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

1. Building and Managing
Your Demand Generation
Funnel
Alex Shipillo
Marketo User Group – Toronto
November 10, 2015

2. About Me
• Director of Demand
Generation at Influitive
• Startup Junkie
• Reformed B2C
marketer, now falling in
love with B2B
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3. The Influitive Story
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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. Funnel Management at Influitive
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Culture People
Process Technology

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
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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
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
Technology

9. Results
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10. Transparency: gaining trust and partnership
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Recently Viewed
Marketing Funnel Conversion Rates
Marketing Campaign Influence Dashboard
Revenue Metrics 2.0
Paid
This Month MRR Details

11. Scalability for Growth: supporting 10x growth
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12. Demand Gen HUD: how are we performing right now?
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13. Cohort Analysis: how is our business changing?
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14. Campaign Influence: what’s working?
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15. UTM Parameters: tracking through the pipeline
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16. Lead scoring: does it help?
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17. Velocity: generating better targets and forecasting
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18. Whatever you need: slice and dice in SFDC
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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. Questions?
Alex Shipillo
Director of Demand Generation, Influitive
alex@influitive.com
@alexshipillo
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