Maximizing Your Marketing Contribution to Sales - Unpack the 6-step growth-driven marketing process that rapidly growing SaaS, enterprise software, and high-value B2C companies are using to blow past their competitors.

1. Maximizing Your Marketing
Contribution to Sales
2016
How optimizing your web properties can help you build a
predictable flow of leads and accelerate your growth

2. About Eduardo Esparza
Founder & CEO, Market 8
➔ Founded Market 8, third company, back in 2008
➔ Masters in Industrial Engineering from Georgia Tech
➔ Expert in human factors engineering, business management,
finance modelling, and logistics
➔ Has reviewed and critiqued over 500 websites and landing
pages for B2B and high-ticket B2C companies
➔ Advocate of processes and data driven approach to
marketing
➔ Featured in ConversionXL
➔ Goes by E.E. (double E)
email: eduardo@market8.net
twitter: @IamDoubleE
www.market8.net

3. Sales:
“Marketing, how is that lead gen coming?”
Marketing:
“It’s going great, we generated 2,522 MQLs this month...”
...in a firm, not too far far away...
AVOID THE LEAD DUMP

4. Marketing is sales (only a bit earlier)
Marketing is expected to directly contribute to sales.
Not to produce tons of leads that don’t convert into customers.

5. Sales
20+ years ago
100% of leads developed
by Sales
Marketing is for
“branding”
Marketing has
evolved Marketing
Today
Expect ~90% of leads
developed by Marketing
Sales + Marketing are
ONE revenue team
#shifthappens
Image credit

6. Marketing has entered a new era
From generic to specific. From art to science.
PR
#shifthappens
SEO / SEM
Content
Marketing
Funnel
Hyper
Personalization
(ABM, SBM)
Continuous
Growth
Optimization

7. Today, for every
$92 Spent on
acquiring a
lead
$1 is spent on
converting it
Source: HubSpot
only
$92Dollar Spend
Acquiring a lead Converting it
$1

8. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
“Marketing needs to be
generating 50% of the
revenue in your SAAS...”
Tim Kopp
Hyde Park Venture Partners
Former CMO, ExactTarget
Image credit

9. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
“...most of your leads will come
from your web properties...
up to 90% in our case...
optimize the funnel: enter,
accelerate, acquire. ”
Meagen Eisenberg
CMO, MongoDB
Image credit

10. Image credit
Pardot accelerated into hyper
growth by crafting, tuning and
continuously improving
messaging to specific, well
defined segments...
Pardot is now 9 figures in
revenue.
David Cummings
Co-Founder of Pardot, Salesloft,
Terminus

11. Image credit
“The only way to win is to
learn faster than
anyone else.”
-Eric Ries
Author, The Lean Startup

12. What’s the common thread?

13. Growth is largely a
result of optimizing
your web properties:
systematically and
continuously.
Image credit
You’re pretty familiar
with this
Your gap is most
likely to be here

14. Companies with
Growth Driven
Marketing
3x likely to grow
market share
significantly
Source: Forbes
are
Likelihood to grow
market share
significantly
Firms that implemented Agile Marketing,
Continuous Improvement, Learning, Growth
Optimization
Firms that didn’t
3x

15. Organizations and customers now expect
the Growth-Driven Marketing experience
[It isn’t about producing lots and lots of leads...]
Getting the
Message
Right
A High
Quality
Funnel
Shorter
Sales Cycles
Increasing
Contribution
to Sales
Increasing
Marketing
ROI
1 2 3 4 5
A Vibrant
Advocate
Community
6

16. Growth-Driven Marketing:
Increase Marketing's Contribution to Sales
by Thoroughly Optimizing Your Web
Properties

17. A Growth-Driven Marketing process yields
a consistent flow of quality leads
ASSESS
Web Properties
Growth Audit
BLUEPRINT
Messaging & Web
Strategy
LAUNCH
Customer-Centric
Web Design
GROW
Growth
Optimization
Process
MEASURE
Dashboard
System
OPTIMIZE
SEM
Optimization

18. #1 Assess
Web Properties Growth Audit
Know where your web properties stand today

19. “Strategic planning is
worthless unless there is
first a strategic vision”
John Naisbitt
Author of Megatrends

20. A smart kind of
web properties
audit
Before you start any work on your web
properties, understand where you are, where
you need to go, and what is the gap.
The OLD way
#1 Assess
The Smart Way
No audit
No clear goals
No clear vision of where we need to go
Just get started with the site rebrand right away... show me
some quotes
Assess:
Marketing initiatives
Marketing spend
Marketing ROI
Benchmarking
Technical assessment
Web properties capability-maturity
Scenarios
Goal setting
High-level roadmap / phases
Budget range recommendation
#mindthegap

21. #2 Blueprint
Web Strategy and Master Plan
What drives your customers to learn, engage, and buy

22. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
Image credit
“It is not enough to do
your best; you must know
what to do, then do your
best.”
-W. Edwards Deming

23. Get the message
right, then layout a
web strategy
A dull message hurts conversions... then it hurts
sales. Conduct the research you need to get the
message right. Then lay it out in your most key
web properties.
The Traditional Way#2 Blueprint
The Smart Way
Ask the CEO
Tell them all about the features
Do some education about your solutions
Ask your customers
Ask sales
Ask executives
Look at competitors
Understand customer behaviors across all web properties
Understand customer intent on search
Define specific market segments
Define buyer personas by segment
Craft messaging options to test
Start by tweaking your most valuable site pages
Define the most key user flows for the site
Define wireframes that present your message
#doyourhomework

