“No thanks, marketing team, I have enough leads already,” said no sales organization ever. In this panel, Meagan Eisenberg sits down with Emmanuelle Skala and Brendon Cassidy to talk about how she's scaled MongoDB's lead generation engine as its CMO. Skala, the VP of Sales at Influitive, and Cassidy, who’s worked as VP of sales at TalkDesk, EchoSign, and LinkedIn ask Eisenberg about how marketers can help fill sales reps’ funnels – even on a budget.
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In a nutshell:
- Become a thought leader, and gate thought leader-style content (analyst reports, how-to’s, etc.).
- Personalize your site to key accounts when possible.
- If you have less than $10,000 a month to work with, consider using content marketing, referrals and customer evangelism.
A: A product marketer, a web developer/marketing technologist, and in-house designer. The current team consists of marketing, web, sales, customer support, analysts, thought leaders and partners.
Q: What’s the lead distribution?
A: Over 90% of leads come through the MongoDB website. They have four sections – awareness, offers, product and persona.
Q: Do you gate content?
A: They don’t gate customer stories or product briefs, but do gate thought leadership, analyst reports, webinars and how-to’s.
Q: What information do you collect on forms?
A: The key visible fields are name, title, email, phone number and company. The key hidden fields are industry, company size and location.
Q: What’s in your marketing database?
A: Scoring and nurturing, sales enablement, web activity tracking, and email tracking.
Q: Any tips on personalization?
A: Load customer lists from your client’s website if possible, and direct your competitors to your careers page.
Q: How does MongoDB approach nurturing?
A: Align the sales cycle with the buying cycle, but cultivate prospects with long-term buying horizons. MongoDB has over 20 drips based on persona, region and vertical. If they lose a deal to a competitor, they reach out to that account six months later, asking if they’re satisfied and telling them how MongoDB is differentiated.
Q: What can you do with just $10,000 a month for marketing?
A: Test everything. Make a big play on content – it’s relatively cheap, but has a high ROI. Some low-budget marketing channels include social media, webinars and training, email marketing, customer advocacy, referral programs, and horse-trading (trading your product for someone being on a webinar, giving a quote, etc.).
Q: How do you marry account-based marketing and account-based sales development?
A: Use the same metrics on account-based marketing and account-based sales development, but emphasize adding new leads to named accounts rather than sourcing new ones.