How to get more leads

Meagen Eisenberg CMO at MongoDB

@meisenberg @mongodb
#tractionconf

1000 Tech Partners

2,000+ Customers
35,000 Members
300,000 MongoDB
University Students
20+ million
downloads

The next 20 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

#tractionconf @meisenberg

What does your current program mix contain?

Deliver the appropriate marketing mix at the correct buying stage to draw in leads and
accelerate revenue

People

Marketing
Web team
Sales
Customer success
Analysts
Thought-leaders
Partners

Technology: Is your website optimized to capture

leads?
Optimized for lead gen?
Gating the appropriate content?

Awareness
Product

Persona

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)

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

Targeting and personalization

platform
Web form optimization
Website optimization
Data append

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:

11

Process: Standardize how you measure success

Lead taxonomy and definition Marketing and sales waterfall:

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:

13

#tractionconf @meisenberg

Process: Standardize your campaigns

Campaign taxonomy
Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)
Campaign naming convention

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
15

Measure of success whats working and not?

Its 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
16

What if I only have $10K per month?

Test, test and test
Marketing mix for low budget:
Social media and influencers

17

Blogs and educational content

Webinars and training
Email marketing existing database and list pulls
Customer advocacy, referrals and case studies
Referral program
Horse-trading

#tractionconf @meisenberg

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
18

Meagen Eisenberg
Thank you!
@meisenberg @mongodb
#tractionconf