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hello everyone a very happy New Year to all of you I wish you all success and happiness in your profession and personalize this new year and the decade coming ahead welcome to the fourth session of our webinar series masters of conversion where you get to learn from the masterminds of draining website experiences my name is vipul and I lead co-marketing 4vw a full funny experience optimization platform now today I'm excited to be hosting two masters tonight promises number one for tonight is Thurman Nanda he has been leading marketing for some of the top companies in the world likes event weight gain but I know he's the CEO and founder of at Cole digital our second master for tonight is at Pitzer Rostov who is the marketing strategy and analysis manager at publicist sapient and has held many Fortune 500 companies in achieving their marketing goals it's great to have you here guys I was both good to have you great to be here as well people thank you for hosting us thanks for coming in guys yeah before I pass on this virtual mic to outfit I just wanted to inform everyone of you that we have reserved 10 minutes at the end of this session for a Q&A section so send in your questions whenever you have one using the questions panel in the GoToWebinar control panel and we'll take them in the end of that orbit the stage is all yours thanks Apple so good morning good afternoon good evening depending upon where you are a quick introduction my name is Arpit and I am really excited to be part of this master of conversation conversion series which actually sounds like a degree so thank you Apple and Vita broad team for hosting me for second time I have over 13 years of experience which is sort of a blend of marketing data analytics and experience optimization and I'm currently working with publicist sappy and which is a digital transformation hub of Publicis Groupe I am Adobe certified Altec analytics and the audience manager business practitioner and have worked with a couple of for b2b SAS companies for over a decade and in last couple of years I have been supporting some large enterprises to enable their digital transformation journey so with that I'll just pass it to third thanks arpit and myself folks my name is darin danda and i have been a career marketer for over 20 years now I spent about 15 years of it working in the b2b space primarily the technology companies and various war-war various hats during those 15 years and you know across the spectrum of marketing be it product marketing demand generation marketing strategy as well as in the last few years I have been working as the head of marketing for b2b organizations and in 2019 I started my own growth marketing agency called hair core digital so really really you know glad to be here and without further ado we'll get into the presentation okay so you know topic for today is full funnel optimization for b2b companies fairly lengthy long topic we could probably talk for hours on this so we're gonna try and do the best we can and leave you with some some really good golden nuggets that you can actually practically use in your day-to-day marketing life so you know the first question that we ask ourselves is what do we optimize for and the most obvious answer you know in everybody's minds is leads and leads is absolutely a very very important part of any business but you know is this the end goal and you know what are the key KPIs that are the most important for a b2b business and when we look at that you know the leads is like I said a leading edge but what we really want to achieve is a very low cost of acquisition we also want to make sure that the customer lifetime value that we're receiving from every customer is is growing the velocity at which we can produce revenue or my time to revenue from once indeed enters our pipeline and then obviously like you know the leads that we've generated what is the clause or conversion ratio that we are able to achieve from them and every business wants revenue and they want growth so yes leads is the leading edge but when you look under the covers you know you see all these different metrics that are the most important for any b2b business and you know you just can't be optimizing at the lead level you have to optimize the entire funnel if you want to achieve the desired conversions as well as the desired results that you seek for your business you know what I would like to do is use an analogy here so all the marketers in the room for a moment forget that you're a marketer but think about yourself as an air traffic controller and all these leads are not leads but airplanes and your job as a marketer is extruded a lead lands safely and actually its destination gate so you just like an air controller has the job of making sure that every plane lands safely and reaches the gate as a marketer I think that is one of the most important things we have to do is make sure that every lead that we are acquiring reaches a logical conclusion and we'll talk more about it in later slides but I'm not going to leave you guys with this thought as I hand it off to our pet who's gonna walk us through some of you know the the formal and formal economics great thanks Ron so I think we have seen this kind of funnel quite often and probably some of you have one or two more or less stages around it but essentially on the top using you have visitors who are like on an anonymous users to your website that are driven through some of the marketing channel campaigns that you're running and some of these actually raise their hand they films they fill out some form that you have on the website we can call that stages in query and among these inquiries there are certain leads that actually match your ideal customer profile we'll talk about what exactly is ideal customer profile it essentially matches certain marketing and sales level service level agreement that the two departments sort of agree on and then these these anchors then turn into excepted leads wherein probably somebody like a sales development representative who could be more closer to marketing sort of get in touch and he sort of validates that this lead has certain prerequisites it could be in terms of budget in terms of authority it could be in terms of the timeline they are looking for and they their actual need so once that is done it actually moves down to the SQL level where probably you're talking about now some sort of a demo or actual meeting and finally you you're talking about the close one so the deal is sign and deal done so basically that's the funnel we we have we all have seen but like is it like the is it like the stage where we stopped I would say big no and here is why so if you go to the next slide so