Digital Marketing AccelerationDigital Marketing Acceleration

Uncover key practices to enable you to grow high-

quality pipeline faster than your company’s revenue

growth targets, while improving the cost of acquiring

new customers.

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EXECUTIVE SUMMARY

“Marketers now have access to more and better data than anyone else in the

company to guide, manage, and accelerate revenue growth.” – CMO Report

THE MARKETER’S “NUMERATOR PROBLEM”

How can you grow high-quality pipeline faster than your company’s revenue

growth targets, while improving the cost of acquiring new customers?

The answer is three-fold:

1) Expand the number of campaigns that are generating new,

high-quality leads/trials.

2) Optimize your existing campaigns dramatically increase

conversion rates.

3) Remove wasted time/money spent on the wrong activities.

Section Title (v1)FORMULATE YOUR

VISION FOR

GROWTH

PART ONE:

DEFINE YOUR VISION

Define the mix of your marketing investments to maximize efficient growth.

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The key to cross-funnel efficiency is the point of handoff between

functions.

AGREE ON PROCESS AND DEFINITIONS ACROSS

FUNCTIONS

A full funnel map with high-level definitions and mapping of four functions.

SHARE “MATH OF THE BUSINESS” CHART TO ALIGN TEAM GOALS

PLAN & EXECUTE

YOUR GROWTH

MARKETING VISION

PART TWO:

START PLANNING

Create the right plan and

investment strategy

optimized to beat pipeline

and productivity goals.

These simple reverse math

equations will help you

determine your target

customer acquisition cost to

ramp revenue and

decrease spend.

EXECUTION

What to focus on while you put your

plan into action

DEMAND INTENT

Develop a stack-ranking of phrases to expand/optimize digital campaigns.

CONTENT OPTIMIZATION

Focus on Offers, Landing Pages and Email Copy, and Credibility Builders.

REPORTING METRICS

Measure direct impact on revenue, traffic levels, and conversion rates.

EXECUTION

Here are some reporting templates to get you

started….

SAMPLE REPORTS: PIPELINE DEVELOPMENT

SAMPLE REPORTS: WEEK OVER WEEK CHANGE

SAMPLE REPORTS: MONTHLY MATH OF THE BUSINESS

SAMPLE REPORTS: QUARTERLY MARKETING REPORT

SALES AND MARKETING

ALIGNMENT

PART THREE:

ALIGN COMPENSATION WITH TEAM GOALS

Ensure your company is covering each of the roles below better than the competition, and make sure

all teams are aware of each other’s roles to improve synchronicity across the funnel!

DEMAND GENERATION

Evaluate the demand gen team based on

lead goals determined by pipeline and

revenue targets

CONTENT MARKETING

Create high quality, engaging content that

attracts prospects and drives them through

the funnel.

LEAD QUALIFICATION

Score your leads intelligently so that your SDRs

spend their time working on ones with real

potential.

SALES

Measure time-to-close and close rates per rep so

you are up-to-date on pipeline data and conversion

rates across the funnel.

SCALING GROWTH

MARKETING RESULTS

PART FOUR:

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PLANNING FOR FUTURE SUCCESS

Three things that will help you build a foundation for success.

HIRE GREAT PEOPLE

Keep your eye out for the ”agile marketer” -and don’t let them go.

LEVERAGE YOUR NETWORK

Evaluate your current tech stack against those of your peers and how it meets your scaling needs.

IDENTIFY NEW MARKETING TECHNOLOGIES

What new technologies are on the market that you could leverage to improve your tech stack?

METRICS, REPORTING,

AND REFINEMENT

PART FIVE:

THE BASICSMetrics equal transparency and proactive improvement across your funnel. Evaluate your

strategy and your go-to-market model based on four main variables:

Average Deal Size

Sales Cycle

Velocity

Sales Rep Ramp

CRITICAL FOR OPTIMIZATION

A common understanding and view over time of these metrics is critical for

your plan and vision for improving your results.

FORECASTING THE FUTURE

Add up your total opportunities from the previous month.

Apply your average opportunity-to-close time to determine

which month you will be predicting revenue for.

Multiply your total opportunities by your opportunity-to-

close rate.

Multiply that number by your average deal size. The math

of your business is coming into focus!

SAMPLE REPORT TO HELP YOU STAY ORGANIZED

SAMPLE TOP-OF-FUNNEL CHANNEL REPORT

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THE CLASSIC TOP-OF-FUNNEL PROBLEM

Your biggest challenge is to engage new buyers effectively and at scale. That’s a classic top-of-funnel problem.

Want to learn more?

Click the icon to download the full report!

ABOUT CAPTORA

Captora was created to revolutionize digital, top-of-funnel, marketing. Captora helps marketers

intelligently scale and optimize digital marketing campaigns to accelerate pipeline—and capture

new buyers before their competition.

With Captora Digital Marketing Acceleration marketing teams can:

• Access real-time buyer and competitive intelligence to see content opportunities and demand gaps.

• Scale and optimize digital campaigns and associated content to do more across multiple channels.

• Report success across content, channels, and the more conversions.

Captora | 488 Ellis St., Mountain View, CA 94043

sales@captora.com | Toll free: 866-576-6592

“Accelerate pipeline growth while improving CAC/CPL.”

— Paul Albright| CEO & Co-Founder, Captora

FEATURED CUSTOMERS

Best Digital Marketing Solution

Best Content Marketing Solution

Captora was created to revolutionize digital, top-of-funnel, marketing. Captora helps

marketers intelligently scale and optimize digital marketing campaigns to accelerate

pipeline—and capture new buyers before their competition.

With Captora, Digital Marketing Acceleration, marketing teams can:

• Access real-time buyer and competitive intelligence to see content opportunities and

demand gaps.

• Scale and optimize digital campaigns and associated content to do more across multiple

channels.

• Report success across content, channels, and the more conversions.