fbpx
Direct Dials: Reaching the Right People, Right Away

Direct Dials: Reaching the Right People, Right Away

What if you could know who was hunting for your solution? Maybe even researching your competitors?

How much would that help fuel your marketing and outbound team?

Now you can find those people and reach them on all channels. Right away.

With contact-level intent data plus direct dials, you can receive phone numbers, emails, and LinkedIn profiles of the 7% of your market that are actively in the buyer’s journey.

So you can call them before your competitors.

How to make a great cold call

  • Timing. Depending on your average sales cycle, nailing time is key to getting ahead of competitors. Use every tool you can to prioritize who’s looking now, and reach out to them first. This could be based on web traffic, content downloads, or signals of buyer intent. Timing means you can get to them first, and with relevant messaging.

  • Targeting. You have to know who you should be talking to. Go deeper than just knowing thier job title. What’s their role? What type of tasks are they working on? Are they at a large enterprise or a small startup? Are they working in a specific industry? Figure out the type of persona that sees the most success with your solution, then make sure those people are where you focus your efforts.

  • Messaging. Relevant messaging means everything. Once you’ve nailed down who to target, take time to understand them. What does their day-to-day look like? What are their pain points? What would make their life easier? This helps you make your calls conversations instead of pitches, and means you can pinpoint how you can help right away.

  • Touchpoints. It typically takes more than one call or email to get the ball rolling. Get in touch on multiple channels, multiple times. Stats used to recommend a 5 email sequence, but when it comes to a multi-channel approach, 20 touchpoints isn’t off base. Of course, test what works for you, iterate, and optimize.

Why does intent matter?

There are literally thousands of people you could be calling every day. But only 7% of them are actually looking to buy.

When you know who those people are, and which signals of intent they’re showing, your team reaps the benefits.

  • A morale boost – confidently reaching out to more people who want to hear from you feels good and builds momentum.
  • Higher conversion rates – isn’t of dumping time into leads that don’t even have your solution on the radar, focus on the ones who do.
  • An edge on competitors – know when people are looking into your competitors and talk to those leads before they do.

What does our direct dials coverage look like?

🌎  Coverage in 33 countries

🏢 Data on 3.3 million companies

👤  Numbers for 8 million managers and above

About LeadSift

LeadSift identifies B2B prospects based on intent signals, qualifies them, and delivers them to your inbox. Whenever a prospect engages with your competitor’s content, or content published within your industry, LeadSift will discover and deliver them directly to you – complete with verified and accurate company and contact info. LeadSift data can now be enriched with direct dials so you can reach the right people, right away.

How to Build a Multi-Channel Intent Data Strategy

How to Build a Multi-Channel Intent Data Strategy

How Siemplify Generates 60% of Revenue with LeadSift

As intent data becomes a staple in B2B marketer’s stacks, actionability becomes more and more challenging. It’s reported that 67% of marketers struggle to activate their intent data (The B2B Marketer’s State of Intent Data). And what good is data without a plan to use it? How do you build a multi-channel intent data strategy?

We sat down with the team at Siemplify to cover how they integrate intent data throughout their sales and marketing processes, for a multi-channel approach. They’ve built intent throughout the funnel so the data is prioritized and activated continuously, and they have the results to back it.

Rather than looking at it as a challenge, some marketers are using intent data as the glue to connect multi-channel marketing strategies and let them feed their sales efforts.

Multi-channel strategies are all about understanding where your prospects are, and meeting them there.

Let’s dive into how Siemplify does multi-channel powered by intent, how they optimize, and the numbers proving it works (hint: 60% of revenue identified early by intent).

Download Your Shareable Guide



Where intent fits in Siemplify’s stack

For marketing, Siemplify uses Marketo for almost all of their marketing operations including email nurturing, automation, and connecting their content syndication programs. For ads platforms, Google AdWords is the go-to. 

On the sales side, Siemplify generates reports through Salesforce CRM to get a visual on the top accounts, top leads, and any intent-driven leads that may not have made the cut but are still worth contacting since they’re been engaging. All of their outreach is done through Outreach.io. 

