Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL Conversion Rate
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InsideView is part of a new wave of innovative companies using Fliptop's predictive lead scoring to meet aggressive revenue goals. InsideView looked to Fliptop to help remove the guesswork from their lead qualification process and improve conversion rates to book more meetings. InsideView integrated Fliptop into their sales and marketing process to: Increased lead-to-MQL conversion rate by 2.1x Reduced time for leads to qualify by 3x Achieved 200% of opportunity creation goal
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Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL Conversion Rate
- 1. How to InsideView Doubled Their Lead to MQL Conversion Rate
- 2. 2#predictivemarketing Housekeeping If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard
- 3. Your speakers Joe Lucas Director of Demand Gen and Marketing Operations Jessica Cross Director of Marketing Fliptop 3#predictivemarketing
- 4. Today’s Webinar Agenda 1. Perfect Storm of Demand Generation 2. Driving Revenue, Not Just MQLs 3. The Ideal Marketing Technology Stack 4. Results! 5. Q&A To submit questions during the webinar, please tweet them: #predictivemarketing @fliptop @insideview 44#predictivemarketing
- 5. “Leads that convert to revenue are all that matter. Want your bonus? Drive revenue.” -my boss “We’re generating over 8,000 leads per month!” -me 55#predictivemarketing
- 6. InsideView Demand Generation Goals 2014 6 Improve funnel velocity Qualify inbound leads faster Improve speed to engagement Increase number of qualified opportunities Smooth process for prospects to become customers 66#predictivemarketing
- 7. Inbound leads lacking required information A perfect storm of challenges… 7 Account research reduces sales productivity Traditional demand generation losing effectiveness Buyers are informed and driving the process Automation isn’t enough to fuel revenue growth 77#predictivemarketing
- 8. Yes, It Can Work: Timing and Relevance Drive Engagement 8 Only 10% respond to cold calls or unsolicited emails, yet… Over 80% will engage when they are connected with timing and value. 88#predictivemarketing
- 9. Market Intelligence Provides Relevance and Timing 9 DATA INSIGHTS CONNECTIONS WHO Accurate company and contact information WHAT Curated news and social posts HOW Comprehensive relationship map 9#predictivemarketing
- 10. InsideView’s Marketing Process 5-8K inbound leads 4 fields Enrich leads 28 fields Leads AE’s and SDR’s focus on best leads. Marketing nurtures rest. Results 90% conversion on A’s 40% conversion on B’s Nurture C’s and D’s More Deals Predict, score, deliver 10#predictivemarketing
- 11. InsideView Results Using Fliptop • Q1 Lead to MQL* conversion rate 8% • Q3 Lead to MQL conversion rate 17% That is a 2.1x improvement *MQL=Marketing Qualified Lead 11#predictivemarketing
- 12. InsideView Results Using Fliptop • Q1 Average Time to Qualification was 21 days • Q3 Average Time to Qualification was 7 days That is a 3x improvement 1212#predictivemarketing
- 13. InsideView Results Using Fliptop • Reduced cost per opportunity by half from 2013 to 2014 13#predictivemarketing
- 14. How InsideView Does It • Keep sales focused – less information is more • Give them lead views with only the predictive score visible • Aggressive SLAs on inbound leads • Remove progressive profiling on forms to speed time to qualify • Rely on Fliptop and InsideView market intelligence to qualify 14#predictivemarketing
- 15. Fliptop Customers Typically See: • Improve sales efficiency by 21% • Improve conversion rate by 2x • Reduce time-to-close by 57% 15#predictivemarketing
- 16. How Fliptop builds predictive models Historical Sales 3,500+ Signals / 40+ Data Sources Machine Learning Model Tournament 16#predictivemarketing
- 17. How Fliptop builds predictive models 3,500+ Signals / 40+ Data Sources Model is ready Scored Lead 17#predictivemarketing
- 18. Works with the technology you already use 18#predictivemarketing
- 19. Traditional Lead Scoring 19 Source: www.marketo.com All Names Engaged Prospect & Recycled Lead Sales Lead Opportunity Customer Demographics • Job Title: +3 • Location: +5 • Industry: +1 • Company Size: -10 Behaviors • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content: +8 • Late-stage content: +12 • Searches for “Fliptop”: +8 19#predictivemarketing
- 20. Target Persona With Traditional Score VP of Sales • Job Title: +20 • Attend webinar: +5 • Visit any webpage/blog: +1 • Visit careers pages: -10 • Possible Score = 16 Lead Score 20#predictivemarketing
- 21. Target Persona With Traditional Score Social Media Manager 21 • Early stage content: +3 • Attend webinar: +5 • Visit any webpage/blog: +1 • Watch demos: +5 • Mid-stage content: +8 • Late-stage content: +12 • Possible Score = 34 Lead Score 21#predictivemarketing
- 22. Predictive Lead Scoring = Fit First Approach Social Media Manager VP of Sales 22#predictivemarketing
- 23. Q&A – 10 Minutes Thank you. Contact us for your own predictive lead scoring model info@fliptop.com Joe Lucas Director of Demand Generation and Marketing Operations Jessica Cross Director of Marketing 23#predictivemarketing
Hinweis der Redaktion
- Welcome. Good morning good afternoon and good evening. Thank you for joining us today for our webinar. We are eager to share with you a Fliptop Customer Showcase Webinar, how InsideView doubled their lead to MQL conversion rate. Which is no easy task, believe me.
- Before we go any further, I have a couple housekeeping items. Want to make sure everyone can hear me and see the slides. Please raise your hand in the go to webinar dashboard if you can hear us Please raise your hand in the go to webinar dashboard if you can see us. Great. Let’s get started
- Your speakers today are Joe Lucas, director of demand generation and marketing operations for InsideView, the leading provider of market intelligence for sales and marketing teams. My name is Jessica Cross and I’m the director of marketing here at Fliptop. Previously, I worked at DNN Software, Bazaarvoice, and PowerReviews. I’m also a Marketo Champion and have built at least 4 lead scoring models in my time.
- On today’s agenda Joe will outline for us the perfect storm of demand generation and how he and the InsideView Marketing team leveraged Fliptop to improve conversion rates. I’ll We are interested to hear your thoughts on the matter so please tweet along with us using the hashtag #predictiveleadscoring. You can also post your questions directly in the GoToWebinar module. We will try to get to as many of them at the end We will be sending out slides and recording to all registrants in the days after this webinar.
- Other uses cases for pls and ways our clients are leveraging PLS
- Most of us on the call are familiar with this image. This is Marketo’s depiction of how lead scoring works to tell us how leads are moving through the funnel.
- Make icon for social media manager, make it CLAIRE
- With traditional lead scoring you can have a lead with hundreds of points. If they visit the site every day and download all your content they could rack up a score of 100, say even 1,000. But what does that actually mean in terms of its sales readiness and propensity to buy? Unless you have built a more sophisticated lead scoring, I’m sure many of you on this call suffer from this problem.
- If you are interested in replicating the success that Insideview has seen, contact us for your own predictive lead scoring model. We will