we also have something called post purchase funnel and somehow most of the time it is sort of underrated so here you see there like there again certain stages like purchase adoption retention expansion and advocacy there are certain transactional factors to begin with and the one that was the deal is sign and we have to ensure that those initial touch points they are seamless we will talk about those stages but in details so here the bigger bigger question is how much marketing and the optimization that we are doing currently that is actually dedicated to your existing customers and that's where we talked about this post purchase funnel and are we really basically measuring the entire customer experience post purchase do we have experimentation practices for our product so typically we do have a marketing side where we do lot of a/b testing optimization we drive for conversions but at product level I are we doing something similar where the goals are a little different maybe we are now optimized is optimizing for customer satisfaction or lifetime value those sort of things so that's that's where we are coming from and then if you combine these two it turns out to be not a funnel but and it's like an hourglass so so one of the reasons we emphasized that post purchase funnel is important is because we know we essentially know that it costs seven times more to attract a new customer than to retain existing customer so that's how it's pretty important that we focus on and we know things to its entirety the other thing is in terms of optimization and doing a/b testing it is little hard because it is basically multidisciplinary which which actually means that you got to know the data analytics you've got to know the certain industry facets you got to know content writing you should know some bit of qualitative and quantitative research you got to know UX design psychology all that stuff and more importantly you should have a business sense so this hourglass actually gives you that bigger picture of the business to its entirety where in bringing leads and acquiring customers is important but we always need hunters for the same but what is equally important that we also need farmers who further expand these accounts to repeat purchases drive loyalty and we should have a dedicated optimization program as well around the same you so now I'll just quickly pass it to Turan again to show you what sort of an impact it could bring in with some example if we talk about the phone for full final optimization banks are a bit and so folks you know the what you see on the screen is really a it gets scenario wherein we have shown the top of the funnel which is the up to the point of acquisition of a customer you know from inquiries to MQ else to sales accepted to sales qualified and then one business and then the ASP Israeli the average sales price and then the revenue that you are getting to and if you think about it these are like the five variables in the funnel and it's how you optimize around these and if I asked the people in the room you know can we increase the enquiries by 10% or can we increase the number of M curls that you are able to generate from those M curls by 10% probably most of the people will raise their hand say properly yes if not then maybe we can achieve like closer to that but you know cumulative effect of having this broke you know this view of the funnel broken down by the stages and running optimizations at each level as you can see you know in this example we started with 10,000 enquiries this is without optimization and it results in revenue of $33,000 and we are assuming a like a 10 percent conversion at every stage you know the numbers could vary if the if the ratios conversion ratios are different but this is just an example you show you the power of of this 10% but think about it you know increasing increase by 10% should not be too hard if you're running some good a be testing as well as you know optimizing the traffic channels that you are using and then comes the MQ else in the amp curls if you are you know and we've talked about some some strategies to do that but at every stage a 10% optimization is possible and what you're seeing on your screen right now is that by running 10% optimization every stage were able to achieve fifty-two thousand eight hundred dollars in revenue versus the 33 thousand and what that really means is there are here the power of 10 percent improvement is leading to 60 percent increase in revenue so if I would have asked the question into the room can we increase the revenue by 60 percent by just running optimization the answer is probably no but if we say that can we increase 10% on your achieve 10 percent optimization at every level of the funnel the answer is most likely yes so you know the big thought here is that we have to break down the funnel and we have to look at every stage of the funnel and see what kind of interventions and optimizations we can run as marketers so that we can proffer those results ARPA twine you you know walk us through some of the you know the approach and methodology one can take at looking at the end of the full-frontal optimization great yeah sure so we just saw the power of 10 percent and the obvious question is okay that's great but how do I start so I think we we call it approach this with more like a framework thinking as we call it and we can look into the key areas to sort of operationalize the full funnel optimization and here I proposed like four pillars to set this stage for full Ferrel optimization so at the first you have market essentially is your total addressable market so that you have to clearly define and some of its component include like clearly defining the ideal customer profile we'll have some examples for the same and we'll talk about that in a minute you gotta define the personas because when it comes to be b2b it's not the one person who really takes the the decision of buying or not buying so you got to understand the entire buying committee and sort of create those personas again you have to have understanding of the entire customer journey so that map needs to be there and then you should also list certain challenges that these guys face and that all these together gives you a complete picture the next thing is KPIs I think that on already touch around it amongst the key KPI is that that we should really focus upon when it comes to b2b but in addition to that there is and there's something which I call economic value at all stages because when it comes to b2c or a typical retail or e-commerce website things happen on the website itself the transaction happens on the website so clearly you get the dollar impact but there is a way there is a methodology that we'll talk about and we can