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Beyond MQLs: Conversion Strategies From First Touch Through Close

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Heather Berggren, Director Thought Leadership & Innovation, Dell EMC

Jeff Reekers, VP Demand Gen, Handshake

Speakers

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Remove the guesswork from Marketing through Predictive

Heather BerggrenDir. Thought Leadership & InnovationDell EMC

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Executive Imperative for Predictive

Predictive intelligence enables marketing to better address key leadership mandates and needs of organizations

Proactively support sales with more high quality leads & earlier engagements

Address a declining marketing win-rate trend and improve revenue growth

Improve efficiency in an environment of limited budgets & sales capacity

Adopt next-gen systems to enhance our ability find & engage the right buyers

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The 3E Framework for Performance Marketing

EFFICIENCY

Target the customers that matter and focus

investment on customers that

provide the highest return

EFFECTIVENESS

Engage customers dynamically with the right message, via the right vehicle, at

the right time to drive meaningful interactions

EXPANSION

Identify and engage deals earlier, bring

sales the most engaged prospects

and find new prospects to target

Develop holistic customer intelligence capabilities that empower marketing & sales to dynamically identify and respond to customer needs

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Proactive with predictive

Drive efficient holistic engagement that effectively aligns vehicle, message, timing and resource decisions to predictive customer intelligence

InboundEngaged Targeting

Dynamic Campaigns

Programmatic LG

Decision ScienceBI Modeling

Resource Allocation

Routing Logic

MediaEngaged Targeting

DCO Delivery

ABM Programmatic

OutboundPrioritized Engagement

Cross-Sell Intelligence

Load Pacing Efficiency

AutomationStage Aware Nurture

Digital Personalization

Intent Graduation

Media Delivery

Inbound Lead Gen

Sales Engagement

Nurture

Intent Spectrum0 100

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Predictive Innovation with Media Partners

Predictive-powered media execution systems have enabled a new frontier of targeting and content delivery that is both scalable and effective

Drive efficiency with hyper targeting

strategies and focused media

spend

Develop effective engagement

strategies that align content to the

customer need

Leverage automated systems to deploy scalable

cross-property campaigns

Phase 1 Phase 2 Phase 3

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Driving the future of B2B Media with Forbes

Through the Forbes and 6sense partnership, Dell can target in-market buyers and begin engaging them throughout their journey with targeted media

BRAND TO

DEMAND

Predictive models informed with deeper insights from

tagged engagements

Enables in-market targeting and engagement throughout

the buyer’s journey

Validates partnerships with key media vendors and

enables innovative vehicles

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A Win For All

The partnership between Forbes, Dell and 6sense is an exciting new opportunity to explore and enable a new era of predictive-driven media

• Source deeper engagement

data & insights to enhance

predictive capabilities

• Foster close network of

media partners to innovate

and develop with

• Provide new capabilities,

partnerships and value for

customers like Dell

• Understand reach of

property & audience for B2B

customers

• Provide new engagement

strategies and value to

customers

• Prove precision campaigns

drive higher value for

customers

• Understand reach of media

vendors across key

audiences

• Ability to target the right

buyer, at right time, with right

content

• Optimize spend for

effectiveness and full-funnel

engagement

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Implementing a Predictive Pilot

Vehicle: Outbound Telenurture Lead-gen

Output: BANT qualified leads

Objective: Test & validate predictive-enabled targeting

Execution Support: NA Storage Campaigns Team

Rationale: Controllable engagement parameters; fast & easily attributable pipeline; simple execution

$ $Volume & Budget

Q1 Q2

Execution Timeline

Segmentation & Targeting

Engagement Plan

Content & Messaging

KPI’s & Expectations

AB

Benchmark & Validation

Campaign Design Elements

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Tele-qual Outcomes & Activation

~70%Target to SQL Conversion Rate Premium

1.4xHigher category

fidelity across opportunities

3xReduction in average engagements to achieve results

25%Uplift in opportunity open rates

Scale Existing

Span Categories

Prioritized Engagement

Dynamic Targeting

Next Iterations

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Tactical Innovation - Journey Beyond

• Enhanced account targeting & info

• Sales priority lists / ABM

• Territory planning

• Event & trip planning

Sales Enablement

Digital Media

• Focused investment & targeting

• Journey path vehicle cross-over

• Stage-aware messaging & content

• Programmatic Integration

Lead Gen

• Enhanced vehicle targeting

• In-funnel investment priorities

• Stage-aware messaging & content

• Targeted & Informed Outbound

• Lead routing automation

• Site personalization

• Dynamic nurture

• Journey-based analytics

Centrally Owned

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Demand Orchestration with the Predictive Stack

Predictive Intelligence & Targeting

Dynamic Lead Gen & Automated Inflow

Score Data & Lead Routing

Vendor

Vendor

Vendor

Multi-Pub Marketplace

Predictive dynamic

campaigns Automated lead scrubbing & delivery

Predictive Feedback Loop

Demand Orchestration is where good data and automation practices enable holistic customer engagement across the marketing stack

Email Nurture

Programmatic Nurture

Media & Demand Campaign Execution

Outbound & Sales Enablement

Site Personalization

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Pipeline Stage Strategies

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Pipeline Category Pipeline Stage Coverage Ratio Sales Enablement

Early First Meeting, Discovery

6X Sales Dev., Direct Mailers

Middle POV, Customer Success

4X Account Webinars, ”S&D”

Late Negotiation, Sig. Pending

2X Road Shows

Pipeline Stages

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Early Stage Sales Development

Demand Gen

Sales Dev

SDR 1

SDR 2

SalesAccount

Exec

AE 1

AE 2

Pipeline Development

Path-To-Close

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Metric Before Change After Change

Dollars Qualified/Mo. $550K $2.5M (+4.5x)

Total Deals Qualified/Mo. 37 86 (+2.3x)

ASP $15K $29K (+1.9x)

Qualification Rate 50% 65% (+1.3x)

Sales Dev Reps 10 6

Qualified / Rep / Mo 3.7 14

Early Stage Qualification Conversion

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Early Stage Pipeline Accelerator

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Metric #

Accounts Targeted 600

Accounts Attended 516

Total Attendees 245

Opportunities 20

$ Opportunities $515K

Accounts Reactivated 8

Early & Mid Stage Webinars

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Mid Stage Surprise & Delight

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Late Stage Road Shows

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Summary

Pipeline Category Sales Enablement

Early Sales Dev AlignmentDirect Mailers

Middle Account Webinars, ”S&D”

Late Road Shows

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