No results found for your search
So for acquiring net-new leads our website and tradeshows are our number one channel. For website, we have a variety of different conversion points--our demo request and we have a lot of thought leadership content. I think that people are interested in attribution, relate to our website messaging, and generally want to know more. By keeping the content updated, I can continually drive traffic there. For tradeshows, the opportunity to have face-to-face conversations with people is critical. At a tradeshow, a customer can really experience our brand and our people. What works for us at tradeshows are intriguing themes, great promotion leading up to the event, a full meeting schedule for our AEs, and we will often host ancillary events , like dinners or parties, to connect on an even more personalized level with our prospects and customers.
For funnel acceleration, believe it or not, direct mail is one of our best performers! Our SDRs, AEs, and customer success team all leverage direct mail. We use a platform called Sendoso that syncs to SFDC and the reps all have a direct mail budget. We provide them with a variety of direct mail options that they can send and we also encourage them to get creative, learn about their prospects, and send highly personalized gifts to people. This works very well for getting meetings and accelerating a buying decision.
I use some of what I learned in my MBA program, but not a lot TBH. However, I did learn a lot of valuable skills on how to work in groups and how to work with different types of people at different skill levels. My MBA program was cohort based, so I worked with a group of 5 people throughout the entire program. Almost all of our projects were group-based. In our group everyone had different skills. We had some folks that were very strong, others that needed help in certain areas, and others who didn't do their full work load. Learning to work with those different personality types has helped me quite a bit in my career. Not only in management, but also in working with my peers. Rarely will you be working in a bubble on your own projects--so it is important to know how to work with and around everyone's unique skills and process.
There was actually a lot missing from the curriculum, I believe. Especially as it pertains to modern marketing. What I learned in my MBA classes around marketing was so basic. It was nothing that could prepare you for what marketing in today's environment is really like. Schools need to add courses on technology and today's marketing strategies. I remember when I was at Marketo, we wrote these really long content pieces called "Definitive Guides", they were very lengthy and on all different topics related to modern marketing. I had many professors reach out to me asking to use the guides as textbooks for their courses. This was great to see!
Can you share an experiment that was a really big win or led to some breakthrough insights?
I am not 100% sure how Wiley works with their authors these days, but back when I wrote the book they sourced authors. So they have folks on their team that research an industry and find appropriate writers. Not too sure how to get on their radar. Also not sure if that maybe has changed. I wrote the book several years ago.
Yes! I have been asked to add chat or awhile now actually. LOL. I just haven't gotten around to it. But good remember to look into it for Q1 :).
Thanks for your questions. Here are my answers:
1) Of course the Warriors are going to win!! :)
2) Once a lead comes into our system we score it in Marketo using a variety of different scoring inputs:
-- Behavior--different conversion points have different scores based on relevance, buyer journey stage, etc
-- Demographics--we also score on demographics such as role, company size, industry, etc
-- Predictive--all incoming leads are assigned a predictive score based on how closely they map to our model
-- Target accounts--we have a pre-determined list of target accounts. If a lead comes inbound from a target account that lead will automatically MQL
All of these elements are combined to reach our score threshold.
Once a lead hits MQL, that lead gets sent to the corresponding SDR. They will either disqual or put it in their prospecting cadence. Once a lead is converted by the SDR that lead becomes an SAL. The SDR will prospect the lead until a meeting is booked. SQL is our meeting stage. And then the AE will determine whether or not that meeting should be an actual opp.
3) I am actually not sure what you mean in terms of predictive metrics for product engagement to conversion. Can you clarify?
BrightFunnel's north star metric is revenue--which is the business' north star metric. Of course, we have lots of other metrics around customer retention, usage etc. However, revenue is what aligns the business. The whole revenue team--across sales, sales development, and marketing is all goaled on revenue. Because at the end of the day, it doesn't matter if you generated 10,000 leads that don't go anywhere. What matters is actually moving the needle for the business. If you have goals aligned to revenue it is important to enable your entire team to understand measurement and pull the reports they need to rally their programs around what drives revenue. BrightFunnel helps quite a bit with this. The platform is easy for my program managers to log into and provide a lot of data on program performance. By analyzing the programs and content that drive revenue, my program managers can continuously optimize and tweak what they do based on results.
The pricing was never displayed on the site and is customized based on your unique business use case. Pricing depends on company size, users, features and functionality that is needed, and if there is custom implementation needed. As far as I know, it was never listed. It is something that we are actively discussing as we continue to build out the website and our offerings.
Most marketers we demo to have never seen this type of data. They are generally trying to pull attribution metrics from their CRM--which is limited to first touch metrics like what sources a deal. Additionally, in B2B there are larger account decision teams. And because of the limitations of the CRM most marketers only see one opportunity contact instead of everyone on that deal that interacted with marketing. As a result, marketers are used to see only one marketing touch attached to one opportunity contact. However, that is only a small fraction of the picture. Buyers and buyer groups interact with marketing multiple times across the buyer journey.
The "aha" moment is when we can show the marketer the difference between the data they are used to seeing and the possibilities of marketing attribution. All of a sudden, they can see how impactful their marketing programs have been across a full account. Plus, they can quickly see how these programs tie to the ultimate business outcome--revenue. In the demo, we have a few screens we go to where we show an opportunity history page. We show what you can see with SFDC and then what you can see with BrightFunnel. It ends up being a critical moment when a marketer realizes that she can truly track every successful touch across a deal cycle.
Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter
Use the feedback box below if you have a question, comment or general feedback.
Your feedback has been sent.