sort of bring that thing into b2b word as well and again the kpi's should be based on the campaign objectives and there should be some specific KPIs that we will show you as examples as well so once you have the market and KPI thing in place we are now in a good position to do sort of a gap analysis because you you understand the market you understand what's the current state in terms of the performance in all we are in good shape to do a gap analysis and we can see where are the gaps in terms of visit these certain process gaps between the sales and marketing department are there certain leakages that we have identified across the funnels that we just saw do we have certain pool of contact missing in our database is there a Content missing are we seeing certain certain anomalies or certain gaps in our channel mix in our marketing channel mix in terms of the benchmark that we generally see for a specific industry with this gap analysis the next obvious step would be sort of building a robust roadmap wherein you're aligning the personas content channel and offers across stages or we got to create a experimentation roadmap that itself is a huge topic probably for some later webinar and basically around the database enhancements and enrichment so while while we know the buying Kapiti we know our account penetration are there gaps are we missing out certain important roles that should be there and we are not reaching out to them so that that should be there and there could be certain process optimization that we can think of in terms of SDR sort of access at you between sales and marketing so holistically we have to think and then lastly one of the important thing is product analytics driven marketing which essentially means that you create user experience journey into which opportunities there and the transactions are thoughtfully sort of part of product itself it's embedded in the product itself so the optimisation thing is there in the product thinking as well so let's move on to the next one sorry yeah so so so in terms of the framework we also talked about the customer profile I think I'm sort of a narrow and clearly identified idol customer profile is critical ingredient in your optimization process and here is again sort of a framework that you can extend on your side depending upon the kind of industry kind of product and solution that you have but they're essentially like four components again to define that versus your account attributes so let's say for example we are basically targeting b2b with a revenue of 10 200 million dollars and then they should have a marketing budget of 3 to 15 million dollars and then we identifying the buying committee it could be like 4 people so people who are sort of managing the marketing there should be there could be a guy who is sort of more of a data scientist a person who owns the entire marketing technology stack and the head of marketing it could be your typical buying committee and the third component which is very important it's what really matters to these guys the motivation and we already know that motivation is one of the biggest factors that influence your conversions so having a fair understanding for each persona is is critical and you should definitely document these things and finally is the value prop is a value you trying to propose and it should actually align with each of these rules that are there in the buying committee so let's say marketer is actually looking for a one-stop solution so a platform play could be a value prop that we propose for marketer but a CMO maybe is looking for some some view that can clearly define the return on investment so ingly our our value profile chain and again this dish this is not something written on rock it is something we should be flexible enough to test and optimize all right so I think the other thing I mentioned in our initial full funnel optimization framework was the economic value so I know this this light looks little busy but I always just try to make it a little simple so basically what is happening here I've just taken a hypothetical example wherein let's say a website has a hundred thousand visitors at coming in and let's assume that there are like five thousand inquiries that happen and in terms of forum film and in each of those subsequent the final stages mqs and SES and SQL like there is a 30% conversion that's happening so essentially we are we end up with 440 these that have been signed and let's assume that the ener-d the contract value is let's say $10,000 so basically we have a closed one revenue of $400,000 so we can basically say here in this scenario we have $400,000 worth revenue and happened and that actually is being influenced by 100,000 visitors that came in and if that that's a simple math so economic value add visitor level on the top is $4 and ingly you can do the economic value against each of those stages and so here why it is important because we already know that for example in b2c world we have revenue per visitor so it's it's a metric equivalent to that in in in b2b word and it also helps you give some context like if you have these numbers in place you have no failure to standing like how much you can invest in terms of cost across these stages are typical visitor is worth how much of duck dollars so that's how you can plan out your marketing spend and it becomes a great tool optimize and also sort of monitor on ongoing basis yeah so I would like to add that you know having this view is this is very important and it seems it may it seems like it is complex to to create or calculate it really is not especially like you know the the economic value of your visitors and enquiries is because those numbers every organization pretty much has and then the resulting revenue we know that because the beauty of of looking at it at this level is that it provides both a micro as well as a macro view so at the micro level you need that you know that every lead that is coming in what is its words and at the macro level you can think about the scale and opportunities that you could drive if you know you you can up created the right kind of channel mix if you created the right kind of traffic if you created the right kind of investment into your marketing channels and this also is a great way for you know getting your doing a budget planning as well so you know I think the you know it's it though it was primarily applied in the e-commerce world but I think it has a really really strong business case to be used in the b2b space as well and the other thing which happens is like you know as you do the optimizations these numbers would move up and down and like the resultant impact so for example if you can if you could increase the resulting revenue like like we talked about