Panaya used Marketo\'s Marketing Automation platform to approach tens of thousands of cold leads automatically and generate 150 opportunities from what was considered lost leads in less than a year!

1. Sleeping Beauties: Generating
Opportunities from Leads in a Deep Sleep
Ariel Navon, Marketing Automation Principal, Panaya Inc.

2. 2
Ariel Navon
Marketing Automation Principal
• 7 Years of B2B Marketing & Sales
Experience in the Hi Tech Industry
• Deployed Several CRM and
Marketing Automation systems
Making ERP Easy

3. 3
Panaya
Making ERP Easy
• Cut 50% of SAP ERP and Oracle
EBS IT Lifecycle TCO
• EST 2006
• +2,000 ERP Systems Analyzed
• Investors:
 Benchmark Capital
 Hasso Plattner Ventures
 Battery Ventures
Making ERP Easy

4. 4
Today‟s focus – Reviving your Deep
Sleeping Leads into Actual Opportunities
• Why do this?
 Do you enjoy leaving money on the floor???
• Why Marketo?
 Simplicity
 Strong SFDC integration
 Wide set of Features and business rules
Making ERP Easy

5. 5
Putting it Together – How we did it?
Sent Targeted Scored them based on We identified our most
Messages to our their behavior and responsive leads with
sleeping leads tracked interesting high demographic
moments such as title score and drew our
change sales attention to them.
ZZzz Manager
ZZzz
We analyzed our We recycled our best
content performance performing content and
retired the rest
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6. 6
Putting it Together – Sending Targeted Messages
We sent targeted messages by
• Product interest
• Region
• Engagement level
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7. 7
Putting it Together – Scoring Behavior and Tracking
Demographic Changes
We Scored based on Response
We kept track of demographic changes
• Web visits
• Title
• Email opens
• Next project plans
• Form fill outs
• Etc‟
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8. 8
Putting it Together – Drawing Sales‟ Attention
When a certain lead reached a scoring
threshold we set as „Marketing Qualified‟ we We also sent immediate call-for-
sent an alert actions for leads with specific profile
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9. 9
Back from the dead! – Leads that worth another look
Program
Launch
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10. 10
“Let‟s talk Dugree!”* - Results
Program
Launch
dug-ree: adjective, in Hebrew slang: straightforward, honestly
example: Benjamin Netanyahoo: “Let’s Talk Dugree” (UN Conference 2011)
Making ERP Easy

11. 11
Learning thus far . . .
• Make sure not to overflow sales with alerts
and reports. Adjust filters accordingly.
• Allow sales opt-in /out from receiving alerts
for specific accounts and leads
• Language customization has great
contribution for high response rates
• Start simple, don’t ‘over segment’ at first
• Some leads you want to educate and some
you just have to get a hold of on the phone.
Plan your campaigns accordingly
Making ERP Easy

12. 12
Challenges
• Collecting meaningful feedback from Sales regarding
your alerts (was it on the spot, was it not?)
• Sync different campaigns to make sure your leads don’t
receive emails too frequent
• Understand why leads unsubscribe
Making ERP Easy

13. 13
Our next steps…
1. Build a content library where our leads will educate
themselves, at their own pace, while we keep track of
their interest and follow up accordingly
2. Tie our alerts with closed loop feedback from our sales
for each and every alert.
That way we plan to better measure our alerts
effectiveness and tweak as needed.
Making ERP Easy

14. Thank you for your time
To Show this presentation to your
boss just email me!
Ariel Navon, Marketing Automation Principal
Panaya
ariel@panayainc.com
www.panayainc.com
+972-9-761-8000