The document discusses an OH&S software solution company that operates globally and focuses on content marketing to generate leads. Over the past year, the marketing team of 4 implemented Salesforce and Pardot, relaunched the website focusing on content and SEO, and launched paid search. They qualify leads through a process and key metrics include the sales funnel from marketing, average cost per lead, and number of qualified leads in the pipeline.

1. THE GLOBAL LEADER IN OH&S SOFTWARE
WHERE I’M COMING FROM…
• SAAS Occupation Health & Safety Solution
BIG Corporate EMR + Safety + Industrial Hygiene
Complicated product, sales, implementation
• 90+% of business outside of Canada
• Aggressive YoY Sales and EBITDA targets
• Marketing team of 4
Content Marketing focus
#1 objective is lead generation

2. THE GLOBAL LEADER IN OH&S SOFTWARE
WHAT WE’VE BEEN DOING IN THE PAST YEAR
• Implemented SalesForce
• Implemented Pardot
• (RE)Implemented Analytics
• Took on Sales Quota (SQLs)
• Supported UK acquisition
• Launched Paid Search
• Built out Content Marketing
schedule
• Renewed Website (content, SEO)

3. THE GLOBAL LEADER IN OH&S SOFTWARE
OUR LEAD QUALIFICATION PROCESS
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4. THE GLOBAL LEADER IN OH&S SOFTWARE
HOW I LOOK AT THE WORLD
KEY METRICS: • Weighted Net New Sales Funnel / % from Marketing
• Average cost per SQL
• # of and quality of Qualified Leads in pipeline
• Total # sales from Marketing Sources

5. THE GLOBAL LEADER IN OH&S SOFTWARE
QUESTIONS THAT I ASK MYSELF (DAILY)
• “Tyranny of 1s and 0s”
• Where do I find more leads?
Where are our prospects?
What is an acceptable cost per lead?
• How do we engage the OH&S community?
How to get our SMEs onto social?
• What is happening with search?
How do I ensure we are on RFPs?