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Feeding Hungry Reps:
Scaling Inbound Lead Flow to Satisfy Sales
Brian Glover
Sr. Product
Marketing Manager
Marketo
Leah Grosky,
Director of Digital
Marketing
Hortonworks
Speakers
Emily Thornhill
Marketing
Automation
Manager
ReachForce
Generating Leads is a Top Priority for B2B
Marketers and Enabler of other Top Goals
Source: Regalix Research, “State of B2B Marketing 2015”
Your Website is
Your Most Effective
Channel for
Reaching Your
Goals
Source: Regalix Research, “State of B2B Marketing 2015”
Look at
that form!
Clearly not
for me! Just run, it will
be over soon!
Is this YOUR website?
Hortonworks Case Study
Leah Grosky, Director of Digital Marketing
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Who is Hortonworks?
Founded in 2011, Hortonworks is the only company truly
capable of capitalizing on ALL data in the Internet of
Anything world.
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Challenges
• Sales team more than doubled in a year
• Inbound lead flow more than doubled in a year
• Missing firmographic and geographic info on leads
• Unable to segment database due to lack of data
standardization
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Objectives
• Capture & standardize prospect data to route and
respond to leads
• Increase web conversion
• Mature inbound marketing strategy through
personalization
• Scale demand generation engine
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Solution
Marketo Real-Time Personalization
• Target account lists
• Personalized Marketing to increase conversion on web
ReachForce SmartForms
• Firmographic Information
• Standardized Existing Information
1) Default View 2) Healthcare industry visitors
see a vertical case study
Real-Time Personalization Example
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Real-Time Personalization Example
Ability to show events
most relevant to lead
based on location.
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
SmartForms Example
What we show What we get
Data captured PLUS
• Industry
• Office & HQ locations
• SIC Code
• Annual Revenue
• Company Size
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Planning & Implementation
Segmented by use case
• Events by Location
• Content by Vertical
• Downloads based on Behavior
• Content by Lifecycle Status
Vertical 1 Vertical 2 Vertical 3
Datasheet
White Paper
Industry Event
Datasheet
White Paper
Industry Event
Datasheet
White Paper
Industry Event
Sample Plan
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Real-Time Personalization +
SmartForms Results
47%Conversion rate for our top
targeted campaign
43%Increase in lead routing
accuracy
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
What’s next for us?
• Data management further with ReachForce fields
• Account-based personalization
• Enhanced behavior-based personalization
ReachForce SmartForms
Emily Thornhill, Marketing Automation Manager
The B2B
Marketers’
Gap
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy Sales
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy Sales
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy Sales
SmartForms provides:
 Industry
 Revenue
 Employee count
 IP address
 Address
 SIC
 NAICS
 URL
 … and 112+ !
Segmentation starts
immediately.
Personalization begins more
quickly and more targeted.
Lead-to-Opportunity is much
faster.
Gaining Insight Quickly
First form fill:
 Name*
 Email*
 Company*
 Role*
 How did you hear
about us?
Second form fill:
 Name*
 Email*
 Phone #*
 What is your biggest
marketing challenge?
 Marketing automation
platform
Third form fill:
 Name*
 Email*
 How big is your
database?
Fourth form fill:
 Name*
 Email*
 Subscribe to our
newsletter?
Most customers have 3-5 reasons each
Customer Adoption of SmartForms
SmartForms Successes
40%Increase in sales pipeline
34%Increased conversions rates
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
 Can I use this on any form?
• Yes, SmartForms can be configured to work on any online lead form.
 Will this interfere with progressive profiling?
• No, SmartForms works alongside progressive profiling fields.
 How much does this cost?
• SmartForms is subscription-based and starts at only $6,000 annually (for 2,500 registrations / yr.).
 How long does this take to set up?
• SmartForms takes as little as 1 day to configure.
 How to set it up/ implementation?
• The ReachForce Customer Success Team configures your SmartForms code and walks you through how to
insert it into your landing page and lead form.
FAQs
Marketo Real-Time Personalization
Brian Glover, Senior Product Marketing Manager
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Why Personalize Web Experiences?
