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THE GLOBAL LEADER IN OH&S SOFTWARE


             WHERE I’M COMING FROM…
• SAAS Occupation Health & Safety Solution
  BIG Corporate EMR + Safety + Industrial Hygiene
  Complicated product, sales, implementation
• 90+% of business outside of Canada
• Aggressive YoY Sales and EBITDA targets
• Marketing team of 4
  Content Marketing focus
  #1 objective is lead generation
THE GLOBAL LEADER IN OH&S SOFTWARE


WHAT WE’VE BEEN DOING IN THE PAST YEAR
        • Implemented SalesForce
        • Implemented Pardot
        • (RE)Implemented Analytics
        • Took on Sales Quota (SQLs)
        • Supported UK acquisition
        • Launched Paid Search
        • Built out Content Marketing
          schedule
        • Renewed Website (content, SEO)
THE GLOBAL LEADER IN OH&S SOFTWARE


OUR LEAD QUALIFICATION PROCESS




                                           3
THE GLOBAL LEADER IN OH&S SOFTWARE


                       HOW I LOOK AT THE WORLD




KEY METRICS:   •   Weighted Net New Sales Funnel / % from Marketing
               •   Average cost per SQL
               •   # of and quality of Qualified Leads in pipeline
               •   Total # sales from Marketing Sources
THE GLOBAL LEADER IN OH&S SOFTWARE


  QUESTIONS THAT I ASK MYSELF (DAILY)
• “Tyranny of 1s and 0s”
• Where do I find more leads?
  Where are our prospects?
  What is an acceptable cost per lead?
• How do we engage the OH&S community?
  How to get our SMEs onto social?
• What is happening with search?
  How do I ensure we are on RFPs?

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An Overview at a Pardot Lead Qualification Process

  • 1. THE GLOBAL LEADER IN OH&S SOFTWARE WHERE I’M COMING FROM… • SAAS Occupation Health & Safety Solution BIG Corporate EMR + Safety + Industrial Hygiene Complicated product, sales, implementation • 90+% of business outside of Canada • Aggressive YoY Sales and EBITDA targets • Marketing team of 4 Content Marketing focus #1 objective is lead generation
  • 2. THE GLOBAL LEADER IN OH&S SOFTWARE WHAT WE’VE BEEN DOING IN THE PAST YEAR • Implemented SalesForce • Implemented Pardot • (RE)Implemented Analytics • Took on Sales Quota (SQLs) • Supported UK acquisition • Launched Paid Search • Built out Content Marketing schedule • Renewed Website (content, SEO)
  • 3. THE GLOBAL LEADER IN OH&S SOFTWARE OUR LEAD QUALIFICATION PROCESS 3
  • 4. THE GLOBAL LEADER IN OH&S SOFTWARE HOW I LOOK AT THE WORLD KEY METRICS: • Weighted Net New Sales Funnel / % from Marketing • Average cost per SQL • # of and quality of Qualified Leads in pipeline • Total # sales from Marketing Sources
  • 5. THE GLOBAL LEADER IN OH&S SOFTWARE QUESTIONS THAT I ASK MYSELF (DAILY) • “Tyranny of 1s and 0s” • Where do I find more leads? Where are our prospects? What is an acceptable cost per lead? • How do we engage the OH&S community? How to get our SMEs onto social? • What is happening with search? How do I ensure we are on RFPs?