►
Description
Updates in this video:
1. February Demand Generation performance
2. MQL trend to FY21-Q1 Outbound goal based on TOPO model goals
3. Channel performance review
4. Areas for improvement
5. Things we will test and optimize in the quarter to help improve some metrics
A
Hi
everyone,
matt
and
leslie
here
again
from
digital
marketing.
We
want
to
walk
you
through
a
performance
report
for
our
for
february
and
how
we're
doing
so
far
not
only
from
digital
marketing
but
then
also
for
demand
gen
as
far
as
numbers
and
excited
to
share
that
with
y'all
before
we
get
started
as
we're
going
through.
This
we'll
put
the
deck
in
the
link
to
the
deck
and
the
the
notes
section.
So
you
all
can
review
it.
A
A
A
So
I
just
want
to
walk
you
all
through
favorite
performance,
so
far
as
far
as
dimension,
just
high
of
high
level
review
for
the
the
month
of
february.
So
just
looking
at
february,
we
had
total
over
10
000
inquiries
that
came
in,
and
this
is
all
efforts
from
paid
demand,
gen
and
also
the
efforts
that
the
campaign's
team
is
doing
so
jackie's
team
that
I
generated
around
2.2
thousand
mqls.
A
So
I
think
those
are
some
really
solid
numbers
and
then
resulted
in
around
209
around
209
linear
saos.
As
far
as
attribution,
our
you've
heard
us
talk
about
this
in
the
in
the
past,
where
we've
been
trying
to
improve
our
inquiry
to
mql
conversion
rate
and
that's
been
gradually
getting
better
as
we
as
we
added
changes
to
lead
scoring,
got
a
little
better
around
optimizing
optimization
around
some
of
our
campaigns,
so
it's
all
trending
in
the
right
direction.
A
A
Our
mql
to
sao
conversion
rate,
has
actually
improved
quite
a
bit
this
month
and
we'll
talk
about.
Why
that
was
some
of
the
things
that
zach
badgley
was
doing
on
on
the
campaign
team,
but
we
were
right
around.
I
think,
on
average,
between
two
and
three
percent
as
far
as
mql
to
seo
conversion
and
some
of
that
effort
helped
drive
that
big
percentage
up.
So
that
was
really
exciting
to
see.
A
There's
as
we
talk
through
those
things
we'll
be
leveraging
some
of
the
some
of
the
learnings
from
the
initiative
that
zach
did
to
see
if
we
can
apply
it
and
test
it
in
other
other
forms
within
our
paid
digital
efforts,
but
then
also
within
campaigns
as
well,
so
really
exciting
there.
I
think,
as
we
look
at
not
just
the
month
of
february,
but
then
also
how
your
power
trending
for
the
quarter.
A
A
So
I
want
to
walk
through
like
okay.
How
does
this
line
up
with
our
our
goals
right?
So
if
we
there's
a
line
item
within
the
topo
model
that
talks
about
like
total
outbound
mqls
for
q1
and
so
based
off
of
that
number?
There's
a
total
of
around
7
100
mqls
that
need
to
be
generated
from
outbound,
which
is
demand
generation.
B
A
Generation,
this
is
where
we
line
up
so
about
a
third
of
of
the
goal
for
the
quarter.
So
that's
we're
pretty
much
on
track
based
off
of
just
our
our
demand
generation
efforts.
So
when
you
think
about
that,
you
add
on
the
efforts
that
field
marketing
is
doing
and
the
efforts
that
account
based
marketing
is
doing.
A
This
is
kind
of
the
estimate
of
what
you
would
anticipate
if
we
just
looked
at
demand
generation
numbers
right,
so
we
would
just
come
75
mql
short
for
the
quarter,
where
most
of
that
would
come
from
s
b
as
far
as
coming
up
short,
we
would
trend
to
be
above
for
enterprise
and
mid-market,
and
so
that's
not
a
bad
number,
because
that's
only
like
I
mentioned
earlier,
this
is
only
including
a
trend
for
demand
generation.
So
when
you
put
on
top
field
marketing
and
account-based
marketing,
I
think
we
come
out
ahead.
A
So
I
think
things
things
look
promising
here.
We're
really
excited
about
where
the
numbers
have
or
where
the
numbers
have
landed
and
how
we're
progressing,
and
I
think
we're
gonna
have
a
pretty
successful
quarter
as
we
as
we
end
things
and
keep
trending
in
the
right
direction
and
getting
better
at
how
we
do
our
marketing.
