Automating Inbound to Maximize MQLs

This episode features an interview with Jenny Force, VP of Global Demand Generation at Meltwater, a company with a suite of solutions that spans media, social, consumer, and sales intelligence. Jenny discusses her experience launching the company’s first big summit, as well as the work they have done to automate their inbound process to maximize each MQL.

Key Takeaways:

• Launching a new big initiative and then proving ROI to the executive team requires careful positioning and careful measurement against KPIs.
• Automating the process for inbound leads through tech removes manual human intervention and puts the sellers into positions where they can do their job at a more impactful level.
• Imbuing campaigns with humor, while a little scary, can cause a big lift in engagement.

Quote: 

• We've been really investing and not just spending more money to get more MQLs. It's making, not to sound cliche, but every MQL count. It's about automating the process. Here at Meltwater, we're a 20-year-old company, we're very sales-centric and there's a lot of energy that used to be put behind outbound. So, it was changing the narrative around inbound. Until we totally make this change as a business where everyone in the business is shouting to get an inbound lead and are super excited about it, it's how can I get every single lead responded to in under an hour without any delays? And it's been a bit of a journey to put the right tech in place to automate those processes that we can, take out that manual human intervention and then put the sellers into the business so they can actually sell. So, I've got some tech around instant meeting scheduling, self-serve demos, a conversational email that we've put in. And honestly, I feel like that has already had such an impact on our conversion rates. I wouldn't get rid of it.

Episode Timestamps: 

*(06:03) The Trust Tree: Improving inbound efficiency and increasing deal velocity

*(14:32) The Playbook: Launching a summit and investing in automation 

*(45:53) The Dust Up: Changing inbound KPIs to get a seat at the table 

*(49:30) Quick Hits: Jenny’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Jenny on LinkedIn
• Learn more about Meltwater
• Learn more about Caspian Studios