beyond mqls: conversion strategies from first touch through close
TRANSCRIPT
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Beyond MQLs: Conversion Strategies From First Touch Through Close
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Heather Berggren, Director Thought Leadership & Innovation, Dell EMC
Jeff Reekers, VP Demand Gen, Handshake
Speakers
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Remove the guesswork from Marketing through Predictive
Heather BerggrenDir. Thought Leadership & InnovationDell EMC
4 of Y
Executive Imperative for Predictive
Predictive intelligence enables marketing to better address key leadership mandates and needs of organizations
Proactively support sales with more high quality leads & earlier engagements
Address a declining marketing win-rate trend and improve revenue growth
Improve efficiency in an environment of limited budgets & sales capacity
Adopt next-gen systems to enhance our ability find & engage the right buyers
5 of Y
The 3E Framework for Performance Marketing
EFFICIENCY
Target the customers that matter and focus
investment on customers that
provide the highest return
EFFECTIVENESS
Engage customers dynamically with the right message, via the right vehicle, at
the right time to drive meaningful interactions
EXPANSION
Identify and engage deals earlier, bring
sales the most engaged prospects
and find new prospects to target
Develop holistic customer intelligence capabilities that empower marketing & sales to dynamically identify and respond to customer needs
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Proactive with predictive
Drive efficient holistic engagement that effectively aligns vehicle, message, timing and resource decisions to predictive customer intelligence
InboundEngaged Targeting
Dynamic Campaigns
Programmatic LG
Decision ScienceBI Modeling
Resource Allocation
Routing Logic
MediaEngaged Targeting
DCO Delivery
ABM Programmatic
OutboundPrioritized Engagement
Cross-Sell Intelligence
Load Pacing Efficiency
AutomationStage Aware Nurture
Digital Personalization
Intent Graduation
Media Delivery
Inbound Lead Gen
Sales Engagement
Nurture
Intent Spectrum0 100
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Predictive Innovation with Media Partners
Predictive-powered media execution systems have enabled a new frontier of targeting and content delivery that is both scalable and effective
Drive efficiency with hyper targeting
strategies and focused media
spend
Develop effective engagement
strategies that align content to the
customer need
Leverage automated systems to deploy scalable
cross-property campaigns
Phase 1 Phase 2 Phase 3
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Driving the future of B2B Media with Forbes
Through the Forbes and 6sense partnership, Dell can target in-market buyers and begin engaging them throughout their journey with targeted media
BRAND TO
DEMAND
Predictive models informed with deeper insights from
tagged engagements
Enables in-market targeting and engagement throughout
the buyer’s journey
Validates partnerships with key media vendors and
enables innovative vehicles
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A Win For All
The partnership between Forbes, Dell and 6sense is an exciting new opportunity to explore and enable a new era of predictive-driven media
• Source deeper engagement
data & insights to enhance
predictive capabilities
• Foster close network of
media partners to innovate
and develop with
• Provide new capabilities,
partnerships and value for
customers like Dell
• Understand reach of
property & audience for B2B
customers
• Provide new engagement
strategies and value to
customers
• Prove precision campaigns
drive higher value for
customers
• Understand reach of media
vendors across key
audiences
• Ability to target the right
buyer, at right time, with right
content
• Optimize spend for
effectiveness and full-funnel
engagement
10 of Y
Implementing a Predictive Pilot
Vehicle: Outbound Telenurture Lead-gen
Output: BANT qualified leads
Objective: Test & validate predictive-enabled targeting
Execution Support: NA Storage Campaigns Team
Rationale: Controllable engagement parameters; fast & easily attributable pipeline; simple execution
$ $Volume & Budget
Q1 Q2
Execution Timeline
Segmentation & Targeting
Engagement Plan
Content & Messaging
KPI’s & Expectations
AB
Benchmark & Validation
Campaign Design Elements
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Tele-qual Outcomes & Activation
~70%Target to SQL Conversion Rate Premium
1.4xHigher category
fidelity across opportunities
3xReduction in average engagements to achieve results
25%Uplift in opportunity open rates
Scale Existing
Span Categories
Prioritized Engagement
Dynamic Targeting
Next Iterations
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Tactical Innovation - Journey Beyond
• Enhanced account targeting & info
• Sales priority lists / ABM
• Territory planning
• Event & trip planning
Sales Enablement
Digital Media
• Focused investment & targeting
• Journey path vehicle cross-over
• Stage-aware messaging & content
• Programmatic Integration
Lead Gen
• Enhanced vehicle targeting
• In-funnel investment priorities
• Stage-aware messaging & content
• Targeted & Informed Outbound
• Lead routing automation
• Site personalization
• Dynamic nurture
• Journey-based analytics
Centrally Owned
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Demand Orchestration with the Predictive Stack
Predictive Intelligence & Targeting
Dynamic Lead Gen & Automated Inflow
Score Data & Lead Routing
Vendor
Vendor
Vendor
Multi-Pub Marketplace
Predictive dynamic
campaigns Automated lead scrubbing & delivery
Predictive Feedback Loop
Demand Orchestration is where good data and automation practices enable holistic customer engagement across the marketing stack
Email Nurture
Programmatic Nurture
Media & Demand Campaign Execution
Outbound & Sales Enablement
Site Personalization
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Pipeline Stage Strategies
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Pipeline Category Pipeline Stage Coverage Ratio Sales Enablement
Early First Meeting, Discovery
6X Sales Dev., Direct Mailers
Middle POV, Customer Success
4X Account Webinars, ”S&D”
Late Negotiation, Sig. Pending
2X Road Shows
Pipeline Stages
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Early Stage Sales Development
Demand Gen
Sales Dev
SDR 1
SDR 2
SalesAccount
Exec
AE 1
AE 2
Pipeline Development
Path-To-Close
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Metric Before Change After Change
Dollars Qualified/Mo. $550K $2.5M (+4.5x)
Total Deals Qualified/Mo. 37 86 (+2.3x)
ASP $15K $29K (+1.9x)
Qualification Rate 50% 65% (+1.3x)
Sales Dev Reps 10 6
Qualified / Rep / Mo 3.7 14
Early Stage Qualification Conversion
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Early Stage Pipeline Accelerator
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Metric #
Accounts Targeted 600
Accounts Attended 516
Total Attendees 245
Opportunities 20
$ Opportunities $515K
Accounts Reactivated 8
Early & Mid Stage Webinars
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Mid Stage Surprise & Delight
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Late Stage Road Shows
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Summary
Pipeline Category Sales Enablement
Early Sales Dev AlignmentDirect Mailers
Middle Account Webinars, ”S&D”
Late Road Shows
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