Bizible for tracking.

LeadSift is their only intent data source. Since the data is provided at the contact level, they use it across sales and marketing in a number of ways such as lead generation, scoring indication, ABM lists, and more (we’ll get to that).

“LeadSift has been incredibly easy to work with. They’ve been truly like a partner in that anytime we have questions, need help, or even suggestions on how to optimize intent streams they have been very flexible and eager to help and that has gone a very long way.”

– Christopher Mitchell, Demand Generation Manager, Siemplify

How to set up intent streams

Siemplify started with foundational keywords related to their solution then evaluated results weekly. They would check which leads didn’t fit their ICP and optimized for this by making changes or removing keywords that didn’t bring in relevant leads.

They’ve built two intent streams. One is keyword-focused and the other is competitor-focused. The intent campaign focuses on the keywords that will most likely signal positive buying intent, like ‘SOAR Vendors’. This is the ‘main’ campaign and the one that helps identify in-market buyers.

The leads that LeadSift sends over are scored according to the type of trigger that caused them to be sent in the first place, leads that have engaged with keywords directly (engaged with industry news) are given a higher score, than similar leads in the account that aren’t showing intent at all. 

Siemplify applies a relatively small score based on each intent signal, roughly about the same as a web page view. But they aggregate them at the account level and apply some relatively simple score modifiers to try and differentiate between organizations that are considering SOAR vs 1 person that is very interested. 

Here’s an example:

They use a roll-up within Salesforce to pull all of the LeadSift scores from all contacts to the account level, and then add a multiplier based on the number of individual people who are showing intent. So 10 people with 1 or 2 intent signals each will score higher than 1 person with 10-20 intent signals.

Download Your Shareable Guide



How Siemplify does multi-channel

“We’re able to layer intent data on top of everything else we’re doing top of funnel”

– Christopher Mitchell, Demand Generation Manager, Siemplify

Starting with ABM campaigns, Siemplify gives content syndication vendors a list pulled directly from LeadSift intent data to target accounts that are actively showing intent to buy. This allows them to better allocate budget and gain a better ROI from content syndication programs since they are focusing efforts on more relevant accounts.

When it comes to leveraging intent with ads, Siemplify has set up automation so that leads that signal positive intent are automatically synchronized over to Google AdWords with the intention of getting Siemplify’s offer in front of the prospect with some top of funnel messaging. Where they can find a match on their ad platforms they adjust the bids for AdWords slightly higher to help get better placement.  

LeadSift is built into Siemplify’s scoring. Leads get extra points if their account is showing intent. From a marketing perspective, they also provide this data to the SDR team so that if an account shows intent but isn’t on their target account list (TAL) or a lead is showing intent but hasn’t reached the MQL threshold, they still know those are relevant leads and accounts to prioritize, prospect into and follow up on. 

Siemplify dives into the granularity and visibility of knowing specifically which keyword or competitor each lead is engaging with for purposes. They are able to put together strong value propositions based on specific keywords leads are actively engaging with so they can be sure their messaging hits the nail on the head every time.

“LeadSift helps us identify better opportunities for strategic marketing and in most cases are informing us of a buyer’s intent before anyone else”

– Mike Hardwicke Brown, VP Demand Gen, Siemplify

The next step will be implementing intent data into their marketing nurture program so leads showing intent towards certain custom keywords are put into an expedited track or sent specific emails based on topic engagements.

The Results

“We started using LeadSift 3 years ago when we were a younger company, trying to figure out how to strategically use intent data,” says Mike Hardwicke Brown, VP of Demand Gen at Siemplify, “LeadSift came forward as a potential partner and delivered on that promise. They have implemented multiple feature requests and in several cases done some pretty significant product development to help us solve our problems. It’s what most vendors promise and few deliver.”  

LeadSift lives across Siemplify’s sales and marketing funnel, tying the two departments together with intent-driven leads and the power to nurture them through the pipeline with relevance and value.

Today, with LeadSift identifying intent signals in over 60% of Siemplify’s opportunities before they are created, LeadSift aids in driving over 60% of their pipeline and revenue. 

