mqa is the new mql€¦ · mqa is the new mql how mqas are the answer to a stalling freemium model....

MQA IS THE NEW MQLHOW MQAS ARE THE ANSWER TO A

STALLING FREEMIUM MODEL

MARKETINGQUALIFIEDACCOUNT

ADVENT OF THEFREEMIUM MODEL

ANATOMY OF AFREEMIUM SALES MODEL

---------------- ECOM SALES MOTION ---------------- INSIDE SALES MOTION ENTERPRISE SALES MOTION

THE LIMITS OF FREEMIUM ECONOMICSIN B2B ENTERPRISE

0%

18%

27%

40%

45%

80% 79%

91%

14%

41%

38% 40%

27%

5%4%

43%

11% 4%

5%

7% 8%

2%7%

2%8%

38% 23% 23% 18% 21% 13% 9% 9%

0%

20%

40%

60%

80%

100%

<$1K $1K - $5K $6K - $15K $16K - $25K $26K - $50K $51K - $100K $101K - $250K >$251K

Field Sales Inside Sales Internet Sales Channel Mixed

Median Contract Size (ACV)

*data: KBCM Technology Group

*Disney is used as a fictional example

Increase in pipeline:

Higher connect rate

Whitespace account routing

%

MQA OUTPERFORMS MQL AND PQL MODELS IN TARGET ACCOUNTS

JAMIE

SR. DIRECTOR MARKETING

OPERATIONS AND AUTOMATION

FRANCIS

CO-FOUNDER AND CRO

InVision Overview

InVision is the Digital Product Design platform

used to make the world’s best customer

experiences.

We provide design tools and educational

resources for teams to navigate every stage of

the product design process, from ideation to

development.

$235M in funding

8 acquisitions of best-in-breed

design-tech companies

Over 500 employees in 22 countries

Leader in design education including

books and films

Used by over 80% of the Fortune 100

Stellar Growth

JAN 2016 JUL 2018

USERS

JAN FEB MAR APR MAY JUN JUL

Hand Raise MQLs Conversion Rate

*numbers have been obfuscated for privacy

MQL OPTIMIZATION HAS HIT

DIMINISHING RETURNS

WHAT DOES THIS TELL US?

Hand raisers display the

highest conversion rate

We’ve optimized copy, time to

touch and offer calendars to MQLs

We’ve maxed out the value we

can get from MQLs, further

optimization is ill spent

WHAT DOES THIS TELL US?

BUT SO HAS PQL*

OPTIMIZATION...

*numbers have been obfuscated for privacy

The biggest percent of our leads

convert at the lowest rate

We used predictive analytics to

optimize conversion rate

JAN FEB MAR APR MAY JUN JUL

PQLs HR MQLs HR MQL Conversion Rate PQL Conversion Rate

*PQL = Product Qualified Lead

We’ve maxed out the value we

can get, and further optimization

is ill spent

60%

Followed up within SLA

%

AND SALES ISN’T THE CULPRIT

WHAT DOES THIS TELL US?

Sales is working all the right

leads thoroughly and timely

The leads they connect with are

indeed engaged

We need to find the accounts

that are ready to convert

WHAT DOES THIS TELL US?

We have high penetration in

target accounts

A lot of accounts are still

using the free or self-sere

version heavily

We need an ABM approach to

our acquisition and engagement

across all accounts

THIS IS A BODLEVEL PRIORITY

Usage Footprint At Target Accounts

Perc

ent

Of

Account Lis

t

Paid Usage Free Usage No Usage

*numbers have been obfuscated for privacy

LORD OF THE RINGS

CONTACTS WITHIN LARGE/TARGET ACCOUNTS MIGHT NEVER PQL...

She uses the product very

lightly but not enough to be

sent to sales

Lindy signs up for InVision

in September. She is NOT

sent to sales.