the full funnel optimization earlier if you could increase the revenue by 50% and take it to 600k all of a sudden you know your economic value of your of your visitor looks far more attractive at that point so I think because then then the economic value becomes six dollars because now you're generating 600 K and not just that if you look at the like the lifetime value of that lead and and you know the example that our PTA he has I believe a you know the the assumption that the lead is going to be there the customer is gonna be there for three years so 10 K a year subscription generating 30 K in lifetime value now the dollar one lifetime value from the 40 deals is like 12 100k or 1.2 million dollars and if you look at that then it becomes even more impressive so I think when you are doing your analysis important to understand the lifetime value and understanding the economic value of each lead and you know obviously you can run these analytics by K pi you know PI channel by campaign by industry by segment and can I do all kinds of optimizations based on the insights that you get from that back to your booth yeah and the basically the other school of thought or is if in terms of the customer acquisition cost and lifetime value fee if you see that ratio that also gives you a some sense so let's say you are like basically having a ratio let's say 1 is to 7 and then this that essentially means that probably there could be a room to invest more or marketing and based on the the organization goals so monitoring it is important as well as the the influence of each of those metrics at each stages they have impact across the funnel you all right so I'll again pass it for to Turin thanks our people so I think we talked about the optimizations and importance of it and initially our present given us a framework that we need to have like enough content and positioning strategy in place so how walk you guys through like in other different stages of the funnel and the nurtures and the type of content that is relevant at those stages so you know we have the obvious top of the funnel the middle of the funnel and the bottom of the funnel but you know I would like to also talk about post purchase as well as the remarketing so on the top of the funnel you obviously want to have like in a thought leader type of content drive brand awareness and and have like kind of content that is like that works as lead magnets that people want to engage with and has like low friction forms that people would fail so that you can start collecting those leads and then as you are nurturing them in the middle of the funnel you know you want to have like industry specific positioning so if you are working with you know if you are targeting different industries make sure that you have industry specific content you know and guide them to evaluation the content should be guiding them to a solid sound evaluation and make them feel like they're making a good decision and then obviously the solution you know focused and the ROI that they would be getting by implementing that solution and as they move in further in the sales funnel the the bottom of the funnel should be the ROI that they can be driving for the company by choosing that product any kind of case studies from existing customers as well as like you know you know press releases or PR and air you know analyst relation air cover that you can provide in terms of research as well as you know third-party validation that they're getting through PR and a and you know that's kind of your typical sales funnel and then you have like you know your post purchase so if they did become a customer you want to make sure that you know their their first impression or the onboarding support is amazing so and marketing has a role to play in there because a lot of time customers are looking for digital onboarding they are nearly not looking for people who guide them through so if you can you know help your post sales teams or your customer service teams create really engaging programs create online communities you know build the proper documentation and make sure that there are channels available for the customers to you know to get the answers when they need and make all this available in a digital format really really and proactively push it through marketing automation as well and then you know you always want to make sure that you have a good understanding of the the CSAT score of the customer satisfaction score and marketing should run CSAT campaigns and the CSAT campaigns can also be great triggers for understanding if at any point there is a risk of losing a customer and another thing which is very very important in fact it is important throughout the funnel but once they have become a customer they would love to know about you and what is your greater purpose so just don't talk about the products you every company has you know a purpose beyond revenue so what is that purpose and see if we can make your customers a part of that that journey you know whether it is you care about your city whether you care about a certain kind of social problem whether as an organization you support any charities make sure that you know that messaging is part of your post purchase because now you have a relationship with them as a customer and they're you know you can also run programs where you can become part of their purpose so by donating to charities that they you know work with or like or follow you know a great example is like you know from referrals if they're giving you referrals a certain percentage of the revenue you get you can actually donate it to a charity of their choice so these kind of programs you know they really really kind of connect you from a purpose perspective and then you know we'll take a little step back and say at the bottom of the funnel maybe you did not win a deal and and the the prospect went to a competitor so but you don't stop marketing to them at that point I think you need to run remarketing campaigns where you're talking to them about advantages that you provide versus the competitors there's also you know if they already are using somebody else and they say hey you know don't talk to me right now because I'm already you know in contract for the next six months I think you based on that disposition you are you should be marketing to them here in terms of why they need to switch and how you can provide a better return on invest investment and you know at a certain point it is also very very important to run risk free pilots so if a lot of times it's a displacement sale they may be already using a competitor or a different product that is serving the same purpose so offering a risk-free pilot wherein you come and do some of the heavy lifting and run the pilot and if it