Predictable pipeline - Building demand gen and sales development team in Europe
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This document summarizes a presentation about demand generation and sales development at Quantcast. It discusses: 1) How Quantcast uses a multichannel approach to content syndication including paid, display, and organic channels to generate leads. 2) How Quantcast implemented sales development representatives to qualify marketing leads and deliver them to corporate sales reps. 3) Some key learnings around ensuring sales teams want the leads being generated, SDRs need enough leads per day, and new processes must be scalable.
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Predictable pipeline - Building demand gen and sales development team in Europe
- 5. 5| Copyright 2014 Quantcast | About Quantcast The most effective advertising from the people who really get audiences Directly measuring audiences spanning hundreds of millions of web destinations. Quantcast Measure Advertising that acts on real-time audience behaviour. Quantcast Advertise Knows your customer’s next move, so you can make yours first. Measures millions of customer behaviours in the moment.
- 6. • fdsfsf
- 7. Global Ad Market €373b2014 Estimate Source: Bank of America Merrill Lynch & Magna Global
- 8. Digital Ad Market Global Ad Market €86b €373b2014 Estimate Source: Bank of America Merrill Lynch & Magna Global
- 9. Programmatic/RTA Digital Ad Market Global Ad Market €12b €86b €373b2014 Estimate Source: Bank of America Merrill Lynch & Magna Global X`
- 10. 10| Copyright 2014 Quantcast | Milestones – Quantcast International 2013 2014 2015 Jan 2013: Quantcast opens Dublin Office June 2013: Demand Generation first hire in EMEA
- 11. 11| Copyright 2014 Quantcast | Demand Generation @ Quantcast Multichannel content syndication Paid - Display - Cost per Per Lead (CPL) - Dedicated emails - Events Organic - Webinars - Social Automated Nurturing
- 12. 12| Copyright 2014 Quantcast | Sales team pic
- 13. © Quantcast 2013 Lead Lifecycle 1.0 (Pre-SDRs) Introduction to Media Operations 13 Known Lead Prospect & Recycled Marketing Qualified Lead Sales Qualified Lead Sales Accepted Lead Sales Accepted Lead Oppty & Deal Marketing Sales Nurturing Database
- 14. 14| Copyright 2014 Quantcast | Blinkered vision
- 15. | Copyright 2014 Quantcast | A change was needed
- 16. | Copyright 2014 Quantcast |
- 17. 17| Copyright 2014 Quantcast | Continuing to ramp 2013 2014 2015 Jan 2013: Quantcast opens Dublin Office June 2013: Demand Generation first hire in EMEA April 2014: First Sales Development hire in EMEA Aug 2014: Second Sales Development hire in EMEA
- 18. 18| Copyright 2014 Quantcast | Selection
- 19. 19| Copyright 2014 Quantcast | Onboarding
- 20. © Quantcast 2013 Lead Lifecycle 2.0 Introduction to Media Operations 20 Known Lead Prospect & Recycled Marketing Qualified Lead Sales Qualified Lead Sales Accepted Lead Sales Accepted Lead Oppty & Deal Marketing Sales Sales Development Representatives Nurturing Database
- 21. © Quantcast 2013 SDR Responsibilities 1. Contact Marketing Qualified Leads 2. Create Sales Qualified leads and deliver them to the Corporate Sales Reps 3. Track Performance of their leads 4. Provide Demand Generation continuous feedback on leads 5. Prospect (January 2015) Apr-16 21
- 22. © Quantcast 2013 BANT Formula for an SQL Budget: The lead has enough budget to make the sale worthwhile Authority: The lead should be able to make the decision, or at least have access to someone who does Need: The lead must have a pain point that Quantcast can help with Timing: The lead is willing to set up a test campaign in a defined time period of time Apr-16Prepared For . Quantcast- Confidentiality Level. 22
- 23. © Quantcast 2013 5 Touch Follow Up Cadence 23
- 24. | Copyright 2014 Quantcast | Three key learnings
- 26. SDRs need 5-10 MQLs per day
- 27. New processes need to be scalable
- 28. 28| Copyright 2014 Quantcast | Further Reading Predictable Revenue, Aaron Ross & Marylou Tyler http://predictablerevenue.com/ Marketo – Definitive Guide to Sales Lead Qualification and Sales Development http://www.marketo.com/definitive-guides/ Insight Squared - The Definitive Guide to Building a Successful Outbound Lead Generation Team http://learn.insightsquared.com/Outbound-Prospecting Before Predictable Revenue – A presentation at Growth Hackers Ireland (Oct 2014) Alan O’Rourke http://www.slideshare.net/AlexandraSashaBlumen/growth-hackers-dublin-6-alan-orourke-slides-2-of-2
- 29. 29| Copyright 2013 Quantcast | Confidential Takeaways Be selective Test everything 1 2 3 Getting started is straightforward Find champions
- 30. | Copyright 2014 Quantcast | Questions?