PQL threshold

Lead score

MADKUDU

BEHAVIORAL

SCORE

TIME

*Disney is used as a fictional example

MQA & PQL threshold

MADKUDU

BEHAVIORAL

SCORE

TIME

...TAKEN INTO THE CONTEXT OF AN ACCOUNT, SALES SHOULD REACH OUT

Disney becomes

a highly engaged

account

*Disney is used as a fictional example

Lead score

Account score

LEAD & ACCOUNT SCORING

Scoring is meant to automate the qualification a rep would perform based

on all the data available (1st and 3rd party)

Do I think this lead could buy

from us?

- NEED (industry, tech)

- BUDGET (Size)

- AUTHORITY (Title)

CUSTOMER FIT (QUALITY)

Is this lead engaged enough with

us that I think they will buy?

- INTENT (user level)

- TIMING (account level)

LIKELIHOOD TO BUY (INTENT)

PRODUCT VS SMARKETING

averageACTIVATE

CONVERSION

Developers

Designers

Analysts Project & ProductManagers

Marketers

CEOs

Founders

Directors

average

*numbers have been obfuscated for privacy

SDR VS AE

averageOPEN

OPPORTUNITY

CLOSED-WON

OPPORTUNITY

Developers

Designers

Analysts

Project & ProductManagers

Marketers

CEOs

Founders

Directors

average

*numbers have been obfuscated for privacy

STEPS TO BUILDING THE MQA BEHAVIORAL MODEL

Account definition

(domain, uid…)

Remove dupes,

outliers, current

customers

DATA PREP

Create event

semantics

Create aggregations

Isolate covariant

features

FEATURE GENERATION

AND SELECTION

Class rebalancing

Ensemble modeling

e.g. decision trees

with orthonormal

feature spaces

Evaluate

TRAIN A

MODEL

Show sales what’s

under the hood to

build trust

EXPLANATORY

MODEL

All models are wrong,

some are useful.

“

GEORGES E. P. BOX

MATHEMATICIAN

MADKUDU IS THE MIDDLEWARE OF MQA

USER DATA SALES

MADKUDU IS THE MIDDLEWARE OF MQA

MQA MACHINEUSER DATA SALES

OPERATIONALIZATION OF MQA

OPERATIONALIZATION OF MQA

Score Accounts

Phase 1

OPERATIONALIZATION OF MQA

Score Accounts

Add Scoring Signals

Prioritization & Assignment

Phase 1

OPERATIONALIZATION OF MQA

Score Accounts

Add Scoring Signals

Prioritization & Assignment

Identifying WHO (Champion/Buyer)

Phase 1

Phase 2

OPERATIONALIZATION OF MQA

Score Accounts

Add Scoring Signals

Prioritization & Assignment

Identifying WHO (Champion/Buyer)

Phase 1

Phase 2

Alerts

OPERATIONALIZATION OF MQA

Score Accounts

Add Scoring Signals

Prioritization & Assignment

Identifying WHO (Champion/Buyer)

Phase 1

Phase 2

Phase 3

Alerts

SLA

OPERATIONALIZATION OF MQA

Score Accounts

Add Scoring Signals

Prioritization & Assignment

Identifying WHO (Champion/Buyer)

Phase 1

Phase 2

Phase 3

Alerts

SLA

Metrics/Accountability

*numbers have been obfuscated for privacy

MQA BEYOND SALES PRIORITIZATION

Proactive chat for

Enterprise prospects on

the blog and website

Personalized website

experience with

customized CTAs

Reduce friction on

forms to increase

conversion rate

B2C, vSMB

Free / eCom models

Activation

Triggers for conversion

SMB ENTERPRISE

Ent. Rep model

MQA

Champion / buyer identification

ISR model

MQL

PQL

ADAPT YOUR PROCESS TO YOUR CUSTOMER’S PROCUREMENT

jamie.sloan@invisionapp.com

SR. DIRECTOR MARKETING

OPERATIONS AND AUTOMATION

francis@madkudu.com

CO-FOUNDER AND CRO