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Marketing Sales Alignment case study - Oded Onn, AppsFlyer (NextCase 2019)
- 1. How We Improved Lead > SQL by 36% in 4 Months Oded Onn Dec / 2019
- 2. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 3. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 4. Social Media Search Direct Ad Networks & agencies TV Ads Organic, Viral & Burst Campaign Cross Promotion $231 BILLION Source: eMarketer, February 2019 Mobile marketing is extremely fragmented
- 5. A Better Solution Source: eMarketer, eMarketer Marketers Need 80% of marketers say mobile is not properly measured 50% of marketers are not measuring their mobile app engagement or ROI
- 6. AppsFlyer helps advertisers analyze and optimize their app marketing efforts SaaS Hyper-growth SaaS company, +$150M ARR
- 7. AppsFlyer helps advertisers analyze and optimize their app marketing efforts SaaS Connect app user to media source Attribution Hyper-growth SaaS company, +$150M ARR
- 8. AppsFlyer helps advertisers analyze and optimize their app marketing efforts SaaS Optimization Connect app user to media source Optimize campaigns, analyze ROI & LTV, fight install fraud Attribution Hyper-growth SaaS company, +$150M ARR
- 9. San Francisco Herzliya, Haifa London Berlin Bangalore Bangkok Tokyo Seoul Beijing São Paulo New York Buenos Aires Kiev Moscow Jakarta We have a massive global footprint
- 10. And as we are growing fast... new complexities and challenges arise +800 Employees +9.7B Devices Catalogued +12k Clients +1T Mobile Actions Measured Per Month 72% Market share
- 11. Let’s dive in
- 12. Marketing / Sales alignment project goals Improve marketing lead-gen programs Enhance funnel analytics & reporting Streamline & automate Sales lead handling Align on terminology used by Marketing / Sales Improve MQL relevancy to Sales pipeline
- 13. We identified 4 areas of opportunity Inbound funnel Lead scoring Data enrichment Nurture programs
- 14. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 15. What is inbound marketing? Drawing customers to products and services via content marketing, social media, SEO, and branding.
- 16. The old funnel had multiple flaws New Lead MQL Contact SQL MarketingSales:SDR Lead Status Any new lead (cold lead, form fill, event) Funnel Stage Definition Open Lead reached MQL score; when SDR outreaches, Lead Status flips to Contacted Open / Contacted SDR scheduled a meetingQualified AE conducted meeting & determined viable business opportunity Qualified
- 17. Flaw 1: Stage & status misalignment New Lead MQL Contact SQL MarketingSales:SDR Lead Status Any new lead (cold lead, form fill, event) Funnel Stage Definition Open Lead has reached MQL score; when SDR outreaches, Lead Status flips to Contacted Open / Contacted SDR scheduled a meetingQualified AE conducted meeting & determined viable business opportunity Qualified
- 18. Flaw 1: Stage & status misalignment New Lead MQL Contact SQL MarketingSales:SDR Lead Status Any new lead (cold lead, form fill, event) Funnel Stage Definition Open Lead has reached MQL score; when SDR outreaches, Lead Status flips to Contacted Open / Contacted SDR scheduled a meetingQualified Qualified Misalignment of funnel stage and lead status > Marketing and Sales didn’t speak same language AE conducted meeting & determined viable business opportunity
- 19. Flaw 2: Funnel was not granular enough New Lead MQL Contact SQL MarketingSales:SDR Lead Status Any new lead (cold lead, form fill, event) Funnel Stage Definition Open Lead has reached MQL score; when SDR outreaches, Lead Status flips to Contacted Open / Contacted SDR scheduled a meetingQualified AE conducted meeting & determined viable business opportunity Qualified
- 20. Flaw 2: Funnel was not granular enough New Lead MQL Contact SQL MarketingSales:SDR Lead Status Any new lead (cold lead, form fill, event) Funnel Stage Definition Open Lead has reached MQL score; when SDR outreaches, Lead Status flips to Contacted Open / Contacted SDR scheduled a meetingQualified AE conducted meeting & determined viable business opportunity Qualified Limited reporting value & insights
- 21. Flaw 3: Too many low-quality MQLs New Lead MQL Contact SQL MarketingSales:SDR Conversion Rates 10-20% Funnel Stage B2B Benchmarks Lead > MQL 64% 45-75%MQL > Contact 10% 50-60%Contact > SQL 37%
- 22. Flaw 3: Too many low-quality MQLs New Lead MQL Contact SQL MarketingSales:SDR Conversion Rates 10-20% Funnel Stage B2B Benchmarks Lead > MQL 64% 45-75%MQL > Contact 10% 50-60%Contact > SQL 37%
- 23. Low MQL threshold > noise for SDRs Flaw 3: Too many low-quality MQLs New Lead MQL Contact SQL MarketingSales:SDR Conversion Rates 10-20% Funnel Stage B2B Benchmarks Lead > MQL 64% 45-75%MQL > Contact 10% 50-60%Contact > SQL 37%
