This presentation is a case study, presented at the SiriusDecisions Summit 2018, that shows how VanillaSoft and Virtual Causeway worked together to implement a scalable lead engine built upon the Demand Center and Demand Waterfall frameworks.

1. Converting your
Demand Center
into an integrated
Lead Engine
AWESOME

2. OUR COMPANY
Experts in Sales, Marketing, Research and MarTech.
We are the leading Demand Center for B2B organizations.

3. OUR COMPANY
VanillaSoft’s Sales Engagement platform gives your sales team the tools
they need to engage, qualify and close the sale — all in one place. Simple.

4. For Context:
VanillaSoft is a Sales Engagement Platform
marketing automation — MQL
sales engagement — SQL
customer relationship management

5. Wheredoyoustartwhen
buildingan
integratedleadengine?

6. Integrated Lead Engine Timeline & Cheat Sheet
messaging, systems, metrics, resources, lead flow
SEM, SEO, content, social, events, partners
reviews, influencers, analysts, press, awards, speaking

7. MY STAKEHOLDERS
Who will influence my success? How do I engage them? How do I achieve early wins? What are the unknowns? Where is the tribal knowlege?
CEO VP Sales VP R&D Co-Founder
• Customer Acquisition
• Visibility
• Culture Change
• Urgency
• Vocal & Aggressive
• Shareholder Value
• Leads
• Visibility
• Process
• Communication
• Sales Support
• Feature Promotion
• Roadmap Guidance
• Sales Support
• Marketing Success
• Leads
• Visibility
• Shareholder Value

8. STEP ONE SERVICE LEVEL AGREEMENT
Marketing Sales
MQL:
• Content download
• Advertising conversion (i.e. PPC)
• Event attendance
• Inquiry / Request for information
SQL:
• Free trial
• Demo request
• Buy now signal
• Named account
DEFINE YOUR TERMS.
GET AGREEMENT & ALIGNMENT.

9. STEP ONE SERVICE LEVEL AGREEMENT
SALES must respond to every lead with speed
to support the Marketing Investment
HubSpot
VanillaSoft
DataBox
ßContent
ßEvents/Webinars
ßPPC
ßSocialSelling
ßIndustryPartners
ßTechnologyPartners
ßLeadMagnets
ßEmail

10. STEP TWO ESTABLISH A COMMON CORPORATE VOCABULARY
PERSONAS BUYER’S
JOURNEY
KPIs

11. LEAD
ENGINE
H O W T O G E N E R A T E L E A D S

12. STEP THREE ALIGN TACTICS WITH STRATEGY
1 - BROAD MATCH:
(Keywords)
• PPC
• Live Events – ~1/month
• Blog – 1/week
• Lead Magnets – 1/month
• Syndication
• Press
• Awards
• Tech Partners – 1/month
• SEO

13. STEP THREE ALIGN TACTICS WITH STRATEGY
1 - BROAD MATCH:
(Keywords)
• PPC
• Live Events – ~1/month
• Blog – 1/week
• Lead Magnets – 1/month
• Syndication
• Press
• Awards
• Tech Partners – 1/month
• SEO
2 - PHRASE MATCH:
(Titles)
• Webinars – 1/month
• Emails – 1/month
• Live Chat
• Social Selling
• Analysts
• Industry Partners

14. STEP THREE ALIGN TACTICS WITH STRATEGY
1 - BROAD MATCH:
(Keywords)
• PPC
• Live Events – ~1/month
• Blog – 1/week
• Lead Magnets – 1/month
• Syndication
• Press
• Awards
• Tech Partners – 1/month
• SEO
2 - PHRASE MATCH:
(Titles)
• Webinars – 1/month
• Emails – 1/month
• Live Chat
• Social Selling
• Analysts
• Industry Partners
3 - EXACT MATCH:
(Behaviors)
• Reviews
• Case Study – 1/month
• Videos – daily/weekly
• Features – 1/month
• Website

15. STEP THREE ALIGN TACTICS WITH STRATEGY
1 - BROAD MATCH:
(Keywords)
• PPC
• Live Events – ~1/month
• Blog – 1/week
• Lead Magnets – 1/month
• Syndication
• Press
• Awards
• Tech Partners – 1/month
• SEO
2 - PHRASE MATCH:
(Titles)
• Webinars – 1/month
• Emails – 1/month
• Live Chat
• Social Selling
• Analysts
• Industry Partners
3 - EXACT MATCH:
(Behaviors)
• Reviews
• Case Study – 1/month
• Videos – daily/weekly
• Features – 1/month
• Website
4 - CONVERSIONS:
• Nurtures
• Coaching
• Education
• Training