A
Going
into
channel
performance,
this
is
kind
of
like
a
breakout
in
demand
generation
like
how
what
the
different
programs
that
are
running
right.
So
when
I
mentioned
the
initiative
that
zach
was
doing,
he
started
a
a
nurture
campaign
which
is
essentially
a
recycle
of
like
current
inquiries,
inquiry
and
raw
status
and
putting
them
into
essentially
like
a
recycle
motion
where
grabbing
those
inquiries
and
seeing
if
we
put
different,
nurture
like
email
nurtures
in
front
of
them.
A
Can
we
get
those
people
to
mql
and
nsao
and
that
efforts
actually
generated
a
lot
of
a
performance
like
a
little
bit
less
than
half
of
our
total
mqls
that
come
from
this?
This
nurture,
if
you
originally
named
it
smb
nurture
because
it
was
more
tied
towards
like
the
smb
like
target,
but
then
expanded
that
out
to
more
like
mid-market
and
also
enterprise,
and
we're
actually
seeing
success
from
those
areas
too.
A
So
I
I
like
to
call
it
more
of
like
a
recycled
nurture,
if
anything,
but
the
interesting
thing
here
that
I
that
I
keep
coming
back
to
and
want
to
try
to
figure
out
how
to
leverage.
Is
this
mql
the
seo
conversion
rate?
Like
I
mentioned
earlier,
our
traditional
average
is
two
to
three
percent.
Just
off
of
this.
This
initiative
that's
running
at
about
six
percent
at
thrilled
sale,
conversion
rate,
which
is
fantastic,
like
probably
like,
doubled,
like
we're
getting
at
on
an
average.
A
So
as
we
look
through
the
rest
of
the
quarter
and
the
rest
of
the
year
working
with
the
campaign
managers
figure,
I
was
like
okay,
what
actually
worked
in
this
this
initiative,
and
how
can
we
apply
it
to
our
paid
demand
generation,
efforts
right
and
so
things
are
thinking
I
was
like-
does
paid
demand.
Gen
help
fill
feel
the
funnel
like
fill
the
funnel
on
top
into
these
nurture
programs
so
that
they
can
convert.
A
We
look
at
metrics
differently,
or
can
we
apply
some
of
those
ideas
of
what's
happening
within
that
nurture
to
our
demand
generation
effort?
So
a
few
things
that
we'll
talk
about
later
in,
like
what
we
want
to
test,
looking
specifically
at
paid
dimension,
a
total
number
of
inquiries
where
roughly
about
a
third
of
total
mql's
mqls
that
have
that
have
come
in
so
giving
you
an
idea
of
like
that
contribution.
A
As
far
as
like
all
of
our
demand,
gen
efforts
and
the
thing
that
we
need
to
take
into
account
here-
is
that
just
because,
like,
for
example,
like
sas
trial
rights,
we're
not
able
to
to
attach
like
utms
to
a
sash
trial,
so
once
they
click
on
the
free
trial,
page
and
click
on
the
ses
trial
button.
We
all
we
lose
all
insights
and
stuff
like
where
that
trial
sign
came
from,
so
we're
probably
under
reporting
here.
In
our
sense
data
of
total
numbers.
A
So
just
keep
that
in
mind
as
we're
looking
this
number,
but
so
far
I
think
our
total,
our
total
numbers
are
looking
good,
there's,
obviously
areas
for
improvement
like
if
you
look
at
our
from
paid
dimension,
our
inquiry
to
mql
conversion
rate
is
lower
than
that
22
percent
average.
That's
on
the
beginning,
as
well
as
like
a
lower
mql
to
seo
conversion
rate,
which
isn't
necessarily
a
bad
thing.
A
One
thing
that
we're
trying
to
figure
out
is
like:
what's
if
we
look
at
it
as
an
individual
line
item,
it
doesn't
look
so
good,
but
what's
the
impact
that
paid
demand
gen
is
having
on
other
programs.
Does
it
help
impact
email
and
smb
nurture
and
on
these
other
aspects,
so
we're
trying
to
figure
out
how
to
connect
the
dots
of
how
that
influences
other
channels
to
get
that
overarching
company
goal
of
generating
more
pipeline
and
for
the
business.
A
So,
looking
at
just
a
deeper
channel
breakdown
here,
looking
at
the
different
channels
like
email
is
like
the
majority
of
like
that,
nurtures
and
the
email
line
item
so
really
great
numbers
there.
The
second
number
is
around.
The
second
line.
