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Build a High Performance, High Velocity, Lead-Generating B2B Machine

Build a High Performance, High Velocity, Lead-Generating B2B Machine. Bryan Semple CMO, SmartBear. Drawing From The Past…. Operations. Sales. SaaS. Product Marketing. High Velocity. Scale. What Model? What Levers?. My Solution. Break problem into smaller pieces

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Build a High Performance, High Velocity, Lead-Generating B2B Machine

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  1. Build a High Performance, High Velocity, Lead-Generating B2B Machine Bryan Semple CMO, SmartBear

  2. Drawing From The Past….. Operations Sales SaaS Product Marketing High Velocity Scale

  3. What Model? What Levers?

  4. My Solution • Break problem into smaller pieces • Figure out how to measure each piece • Organize a team around the pieces and goal them appropriately • Turn the crank

  5. How a Reactor Works

  6. The Pieces – Traffic, Convert, Offline, Nurture, Enable, Opportunities, Close

  7. Segmentation!

  8. Segmenting Traffic

  9. Segmenting Organic Traffic

  10. “Paid” Can Have Multiple Meanings/Formats

  11. Segmentation of Nurturing

  12. An Enabled Sales Rep

  13. My Solution • Break problem into smaller pieces • Figure out how to measure each piece • Organize a team around the pieces and goal them appropriately • Turn the crank

  14. Traffic – Source, Amount, Landing, Goal

  15. Site Conversion

  16. The Imaginary B2B Sales Cycle

  17. A More Realistic Cycle

  18. The Answer to “Your Leads Stink”

  19. Process Health

  20. My Solution • Break problem into smaller pieces • Figure out how to measure each piece • Organize a team around the pieces and goal them appropriately • Turn the crank

  21. People to Processes and Measurements

  22. Administrative Alignment

  23. Build an Operational Marketing Org to Match What Needs to be Done Sales Manager

  24. My Solution • Break problem into smaller pieces • Figure out how to measure each piece • Organize a team around the pieces and goal them appropriately • Turn the crank

  25. Weekly Cadence • Weekly metrics • Weekly sales • Weekly calendar • #chaosmarketingor #realtimemarketing • Enablers, not ends • Content • Email • Webinars

  26. Some Final Philosophy Thoughts • Eliminate what doesn’t work • Measure what you can, not what you want • There is a cost to measurement • Use sampling, but low sample sizes drive wrong conclusions • Guilty until proven innocent – no gaming • Sales drives scoring • MQLs without conversion % mean nothing • Dashboards make you dumb • Google analytics for all! • Marketing is an art

  27. Next Steps Follow my blog: www.storymetrix.com Bryan.Semple@smartbear.com Buy the Kindle Book B2B CMO’ Guide to Digital Marketing Measurement Think Like a Submariner for Operational Success

  28. Thank You!

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