shows or proves the ROI they make the switch you know these are some ideas of how you look at the entire photo and make sure that you have the relevant content okay next you know I'd like to come back to kind of one of my favorite topics which is land every lead we talked about the fact that you know you have to treat them like airplanes and you run a traffic controller and you don't need to have a controller can't just go home and say you know what they were like a hundred planes that were landing today I landed 90 of them safely and 10 of them crashed that is not a very good thing so if you think about your leads like an airplane and your air traffic controller you know this is a framework that you can use in a b2b world and if you have a complete airtight lead file now I would you know say that probably there is no 100% airtight found out there every funnel has some level of leakage in the b2b world but this is a framework for you to apply and see how you can minimize that leakage in your funnel so again we talked about the three funnels top of the funnel middle of the funnel at the bottom of the funnel and yet each stage you need to be very careful of like you know filtering out the leads that you don't need to waste time on so at the top of the funnel you know competitors employees partners you know if they're not in your targeted geo area if it is invalid data make sure that you're not resting any of your resources here and just kind of eliminate them from from your marketing and then you know there may be people who are not ready to purchase but that doesn't mean that you're not going to market to them so if they are not qualified at this point from a budget Authority need and time frame perspective the typical band qualification you still need to run you know nurture programs against them they might purchase in the future they're influencers that you want to keep in the loop and progressing you know through the funnel based on their interest so these are the personas you wanna like you know really treat with white gloves make sure that you have you know programs that are taking care of them nurture programs there are pushing them through the lead life cycle and then obviously the bottom of the funnel they know purchase deferred purchase or the purchase from a competitor I already talked about that again these are folks that will could possibly buy from you though in the future and you should be running disposition based nurtures there one very important thing is you have to have fast tracks both at the top of the funnel and the middle of the funnel these fast tracks could be like you know people who are filling a contact us form somebody who's requesting a code or it is a referal lead from an existing customer these should go straight to your best sales reps and you know this should be followed upon like immediately same thing you know have the the mq level you if you see an amp QL from an existing opportunity account so then account already has an opportunity and a new person enters your sales and marketing funnel make sure they're fast tracked to the to the sales reps at the bottom of the power any kind of digital body language signals that you see that need to like move the the lead forward right away or it could be also based on like you know if ten people from the same company are coming to your website that means they may not like all of them make each one of them may not be qualified but if there is too much traffic from one company that that does signify for you to actually move them to the bottom of the funnel and have them connected with sales right away and then there could be like event triggers you know if it could be like I'll give you guys an example you know while I was working at Trend Micro it's a internet security company so anytime there was a major security breach or I did identity theft at for example a retailer so you've always seen like no credit card data being stolen or any kind of major security breach we would make sure that all retail companies any leads that we had from them move to the to the to the sales team because that's a trigger point where every retailer is thinking are they is their customer data secure enough so look for you know events that can help you you know fast-track your leads from you know the top of the funnel middle of the funnel to the bottom of the farm next so we've drawn a lot about the you know the top half of the funnel till somebody becomes a customer now would like to take a few minutes and walk you guys through like it was a customer lifecycle marketing and what are the best practices around it and I'll show you an example of a company just in a few minutes so you know for a customer lifecycle marketing point of view again you have to define nurtures across the lifecycle automate account renewal and upsell process extremely important everyone in the b2b space is using some sort of an marketing automation software today you can you can company you can build a lot of automated communication around your upsells bail reports to track customer engagement and their health most important look at your product data as well and see how they're engaging with the product and how well it is progressing and then setting up of predictive analytics for customer renewals and churn so this is an example of a mobile app's analytics company that I worked with so they you know this is like post somebody becoming a customer and they'd broken down the it by four stages adoption retention expansion and advocacy you know I won't spend too much time on going through each one of these areas in essence of time but as you can see in the adoption phase important to engage with them welcome them provide them training in the retention phase you know talk about best practices make them join a community and then see SAP scores and confirm that they're using the product based on the product analytics that you caring and then you know in the in the expansion phase you know you you make sure you automate your renewal process by sending them notifications run referral promotional emails so that they can refer you more customers and get some product feedback in there as well and in in in terms of the advocacy that actually starts at six months you know you start offering them enrollment into a loyalty program and then you also like you know provide rewards and recognitions based on like an any kind of gamification in terms of they're acting on the community or providing you feedback for your product and then running promotional offers and and kind of you know making them part of beta launches of your product so next we're going to actually talk about you know RPC wanna give a little bit of a framework on the how we can increase the impact on revenue yeah sure so