This document provides tips on how to optimize a company's marketing program to generate more leads. It discusses assessing the current program mix, optimizing people, technology, and processes to improve lead capture and handoff to sales. Key recommendations include ensuring the website and forms are optimized for lead generation, implementing marketing automation and CRM systems, standardizing campaigns and measurements, and focusing on middle-of-funnel nurturing if budgets are limited. The goal is to increase quality leads, accelerate deals, and demonstrate marketing's impact on growth.

1. How to get more leads
Meagen Eisenberg – CMO at MongoDB
@meisenberg @mongodb
#tractionconf

3. 1000 Tech Partners
2,000+ Customers
35,000 Members
20+ million
downloads
300,000 MongoDB
University Students

4. 4
The next 20 minutes
§ What does your current program mix contain?
§ What do you need to get more leads?
§ People
§ Technology
§ Process
§ Measure of success
§ What if I only have $10K?
§ Results
#tractionconf @meisenberg

5. 5
What does your current program mix contain?
Deliver the appropriate marketing mix at the correct buying stage to draw in leads and
accelerate revenue

6. 6
People
§ Marketing
§ Web team
§ Sales
§ Customer success
§ Analysts
§ Thought-leaders
§ Partners

7. 7
Technology: Is your website optimized to capture
leads?
§ Optimized for lead gen?
§ Gating the appropriate content?
Product
Awareness
Persona

8. 8
Technology: Are your forms costing you leads?
§ SiriusDecisions says 5 or less
§ What are the key fields?
§ Name
§ Title
§ Email
§ Phone
§ Company
§ What are the necessary hidden fields?
§ Industry
§ Company size
§ Location info (City, State, Country)

9. 9
§ Targeting and personalization
platform
§ Web form optimization
§ Website optimization
§ Data append
Technology: Capturing the leads and necessary info to
market and sell
§ Marketing Automation Platform
(MAP)
§ Marketing database
§ Email platform and response tracking
§ Lead scoring and nurturing
§ Sales enablement tools
§ Website-activity for website triggered
nurturing

10. 10
Technology: Closed-loop process with sales
§ CRM
§ Campaigns tracking?
§ Campaigns reporting?
§ Campaigns measurement and ROI?

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Process: Understand your existing data and systems
Map out your lead flow process:

12. 12
Process: Standardize how you measure success
Lead taxonomy and definition – Marketing and sales waterfall:

13. 13
Process: Agree to lead scoring model with sales
Give sales a quick way to assess the quality of the lead, so they can
prioritize who to contact:
#tractionconf @meisenberg

14. 14
Process: Standardize your campaigns
§ Campaign taxonomy
§ Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)
§ Campaign naming convention

15. 15
Why optimizing at middle of the funnel with nurture?
§ Align sales cycle with buy cycle
§ Reduce “lead wastage” – plug the leak!
§ Notify sales when prospect exhibits
“ready to buy” signals
§ Move from trial to buy
§ Cultivate prospects with longer term
buying horizons
§ Align resources to lead value

16. 16
Measure of success – what’s working and not?
§ It’s NOT just Email analysis
§ Opens, clickthroughs, form submissions
§ Was end goal of quality leads obtained?
§ Did you increase trial conversions to buy? And
reduce time to buy from trial?
§ Did you reduce the sales cycle?
§ What opportunities were influenced by your
programs?
§ Measure opportunity revenue with campaign
tracking
§ Blind form submits

17. 17
What if I only have $10K per month?
§ Test, test and test
§ Marketing mix for low budget:
– Social media and influencers
– Blogs and educational content
– Webinars and training
– Email marketing – existing database and list pulls
– Customer advocacy, referrals and case studies
– Referral program
– Horse-trading
#tractionconf @meisenberg

18. 18
Results
§ Leads
§ Deal acceleration
§ Marketing efficiencies – small group can operate at large scale
§ Documented processes and robust reporting
§ Growth in business - Increase in conversion rates, pipeline and revenue,
reduction in churn
§ Strong partnership between sales and marketing
§ Marketing execution and input valued at the executive level

19. Meagen Eisenberg
Thank you!
@meisenberg @mongodb
#tractionconf