Improving Lead Quality With Analytics Across The Lifecycle

3. #LLCseries Follow this webinar on Twi>er #LLCseries Demand Gen Report: @DG_Report Marketo: @Demandbase Shari Johnston: @shariajohnston Tom Kahana: @TomKahana

4. #LLCseries Lead LifeCycle Series Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

5. #LLCseries About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched in 2007 to track best pracTces in lead generaTon •  Newsle>er has grown to more than 28,000 readers •  We also oﬀer a menu of research and best pracTces reports •  New audio/video podcasts at DemandGenReport.com

6. #LLCseries Panelists! MODERATOR: Andrew Gaﬀney Editor, Demand Gen Report Shari Johnston, Sr. Director of Integrated MarkeTng, Demandbase Tom Kahana, Sr. Director of MarkeTng OperaTons, Limelight Networks

7. Improving Lead Quality with Analytics Across the Lifecycle

8. “Knowing who you are marketing to, makes it a whole lot more effective throughout your lead lifecycle”

9. Limelight and Demandbase

10. Digital Is Dirty

11. Which Mop?

12. How We Got Here

13. The Year 2000

14. The Year 2014

15. Smooth Sailing?

16. Not Smooth Sailing

17. Trivia Time! ?

18. Righting the Ship

19. Those Mops Again...

20. Baseline? Flatline.

21. An Imperfect Storm

22. The Spaghetti Toss

23. Building an Ark

24. Data to the Rescue • Identify visitors with company info • Gather insights for segmenting • Build target account marketing programs • Measure results

25. How Does That Help Us? • Had better segmentation data for marketing programs • Sent the right leads to sales • Sales reps started to trust the data • Sales closed more deals

26. Results •  30% improved form conversion •  101% pipeline contribution increase for webinars •  20% direct contribution to pipeline •  100% of new video sales resulted from sales and marketing alignment

27. What’s Next? Automated Nurture Programs

28. What’s Next? Website Personalization

29. Flying High

30. Summing It Up To Right Your Ship: 1.  Know who you’re marketing to 2.  Invest in technology 3.  Have data at your finger tips 4.  Leverage and distribute your insight

31. Thank You! www.limelight.com | tkahana@llnw.com | @tomkahana

32. #LLCseries Q&A // Panelist! MODERATOR: Andrew Gaﬀney Editor, Demand Gen Report Shari Johnston, Sr. Director of Integrated MarkeTng, Demandbase Tom Kahana, Sr. Director of MarkeTng OperaTons, Limelight Networks

33. #LLCseries Lead LifeCycle Series Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

34. #LLCseries Thanks for attending this session!! Make sure to a>end the next session in the Lead LifeCycle Series: h>p://dg-‐r.co/lls14

Improving Lead Quality With Analytics Across The Lifecycle

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