now that we have got some context on the customer lifecycle Marc marketing I think it's also very important to know the right questions because before we look into our analytic systems or automation systems I think sometimes it's questions are more important than answers and from b2b perspective like it spans around like these four pillars lead generation lead conversions funnel velocity and effectiveness so you know for the lead generation pillar these are some of the questions that we should definitely have answers for this starts with how many leads that we have generated and how many of them are actually qualified leads we also should have an ability to sort of bring in some sort of segmentations and dimensions that the personas that we just talked about are also in terms of the the performance across different screens so we are living in the multi screen word so ingly we should have analytics that could answer leads across devices how's that functioning so for example let's say you have a very good conversion rate in in the desktop but how about the mobile word generally it's it's broken that's that's for from my experience and if you pay attention to it create experience that a mobile device deserve there's a whole lot of optimization of positi there again great of our quality of leads in terms of demography Fix leads by source so there's a whole lot of multi-channel attributions and those sort of reporting and analytics required and very importantly how everything above actually trends over time it's not just one time we have to see we have to continuously monitor and has as we tweak things we have to measure those impacts the next one is more around lead conversions so we we saw those stages so we got to know the the conversions and drop offs at each stages and and ingly we can plan out our optimization plan how many leads at each stages what is their conversion ratio what is the average time in each stage and then the fast-track thing that just mentioned so and then fear understanding about the benchmark against the industry average best-in-class and at the in addition to that which got to have our own internal benchmarks and this could be true for companies that have multiple products they span around multiple Geo's so they can build their own internal benchmarks and then that that sort of brings brings a lot of motivation to and show that at least within the company we have here we ha we are best-in-class for our market that we we give it striving for a funnel velocity this one Arthur and would you like to take over this one sure I can so you know my favorite metric of all time is you know attack time what really that is is you know how quickly are your sales reps or your inside sales team once they're handed off how quickly are they acting on those and how quickly are they engaging with the customer you would not believe that this is one single thing that can actually have 30 to 40% increase in impact on and converting these leads to to actual sales and you know a lot of times I have actually you know recommended that either you have a separate team or run a round-robin within your sales team but make sure that you're always tapped for these hot leads whenever you're fast tracking lead or wherever sales lead marketing leaders becoming sales qualified it is followed upon immediately especially your contact us and request a quote type of you know form fills so that's one a metric that I think everybody should pay attention to and continue like you know your ideal goal should be that you should be talking to them within an hour of them filling out that form the other metrics that you need to have in place is you know what is the average time from lead to revenue how long does it take you know how many days weeks and then make sure that you are tracking it over time and see how we can reduce that predictive intelligence were likely to close prioritization there's a lot of technology available today that can help you prioritize your leads saying okay you know these are the ones which look like I've closed more likely so focus your energy on those and don't like and waste your sales teams time on opportunities as are less likely to close multi-variant testing for results you know obviously that's kind of at every stage of the funnel but here as well like you know what is helping move things faster what is achieving greater conversions focus on that and then a VM engagement in analytics if you are large enough to have an ABM program make sure that you have analytics at the account level and based on those triggers in terms of how much activity you are generating and those accounts are impressed you in generating in those accounts that can really really help you with your you know funnel velocity as well a great way is like if you're getting a lot of traction and certain account make sure that you're running remarketing campaigns on LinkedIn or Facebook targeting people that may be from the same company and the personas you want to target that can help achieve great final velocity and then last thing that we're going to talk about is like you know really effectiveness so effectiveness across the funnel and effectiveness across everything that you're doing in marketing some questions that you must have answers to is which campaigns generate the high converting leads which campaigns create fast-moving leads you know and and you know they may seem similar but they're not so you have to optimize for the to like and which is converting the which is previously highest converting leads as well as which is producing the fastest moving leads then you have to like it make sure that you have the cut based on the channels that you're using what are the best channels for producing leads best industries that you could be targeting the best personas that again from a conversion as well as the the velocity point of view and then what are the best gos that you could be targeting you may be targeting let's say North America's but within North America's as well it could be Gio's or major marketing areas metropolitans that you perform really well in make sure you understand those and continue your efforts across and then obviously the best tactics is geo-targeting working better for you is the mobile users you know just a simple start 15 of the you know the world wide web traffic today is coming from mobile devices so don't ignore mobile in in your optimization strategy make sure that you are providing excellent mobile experiences because that certainly will help increase the effectiveness of your marketing so I think with that we are pretty much toured at the end of you know the the webinar and would like to you know our pair do you want to add something here yeah I'm pretty much sure we can just summarize