Demand Gen Report's Lead LifeCycle Series session presented by FullCircle CRM

1. #LLCSeries
#LLCSeries
5
Funnel
Metric
Secrets
to
Op2mize
Your
Marke2ng
Performance
SPONSORED
BY

2. #LLCSeries
Follow
this
webinar
on
LinkedIn
&
Twi>er
#LLCSeries
Demand
Gen
Report:
@DG_Report
Full
Circle
Insights:
@fcinsights
Alex
Shipillo:
@alexshipillo
Bonnie
Crater:
@bonniecrater

3. #LLCSeries
About
Demand
Gen
Report
• Launched
in
2007
to
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best
pracMces
in
lead
generaMon
• Newsle>er
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readers
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@DG_Report
h>p://linkd.in/DG_Specialists

4. #LLCSeries
On24
LogisMcs
• Whitepaper
• Datasheet
• Contact
Us
Link

5. #LLCSeries
Panelists
Bonnie
Crater
President
&
CEO
Full
Circle
Insights
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
Alex
Shipillo
Senior
MarkeMng
Manager
Influi2ve

6. #LLCSeries
5
Funnel
Metrics
Secrets
to
OpMmize
Your
MarkeMng
Performance
Alex
Shipillo
Bonnie
Crater

7. AGENDA
IntroducMon
About
Full
Circle
Insights
5
Funnel
Metric
Secrets
to
OpMmize
Your
MarkeMng
Performance
QuesMons
7

8. The
Problem
We
Solve:
The
Great
Data
Divide
Marke2ng
Automa2on
Salesforce
CRM
Impact:
marke2ng
execs
don’t
have
the
visibility
they
need
8

9. 9
Marke2ng
Automa2on
Salesforce
Full
Circle
Insights
on
Salesforce
Marke2ng
Performance
Management
in
Salesforce
9

10. 10
• Head of Demand Gen at Influitive
• Startup Marketer with both B2B and B2C experience
• Obsessed with building revenue as quickly
as possible:
Alex Shipillo
Indochino
380%
revenue growth
in 18 months
Influitive
600%
revenue growth
in 18 months

11. 11
How do we track our funnel?

12. 12
3
2
What’s happening in the
marketing funnel right now?
How is our marketing funnel
changing over time?
Which marketing campaigns are
generating revenue in funnel?
It’s All Starts With 3 Key Funnel Metrics
VOLUME
CONVERSION
INFLUENCE
1

13. 13
DASHBOARD 1
Volume

14. 14
DASHBOARD 2
Conversion

15. 15
DASHBOARD 3
Influence

16. 16
It’s not just
about volume
SECRET 1

17. 17
It’s not just
about volume
SECRET 1

18. 18
SECRET 2
Bring B2C
cohort
analysis to
B2B
Data from Indochino

19. 19
SECRET 2
Bring B2C
cohort
analysis to
B2B

20. 20
As we scale the number of inquiries,
conversion rates drop.
SECRET 3
Understand
funnel health

21. 21
Our SAL to SQO Conversion Rate
increased significantly…and then
dropped again.
SECRET 3
Understand
funnel health

22. 22
Is our new lead scoring
actually working?
SECRET 3
Understand
funnel health

23. 23
SECRET 4
Use velocity
to forecast
growth

24. 24
SECRET 5
Measure
campaign
influence

25. 25
SECRET 5
Measure
campaign
influence

26. 26
It’s not just about volume
5 Funnel Secrets
SECRET
1
2
3
4
5
Bring B2C cohort analysis to B2B
Understand funnel health
Use velocity to forecast growth
Measure campaign influence

27. #LLCSeries
Q
A
//
Panelists
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
@bonniecrater
bonnie@fullcircleinsights.com
(650)
641-­‐2766
www.fullcircleinsights.com
@alexshipillo
alex@influiMve.com
(888)
684-­‐0758
www.influiMve.com

28. #LLCSeries
Thanks
for
aending
this
webinar!
www3.demandgenreport.com/lls15
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