Post on 16-Jul-2015
transcript
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How FiveStars Grew Marketing-Driven Revenue by 20x
MARKETER SPOTLIGHT
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AUDIO CHECKUse the chat window if you can’t hear or we cut out!
RECORDING & SLIDESBoth will be sent within 24 hrs post-webinar!
QUESTIONSAnswers at the end–don’t miss chance to ask Brian questions.
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Brian LeeGrowth Manager @FiveStars
EntrepreneurVery happy about Duke’s NCAA Championship
MEET BRIAN LEE
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20x Marketing-Generated Revenue
Over 95% Terminals Integrated
Targeting Markets 2.5x Propensity to
Convert
From YC to $45M RaisedGrew Customer Base
From 1M to 5M
Scaled Inside Sales Team From 1 to 35
(We’re Hiring)
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How do I prioritize marketing resources?
1. Identify largest markets & best prospects
2. Convert prospects into customers
WHO
HOW
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THE WHO
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3 out of 4 new market expansions failMcKinsey, Beating the odds in market entry
× 40% only maintain basic customer contact information
× 50% turnover within first 5 years of opening
× Even w/ explosion of data, it is fragmented &
unstructured
SMBs PRESENT GREATER CHALLENGES
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“This data, and the insights we extract from it, impact some of our biggest marketing decisions, so
we need to make sure it is right.”
TACKLING INTERNALLY – THE ECONOMICS DON’T ADD UP
× Increase human resources× Long turnaround times & QA processes× Inaccurate decision making
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✓ Strategy: Knowing the universe, market worth,
& segments converting up to 250% above
baseline
✓ Efficiency: Ease-of-use and seamless
deployments w/ fewer people
✓ Experimentation: Testing, iterating, optimizing
on hypotheses
✓ Accuracy: External data cloud offers complete
and verified foundation
RESULTS w/ INTEGRATED PREDICTIVE ANALYTICS
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THE HOW
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✓ Finance: Per capita
✓ Marketing: Sufficient pipeline & how it
scales
✓ Sales: Efficiency to maximize yield
✓ Management: Ensure hires are lifers!
KEYS TO BUILDING A INSIDE SALES POWERHOUSE
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Use underlying data to predict which prospects should get which
combination of messages, assets & ads. Key metrics include:
CONTINUOUS MEASUREMENT
INSIDE SALES METRICS
➔ Dials/day
➔ Contracts/day
➔ Volume (Consumption Rate)
➔ Close Rate
➔ CPA
➔ Labor Input - Time to Close
Marketing Metrics
➔ Open Rate
➔ Response Rate
➔ Close Rate
➔ CPA
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“Brian is not a sales guy, but he’s a damn good growth hacker with an innate ability to predict and
then execute on what will drive the highest impact.”Head of Inside Sales
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Q&A
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THANK YOU FOR ATTENDING!MARKETER SPOTLIGHT