Item
is
total
inquiries
from
our
linkedin
campaigns,
which
is
our
lead.
Gen
forms
have
a
lot
of
inquiries
coming
in
the
thing
that
we're
trying
to
figure
out
just
because
it
acts
differently
than
a
lot
of
our
other
campaigns.
A
Is
this
inquiry
to
mql
conversion
right?
It's
a
bit
lower
than
we
like
to
see
and
the
reason
why
it's
different
than
some
of
other
campaigns
is
other
campaigns
go
to
a
landing
page,
which
is
generally
a
market
landing
page
with
a
form
and
the
person
fills
out
a
form.
We
collect
that
information
within
this
this
program
with
linkedin
we're
actually
capturing
that
information
on
the
front
end,
so
the
forum
populates
on
linkedin
and
it
auto,
fills
that
form,
and
then
we
have
to
upload
those
leads
into
salesforce.
A
So
it
doesn't
necessarily
follow
the
same
flow.
So
we're
looking
at
ways
to
better
improve
this
number
and
the
reason
why
we're
pushing
so
much
effort
into
the
lead
gen
forms
is
that
within
linkedin
you're
able
to
hyper
target
based
off
of
persona,
titles
interests
and
those
type
of
things.
So
the
hypothesis
there
is
like
if
we
can
get
to
a
better
target
of
like
the
leads
that
we're
generating.
We
should
be
able
to
convert
that
person
better.
A
So
there's
something
that's
missing
within
this
information
of
translating
the
leads
to
to
be
able
to
mql
or
sao
whether
that's
through,
like
our
nurture
process
or
information,
that
down
funnel
with
like
that
sales
needs
in
order
to
help
activate
on
these.
So
there's
things
that
we'll
want
to
try
to
optimize
within
this
campaign,
but
from
a
conversion
rate
perspective,
we're
seeing
much
better
numbers
coming
out
of
linkedin,
like
linkedin
used
to
be
a
very
expensive
channel
to
get
a
a
lead
from
or
inquiry
from
by
implementing
the
lead.
A
Gen
forms
we've
seen
that
number
come
down
quite
a
bit.
So
we're
looking
at
ways
to
try
to
to
try
to
improve
that.
The
third
item
here
I
always
want
to
call
out
is
that
for
for
paid
search
we
started.
Oh,
this
quarter
started
opening
up
non-branded
keywords
again
before
we
didn't
necessarily
do
that,
because
we're
trying
to
get
we're
trying
to
target
more
so
on
the
company
size
and
within
adwords
you
can't
that's
not
a
function
within
adwords.
You
can't
target
off
a
company
size.
A
So
that's
why
we
remove
the
non-branded
keywords
from
from
the
mix,
but
we
learned
that
with
by
having
the
adwords
into
the
mix,
it
is
actually
one
of
our
better
inquiry
to
mql
converting
channels,
and
you
can
see
here
that's
running
at
about
47
right
now.
It's
only
been
on
for
probably,
I
think
six
weeks
now
to
like
to
this
point,
so
our
mcleod
seo
conversion
isn't
really
building.
But
if
we
look
at
historical
data,
that
percentage
is
a
little
bit
higher.
I
think
the
average
is
around
four
percent.
A
A
A
Looking
at
the
campaign
performance,
this
probably
isn't
necessarily
surprising
get
offs
and
ci
are
probably
our
top
driving
mql
campaigns
and
it's
somewhat
of
a
self-fulfilling
prophecy,
because
we
put
the
most
budget
behind
those
two
campaigns
right.
So
because
of
that
we
generate
the
most
inquiries
mql
as
we're
going
right
as
we're
building
out
these
gta
motions.
Devops
will
be
a
part
of
this
and
we're
doing
more
efforts
around
security.
A
So
security
again
will
be
probably
about
this
as
well,
but
this
gives
you
an
idea
of
how
these
campaigns
are
performing
from
a
total
number
of
inquiries.
Mqls
coming
through
the
percentage
are
the
conversion
rates
as
far
as
inquiry
to
mql,
so
always
an
area
that
we
want
to
improve
on
and
then
and
kill
to
seo
conversion
rate
brand.
A
Just
to
give
you
a
reference
here,
you
see
a
high
perf,
a
high
percentage
as
far
as
like
inquiry
to
mql
conversion
rate,
and
that's
not
surprising,
because
brand
is
primarily
our
branded
search
campaign,
so
people
typing
in
get
lab
term,
so
git
lab
excel
for
devops
or
those
type
of
things.