24. #3 Launch
Customer-Centric Web Design
Initiate the journey of using your web properties as a learning
tool

25. Image credit
“Continuous
improvement is better
than delayed perfection.”
-Mark Twain

26. Launch your
customer-centric
website faster
Your website is your marketing’s most important
asset. Jumpstart your journey into optimization
by launching a website designed based on hard
data and get it in front of real users quickly.
The Traditional Way#3 Launch
The Smart Way
Gravitate towards “shiny objects”
Make a bunch of design-oriented decisions
Reduce the copy because “buyers don’t read”
Make assumptions and never test them
Revisit the website in 3-5 years
Pick the most critical pages for your buyers
Fix all usability / functionality issues
Revisit top pages design and content
Test designs with eye-tracking simulators
Develop for flexibility and ease of editing
Preserve SEO authority
Launch quickly and iterate
#datatrumpsopinions

27. #4 Grow
Growth Optimization Process
Maximize the performance of all your web properties

28. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
“If you can’t describe
what you are doing as a
process, you don’t know
what you are doing.”
W. Edwards Deming
Image credit

29. Activate a Growth
Optimization
Process
Implement an optimization system to maximize
the performance of all your web properties
throughout your entire marketing and sales
funnel.
The Traditional Way#4 Grow
The Smart Way
Get the “guru” to outline “best practices” to implement
Read blog articles about successful testing and try to
reproduce them
Establish a continuous improvement process - PDCA cycle
Setup and maintain a list of improvement ideas
Select what gets improved based on a hierarchy of needs
Prioritize based on estimated value to the company
Execute improvements and tests on an agile methodology
Transfer learnings to and from sales
Full funnel optimization: site, landing pages, nurturing,
ads, retargeting, content offers, campaigns, segmentation.
#NoprocessNoprogress

30. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
Image credit
“Without data you are just
another person with an
opinion.”
-W, Edwards Deming

31. #5 Measure
Dashboard System
Know your numbers and quantify marketing’s contribution to
to growth

32. Measure
everything that
matters
Setup a dashboard for all your KPIs, demonstrate
marketing’s impact on your organization’s growth
The Traditional Way#5 Measure
The Smart Way
Google analytics standard reporting
Pull custom reports every time the CEO asks for them
Measure traffic, bounces, email opens, some conversion
rates
Identify key metrics
Identify indicators that influence the key metrics
Automate dashboards
Get dashboards for specific target segments
Setup thresholds & alerts
Utilize agile sprints to improve particular metrics
Merge data from different web properties, CRM and
Accounting to calculate meaningful measurements
#whatgetsmeasuredgets...

33. #6 Optimize
Boost ROI from your SEM
Optimize what happens after the click

34. Maximizing Your Marketing Contribution to Sales
How optimizing your web properties builds a predictable flow of leads and accelerates your growth.Copyright © 2014, Market 8 Group, LLC., All Rights Reserved.
Image credit
“‘I came, I puked, I left.’
You work really, really hard on all
these campaigns, and your glory is
plastered all over the web. And
people come to your site, puke,
and leave instantly because it’s
such a horrid experience.”
-Avinash Kaushik
Digital Marketing Evangelist

35. Stop writing
checks your web
pages can’t cash
Maximize the performance of your landing pages
and get the most out of your SEM
The Traditional Way#6 Optimize
The Smart Way
Invest in adwords
Optimize campaigns click-thrus
Send buyers to... the homepage? or...
a static landing page that doesn’t get improved
Optimize the whole conversion journey
Understand keyword intent
Formulate the offer to minimize friction
Message match landing pages
Survey your buyers
Setup page diagnostics, scroll maps, click maps, etc.
Record user sessions
Improve based on conversion frameworks
Track ROI
Optimize iteratively
#zerowaste

36. Growth-Driven Marketing:
What’s the impact?

37. The Entrust Group adds
7-digits LTV in 4 months
“The Entrust Group was able to grow
overall marketing contribution to sales
from 13% to 20% so far...
this meant a business growth that
amounts to 7-digits,
all directly attributable to our campaigns
and Growth Driven efforts that Market 8
has been working on with us."
Yvonne Garcia
Director of Marketing
The Entrust Group

38. E3 books 4000 SQL’s
in 12 months.
“...beyond the improvements to our
conversions, Market 8 helped us
determine how leads should be tended to
after they are created.
This in depth work made sure that leads
get handled the best way possible and
can actually turn into sales."
Johannes Jung, CTO
Cim-Team Latinmarket

39. Questions?

40. About Market 8
Growth Optimization Specialists
Market 8 helps clients increase their marketing contribution to sales by
maximizing the effectiveness of their website assets through all different stages of
growth.
Market 8 has helped more than 200 firms launch and manage their websites.
The company has been recognized with:
International HubSpot Performance Award,
2 Impact awards,
9 Hermes awards, including 4 Platinum B2B website awards
Market 8 clients range from startups in the traction stage to mature enterprise
clients such as Siemens PLM, Milliken, and Unisource Worldwide.
www.market8.net

41. Schedule a FREE Live Website
Evaluation
Twitter: @Market_8
www.market8.net
Find out why your site isn’t
converting and how to fix it,
in just 30 minutes