The document provides 5 tips for converting marketing qualified leads (MQLs) to revenue based on a case study from DataSift, a company that handles social data for enterprises. The tips include: getting data clean and keeping it clean; using milestones to track lead progress; shifting focus to target accounts; enabling the sales team with tools like a Lead to Account view; and measuring metrics to understand conversion rate improvements over time. Implementing these tips helped DataSift increase its suspect to MQL conversion rate and MQL to opportunity conversion rate.

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!