like so at each funnel stages and across all the touch points of customer journey there are there are actually certain levers that we can optimize the outcomes for and the traditional experimentation or a be testing that helps in driving sort of a causality between the proposed changes and the impact of the outcome and that's how it has become a key pillar to the full funnel optimization but we need to build that thinking that helps trigger opportunities to optimize a cross marketing content channel offers product personas all the things that we talked about so that we can get maximum return yeah yeah thanks Arabic and I really want to thank the audience you've been a great audience and you know up to you Whipple if you have any questions from the audience we would like to take them and answer them now if you are going to be hearing the recorded version of this our email addresses are noted here you can send us your questions and would love to answer those so after you with the Pooh hey guys I'm going to say that was but really but really really good presentation I I really loved how clear view you gave of the of the entire b2b funnel and along with the detailed explanation of each of those stages and the neural stages this is one really helpful I should say take for us as well being a b2b company so of course I'm taking this back to my team and going to discuss and show them this the record about the session so yeah thanks thank you so much for sharing your your experience and knowledge the terminal bit thank you treat so we have a few questions and I have a few questions as well I'm very curious to ask them to you guys so I take up first from our audience so so submit and Ivana actually have pretty similar questions for you guys and the question is regarding the economic value of the lead funnel that you discussed so both are sort of curious how did you calculate the economic value of a lead funnel is it derived from the economic value of every win so essentially of if you if we go back to that slide it's it's a simple maths wherein we are basically focusing on the your annual contract value which in example we showed $10,000 we also showed that there like 40 days in this example so the total dollar one here is $400,000 so now you go back to your top top of the funnel which says that 100,000 visitors actually visited your website so this is actually telling you these visitors actually influenced 400,000 revenue and the ratio of it is if you see it's $4 and that's how we describe that it as economic value you can actually easily relate this with e-commerce world where the revenue per visitor is very straight up because conversions are happening on the site itself and here it becomes little fuzzy but I think if you see there's a one-on-one relationship between your annual contract value and each of the numbers across these stages from visitors till SQL I hope so really yeah primarily what you're doing is you're taking the number of people in those stages that caught you the hair and then you know also taking the total revenue which was 400 K and divided it by hundred that's your visitor that's the economic value of a visitor then if you take you know the 400 K and divide it by five thousand which is the number of inquiries that you have actually generated then the $80 represents the value of the inquiries and so on and so forth understood hopes submit and ivana was also able to understand how the values were calculated by their trait so the second question is mine so this is something I'm really curious to know more about and this is sort of a broad question so throughout our interactions with the prospects and the customers that we have we've observed that b2b companies are not fully invested in the concept of conversion rate optimization or experience optimization because the thing that it's a thing for only e-commerce companies the thing it's only for b2c companies right so how would you suggest they sort of get out of this mental barrier and start everything the concept of experience optimization so you know I would say that the from an experience I have optimization in today's world we are living in a digital world and if you are engaging with your with your prospects audience you know to be customers in in a digital way then there is no way you can ignore the experience that you are delivering so you know doing any kind of optimization is important offline as well if you think about it even if we forget about Megan or the digital world for a minute and I know VW lives there but even if we talk about in general marketing and sales the process is all about optimization so you know you want to be at a place where your buyers will be and if they are online then online conversion optimization is very very important you cannot ignore that it's it's simply you know there is it is one of the greatest levers that he can use so you're already paying for the traffic you're already doing everything to bring people to that landing page or the mobile app or you know your website you've already spent the marketing dollars in bringing them there and not running any guy here any conversion rate optimisation there is a huge disservice to your marketing ROI right and my my tuna suggestions would be basically you just mentioned that b2c word it becomes an obvious choice but b2b word it is people are still little hesitant and the reason for it is if you tend to show people who are of highest authority will people at sea or CF or head of the marketing level and you're talking about click-through rates or even you're talking about the increase of increase in number of form fills that probably will not resonate very much to them they actually need some numbers and some of these strategic metrics and KPIs that we talk about so if we can tie that optimization effort and show show the impact on those strategic metrics in long run I think no one will deny the fact that the kind of value the overall optimization program can bring in so start small show the impact in some of the areas where you have seen lot of drop-offs and then follow those frameworks that we just mentioned and that that's where we who you should start off yeah and at the end of the day you know ripple you may be selling to a company but there is a person in that company or people that are going to be making those decisions so you can never take the people out of the equation and as long as you're marketing to people you can you know run optimizations nobody likes friction you know people like to work with companies that they they feel good about and all this is about running those optimizations and pushing that message when they're engaging with you and hoping that they would you know convert at higher rates right right completely agree