- 24. Flaw 4: Lack of email nurture flows New Lead MQL Contact SQL MarketingSales:SDR Unqualified Prospect will never buy At any time, leads can move to: Funnel Stage SPAM Bad data
- 25. Flaw 4: Lack of email nurture flows New Lead MQL Contact SQL MarketingSales:SDR Unqualified Prospect will never buy At any time, leads can move to: Funnel Stage SPAM Bad data
- 26. Flaw 4: Lack of email nurture flows New Lead MQL Contact SQL MarketingSales:SDR Unqualified Prospect will never buy At any time, leads can move to: Funnel Stage SPAM Bad data Loss of leads & opportunities
- 27. Old funnel had multiple flaws New Lead MQL Contact SQL MarketingSales:SDR Funnel Stage 1. Stage & status misalignment 2. Funnel non-granular 3. Too many low-quality MQLs 4. Lack of email nurture flows
- 28. New funnel solves these issues New Lead Engaged Open (MQL) Contacted Responded Qualified (Converted) MarketingSales:SDR Funnel Stage = Lead Status A cold lead with no engagement A lead with some engagement (form fill, page view, webinar etc.) MQL: Lead reached scoring threshold, hit-list, filled fast-track form SDR began outreach via email / phone Lead replied to email or answered phone Lead has current need and interest to become AF client Definition
- 29. Funnel stage & lead status aligned New Lead Engaged Open (MQL) Contacted Responded Qualified (Converted) MarketingSales:SDR Funnel Stage = Lead Status A cold lead with no engagement A lead with some engagement (form fill, page view, webinar etc.) MQL: Lead reached scoring threshold, hit-list, filled fast-track form SDR began outreach via email / phone Lead replied to an email or answered the phone Lead has current need and interest to become AF client Definition
- 30. New funnel is more granular New Lead Engaged Open (MQL) Contacted Responded Qualified (Converted) MarketingSales:SDR Funnel Stage = Lead Status Cold lead, no engagement Some engagement (form fill, page view, webinar) MQL: Lead reached scoring threshold, hit-list, filled fast-track form SDR began outreach via email / phone Lead replied to an email or answered the phone Lead has current need and interest to become AF client Definition
- 31. New nurture flows keep leads warm New Lead Engaged Open (MQL) Contacted Responded Qualified (Converted) MarketingSales:SDR Funnel Stage = Lead Status Unqualified Prospect will never buy At any time, leads can move to: SPAM Bad data Nurture Prospect is not ready to buy now
- 32. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 33. What is lead scoring? A methodology used to rank prospects to determine which leads Sales should engage with, in order of priority.
- 34. Flaw 1: Model focused on behavior, not fit Behavior = page visit, content download Fit = right type of lead (company)? Model should combine behavior and fit
- 35. Flaw 2: Low-intent actions given too much weight Low-intent = career page, homepage High-intent = pricing page, demo request Model should put more weight on high-intent actions
- 36. Flaw 3: Repeat actions ignored Score given to actions taken multiple times - x1 form submission vs. x2, x3 Model should score multiple (repeat) form submissions and high-intent page views
- 37. New model considers fit and behavior Company Fit - Firmographics Hit-list account / Fortune 500? Has user acquisition (UA) budget? # App Downloads
- 38. New model considers fit and behavior Company Fit - Firmographics Hit-list account / Fortune 500? Has user acquisition (UA) budget? # App Downloads CMO, UA Manager Business email Lead Fit - Demographics
- 39. New model considers fit and behavior Company Fit - Firmographics Hit-list account / Fortune 500? Has user acquisition (UA) budget? # App Downloads CMO, UA Manager Business email Lead Fit - Demographics Behavior Fit Engaged MQL MQL Engaged MQL MQL Lead Lead Lead H M L L M H
- 40. Model yields better, more relevant MQLs 64% > 27% Lead to MQL rate decreased (aligned with benchmark): less noise for SDRs
- 41. Model yields better, more relevant MQLs 64% > 27% Lead to MQL rate decreased (aligned with benchmark): less noise for SDRs 10% > 38% MQL to Contact rate increased dramatically
- 42. Model yields better, more relevant MQLs 64% > 27% Lead to MQL rate decreased (aligned with benchmark): less noise for SDRs 10% > 38% MQL to Contact rate increased dramatically Higher quality MQLs, improved SDR productivity
- 43. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 44. What is data enrichment? Merging 3rd party data from an external and authoritative source with an existing database of 1st party customer data.