Want a custom report of leads showing intent towards your solution right now?

How 5 Marketing Leaders Generated More Revenue with Events

How 5 Marketing Leaders Generated More Revenue with Events

Every business has a marketing strategy (or so we hope). Here at LeadSift, one of our favorite marketing approaches is our Show me the Data podcast. We sit down regularly with leaders at successful B2B businesses and ask them to share their secrets and their data. Intrigued to see how event marketing adapted to the ground falling out in 2020, we spoke with four directors of demand generation. We’re sharing their key event marketing strategies and how you can action them in any format. 

The guests featured in this article are:

  • Veronica French, Director, Demand Generation at Replicant.ai
  • Tyson Wigfall, Head of Marketing for Breakthrough
  • Hana Jacover, Director of Demand Generation for Madkudu
  • Jordi Capdevilla, Vice President of Marketing, ForceManager
  • Harmony Anderson, Director, Demand Generation Outreach IO

Veronica French, Director, Demand Generation at Replicant.ai 

Event Type: Intimate Events with Seasoned Executives 

Key Strategy: Leverage LinkedIn Event Pages (and Your Networks)

It’s exhilarating to be hired on with a young company, especially one that’s already performing. There are no proven methods or ingrained tactics. The atmosphere is daring and creative. 

When Veronica stepped into her role as Director of Demand Generation at Replicant.ai in early 2020, she was prepared to experiment. Replicant.ai powers customer service conversations with natural voice AI. After her initial deep dive on the business, her demand gen team tossed out the typical ABM playbook. 

“We want to keep our market broad as we gain learnings and see what’s working for different accounts, different industries, different personas,” Veronica told us. 

They build intimate experiential gatherings for roughly 500 companies that their sales reps are already getting to know. The gatherings are bespoke and ad hoc, the two-part agenda featuring an interactive experience and thought leadership. A key strategy is that the events never contain a sales pitch– the moderator only briefly mentions Replicant as the sponsor. This keeps everything high-level and intimate. 

The pilot targeted 30 executives, fifteen showed up. They hoped to scale to 100 attendees for a chocolate tasting. 

Five hundred people registered! 

The stats:

  • 500 registrants
  • 80% legitimate leads 
  • 250-300 new net contacts ($30/lead)
  • 200 direct connections 
  • 30 meetings ($300/meeting)
  • 10 opportunities ($1,000/opportunity)  

How did Veronica’s team blow their targets out of the water? A series of tactics you can easily use for your own strategy.

Replicant utilized the LinkedIn Event Page. Then gave team members a simple call to action: “Invite all the folks you’re talking to on LinkedIn.” 

“We relied on our cumulative network, based off of all of our account reps and senior executives. Invitees can also see who else has registered. So there was a snowball effect where we saw senior C-level executives from giant airlines, giant food industry companies who registered,” Veronica shared. 

Only 200 registrants divulged their personal addresses to receive chocolate kits, but Replicant didn’t let the remaining 300 dissolve into the abyss. They manually invited the registrants to the calendar event with a zoom link and countdown alerts. They also reminded them that the thought leadership piece was worth showing up for even without the chocolate. It worked.

The following events have been a huge hit. The agenda starts with coffee tastings, barbecue classes, cocktail mixology, and the chat goes crazy. By the time the thought leadership piece begins, everyone is friendly and ready to dive into deeper material. With event marketing like that, it’s clear why Replicant is seeing major ROI.

Tyson Wigfall, Head of Marketing for Breakthrough 

Event Type: Quarterly virtual summits

Key Event Marketing Strategy: Start with the Customer

Tyson Wigfall’s marketing team maintained its roughly 50% demand generation when it transitioned from live to virtual events. Breakthrough is an end-to-end practice growth platform for physical therapists. His first key strategy to successful event marketing is something that should be central to any product, service, or event, but is sometimes lost in the process.

“Start with your customer in mind. What is it that they want to know? Typically we’ll ask our customer base or our prospects what they’re looking to learn,” Tyson told us. 

