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New Techniques and Technologies To Grow Pipeline From Inbound Marketing

Source: The Economist, 2015

2015 Marketing Priorities

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1. Insane focus on ARR growth

2. Overt goals and role definitions tied to compensation

3. Build marketing outside-in (inbound- AND content-focused)

4. Improve your website reach and power

Top 4 Digital Marketing Initiatives

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Insane Focus On Revenue Growth

Marketing-Driven Acceleration: Grow

Pipeline Faster!

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Agree On Marketing’s Contribution Goals SMB Enterprise

% Marketing-Led 80% 70%

% Inbound 50% 30%

% Outbound 25% 15%

% Teleprospecting 0% 15%

% Referral 5% 10%

% Sales-Led 20% 30%

Amplify Marketing Productivity

Seminal Metric: Digital Marketing Campaigns Per Marketer

Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize

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All N

am

es

Pro

sp

ect

&

Recycl

ed

Lea

d

AW

AR

EN

ESS

En

gag

ed Opportunit

yCustomer

Sale s

Lea

d

MQLSAL

SQL

Nurturing Database

Marketing SDR Sales

Know Your “Math of Marketing”

Opportunities 200 / mo($1,860)

New Customers($5,000)

Leads3,700 / mo

($101)

Prospects6,500 / mo

($57)

19%Active Prospect

Database

4.5%/mo 75%

Paid Names($14)

10%UnpaidNames

24%

Inactive (Last 6 Months)

81%

• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%

1,000 Leads = 54 Opps

27,000 / mo

319K Total55K Prospects

36% engaged x 66% qualified

Leverage Technology To Scale Revenue Growth

LEADS

CRM

Find & Capture New Buyers

“Captora is delivering 26% of our digital leads and millions of dollars in pipeline contribution.”

- Janelle Donovan ServiceMax, Sr Director of Marketing

LEADSMarketing Automation

Demand AnalyzerTM Campaign EngineTM Performance AdvisorTM

See Do Win

Access real-time buyer and competitive intelligence

Scale and optimize digital campaigns and associated

content

Report success across channels, content and the

entire funnel

Deliver Value At Record Speed

M1 M2 M3 M4 M5 M6 M7 M8

20406080100120

100200300400500600

# of Organic Campaigns

# of Organic Leads# of Paid Leads

Time

# of

Cam

paig

ns

# of

Lea

ds/m

onth

- You can produce Paid Search Application new leads in <2 months Strategy: Optimization…increase blended conversion rates by >20%

- You can produce Organic Search Application new leads in <4 months Strategy: Expansion…700 Organic Campaigns (new landing pages)

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300% Better Conversion Rates

Highlights

ServiceMax identified, launched, and optimized over 800 organic campaigns

Improved conversion rates by >300%

ServiceMax has seen millions of dollars of new business using Captora

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Inbound creates the best leads by far: high conversion, high velocity

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How Captora Works

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60% Better Cost-Per-Lead

Highlights

Marketo has launched >150 organic campaigns with Captora

Improved cost-per-lead by 50-60%

Over 90% of Captora leads are coming from non-branded search terms

Engage Buyers with Targeted Campaigns

Engage Buyers with Targeted Campaigns

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Real-Time Actionable Competitive Insight

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Identify Demand Signals for Guided Prioritization

Example Exec ReportCorporate* Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec

Enterprise Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec

EMEA Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec

Total Aug Sep Oct Nov Dec Jan Feb MarPlanSepDec

Plan Forecast Actual

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Thank You!www.captora.com - Free Digital Marketing

Scorecardsales@captora.compaul@captora.com