- 45. Previously: Inconsistent forms Core fields = only Name, Email, Country SDR lacks data to properly qualify leads
- 46. Previously: Email-only outreach Poor data coverage of key fields: - Phone number 15%, App Installs 6% SDRs reach out almost entirely by email
- 47. Previously: Manual research No real-time data enrichment in place SDRs manually research leads on LinkedIn etc.
- 48. Previously: Missing data, manual work Each form requests different data points Lack of prospect data > low SDR productivity Poor data coverage > SDR only outreach by email Inconsistent forms Manual research Email-only outreach
- 49. Now: Data enrichment tools enhance lead qualification & prioritization Firmographics (Account) Website, Industry, # Employees Revenue, Last funding round # Apps, App categories, # Downloads
- 50. Now: Data enrichment tools enhance lead qualification & prioritization Firmographics (Account) Website, Industry, # Employees Revenue, Last funding round # Apps, App categories, # Downloads Title, Department Phone number, Location Demographics (Lead)
- 51. Now: Data enrichment tools enhance lead qualification & prioritization Firmographics (Account) Website, Industry, # Employees Revenue, Last funding round # Apps, App categories, # Downloads Title, Department Phone number, Location Demographics (Lead)
- 52. Now: Data enrichment tools enhance lead qualification & prioritization 48% of North America leads automatically enriched with qualification data 19% SDRs now call 19% of US MQLs (vs 1%)
- 53. Agenda Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 54. What are nurture programs? A variety of marketing emails sent to Leads to build trust, relationship, knowledge, etc. The goal is to qualify (MQL) the lead and pass it on to Sales.
- 55. What are nurture programs? Cold Lead
- 56. What are nurture programs? Hi Oded, Check out this interesting article [that matches this early stage of the funnel]. Team AppsFlyer
- 57. What are nurture programs? Hello Oded, Getting warmer here... We think you’d like to read our Attribution 101 Guide. Team AppsFlyer 5 days later
- 58. What are nurture programs? Shalom Oded, That’s it - you’re ready. Request your demo today! Team AppsFlyer A week later
- 59. Flaw 1: Limited nurture flows Only 2 generic nurtures: ● Leads: talk to an expert ● Signups: onboarding flow
- 60. Flaw 2: Suboptimal frequency Too little vs. too much: ● 4 emails over 12 months ● 10 emails within 30 days
- 61. Flaw 3: Vague reasons to nurture SDRs couldn't indicate why lead was sent to nurture. Reason: ● “Unresponsive” ● “No budget” ● “App launch in +6 months” ● “Early research”
- 62. Previously: Limited email nurture programs Leads rarely set to marketing nurture Email frequency is ineffective for warming leads Nurture reasons are not informative enough Limited nurture flows Vague reasons for nurtureSuboptimal frequency
- 63. Now: Nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures
- 64. Now: Nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures Based on content consumed
- 65. Now: nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures Based on content consumed Nurture reason taken into account
- 66. Now: Nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures Based on content consumed Nurture reason taken into account Insightful & educational
- 67. Now: Nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures Based on content consumed Nurture reason taken into account Insightful & educational Optimized frequency
- 68. Now: Nurture programs deliver quality content at relevant funnel stages Regional, localized nurtures Based on content consumed Nurture reason taken into account Insightful & educational Optimized frequency
- 69. That’sit Reduce the Noise Lead Scoring Model The Devil is in the Details Inbound Funnel Email, Email, Email... Nurture Programs Know Your Lead Data Enrichment Shalom Shalom Intro & Context
- 70. Inbound funnel: Update and align Marketing & Sales funnel stages Lead scoring: Optimize model to pass higher quality inbound leads to Sales Data enrichment: Use tools to enhance lead qualification & prioritization Nurture programs: Deliver quality content at relevant lead stages Wrapping up
- 71. Oded Onn - Sr. Director of Growth Marketing