Breakthrough’s events feature topics that help their clients attract more customers and increase their revenue. Like many of our interviewees, thought leadership is the secret sauce to Breakthrough’s events and Tyson builds a running bank of experts to contact at the right time. 

Breakthrough has quarterly summits with at least six speakers and event sponsors and partners to manage as well. Tyson’s second key event marketing strategy is allocating the responsibilities to a dedicated event coordinator. 

“Someone internally has to own the event as a core accountability,” he told us. 

Through multi-channel marketing, Tyson’s team elevates the speakers and the topics, carefully demonstrating the value attendees will receive. Marketing strategy begins broadly and then highlights specific sessions as the date gets closer. Short video interviews with speakers and one-click registration make it easy for people to show up. 

The stats:

  • 600 registrants per quarterly summit
  • 50% fit the ideal client profile
  • 55% of attendees come from email database
  • 45% are net new 
  • 15% want to learn more about Breakthrough (20-30 people in the ideal customer profile)
  • Seven figures were in the pipeline after the last four events 

“But ultimately, the goal of the virtual events is more downstream and long-term. It’s the thought leadership we’re building. I think if you’re just looking at the amount of people that you move all the way through to sales, then you’re going to do the wrong things during the event.” -Tyson Wigfall 

Tyson’s team is certainly doing something right with seven figures in the pipeline after just four events.  

Hana Jacover, Director of Demand Generation for Madkudu

Event Type: Web Series

Key Event Marketing Strategy: Think Beyond Current Limitations 

Marketing is about standing out in a sea of same-ness. How do you show prospects what it feels like to work with you or use your product? Why do you know best what your clients need? 

Hana Jacover’s key strategy is all about obliterating the box that competitors play in. Hana is the Director of Demand Generation for Madkudu, the data science platform for marketers which works within your data stack to help you work more intelligently. 

Hana’s team was seventeen episodes into their weekly “Marketing Operations Confessions Web Series” and we were intrigued to learn more. More specifically, why not just create a podcast? 

“This is a new experiment. So first and foremost, I needed the flexibility to create it or allow it to be whatever it needs to be… to remove some of those guard rails,” she told us. 

Marketing Operations Confessions amplifies the voice of its marketing operations audience. Not by trying to control or become that voice, but by giving a mic to speakers who have a hot take on something their audiences know well. Speakers are passionate, sometimes up and coming, and sometimes industry legends. Every episode is a confession and often stirs up a conversation or catalyzes a debate. 

“We don’t want to infiltrate the marketing ops community. We want to facilitate any of the conversations that are happening, we want to align ourselves with the thought leaders and the existing communities and work with them,” Hana told us.

Sounds like a spicy podcast, and…

Hana also wanted people to register and attend live. The conundrum was that she also wanted to ungate the episodes afterward. So, how do you get people to carve time in their schedule for what can be accessed un-gated and un-scheduled later on? 

Incentivize. 

Madkudu does this a few ways:

  1. Each season, there’s an enticing give-away for attendees (ahem, Yeti Cooler).
  2. Session incentives (they’ve experimented with a $25 lunch card).
  3. The guests themselves! 

The guests’ unique perspectives are what the show is all about after all. Live attendees interact with guests and ask questions, something obviously unavailable in a replay. When sourcing speakers, Madkudu does so with the intention of leveraging their following as a key marketing strategy. That means some attendees are already loyal fans of the speakers.

“We look for people who have a large following and are very active. We also give them the tools to actually promote the session,” Hana said. 

Another winning strategy? Encouraging people to sign up for multiple sessions at once. This unlock saw average registrations leap from 45 per single session to 376.

The Web Series Stats

  • 240 average weekly registrants
  • 15-18% average attendance rate 
  • 50% of registrations are qualified conversions 
  • 40-50% of attendees are qualified conversions 
  • $700k in the pipeline in the last two quarters

“Now we’re just looking for ways to expand. Can we do a panel? Can we do a live Marketing Ops Confession as things open back up? How can we work with partners to constantly be making it bigger and bigger?” -Hana Jacover

Madkudu’s web series broke free from event marketing constraints. If you’re also a rebel, we’d love to hear what you’re up to!

