"How The Hell Do You Get More Leads?" at SaaStr Annual 2016

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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

MEAGEN EISENBERG
CMO / MONGODB
@meisenberg @mongodb

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

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
3

WHAT DOES YOUR CURRENT PROGRAM MIX CONTAIN?  
Deliver the appropriate marketing mix at the correct  
buying stage to draw in leads and accelerate revenue 
4

PEOPLE
•Marketing
•Web team
•Sales
•Customer success
•Analysts
•Thought-leaders
•Partners
5

TECHNOLOGY: IS YOUR WEBSITE  
OPTIMIZED TO CAPTURE LEADS?
•Optimized for lead gen?
•Gating the appropriate  
content?
6
Product
Awareness
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)
7

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
8
•Targeting and  
personalization platform
•Web form optimization
•Website optimization
•Data append

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

PROCESS: UNDERSTAND YOUR EXISTING DATA AND SYSTEMS
Map out your lead flow process
10

PROCESS: STANDARDIZE HOW YOU MEASURE SUCCESS
Lead taxonomy and definition – Marketing and sales waterfall:
11

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
12

PROCESS: STANDARDIZE YOUR CAMPAIGNS
•Campaign taxonomy
•Type: Webinar, whitepaper, tradeshow,
list buy (NOT = Marketing)
•Campaign naming convention
13

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
14

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
15

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
16

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
17

MEAGEN EISENBERG
THANK YOU!
@meisenberg @mongodb

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Leading the Development of Profitable and Sustainable Products

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一比一原版(毕业证)一桥大学毕业证如何办理

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学历认证补办【微信：A575476】【(毕业证)一桥大学毕业证成绩单offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。【业务选择办理准则】一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。留信网认证的作用: 1:该专业认证可证明留学生真实身份【微信：A575476】 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才 → 【关于价格问题（保证一手价格）我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子我给客户的都是第一手的代理价格，因为我想坦诚对待大家不想跟大家在价格方面浪费时间对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！办理(毕业证)一桥大学毕业证【微信：A575476】外观非常精致，由特殊纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。办理(毕业证)一桥大学毕业证【微信：A575476】格式相对统一，各专业都有相应的模板。通常包括以下部分：校徽：象征着学校的荣誉和传承。校名:学校英文全称授予学位：本部分将注明获得的具体学位名称。毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。办理(毕业证)一桥大学毕业证【微信：A575476】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。综上所述，办理(毕业证)一桥大学毕业证【微信：A575476 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。

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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 3

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  4

5. PEOPLE •Marketing •Web team •Sales •Customer success •Analysts •Thought-leaders •Partners 5

6. TECHNOLOGY: IS YOUR WEBSITE   OPTIMIZED TO CAPTURE LEADS? •Optimized for lead gen? •Gating the appropriate   content? 6 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) 7

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 8 •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 10

11. PROCESS: STANDARDIZE HOW YOU MEASURE SUCCESS Lead taxonomy and definition – Marketing and sales waterfall: 11

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 12

13. PROCESS: STANDARDIZE YOUR CAMPAIGNS •Campaign taxonomy •Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing) •Campaign naming convention 13

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 14

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 15

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 16

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 17

18. MEAGEN EISENBERG THANK YOU! @meisenberg @mongodb

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