16. Did it work?
It depends.
If you consider doubling our lead flow, deal size, and market
reach a success, within six months, then — yes — it worked.
If you consider lead volume the metric, then — no — it did not.
The lead volume is roughly the same. However, the mixture
and diversity of leads, combined with their targeting, is
dramatically different and now in line with what we need.
Now have leads that we want, rather than leads that we get.
AWESOME

17. SIM
PLE
Use Virtual
Causeway to
implement Account-
based Marketing
Repeat the Integrated Lead Engine we created, but for ABM
Do not disrupt what I’m currently doing
Make mistakes in a sandbox
Learn from the best
Eventually bring in-house
STEP FOUR RINSE AND REPEAT
OUTSOURCE DEMAND CENTER

18. Decision Criteria
Must be a SiriusDecisions Disciple
Must be Proven
Must have best-in-class clients
Must be technology savvy. Diverse set of skills.
Must understand Sales Engagement
VanillaSoft must be important to them
WHICH PARTNER IS RIGHT FOR VANILLASOFT?
OUTSOURCE DEMAND CENTER

19. Define your Rules of
Engagement for
working with a vendor
Defined Costs. No surprises.
Visibility to Everything
Documented Processes
Regular Reporting
Accountability. It’s a Relationship
Teach me..
PROTECT THY SELF
OUTSOURCE DEMAND CENTER

20. Experts in Sales, Marketing, Research and MarTech.
The Leading Demand Center for B2B organizations.
virtualcauseway.com
The Vendor We Selected Was:

21. ABM — What is it?
The SiriusDecisions definition is: “ABM is a
strategic approach that aligns demand
creation programs and messaging against a
set of defined accounts and goals, in a way
that is relevant and valuable to those
accounts and to sales.”
ABM
INCREASED ENGAGEMENT
INCREASED DEAL SIZE
INCREASED CONVERSIONS

22. SIX SIMPLE STEPS
1.Discovery Session
2.Target Personas
3.Develop Content
4.Promote Content
5.Tele-Boosting
6.Lead Qualification
R O A D M A P
BUILDING AN INTEGRATED LEAD ENGINE
Sales
Ready
Leads

23. FOCUS MATTERS

24. • IDENTIFICATION
• Industry, Size and Geography
• Accounts that matter most (most opportunity or strategic)
• CONTENT DEVELOPMENT
• Relevant to influencers and decision makers (personas)
• ENGAGEMENT
• Right content at the right time in the buying cycle
• Touch points – optimize digital, social and tele
• INTEGRATION
• Marketing programs with personalization/targeting content
• Various teams and departments
KNOW YOUR AUDIENCE

25. Target List
• Target contact record or list record
• Profile Fit
• Matches both the company and individual characteristics of a
target profile (Job Function, Department, Company Size,
Geography)
MQL
• Marketing Qualified Lead (MQL)
• Qualified - Interest and Engagement (need/pain)
• Target decision-maker, coach or influencer identified.
• Genuine interest in learning more
• Prospect registers for the webinar or downloads the E-book
Sales Ready
• Sales Ready Leads
• Relevant information indicating propensity to buy
• One or more elements of BANT (Budget-Authority-Need-
Timeframe) has been verified through direct interactions with the
prospect or prospects by phone
LEAD SCORECARD

26. LEAD ENGINE DEMAND CENTER
1 - BROAD MATCH:
(Keywords)
• PPC
• Live Events – ~1/month
• Blog – 1/week
• Lead Magnets – 1/month
• Syndication
• Press
• Awards
• Tech Partners – 1/month
• SEO
2 - PHRASE MATCH:
(Titles)
• Webinars – 1/month
• Emails – 1/month
• Live Chat
• Social Selling
• Analysts
• Industry Partners
3 - EXACT MATCH:
(Behaviors)
• Reviews
• Case Study – 1/month
• Videos – daily/weekly
• Features – 1/month
• Website
4 - CONVERSIONS:
• Nurtures
• Coaching
• Education
• Training

27. Darryl Praill, VanillaSoft
CONTACT US
EMAIL: darryl.praill@vanillasoft.com
TWITTER: @ohpinion8ted
LINKEDIN: https://ca.linkedin.com/in/darrylpraill
Rick Endrulat, Virtual Causeway
EMAIL: rick@v-causeway.com
TWITTER: @rick_endrulat
LINKEDIN: https://ca.linkedin.com/in/rickendrulat