Jordi Capdevilla, Vice President of Marketing, ForceManager

Event: Virtual Summit

Key Event Marketing Strategy: Get Your Teams Excited

Force Manager is the leading mobile CRM for field sales teams with a presence in 36 countries and headquarters in major global cities. 

Right as the world shut down, ForceManager set an audacious goal to host a virtual summit for its customers in six weeks. Rather than sending people fleeing to dark corners of their home workspaces, the tight timeline galvanized ForceManager’s 120 person staff. Twenty to thirty people became deeply involved in the project, including the CEO and marketing and inbound teams. They really showed up for the summit’s promotion phase. 

This team spirit was the summit’s key event marketing strategy that presented itself organically. 

“When everyone inside the company buys in, it makes a huge difference for the marketing team. It means you’re doing a good job, and the external promotion gets much more fun.”  -Jordi Capdevilla

“Everyone can be a marketer, not just marketing. Everyone has great ideas. A lot of our ideas have come from other teams.” Veronica French agrees.

ForceManager drove people to the virtual summit through multiple channels, especially social media ads– mainly LinkedIn, Google, Facebook, and Instagram. They also sent emails to existing customers since that was what the summit was all about: showing up for them in an unprecedented moment and responding to their needs with empathy. Turns out, their prospects needed the same.

The Data

  • 9,977 summit registrants
  • 80%  net new leads
  • 2,721 MQL from the event 
  • 500 free trials for small teams
  • 500 MPS survey results 
  • 40 meetings
  • 10 opportunities

Another key strategy to drive ROI was making the content relevant long after the date it ran, for what they hoped would be a year and a half. When we spoke with Jordi only a few weeks after the summit, ForceManager was seeing just how effective this strategy was. 

10,000 viewers had accessed the summit’s content since the date it launched!

“The people that spoke and the people that attended got, in conduct, to be partners. The value of the exponential reach of the event goes beyond the event itself. So we have people talking about us and our work, and it gives us opportunities beyond that event through people that didn’t know about us before,” Jordi explained. 

Turning your attendees into ambassadors and champions is a major hack for event marketing. Of course, that means that the event itself had to be buzzworthy. 

Harmony Anderson, Director, Demand Generation Outreach IO

Harmony Anderson Show me the data

Event Types: Six-Tiers of Field Marketing Events

Key Marketing Strategy: For Virtual, Put More Time Into Nurturing the Post-Event

Outreach IO is the leading sales engagement platform. Outreach IO’s field team did almost 225 events in 2019 which drove 15% of the year’s demand generation. Their 2020 goal was to up their team’s demand gen to 25%. Harmony’s team didn’t sway from this target when the world went virtual, they merely added one more tier to their five-tier funnel.

One of their biggest events was an industry conference in San Diego that nearly doubled year over year. They anticipated 3,000 in-person attendees; with a lower barrier to the virtual event, they hoped for more. They smashed their target of 7,500 and ended up driving 13,000 people to the event. 

For targets further down the funnel, the field marketing team is curating interactive, small gatherings: comedy shows, celebrity chefs, and even an executive book club for sales VPs.

What stood out with our interview, though, was Harmony’s focus on the post-event. When comparing the virtual touchpoint to an in-person touch point, Harmony’s team scores them as a digital touch similar to a webinar.

“You don’t make that sincere connection as you would in person. So the velocity of conversions through the funnel is much slower, you expect pipeline being generated further out. Rather than in 30 days, you’re probably generating pipeline of 90 to 120 days. You gotta expect that and do more from a follow-up and nurturing standpoint to still drive your pipeline,” Harmony told us. 

This key strategy is one that marketing teams can action easily into their strategy.