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
What is Web Personalization?
The combination of:
Identifying a person’s attributes
Intent, potential, behavior, profile and/or firmographics
Customizing their experience
by presenting them with relevant messages, offers and images
Top 5 Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
Personalization Results
33%Conversion rates for
personalized campaigns
20%Increase in qualified lead gen
with selected content
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
Why Marketo Real-Time Personalization?
Any CMS, zero IT
Firmographics for anonymous visitors
Predictive content recommendations
Personalized retargeting ads
Marketo + ReachForce
Get More of the Right Leads to the Right Sales Reps
Engage site
visitors with
personalized
content
Pull visitors
back with
personalized
retargeting ads
Shorten the
sales cycle by
capturing data
immediately
Enrich lead
data for better
routing, scoring
& nurturing
Real-Time Personalization SmartForms
Marketo
• Website: Visit us at marketo.com
• E-book: 10 Steps to a Successful Web Personalization Strategy
• Demo: Join a Live Demo
ReachForce
• Website: Visit us at reachforce.com
• Data Analysis: Get a Free Data Analysis and Diagnostic
• Demo: Request a Live Demo of SmartForms
Additional Resources
Questions?
Thank You!
Leah Grosky – lgrosky@hortonworks.com
Emily Thornhill – ethornhill@reachforce.com
Brian Glover – bglover@marketo.com

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Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy Sales

  • 1. Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy Sales
  • 2. Brian Glover Sr. Product Marketing Manager Marketo Leah Grosky, Director of Digital Marketing Hortonworks Speakers Emily Thornhill Marketing Automation Manager ReachForce
  • 3. Generating Leads is a Top Priority for B2B Marketers and Enabler of other Top Goals Source: Regalix Research, “State of B2B Marketing 2015”
  • 4. Your Website is Your Most Effective Channel for Reaching Your Goals Source: Regalix Research, “State of B2B Marketing 2015”
  • 5. Look at that form! Clearly not for me! Just run, it will be over soon! Is this YOUR website?
  • 6. Hortonworks Case Study Leah Grosky, Director of Digital Marketing
  • 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Who is Hortonworks? Founded in 2011, Hortonworks is the only company truly capable of capitalizing on ALL data in the Internet of Anything world.
  • 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Challenges • Sales team more than doubled in a year • Inbound lead flow more than doubled in a year • Missing firmographic and geographic info on leads • Unable to segment database due to lack of data standardization
  • 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Objectives • Capture & standardize prospect data to route and respond to leads • Increase web conversion • Mature inbound marketing strategy through personalization • Scale demand generation engine
  • 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Solution Marketo Real-Time Personalization • Target account lists • Personalized Marketing to increase conversion on web ReachForce SmartForms • Firmographic Information • Standardized Existing Information
  • 11. 1) Default View 2) Healthcare industry visitors see a vertical case study Real-Time Personalization Example
  • 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Real-Time Personalization Example Ability to show events most relevant to lead based on location.
  • 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 SmartForms Example What we show What we get Data captured PLUS • Industry • Office & HQ locations • SIC Code • Annual Revenue • Company Size
  • 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Planning & Implementation Segmented by use case • Events by Location • Content by Vertical • Downloads based on Behavior • Content by Lifecycle Status Vertical 1 Vertical 2 Vertical 3 Datasheet White Paper Industry Event Datasheet White Paper Industry Event Datasheet White Paper Industry Event Sample Plan
  • 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Real-Time Personalization + SmartForms Results 47%Conversion rate for our top targeted campaign 43%Increase in lead routing accuracy
  • 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 What’s next for us? • Data management further with ReachForce fields • Account-based personalization • Enhanced behavior-based personalization
  • 17. ReachForce SmartForms Emily Thornhill, Marketing Automation Manager
  • 22. SmartForms provides:  Industry  Revenue  Employee count  IP address  Address  SIC  NAICS  URL  … and 112+ ! Segmentation starts immediately. Personalization begins more quickly and more targeted. Lead-to-Opportunity is much faster. Gaining Insight Quickly First form fill:  Name*  Email*  Company*  Role*  How did you hear about us? Second form fill:  Name*  Email*  Phone #*  What is your biggest marketing challenge?  Marketing automation platform Third form fill:  Name*  Email*  How big is your database? Fourth form fill:  Name*  Email*  Subscribe to our newsletter?
