Behind the Brilliance: How Marketing Ops Delivers Insights to Every Member of the Revenue Team

June 24, 2020 Megan Heuer

For B2B, prioritization and productivity are essential to reaching targets. How do you help sellers exceed their prospecting goals and keep marketers focused on the highest potential accounts? We’re excited to share insights from Michael Carter at Conga, who shares his experience across the revenue team, from business development to marketing operations. He has tips for what insights help sellers the most, and how to use a combination of actual engagement data combined with predictive analytics to deliver big results. This is a masterclass on how to improve attribution reporting so marketers no longer have to argue over who gets credit for opportunities. 

Engagio: Welcome, Michael, and thanks for speaking with us! We’re excited to share your insights! Tell us about Conga and the role you play on their marketing team. 

Michael Carter: I’m a marketing operations analyst at Conga. Conga is the digital document transformation company. We primarily focus on digital documents, as well as contract lifecycle management and e-signature.

Who does Conga sell to today?

Conga sells to companies across any industry that have a need for digital documents. Whether those companies are in financial services or if they’re in healthcare, they have some need to generate documents and sign those documents digitally. We also have our contract lifecycle management solutions that we sell to companies in any industry that needs to move away from archaic contract management systems. Our tools help manage those contracts online, all in one place.

What does a buying group look like for you? Who do you typically talk to in a sales cycle?

We focus primarily on talking to operations, mostly sales operations and legal counsel. Sales leaders often help influence the decisions. The tools we use help automate a lot of day-to-day work for their teams, from generating quotes and proposals, to having that proposal signed. 

What does your go-to-market strategy look like? What segments do you have?

We have different segments ranging from small to mid-market to enterprise accounts. When selecting accounts, we use Engagio to identify which accounts within those segments are engaging most or least. We definitely use the buyer’s journey and the customer journey to identify accounts, and we use other tools that give us the propensity to buy. 

You’ve spent time as a business development rep, and that role is more critical than ever in B2B companies now. Tell us what you learned from that experience. 

I started off at Conga as a BDR, and I loved using Engagio. As an outbound BDR, it was really important for us to be able to identify accounts who were engaging with us, because it made the conversations easier. 

I love to tell this story: There was a company across the street from us. I could look out the window and see their office. It was a large internet security company we’d been trying to work with for years, but despite proximity to our office, it never really went anywhere. I sent them a lot of emails, did all the traditional BDR stuff. Eventually, I got to the end of my cadence and thought it wasn’t going anywhere. Then, a couple of weeks later, I noticed on Engagio that certain individuals from that company were engaging with content marketing. I was able to identify who they were,  figure out which person would be making the buying decision. Then I bought a case of beer, walked over and asked for a meeting.

That turned into one of our largest outbound deals we’ve ever won, but I probably would have given up on it if I hadn’t seen via Engagio that they were interacting with our content. 

That’s great! Did your success change the way other BDRs approached leads?

Oh, absolutely. That was the kick-off point for Engagio. Once that occurred, we really started using Engagio heavily in our BDR team. 

A question we get a lot is how to make information actionable for sellers. When you were a BDR and saw engagement, what did you do?

When I saw engagement, my initial thought process was to send a bunch of information about Conga. After a while, I saw they were viewing portions of our website related to our Composer product, which is our document generation product. Seeing that gave me an indication of potential interest there. That allowed me to just pick up the phone and call and know what to talk about. We didn’t have a play for if somebody clicks on this, then put them in a cadence. It’s pretty much just: hey, there’s activity. Act on it. Place a call or send them an email.

Now you’ve moved on to new roles at Conga. Tell us what you’ve been doing.

We’re actually doing pretty crazy things at Conga with the Engagio Dash platform (Engagio’s attribution and measurement solution). What I’m working on now is fractional attribution using Engagio Dash and Salesforce Einstein analytics. Conga really likes to break things and make them our own. We were using a fractional attribution system, but realized we wanted to pull in more information and see more than what that Dash could provide out of the box. We decided to take the custom objects Engagio’s given us and make those our own so we can track fractional attribution of our campaigns using both those custom objects and Salesforce Einstein analytics. With this approach, we can create massive data sets and get insights into our data that extend far past Salesforce dashboards. 

What’s your goal with those dashboards? How do you use them?

The big thing is we’re transitioning from single-source attribution for marketing. We were having so many team meetings where people were talking about who sourced what. With this change comes a paradigm shift in how we report on our actuals and our goals for the various sub-departments of marketing. The intent of this dashboard is to ultimately have a single place of reference for all marketing efforts to see how much all campaign types are driving, from events to emails. We want to create one highly customizable, interactive dashboard for our fractional attribution.

How are you thinking about the operations function, and what’s most interesting to you right now?

The biggest focus now is on getting everybody across all our sales teams to really adopt Engagio. The teams and individuals that are using it are seeing incredible success. I had an opportunity to collect feedback on Engagio because we’re doing a tech stack audit. The number of people who said “I cannot do my job without Engagio” was about six out of 10 at the time. The other four didn’t log in, but we want to get them there. 

On the marketing side, we just adjusted our customer journeys to match our marketing strategy for this fiscal year. We added customer journey steps that match our goals. 

What else is working with your sellers right now?

I’ve got a few territory managers, or account executives depending on the title you use, who are using reports to track engagement from people in opportunities that have gone silent. The second they start seeing those contacts re-engage, they’re having a lot of success restarting that conversation. Also, we’re seeing massive success with reps who are able to identify who in their book of business are the top accounts based upon overall engagement. 

How are your field marketers deciding where to prioritize their efforts? 

We have a status that reflects the customer journey stage the account is in and the propensity score for that account. A sequence is assigned to accounts based on both that x- and y-axis, where the x-axis is the Engagio account journey status and the y-axis is propensity to buy. So if we see accounts that are not engaged, we can ignore them. But if we see that accounts are in what we call the consideration or evaluation stage, combined with their propensity score A or B, then we know they’re a great account to prioritize. Not only do we know they’re accounts with a high propensity to buy Conga, but also they’re also highly engaged via Engagio. That’s the center of the target for us.

Can you tell us a little about how you get the propensity score?

We work with Mintigo’s data team, where we give them our data model based upon the type of accounts that we want to sell to. They take that data with their data scientists, work their magic with it and provide a score system. We look at how closely a specific account matches our ideal customer profile (ICP). They use a ton of different data points that give us an overall score on match and the higher the score, the higher the degree of propensity. We also include intent data in this.

We take all that from Mintigo plus everything from Engagio and basically blend it to identify which accounts we should target first. We use that combination to really identify and prioritize both BDR and marketing account focus.

OK, one last question: What’s one thing that always seems like a good idea, but isn’t?

For me, it’s when I want to go into the bar after work. I always feel like it’s a great idea, I can see some people, have a drink or two. But then you realize you could’ve gone for a run or something.

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