Ready for Action

These directors of demand generation are master adaptors. Here’s how to integrate their key strategies into your own event marketing:

  1. Start with your customer. What do your customers and prospects need? Poll your networks, speak with your clients, have questions ready for prospects. Every customer wants to know you’re putting their needs at the center of your company. 
  2. Think beyond current limitations. People are exposed to a lot of content and events. Make yours stand out by breaking the mould. Sit down with your team and create an atmosphere of risk taking. Keep pushing the outlandish ideas, you’ll surprise yourself. 
  3. Get your teams excited. Kick the door open and invite team members from every team, position, and role. Get the janitor in on it. Ask them their ideas on format, topics, sourcing, potential speakers, promotional tactics. The more creativity in the room, the more innovation. The more widespread ownership, the stronger the event. 
  4. LinkedIn Events. Create the event and pull your account representatives and SDRs into the promotion. They simply go to the invite, click “invite connections”, and go through their prospects and everyone they’re already talking to. Let the power of social persuasion take over as people register.
  5. Rely on the power of your guests. Who is making waves? Who is defining the industry or challenging popular notions of your topics? Who has a large following and is active? Do quick interviews to integrate into your ads. Give them the tools to promote the session. 
  6. For virtual, put more effort into the post-event nurturing. Your audiences are inundated with content and event invites. Sometimes they’re multi-tasking with cameras off. Show them you see them and value their engagement by nurturing the lead after the event. Expect to see your pipeline drawn out.

Our interviewees showed us the data! These key strategies have been proven to drive revenue. Test out some of them and let us know what works! 

To hear more data-driven insights around all things marketing and sales, check out the Show Me the Data podcast.

How 3 B2B Sales Leaders Improved and Executed Their Strategies

How 3 B2B Sales Leaders Improved and Executed Their Strategies

Throughout the Show me the Data podcast, we’ve talked to successful sales leaders about the tactics they’ve used to get killer results. We’ve compiled some of their best advice so you can learn from the best of the best in an actionable way. These are the strategies they used to boost their sales and grow revenue. 

The guests featured in this article are:

  • Fernando Nikolic, Director, Demand Generation at Xeneta
  • Filippo Piras, Growth at Shield App
  • Julia Hartwig, Director, Demand Generation at PubNub

Automated Prospecting

If you’re running or working in a small team, efficiency is key. Fernando leads a team of super talented sales and marketing people so he understands firsthand the skill and effort behind doing more with less. They sat down as a team to figure out how to crush their goals without adding more people. And the answer, of course, is automation.

Automation powers marketing stacks across industries, but it can truly be the superpower helping small teams function as big operations. But which channels can be optimized? How can you do it without taking out the human aspect? 

It all started with data for the Xeneta. They set out to automate as many of the steps as possible.

Step one is being super strict with your ICP criteria. Automation works best when no one who isn’t a fit can slip through the cracks.

“When you automate the process from start to finish, if you even have one to five prospects out of the whole list that are not fit, then they will get weird messages and that’s not going to equate into a good ROI.” –Fernando Nikolic

In terms of channels, start where you have the most control. In Xeneta’s case, they had the most control over email and LinkedIn since that is where you can target the most granularly. To do this, they used an automation tool called PhantomBuster. 

The process looked like this:

  1. Work closely with sales to determine key accounts and best fit personas. This gets as granular as vertical, job title, and seniority. 
  2. Build a list in Sales Navigator to import into PhantomBuster to automation an invitation to connect with an introductory email, and scrape for emails. 
  3. Connect Phantom Buster into Drop Contact for email validation
  4. Push emails into CRM (in this case, HubSpot) to build a list.
  5. From the list, they have templates and sequences built and automated to send relevant messaging.

Fernando has LinkedIn messages and emails programmed to come from different team members so prospects aren’t bombarded by the same person from different platforms. “It’s more of a whole customer experience where they get outreach from different channels and different people saying different things at the same time” -Fernando Nikolic

So how many touchpoints is the right amount? “I would say 30 in 30 days”. Fernando says that this might sound aggressive, but you have to remember they’re using different channels (LinkedIn, email, and phone) and different people reaching out. Here’s what that timeline looks like:

  1. In days 1-10 the goal is to convert the lead to an MQL. This involves sending value-add assets through multiple channels to have the lead engage with your content. This is also where elad scoring comes in based on the landing page they click on, and the score gets higher as they continue engaging.
  2. Once the MQLs have engaged enough to reach a certain score threshold (in Xeneta’s case, that score is 12) they become an SQL and are connected with an SDR.
    1. *make sure the SDR team is aware of what the messaging, content, and offers are throughout the sequence so they’re on the same page.

