Meagen Eisenberg — How the Hell Do You Get More Leads? (Turing Fest 2018)

It’s a multi-million dollar question. And despite all the fancy new tools marketers have at their disposal to measure and optimize, there is still never one clear-cut answer. Meagen Eisenberg, CMO at MongoDB and former VP Demand Gen at DocuSign, shares her playbook for optimizing the funnel at every stage and converting leads into real, paying customers. Some of the biggest takeaways from her talk include how marketing can provide support to sales to attract new customers, the importance of optimizing your web properties to reach more people, and the many ways in which you can generate leads on a tight budget.

Transcript

1. How a world-class marketing team drives more leads Meagen Eisenberg – CMO at MongoDB @meisenberg @mongodb #Turingfest
2. 2 #Turingfest @meisenberg Yale SOM Tech Advisor
3. 3 1200+ Tech Partners 6,500+ Customers 35,000 Members 40+ million downloads 1 million MongoDB University Students
4. 4 Single View of Customer Insurance leader generates coveted single view of customers in 90 days – “The Wall” Problem Why MongoDB Results Problem Solution Results No single view of customer, leading to poor customer experience and churn 145 years of policy data, 70+ systems, 24 different 1-800 numbers, 15+ front- end apps that are not integrated Spent 2 years, $25M trying build single view with DB2 – failed Built “The Wall,” pulling in disparate data and serving single view to customer service reps in real time Flexible data model to aggregate disparate data into single data store Expressive query language and secondary indexes to serve any field in real time Prototyped in 2 weeks Deployed to production in 90 days Decreased churn and improved ability to upsell/cross-sell
5. 5 The next 20 minutes ▪ What does your current marketing program mix contain? ▪ What do you need to get more leads for sales? ▪People ▪Technology ▪Process ▪ Measure of success ▪ What if I only have $10K / £7.6 ▪ Results #Turingfest @meisenberg
6. 6 What does your current program mix contain? 
 Deliver the appropriate marketing mix at the correct buying stage to draw in leads and accelerate revenue

7. 7 People ▪ Marketing ▪ Web team ▪ Sales ▪ Customer success ▪ Analysts ▪ Thought-leaders ▪ Partners #Turingfest @meisenberg
8. 8 Technology: Is your website optimized to capture leads? ▪ Optimized for lead gen? ▪ Gating the appropriate content? Product Awareness Persona #Turingfest @meisenberg
9. 9 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)
10. 10 ▪ Targeting and personalization platform ▪ Web form optimization ▪ Website optimization ▪ Data append 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
11. 11 Technology: Closed-loop process with sales ▪ CRM ▪ Campaigns tracking? ▪ Campaigns reporting? ▪ Campaigns measurement and ROI? #Turingfest @meisenberg
12. 12 Process: Understand your existing data and systems Map out your lead flow process
13. 13 Process: Standardize how you measure success Lead taxonomy and definition – Marketing and sales waterfall:
14. 14 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
15. 15 Process: Standardize your campaigns ▪ Campaign taxonomy ▪ Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing) ▪ Campaign naming convention
16. 16 Inbound marketing:
 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
17. 17 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
18. 18 What if I only have $10K/£7.6 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 #Turingfest @meisenberg
19. 19 Results • Incredible insights and efficiencies gained • Increased lead conversion • Improved prioritization and qualification process • Predictable revenue • Sales and marketing partnership #Turingfest @meisenberg
20. Meagen Eisenberg Thank you! MongoDB Atlas $100 promocode: turingfest100 www.mongodb.com/cloud/Atlas