Building and Managing Your Demand Generation Funnel

Marketo User Group - Toronto
November 10, 2015
Alex Shipillo
Director of Demand Generation, Influitive

1. Building and Managing Your Demand Generation Funnel Alex Shipillo Marketo User Group – Toronto November 10, 2015

2. About Me Director of Demand Generation at Influitive Startup Junkie Reformed B2C marketer, now falling in love with B2B 2

3. The Influitive Story 3 NEW CATEGORY: Advocate Marketing 20 MONTHS: 7x MRR Growth SALES ORGANIZATION GROWTH: 5 to 33 $30.5M SERIES B – JULY 25 ~65% OF PIPELINE CREATED BY MARKETING-DRIVEN RESPONSES

4. Funnel Management at Influitive 4 Culture People Process Technology

5. Culture Growth-oriented CEO Core value: design our business for scale Marketing is not a second class citizen Marketing owns a number and is accountable to achieving it 5

6. 6 People Executive team leads the way Very analytical, right-brained demand generation team Anyone can learn the system – no prior experience necessary

7. 7 Process Start with establishing your funnel – keep it simple Align with the Sales team - everyone needs to be measuring the same goals Figure out the mechanics, fields and SLAs Add more “features” later through future iterations

8. 8 Technology

9. Results 9

10. Transparency: gaining trust and p artnership 10 Recently Viewed Marketing Funnel Conversion Rates Marketing Campaign Influence Dashboard Revenue Metrics 2.0 Paid This Month MRR Details

11. Scalability for Growth: supporting 10x growth 11

12. Demand Gen HUD: how are we performing right now? 12

13. Cohort Analysis: h ow is our business changing? 13

14. Campaign Influence: what’s working? 14

15. UTM Parameters: tracking through the pipeline 15

16. Lead scoring: does it help? 16

17. Velocity: generating better targets and forecasting 17

18. Whatever you need: slice and dice in SFDC 18

19. 19 We’re just getting started Incorporate new Outbound SDR strategy into our lead management process Campaign Influence 2.0 Improve lead scoring Implement an account-focused strategy Start thinking about CAC, ROI

20. Questions? Alex Shipillo Director of Demand Generation, Influitive [email protected] @ alexshipillo 20