
So your data is clean, your milestones are recorded, your sales team has increased
visibility for leads, what do you get out of it?
Consistent and insightful executive reports
We measured a significant impact on our conversion rates, year over year:
0%
5%
10%
15%
20%
25%
30%
2013 2014
Suspect --> MQL Conv. %
MQL --> Opportunity Conv. %
#LDWebcast 19
Thank	
  our	
  speakers	
  
Evan	
  Liang	
  
Founder	
  and	
  CEO	
  
LeanData	
  
@evanliang	
  
Ben	
  Coffee	
  
Marke&ng	
  
DataSi.	
  
@CoffeeMeing	
  
#LDWebcast 20
For	
  more	
  informa)on,	
  	
  
please	
  go	
  to:	
  www.leandatainc.com	
  
Email:	
  marke)ng@leandatainc.com	
  
Or	
  call:	
  408	
  827-­‐LEAN	
  (5326)	
  
Thank	
  you!	
  

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5 Tips for Converting MQLs to Revenue

  • 1. 5  Tips  for  Conver)ng  MQLs  to  Revenue   Presen)ng  the                                                      Case  Study  
  • 2. #LDWebcast 2 Agenda   @LeanData  /  #LDWebcast   Introduc)ons   Opening  Remarks   Case  Study   Q&A  
  • 3. #LDWebcast 3 Introduc)on   Ben  Coffee   Marke&ng   DataSi.   Evan  Liang   Founder  and  CEO   LeanData   Opening  Remarks:   Speaker:  
  • 4. 4 Opening  remarks   And  now  Evan  Liang…  
  • 5. #LDWebcast 5 Impact  on  your  demand  gen  funnel   Inquiry  /  Nurture   MQL   SAL   SQL   Close   Boost  conversion   rates  by  10%  -­‐  25%+   Rou)ng  
  • 6. Sales   6 Breakdown  the  wall  between  leads  and  accounts   Marke)ng   Leads   Accounts  
  • 7. #LDWebcast 7 [Poll]  What  are  your  biggest  barriers  to  improving  MQL  to   SQL  conversion?   1)  Data  isn't  clean   2)  Not  enough  inbound  leads  from  target   accounts   3)  Breakdown  in  lead  workflow  and   assignments   4)  Totally  happy,  no  improvement  needed   36% 43% 21% 0%
  • 8. Case  Study   8 5   Tips  for  Conver)ng   MQLs  to  Revenue  with     Ben  Coffee  
  • 9. DataSi@,  Inc.   2011   1K   40+   Launched   Social  Data   Sources   Customers   Across  30   Countries   2.0B   Data  Items   Handled  Per   Day   Powering  enterprise  businesses  and  the  social-­‐technology     business  applica&on  eco-­‐system  
  • 10. Organization overview Business Process Overview ü  80% revenue is sourced to marketing ü  65% of leads sourced to web ü  Leads qualified for sales by Demand Gen Team Sales Structure Overview ü  30+ in 3 countries ü  Marketing assigns MQLs to BDRs/SMB Sales ü  BDRs/SMB Sales book Discovery Meetings Types  of   web  leads   Download Webinar PPC/SEO Free Trial
  • 11. Tip 1: Get it clean and keep it clean Eliminate noise: Spam, duplicates, bogus data Accurate metrics Increased trust Better focus
  • 12. Tip 2: Milestones are your best friend Process Review ü  Start by defining & recording your milestones ü  Enforce data integrity with executive buy-in Leverage Salesforce Strengths ü  Schedule exception reports ü  Automate with workflow rules Plan for Salesforce Weaknesses ü  Overcome point-in-time snapshot limitations and enable cohort analysis ü  Activate recording stamps for date, time and achievement
  • 13. Practical example Recording the MQL milestone Using Salesforce workflows ü  Add custom fields to record date, achievement, etc. ü  When milestone is achieved, trigger the workflow ü  Workflow activates custom field updates ü  Complex milestones, such as new opportunity created, can trigger email alert Workflow Rule Criteria Field Update Actions
  • 14. Tip 3: Shift your focus to target accounts For the inbound demand generation lead process, consider shifting your focus from just geographic territories to include a mix of assigned target accounts. Adding target accounts to your process helps to: ü  Reduce lead owner conflicts and duplicative efforts ü  Better enable prospecting efforts ü  Add accountability to sales and marketing efforts
  • 15. Problems when targeting accounts ü  Leads are disassociated from accounts ü  Marketing automation success is dependent on proper account association ü  Time consuming manual effort needed to route target account leads to their owner ü  Lack of visibility in database LeanData is working with DataSift to deploy an automated solution by leveraging Lead to Account match results and route un-owned leads to their appropriate sales account owner. The Marketing Automation “hack” seen here helps… but it doesn’t scale
  • 16. Tip 4: Sales enablement Before adding the Lead2Account View in Salesforce.com our sales team was suffering. 82% of our leads never made it to the sales team Now our sales team has quick access to leads that weren’t previously visible. ü  Leads matched to accounts are highlighted ü  1 in 3 leads have been matched to known accounts ü  Enables both marketing and sales to uncover new insights ü  Holistic view of campaign efforts helps identify where resources are needed ü  Ability to execute more focused campaigns based on known accounts versus less accurate database segmentation methods
  • 17. Enable Sales Director & BDR Sales Director gets a 360 degree view of all leads available accounts owned: BDR has quick visibility of account info directly on the lead record: 7 matched leads, not yet owned, and still suspects! Mostly sourced from events. Variable Quickly see the account type and the account owner name Sales Directors gets a 360 degree view of all leads available in their accounts: BDRs have quick visibility of accounts that match directly to the lead record:
  • 18. Tip 5: Record so you can measure So your data is clean, your milestones are recorded, your sales team has increased visibility for leads, what do you get out of it? Consistent and insightful executive reports We measured a significant impact on our conversion rates, year over year: 0% 5% 10% 15% 20% 25% 30% 2013 2014 Suspect --> MQL Conv. % MQL --> Opportunity Conv. %
  • 19. #LDWebcast 19 Thank  our  speakers   Evan  Liang   Founder  and  CEO   LeanData   @evanliang   Ben  Coffee   Marke&ng   DataSi.   @CoffeeMeing  
  • 20. #LDWebcast 20 For  more  informa)on,     please  go  to:  www.leandatainc.com   Email:  marke)ng@leandatainc.com   Or  call:  408  827-­‐LEAN  (5326)   Thank  you!