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Improving Lead Quality with Analytics Across the Lifecycle!

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Shari  Johnston:   @shariajohnston  

Tom  Kahana:   @TomKahana  

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About Demand Gen Report!

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Panelists! MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Shari  Johnston,  Sr.  Director  of  Integrated  MarkeTng,  

Demandbase    

Tom  Kahana,    Sr.  Director  of  MarkeTng  

OperaTons,  Limelight  Networks  

 

Improving Lead Quality with Analytics Across the Lifecycle

“Knowing who you are marketing to, makes it a whole lot more effective throughout your lead lifecycle”

Limelight and Demandbase

Digital Is Dirty

Which Mop?

How We Got Here

The Year 2000

The Year 2014

Smooth Sailing?

Not Smooth Sailing

Trivia Time!

?

Righting the Ship

Those Mops Again...

Baseline? Flatline.

An Imperfect Storm

The Spaghetti Toss

Building an Ark

Data to the Rescue

• Identify visitors with company info

• Gather insights for segmenting

• Build target account marketing programs

• Measure results

How Does That Help Us?

• Had better segmentation data for marketing programs

• Sent the right leads to sales

• Sales reps started to trust the data

• Sales closed more deals

Results

•  30% improved form conversion •  101% pipeline contribution increase

for webinars •  20% direct contribution to pipeline •  100% of new video sales resulted

from sales and marketing alignment

What’s Next?

Automated Nurture

Programs

What’s Next?

Website Personalization

Flying High

Summing It Up

To Right Your Ship: 1.  Know who you’re marketing to 2.  Invest in technology 3.  Have data at your finger tips 4.  Leverage and distribute your insight

Thank You! www.limelight.com | tkahana@llnw.com | @tomkahana

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Q&A // Panelist! MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Shari  Johnston,  Sr.  Director  of  Integrated  MarkeTng,  

Demandbase    

Tom  Kahana,    Sr.  Director  of  MarkeTng  

OperaTons,  Limelight  Networks  

 

#LLCseries  

Lead LifeCycle Series Prize Box!

Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions  using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box  giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher  

the  chance  at  winning  one  of  these  awesome  prizes!    

See  the  full  contest  details  and  rules  at:  h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  

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Thanks for attending this session!!

Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:  

h>p://dg-­‐r.co/lls14