Meagen Eisenberg, CMO of MongoDB, shares her demand gen expertise she's utilized both now and as CMO of Docusign at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

1. MEAGEN EISENBERG
CMO / MONGODB
@meisenberg @mongodb

2. HOW TO GET MORE LEADS
Meagen Eisenberg – CMO at MongoDB
@meisenberg
@mongodb

3. THE NEXT 30 MINUTES
•What does your current program mix contain?
•What do you need to get more leads?
•People
•Technology
•Process
•Measure of success
•What if I only have $10K?
•Results
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4. WHAT DOES YOUR CURRENT PROGRAM MIX CONTAIN?
Deliver the appropriate marketing mix at the correct
buying stage to draw in leads and accelerate revenue
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5. PEOPLE
•Marketing
•Web team
•Sales
•Customer success
•Analysts
•Thought-leaders
•Partners
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6. TECHNOLOGY: IS YOUR WEBSITE
OPTIMIZED TO CAPTURE LEADS?
•Optimized for lead gen?
•Gating the appropriate
content?
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Product
Awareness
Persona

7. TECHNOLOGY: ARE YOUR FORMS COSTING YOU LEADS?
•SiriusDecisions says 5 or less
•What are the key fields?
•Name
•Title
•Email
•Phone
•Company
•What are the necessary hidden fields?
•Industry
•Company size
•Location info (City, State, Country)
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8. TECHNOLOGY: CAPTURING THE LEADS AND
NECESSARY INFO TO MARKET AND SELL
•Marketing Automation
Platform (MAP)
•Marketing database
•Email platform and
response tracking
•Lead scoring and nurturing
•Sales enablement tools
•Website-activity for website
triggered nurturing
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•Targeting and
personalization platform
•Web form optimization
•Website optimization
•Data append

9. 9
TECHNOLOGY: CLOSED-LOOP PROCESS WITH SALES
•CRM
•Campaigns tracking?
•Campaigns reporting?
•Campaigns measurement
and ROI?

10. PROCESS: UNDERSTAND YOUR EXISTING DATA AND SYSTEMS
Map out your lead flow process
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11. PROCESS: STANDARDIZE HOW YOU MEASURE SUCCESS
Lead taxonomy and definition – Marketing and sales waterfall:
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12. PROCESS: AGREE TO LEAD SCORING MODEL WITH SALES
Give sales a quick way to assess the quality of the lead,
so they can prioritize who to contact
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13. PROCESS: STANDARDIZE YOUR CAMPAIGNS
•Campaign taxonomy
•Type: Webinar, whitepaper, tradeshow,
list buy (NOT = Marketing)
•Campaign naming convention
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14. WHY OPTIMIZING AT MIDDLE OF THE FUNNEL WITH NURTURE?
•Align sales cycle with buy cycle
•Reduce “lead wastage” – plug the leak!
•Notify sales when prospect exhibits
“ready to buy” signals
•Move from trial to buy
•Cultivate prospects with longer term
buying horizons
•Align resources to lead value
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15. MEASURE OF SUCCESS—WHAT’S WORKING AND NOT?
•It’s NOT just Email analysis
•Opens, clickthroughs, form submissions
•Was end goal of quality leads obtained?
•Did you increase trial conversions to buy? And reduce
time to buy from trial?
•Did you reduce the sales cycle?
•What opportunities were influenced
by your programs?
•Measure opportunity revenue with campaign tracking
•Blind form submits
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16. WHAT IF I ONLY HAVE $10K PER MONTH?
•Test, test and test
•Marketing mix for low budget:
•Social media and influencers
•Blogs and educational content
•Webinars and training
•Email marketing—existing database and list pulls
•Customer advocacy, referrals and case studies
•Referral program
•Horse-trading
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17. RESULTS
•Leads
•Deal acceleration
•Marketing efficiencies—small group can operate at large scale
•Documented processes and robust reporting
•Growth in business - Increase in conversion rates, pipeline
and revenue, reduction in churn
•Strong partnership between sales and marketing
•Marketing execution and input valued at the executive level
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18. MEAGEN EISENBERG
THANK YOU!
@meisenberg @mongodb