mqa is the new mql€¦ · mqa is the new mql how mqas are the answer to a stalling freemium model....
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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
SR. DIRECTOR MARKETING
OPERATIONS AND AUTOMATION
CO-FOUNDER AND CRO