By the time they reach an SDR they are much warmer and more qualified to have that one-to-one conversation. They save time by not reaching out to people who aren’t ready, and all prospecting and nurturing is totally automated until the lead reaches an SDR.

You can hear the entire breakdown of Xeneta’s strategy here.

Social Listening for Warm Outreach

The best way to boost cold outreach conversions? Engage with leads that aren’t really cold.

Filippo has built an outreach strategy around adding context to cold emails using social listening. They pay attention to LinkedIn conversations, trends around their brand, and trends in the industry as a whole. Here’s how they do it: 

  1. Read and look at who is actually showing interest in what they see. Often times Shield customers post about the platform – the Shield team watches for engagements on those posts. Maybe they’re curious about the platform. Maybe they want to understand how other LinkedIn users got some stats about their content.
  2. Reach out to those leads showing interest with the intention of either redirecting them to their weekly product tour or to nurture them longer and add them to a list on Sales Navigator. The way that they handle this is that they have a channel on Slack called “Love channel” where their Head of Marketing shares all of the posts where LinkedIn users tag Shield.
  3. Prioritize warmer leads (the most engaged ones, engaging with the lowest funnel content) over colder ones.

They keep track of the activity of anyone who likes or comments on their posts or posts tagging Shield.

Tip: Filippo keeps it casual with his outreach “I see that you’re posting content [on LinkedIn] – you are actually not tracking the impact of your organic activities, would you like to check our next product tour on Wednesday?”

To encourage conversations outside of customer posts, it’s built into Shield’s company culture to have employees post on LinkedIn. This means everyone from marketing, to engineering, to accounts is actively posting and engaging on LinkedIn. Posts include:

  • Sharing their own areas of expertise
  • Sharing what they know
  • Sharing content and best practices

But how do you convince a busy team to find time to post on their own LinkedIn pages? Friendly competition.

They’ve built a leaderboard in Slack to share the top post of the week, month, and quarter. This inspires the team’s competitive spirit and promotes better content.

Aside from helping warm up outreach, employee LinkedIn presence promotes the brand as a whole and makes names familiar when someone does receive an email from someone on the Shield team.

Listen to everything Filippo had to say here.

SQL Definition and Lead Qualification

show-me-the-data-julia-hartwig

Quality matters. And it can be the difference between overwhelmed SDRs chasing underqualified leads for a too high cost of acquisition, and a successful and efficient pipeline.

When Julia started at PubNub, sales and marketing were separate entities and there was a big gap between leads coming in, and the SDR team reaching out. The first step to fixing this was having the SDR team report to the Demand Gen team. From there, she dove into the data to find where the problems were happening:

  • The number of leads.
  • The cost per MQL
  • The cost per SQL
  • The conversion rate from MQL to SQL
  • The conversion rate to SQL to accepted by the Account Executive

Her goal was to solve for: 

  • The likelihood of closing from an accepted SQL
  • The timeline around closing and winning back the advertising or other costs

“We’re not mad men, this is big data. I don’t care what you think,  just tell me what the numbers tell you.” -Julia Hartwig

Once that was sorted out, here’s how they went about having better SQL definition and lead qualification:

  1. Sort leads looking for the free self-serve model into a separate funnel from paid leads that are more qualified.
    • If you don’t have a freemium option, this could be applied to sorting lead magnet leads from content downloads  into a marketing nurture to warm them up, and pricing or product questions into a separate funnel.
  2. Point all paid leads to the sales team directly.
    • This allowed them to better control costs by seeing which keywords were driving SQLs.
    • Based on the above analogy, these are the lower funnel leads.
  3. Give SDRs the ability to filter leads.
  4. Build intuitive and dynamic lead scoring.
    • Here’s what PubNub considers:
      • Which blogs they visited
      • What document pages they looked at
      • What they are likely to be building
      • What industries they are in
  5. Ensure email quality
    • To reduce bounces and the risk of being thrown into spam folders by sending mass emails, PubNub filters out as many bad emails as they can. They filter the leads to make sure each contact has a good email at the right company that fits their ICP. 