It's
a
very
distinct
intent
around
that
so
they're
most
likely
trying
to
like
get
something
out
of
it,
and
so
there's
a
higher
conversion
rate.
That's
happening
there.
A
Lead
status
overview,
so
this
is
an
area
that
when
we
look
at
this,
we
try
to
figure
out
like
okay,
where
are
the
opportunities
and
kind
of
going
back
to
we're
talking
about
of
what
zach
was
doing
as
far
as
his
his
nurture
campaign,
it
was
our
initiative
was
concerned.
There's
a
lot
of
opportunity
in
this
nurturing
inquiry
status
where
almost
7
000
people
at
like
just
right
now
or
when
we
pull
this
report
for
february
we're
sitting
in
nurture
and
inquiry.
A
So
I
view
that
as
a
big
opportunity
to
be
able
to
progress
that
that
group
into
these
later
stages-
and
I
think
the
key
there
is
to
try
to
leverage
the
things
that
zach
are
doing
and
zach
is
doing
on
that
initiative
and
how
how
we
can
get
better
at
at
progressing
these
people,
they're
sitting
in
the
status
and
traditionally
that's
been
the
case.
We've
had
a
high
percentage
of
people
in
this
nurturing
inquiry
status
and
we've
been
trying
to
kind
of
crack
that
night
and
figure
out.
Okay.
A
B
Cool
thanks,
matt,
so
yeah.
I
kind
of
wanted
to
expand
on
that
life
that
last
slide
that
matt
shared
so
particularly
like
we
don't
have
an
issue
with
generating
inquiries.
It's
kind
of
more
about
like
how
do
we
progress
those
people
through
the
funnel
so
kind
of
shifting
away
from,
but
also
I
have
a
cat.
That's
on
my
lap.
B
So
I
kind
of
want
to
go
through
things
just
to
consider
when
putting
together
just
a
retargeting
strategy
strategy
or
just
re-engagement
strategy.
My
cat
keeps
biting
me,
but
the
first
thing
to
consider
is
audience
size.
I
say
the
first
because
it's
probably
the
biggest
challenge
that
we
have.
Usually
we
don't
want
to
really
cast
like
a
massive
wide
net.
We
can't,
but
we
also
can't
be
overly
specific,
or
else
our
audience
can
reach
our
audience.
Reach
can
like
just
drastically
reduce
with
each
filter
or
segmentation.
That's
layered
on.
B
We
also
have
platform
limitations,
so
it
can
be
difficult
to
form
like
a
cohesive
strategy
across
platforms
because
as
they're
all
unique
with
their
features,
they're
also
unique,
with
their
limitations
as
well
as
they
have
like
different
connectors.
So,
for
instance,
we
have
cookie
based
audiences
that
are
generated
in
google
analytics
and
we
can
push
them
to
google
products,
but
we
can't
push
them
to
linkedin,
whereas
marketo
can
be
pushed
to
linkedin.
B
So
it's
things
like
that
that
we
kind
of
have
to
consider
when
we
want
to
run
a
retargeting
audience
and
that
we're
putting
together,
we
have
to
consider
where
does
it
fit?
We
also
have
low
match
rates.
This
varies
across
platforms,
but
if
we
import
a
list
of
target
accounts
or
contacts
either
manually
or
from
our
keto
or
sales
force
or
demand
base,
we
will
rarely
if
ever
get
100
match,
meaning
we
will
meaning
the
platform
is
able
to
match
that
target
or
account
one
to
one.
B
So
with
account
list,
the
match
rates
are
usually
higher,
like
in
linkedin,
it's
usually
above
90
percent,
but
for
contactless
it
could
be
much
lower
and
when
I
bring
up
that
audience
size
issue,
that
means
our
list
is
cut
even
further
down
and
then
segment
velocity.
I
added
this
because
there's
a
big
difference
between
set
sales
velocity
between
segments-
I
don't
know
the
exact
numbers,
but
smb
has
a
much
shorter
time
from
inquiry
to
closed
one
than
mid-market
and
then
the
same
for
mid-market
when
compared
to
enterprise.
B
So
moving
on,
you
can
click
over
matt
thanks.
I
wanted
to
share
a
couple
things
that
we're
kind
of
digging
into
and
testing
in
order
to
kind
of
create
movement
for
our
inquiries.
The
first
one
is
a
free
trial.
