This document discusses how Fliptop's predictive lead scoring helps companies like InsideView improve their marketing and sales processes. It describes how Fliptop uses over 3,500 data signals and 40+ data sources to build machine learning models that grade and score leads, contacts, accounts and opportunities. This predictive scoring helps InsideView qualify leads faster and improve their lead to marketing qualified lead conversion rates by 2.1x and reduce average lead qualification time from 21 to 7 days. Fliptop's scoring provides a quick way for sales and marketing to focus on the most promising leads and opportunities.

1. AppExchange: Predictive Lead Scoring
for Sales and Marketing with Fliptop
Farkhanda Zhublawar
Director of Customer Success
Fliptop
@farkhanda77
Joe Lucas
Director of Demand Gen and Marketing Operations
InsideView
@joelucas

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3. Farkhanda Zhublawar
Director of Customer Success

4. Joe Lucas
Director of Demand Gen and
Marketing Operations

5. “We’re generating over 8,000 leads per month!”
-me
“Leads that convert to revenue are all that matter.
Want your bonus? Drive revenue.”
-my boss

6. InsideView Demand Generation Goals 2014
Improve funnel
velocity
Qualify inbound
leads faster
Improve speed to
engagement
Increase number of
qualified
opportunities
Smooth process
for prospects to
become customers

7. A perfect storm of challenges…
Account
research
reduces sales
productivity
Traditional
demand
generation
losing
effectiveness
Buyers are
informed and
driving the
process
Inbound leads lacking
required information
Automation
isn’t enough
to fuel revenue
growth

8. Yes, It Can Work: Timing and Relevance Drive Engagement
Only 10%
respond to cold calls or unsolicited emails, yet…
Over 80%
will engage when they are connected with timing and value.

9. Market Intelligence Provides Relevance and Timing
DATA INSIGHTS CONNECTIONS
WHO
Accurate company and contact
information
WHAT
Curated news and
social posts
HOW
Comprehensive
relationship map

10. Inbound Marketing Process
5-8K inbound
leads
4 fields
Enrich leads
28 fields Leads
AE’s and SDR’s focus on best leads. Marketing nurtures rest.
Results
90% conversion on A’s
40% conversion on B’s
Nurture C’s and D’s
More Deals
Predict,
score,
deliver

11. Outbound Marketing Process
“Give me more
leads like those…”
Target
Build the
targeted list…
Contact
Engage
SDR’s contact best leads. Email campaigns handle the rest.
Results
SDR’s get A’s & B’s
Email for C’s and D’s
Win
Execute the
campaign
Increased engagement

12. InsideView Results
• Q1 Lead to MQL* conversion rate 8%
• Q3 Lead to MQL conversion rate 17%
That is a 2.1x improvement
*MQL=Marketing Qualified Lead

13. InsideView Results
• Q1 Average Time to Lead Qualification was 21 days
• Q3 Average Time to Lead Qualification was 7 days
That is a 3x improvement
*MQL=Marketing Qualified Lead

14. How InsideView Does it
• Keep sales focused – less information is more
• Give them lead views with only the predictive score visible
• Aggressive SLAs on inbound leads
• Remove progressive profiling on forms to speed time to qualify
• Rely on predictive lead scoring and market intelligence to qualify

15. How Fliptop builds predictive models
3,500+ Signals
40+ Data Sources
Predictive Machine Model
Historical Sales
CRM

16. How Fliptop builds predictive models
Grades Scores
Predictive Machine Model
Salesforce
Inbound Leads

17. Easily view the grades for Leads,
Contacts, Accounts and Opportunities
Drilldown into the signals that
comprise the grade

18. Give sales managers real time
insight Into pipeline quality
Help Marketing Managers
optimize effort and spend

19. Quickly access your schedule on
your phone in the S1 Mobile App
Dive into a specific candidate’s
details in a few clicks

20. Make decisions faster Share feedback in real-time

21. Questions and Answers