they're completely agree and yeah I think I've seen this term trending quite a lot in the social space human to human marketing so you've heard about you know all the other marketing terms out there but human to human marketing is being pushed now so that you start considering the people who are you talking to not as leads but as humans they have emotions they have you have to take that into account now in order to create experiences they have like you know psychological needs they have you know psychological reactions when they see things so you know you all that is what software like VW helps drive and deliver optimization against right a tree there so yeah since you're talking about psychology i/o this is the next thing that I that I'm curious to know more about is the same person who is being treated to B to C sort of marketing tactics is also being treated to B to B marketing tactics so on a psychological level could you please share how does the user intent or the expectation of an experience changes for a b2b customer who himself or herself is a b2c customer in in a different at a different time sure so you know in the b2b world obviously you're not making the purchase for yourself so you know most of the times people would would keep correct would would put their personal preferences on the side for a minute but at the same time you know they will only consider products or services that do at least have a resonance with them and then obviously the committee comes into the picture as well so it is not a decision that is taken by one person most of the times it is taken even if it is one person who is responsible they have to follow a certain framework they may also have to like for example I may be wanting to buy like you know optimization software for my company but I'm gonna look at you know we wo I'm going to look at Optimizely I might look at some other competitors as well and then I'm gonna you know look at the three choices four choices that I have and I'm gonna see which one I feel is the best choice given the priorities that my company wants or like in this case it could be my boss that I have to make sure that I make a solid presentation to but the key is that you have to be among those choices so you may not be the only choice but you have to be among those choices and the process may be a little different it may not be a single person decision it may also be a decision that has to is more process oriented so it has to go through like approval process or approval stages but the most important thing at that time is you have to be invited to play so you can't be ignored and that's where like you know that human factor comes in you have to be appealing and you have to be providing and an experience and providing the comfort that this is not this is possibly not a wrong choice it may not be the absolute right choice but this is not the wrong choice so that you can move from one stage to the other does that make sense yes it does it does make a lot of sense thankfully huh so I'm looking at a clock right now it's what you guys we are a bit out of time so I just take one more question head and tyrannic I bet whoever you know we're going to answer please do so so the question is from who days she rana he is which are asking where does a company where should a company draw a line when it comes to the nurturing programs so Auden does not come across as a spamming the the end user I bet you wanna take that or should I yeah so I think the the consent of users is important and some of the marketing automations solutions that we generally use they have a proper system in place that sort of record that so we definitely have to respect that and at the same time depending upon the responses and digital body language that we talked about if you're keeping tab on that this is that we have to define the workflows of our ownership programs and most of these stuff gets automated if we have well-defined workflows so yes one thing is of course the consent of users before we start sending out these emails and all and the second thing is just keeping a tab of their responses are they're actually engaging with the content of so or not if they they are not interested of course there would be certain indicators that we will capture and ingly we have to define the workflows yeah and I think simple thing to do is have like a suppression in terms of timeline so for example like you know my golden rule is never send an email less than two weeks apart so if you are doing any kind of modern running any kind of nurtures make sure that you are not sending them like you know me emails daily or every other day space them at least once a week if not like you know more than that the other thing to do is if they are not engaging responding at certain time you at a certain point you have to give up and then archive those leads as well so you know based on your business and how long you're going to try but I would say like you know if you have done by you know 10 to 15 touch points and you have seen zero activity no opens no clicks no any other type of action that desired action that you wanted them to take at that point you have to decide whether you want to archive the lead and maybe revisit them you know in the future or archive them for life so but mostly you have to have and yes they should never ever spam that is like you know the one thing I would make sure that spam doesn't work in today's world so any marketer think spam is still a way to go I think they especially in the b2b world it's something that is a big no-no right right do not spam say how they shy I hope that you noted that answer because really good answer thanks they're an anode bit so yeah sorry guys I'll take all the other questions offline oh that's it for today thanks again turn an outfit for a really great session I'm really rate I'm sure the audience must have loved it too and you must have noted point that they definitely will go ahead and implement in their respective businesses so thank you so much for that and yeah everyone else as you can see on the screen our next session decoding the X in the UX by Nadia's Co is scheduled on schedule for 29th of January at 11:00 a.m. Eastern Time it's going to be again a create session so take a screenshot of this slide go to this link and register for the session and also if you want to have a look at all the other sessions that we have done so far you can simply go to meetup.com slash webcast and the recordings of all the previous sessions is up there so yes we will be scheduling more insightful sessions in 2020 I will be announcing them and sending you emails as soon as the pages go live thanks again have a great day everyone and have a happy new year everyone bye bye thank you thank you the audience