Clean data and alignment mean a predictable pipeline. After 8 months they’ve seen a 48% increase in revenue and since they only push through quality leads their conversion rate rose from 2% to 10-20%.

We dove deeper into PubNub’s entire team restructuring, SQL process, and more here.

Takeaway

At the end of the day, the thing that ties all three of these approaches together is good data. They analyzed the numbers, took on strategies that fit, and iterated for what works.

To hear more data-driven insights around all things marketing and sales, check out the Show Me the Data podcast.

We’re Hiring – Marketing Specialist

About Us

At LeadSift – we’re building a sales intelligence platform to predict buying intent by mining the public web. We help B2B organizations identify and reach their best prospects at the right time. Over 100 of the leading B2B SaaS companies use LeadSift to help optimize ad spend, marketing strategies, and sales outreach.

About the Role

We’re looking for a marketing specialist who is, frankly, just super into marketing. Experience is great but we’re looking for someone who loves the game, wants to experiment with tactics, take risks, learn learn learn, and is obsessed with data.

You’ll work hand in hand with our Head of Marketing, sales, and customer success teams to create and curate “no-fluff” marketing that helps B2B marketers at other technology companies. If you’ve got a balance of right and left brain, paired with a love of revenue-driven marketing and competitive spirit, you might be a perfect fit. 

Full-Time / Halifax, NS / Starting Immediately in-House

Responsibilities

  • Community management – own social media from content creation, community engagement, campaign planning, and KPIs. You get to experiment, engage, and basically be the voice of the brand on social. 
  • Content curation – research plan and execute killer data-driven, actionable content for our audience. Take the opportunity to end fluffy marketing content and write like a marketer, for marketers.
  • Strategy – Support the Head of Marketing in research and planning for new marketing initiatives and experiments to generate revenue.
  • Sales enablement – empower the sales team to add value wherever possible through content, customer-facing marketing recommendations, and delivering high-value leads.
  • Creativity – generate new ideas, test tactics, and identify gaps in the current way of doing things to make it better.

Skills

  • You give a sh!t. You’re eager to kick off a career doing something you love and you want to be great at it.
  • Self-starter attitude. You’re a problem solver, prepared for the fast-paced, many-hats role that comes with working at a start-up. (It’s challenging, but rewarding and you get the opportunity to own projects and run with your ideas without a bunch of experience).
  • You’re revenue-driven. We aren’t tracking the number of leads you bring in. We track the $$$ attributed to marketing so you need to be able to see past the noise. 
  • Attention to detail. Perfect is the enemy of good but you should be able to balance getting things done quickly while maintaining a “high-gloss finish”.
  • Knowledge of video editing and design are a killer skill to have (or you at least want to learn). Don’t count yourself out if you don’t have this, as long as you’re into it and want to get good at it. 

Why you’ll like it here

We’re a diverse team who genuinely like each other. We work hard and play hard (had to use the classic startup line). You’ll get to work with all departments at all levels. All voices are heard. 

  • Start-up culture aka being able to get your hands dirty with many things at once and work on projects you love (plus office dogs and snacks).
  • Full health benefits from day one.
  • 15-days vacation + statutory/federal holidays + we take the last week of the year off.
  • Regular team lunches.

But hey, don’t take my word for it, here’s what our Growth Manager, Bailey has to say:

“First things first, the people here are everything. The team is fun and supportive. Tukan (CEO) and Sreejata (CPO) run LeadSift in total transparency so you always feel like you’re contributing to the bigger picture. I can honestly say this is the best company I’ve worked at and I’m not just saying this because Olivia asked me to.”

To apply, send your resume to [email protected].