Revamp
free
trial
is
just
you
know
like
it's
a
major
boost
in
lead,
score
and
qualification,
and
we
found
out
through
preliminary
research
that
the
combination
of
trial,
plus
an
offer
has
resulted
in
a
higher
mql
to
sao
than
if
either
those
options
were
or
those
offers
were
like
left
alone.
B
B
Promotion
for
demand,
gen,
it's
going
to
be
the
jenkins
workshop,
that's
happening
later
on
in
april,
so
this
is
going
to
help
the
audience
size
issue,
because,
although
the
inquiries
and
nurtures
and
our
audience
is
producing
kind
of
a
smaller
amount
of
members
to
target
the
endmill
ad
unit
is
actually
a
pretty
good
solution
for
managing
volume
at
a
low
level,
and
I
also
want
to
add
that
we
actually
here's
my
cat.
We
actually
ran
a
small
in
mail
campaign
last
year.
B
I
think
in
q2,
okay,
okay,
quit
being
weird.
Okay,
now
he's
biting
me.
Okay,
so
we
ran
like
a
okay
go
away.
We
ran
an
inmail
campaign
for
the
abm
team
last
year
and
it
had
really
great
results.
I
mean
it
was
a
pretty
small
budget
and
we
were
only
targeting
one
account.
It
was
a
pretty
big
count,
but
it
had
really
good
results.
B
So
if
you
want
to
move
to
the
next
one
thanks,
so
we've
been
collaborating
with
the
account
based
strategy
team
just
to
leverage
learnings
from
one
another
when
it
comes
to
kind
of
like
paid
digital
efforts.
So
I
think
I
brought
this
up
in
like
a
couple
recaps
ago,
but
yeah
earlier
this
year
we
started
doing
monthly
syncs
with
the
abs
team.
Just
so
we
can
kind
of
discuss
how
to
support
both
teams
when
it
comes
to
our
funnel
strategy
and
pipeline
goals.
B
The
main
thing
I
want
to
highlight
here
about
this
collaboration
is
the
use
of
demand
based
to
develop
more
strategic,
retargeting
lists
list,
since
the
tool
now
brings
in
so
much
data
from
multiple
sources,
as
I
mentioned
before,
that
audience
size
challenge
how
filters
can
reduce
our
audience
size
with
demand
based.
We
have
a
greater
range
of
filters
and
the
ability
to
target
by
site
traffic,
so
everything's
kind
of
like
combined
in
one.
So
we
have
so
many
things
to
choose
from.
B
So
more
on
that,
once
we
kind
of
dig
more
into
that
tool,
and
then
I
had
one
more
thing,
but
I
didn't
add
a
slide.
I
think
I
was
in
the
process,
but
now
I
see
that
I
didn't
add
it,
but
I
know
matt
has
been
particularly
interested
in
reviewing
touch
points.
So
kind
of
like
one
thing
to
keep
in
mind,
is
that
every
prospect
has
a
their
own
unique
path
and
their
own
unique
mix
and
order
of
touch
points
before
they
reach
a
certain
score
qualification.
B
So,
while
there
is
no
kind
of
universal
retargeting
recipe
or
strategy
that
can
cover
all
re-engagement,
we
can
accomplish
for
now
like
we're
just
reviewing
the
data
that
we
have
just
to
gauge.
What
combination
of
assets
or
touch
points
results
in
a
positive
progression
throughout
the
pipeline,
so
yeah
matt's
been
especially
curious
about
it.
So
have
I
it's
gonna
be
probably
like
a
pretty
big
undertaking,
but
we
want
to
know
what
that
actual
journey
kind
of
looks
like
for
our
prospects.
B
So
then,
when
we
kind
of
like
look
through
that
data
and
extract
that
all
those
touch
points
then
break
it
down
by
like
persona
segment
use
case,
there's
so
many
things
that
we
can
break
it
down
by.
I
think
this
could
really
help
us
fill
in
the
gaps
in
the
long
run,
but
yeah
sorry
matt.
I
didn't
have
a
slide
for
that.
So
sorry,
if
you're
confused
but
yeah,
that's
it.
B
A
Cool
thanks
leslie,
so
yeah,
that's
our
update.
I
think,
as
we
look
at
numbers,
I
think
it's
we
we're
pretty
excited
of
how
things
are
trending,
and
so
hopefully
we
can
keep
the
trend
going.
If
you
have
any
questions,
we'll
post
so
obviously
go
in
slack,
but
if
you
have
any
questions
post
in
the
slack
and
then
we'll
we'll
address
them
as
best,
we
can
thanks
all
appreciate
it.
Bye.