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Building and Managing Your Demand Generation Funnel

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Marketo User Group - Toronto
November 10, 2015
Alex Shipillo
Director of Demand Generation, Influitive

Published in: Marketing

Building and Managing Your Demand Generation Funnel

  1. 1. Building and Managing Your Demand Generation Funnel Alex Shipillo Marketo User Group – Toronto November 10, 2015
  2. 2. About Me • Director of Demand Generation at Influitive • Startup Junkie • Reformed B2C marketer, now falling in love with B2B 2
  3. 3. The Influitive Story 3 NEW CATEGORY: Advocate Marketing 20 MONTHS: 7x MRR Growth SALES ORGANIZATION GROWTH: 5 to 33 $30.5M SERIES B – JULY 25 ~65% OF PIPELINE CREATED BY MARKETING-DRIVEN RESPONSES
  4. 4. Funnel Management at Influitive 4 Culture People Process Technology
  5. 5. Culture • Growth-oriented CEO • Core value: design our business for scale • Marketing is not a second class citizen • Marketing owns a number and is accountable to achieving it 5
  6. 6. 6 People • Executive team leads the way • Very analytical, right-brained demand generation team • Anyone can learn the system – no prior experience necessary
  7. 7. 7 Process • Start with establishing your funnel – keep it simple • Align with the Sales team - everyone needs to be measuring the same goals • Figure out the mechanics, fields and SLAs • Add more “features” later through future iterations
  8. 8. 8 Technology
  9. 9. Results 9
  10. 10. Transparency: gaining trust and partnership 10 Recently Viewed Marketing Funnel Conversion Rates Marketing Campaign Influence Dashboard Revenue Metrics 2.0 Paid This Month MRR Details
  11. 11. Scalability for Growth: supporting 10x growth 11
  12. 12. Demand Gen HUD: how are we performing right now? 12
  13. 13. Cohort Analysis: how is our business changing? 13
  14. 14. Campaign Influence: what’s working? 14
  15. 15. UTM Parameters: tracking through the pipeline 15
  16. 16. Lead scoring: does it help? 16
  17. 17. Velocity: generating better targets and forecasting 17
  18. 18. Whatever you need: slice and dice in SFDC 18
  19. 19. 19 We’re just getting started • Incorporate new Outbound SDR strategy into our lead management process • Campaign Influence 2.0 • Improve lead scoring • Implement an account-focused strategy • Start thinking about CAC, ROI
  20. 20. Questions? Alex Shipillo Director of Demand Generation, Influitive alex@influitive.com @alexshipillo 20

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