  • 23. Most customers have 3-5 reasons each Customer Adoption of SmartForms
  • 24. SmartForms Successes 40%Increase in sales pipeline 34%Increased conversions rates
  • 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015
  • 26.  Can I use this on any form? • Yes, SmartForms can be configured to work on any online lead form.  Will this interfere with progressive profiling? • No, SmartForms works alongside progressive profiling fields.  How much does this cost? • SmartForms is subscription-based and starts at only $6,000 annually (for 2,500 registrations / yr.).  How long does this take to set up? • SmartForms takes as little as 1 day to configure.  How to set it up/ implementation? • The ReachForce Customer Success Team configures your SmartForms code and walks you through how to insert it into your landing page and lead form. FAQs
  • 27. Marketo Real-Time Personalization Brian Glover, Senior Product Marketing Manager
  • 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Why Personalize Web Experiences?
  • 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 What is Web Personalization? The combination of: Identifying a person’s attributes Intent, potential, behavior, profile and/or firmographics Customizing their experience by presenting them with relevant messages, offers and images
  • 30. Top 5 Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
  • 31. Personalization Results 33%Conversion rates for personalized campaigns 20%Increase in qualified lead gen with selected content
  • 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 10/6/2015 Why Marketo Real-Time Personalization? Any CMS, zero IT Firmographics for anonymous visitors Predictive content recommendations Personalized retargeting ads
  • 33. Marketo + ReachForce Get More of the Right Leads to the Right Sales Reps Engage site visitors with personalized content Pull visitors back with personalized retargeting ads Shorten the sales cycle by capturing data immediately Enrich lead data for better routing, scoring & nurturing Real-Time Personalization SmartForms
  • 34. Marketo • Website: Visit us at marketo.com • E-book: 10 Steps to a Successful Web Personalization Strategy • Demo: Join a Live Demo ReachForce • Website: Visit us at reachforce.com • Data Analysis: Get a Free Data Analysis and Diagnostic • Demo: Request a Live Demo of SmartForms Additional Resources
  • 36. Thank You! Leah Grosky – lgrosky@hortonworks.com Emily Thornhill – ethornhill@reachforce.com Brian Glover – bglover@marketo.com

Notes de l'éditeur

  1. Update with new cover from visual brand deck.
  2. When you ask B2B marketers about their top objectives, it’s hard to find research that doesn’t include generating leads. In this survey of senior B2B marketers from large and small companies, the 3 priorities that came in above lead gen are Increase in Revenue, Increase in Customers Acquired and Increase in Sales But, it’s hard to accomplish any of those goals without having a reliable flow of quality leads going to your sales reps
  3. When you ask marketers what channels are effective for accomplishing your goals, the top answer is overwhelmingly your website This makes sense bc the website is primary channel most of us use to capture leads and continue engaging with them over time Most of the other channels like email, search, social and so on are designed to drive traffic to where? To your website But what happens when they get there?....
  4. Many of us are showing everyone the same content, regardless of who they are and what they need And asking them fill out these lengthy forms to get what they came there for in the first place. So it’s not surprising that average conversion rates for B2B websites are ONLY between 2-5%. And we tend to accept those averages and invest more and more of our budget in driving traffic to our website Most of which will slip through our fingers without converting. In today’s webinar, we’re going to show you how your can boost conversions rates and scale your inbound lead flow to satisfy the needs of your sales organization We’re going to talk about using data to create a more personalized and efficient website experience, and how to improve your ability to route quality leads to the right sales reps. With that, I’ll pass it over to Leah Grosky at Hortonworks to give you a real world example of how to do this.
  5. Add stats
  6. Include screenshot of web personalization
  7. Update with new cover from visual brand deck.
  8. Again, I want to introduce myself. I am Emily Thornhill and I am the Marketing Automation Manager at ReachForce. Like Leah, we use Marketo as our marketing automation platform, as well as Marketo RTP and, of course, we use SmartForms on our landing pages. Leah did a great job explaining the benefits of SmartForms and how to use the data alongside RTP. I’m going to take the next few minutes to dig in to exactly what SmartForms is and how it works. SmartForms is a data enrichment tool for B2B marketers that sits on top of your existing lead forms and appends data in real-time. SmartForms was created to bridge the gap between user-friendly lead forms that are optimized for conversion (meaning: short, non-invasive, inbound-friendly forms) … and the need to capture the rich data required by your marketing and sales teams to enable routing, scoring, targeting, and segmentation.
  9. How does it work? SmartForms sits on top of any existing form in marketing automation platforms or other lead form software. Here I show an example using Hortonworks’ Contact us page created in Marketo. When I enter my company name in the form, SmartForms is working in real-time, behind-the-scenes to gather firmographic and demographic information for my company.
  10. …after hitting submit, you can see SmartForms is now requesting that I verify which company I am referring to. This feature improves accuracy of the match between the company and the information it provides. And even if they choose “None of the above,” SmartForms chooses for them. This window is fully customizable, including the number of companies suggested, as well as the algorithm of how SmartForms determines which company selections to suggest and/or choose.
  11. Once submitted, SmartForms appends all the company information and sends it to your marketing automation platform. Here you see an illustration of the type of information you’ll get. On the left is the optimized and user-friendly form with a handful of fields. On the right is what SmartForms is pushing into your marketing automation platform alongside the manually entered info. I will point out that this is only a sampling of the information as there are over 120 data points available for appending, including data such as installed technology (for example, are they using Marketo on their site?) or all of the corporate hierarchy information. Again, SmartForms is completely configurable so you can consume as much or as little of this information required for your specific business needs. As Leah mentioned, one of the cool features of SmartForms’ structured data is that it provides company information for domestic offices and/or for the global parent company. This is extremely helpful when it comes to segmentation, account-based marketing, and identifying the possibility of a much larger opportunity available.
  12. Here’s another visualization of how it works and how it worked for Leah. You can see how SmartForms captured the necessary and accurate data more quickly on the first form fill, which: Allowed her to route and push qualified leads to her sales team faster; Allowed her to continue personalization more efficiently for these known leads And, therefore: Shortened the length of the buyer’s journey through the marketing funnel And closed the loop on lead-to-opportunity, which helps prove the direct ROI of marketing programs. Capturing this firmographic and demographic data on the first form fill allows you to use progressive profiling to capture other marketing data such as BANT information.
  13. Additionally, SmartForms is not just for lead routing. There are many benefits for having enriched marketing data. This chart represents the many reasons why our customers are adopting SmartForms. Most of them are not just adopting for one reason – but multiple. The top 3 reasons are: To improve the quality of lead routing and speed the handoff to sales, To capture the data required for lead scoring and to be able to better segment and target leads through the funnel.
  14. Our customers have seen up to 40% increase in sales pipeline and 34% increased conversion rates.
  15. In summary, it all boils down to having complete, accurate and timely data to fuel each piece of your marketing program. SmartForms allows you to capture this data at the first step your customer’s journey through the marketing funnel.
  16. As I said before, SmartForms works on any web form, doesn’t interfere with any other features inside the form and takes as little as 1 day to set up. Please visit the ReachForce website to learn more and I encourage you to sign up for a live, personalized demo of SmartForms. Now I’ll pass the baton back to Brian to talk more about RTP. Seeded Q: Where does the data come from? A: The data is structured, which means its
  17. Update with new cover from visual brand deck.
  18. People come to your website with different needs They come from different industries, different roles and are in different stages of the buying process So why show the same content to EVERYONE? And why show someone the same content visit after visit?
  19. Web personalization allows you to create compelling web experiences for EACH individual visitor. This causes them to stay on your site longer, visit more pages, and ultimately be more likely to convert
  20. Leah talked about personalizing by location and vertical… we also can personalize by....
  21. Marketo RTP + Reachforce SmartForms together helps you get more of the right leads to the right sales reps to increase sales and shorten sales cycles.