The Revenue Marketing Blueprint by StarTree & Persefoni

so my name isit litsky I'm uh the co of infu U and yeah you could you could start yeah thank you Dimitri uh hi my name is Elana and I'm the head of growth marketing at panie um just a quick uh about us prapan is a climate tech company uh we help companies uh measure and calculate their carbon footprint uh businesses of all sizes um and complexity and and in every industry uh and it's a pleasure to be here today hi everyone uh my name is Jane I am the growth operations lead with pranie um so I deal with all of the uh marketing technology and really doing the implementation um really going into the deep dive of uh influ 2 and I'm Megan I am the demand generation manager for a company called star tree um we are a realtime analytics

company um based in the Bay Area and our focus is really on providing uh companies with realtime um data so that they can make um informed decisions when they need it yeah thank you well before we start and talking about your programs maybe let me just provide some context so like I think Revenue marketing has become a very fancy word like many people talk about this just like as you know you know ABM was was a was a was a hype thing now it feels like Revenue marketing is another hype thing uh and we we we have when we talk about Revenue marketing is a very specific idea specific Playbook specific way to use it uh though it takes very different implementations and and the way we see you know customers extracting value and getting getting it it could be very different and that's that we have two different companies talking about this

and you will see it's kind of really different takes on on kind of same idea so few words about about how we envisioned this was like a year ago when we launched revenue revenue marketing platform called like INF version two uh and it probably deserves its own name now but and we still thinking about it but uh that's how we called it initially um so the the concept was that we we have person based advertising the ability to show adds to specific prospects that you can handpick uh as if underlying technology the core technology of our company but then uh they tried to make it applicable and useful for for like marketers who want to help their sales team to drive Revenue support them throughout this like sales Journey starting from you know pipeline generation to pipeline progression to winning deals and supporting this process in different aspects and obviously it's kind of lots of elements lots of potential ways to do it so we try to you know

provide all the tools and capabilities to leverage person based advertising to leverage the fact that you can show ads to your prospects in very different aspects of of the buyer journey and then adjust it to your buyer journey and then leverage contact level data that could you know we'll talk about this little later like how you can actually leverage this and then the most important thing is just to measure How It actually drives Revenue because like you canot talk about Revenue marketing without talking about Revenue right so so that's that's what we launch and you know like we we have early adopter of the platform um so yeah so I think the the the good starting point would be to to talk about um you know your company offering your and then who you sell to your ideal customer profile how you think about this um just a little of the context before we dive into into your program I can kick it off um yeah so for panie essentially RCP

is uh any business that is subject to climate disclosure um you know when we talk about uh carbon emissions reporting there's voluntary emissions reporting there's also uh regulated emissions reporting uh and we're really looking to Target those companies that will be required to report sa for the likes um you know in the future near future the SEC for example similar to how companies have to report uh their financial uh data as well um in the broad landscape that's who our Target uh ICP is but um we've really started to break that down uh into a more granular level uh getting other uh leveraging other uh sets of criteria and components to break that ICP down further um uh looking into you know whether they're uh indicating that

they're going to build out a decarbonization strategy or whether they're investing in voluntary reporting not going to go into too many acronyms because there are a ton of acronyms in the climate uh landscape um you know the number of sustainability professionals that they have within their teams that help indicate uh a level of maturity within uh their their climate reporting uh in their team so you know really breaking down that ICP at a more granular level to help inform our targeting as we start to build out um our advertising capabilities our audience segments uh uh and so forth um and then you know as we continue to build on that um breaking it down even further by personas uh Within These companies um for us we have two main buckets in which we break down our per personas they're uh either within a

sustainability Persona bucket and then you know we build out a messaging framework based on what their pay points and drivers are as it relates to their role uh in the company and what they own uh and then we have compliance personas as well so um folks who are within Finance legal Etc they also have their own motivations and drivers as it relates to their role in that company for sustainability reporting so just really making sure that we're building out the right messaging uh points and Frameworks uh for these different audience segments thank you and then I assume that like talking to different personas would be would assume a different strategy right so it's just you wanted to execute differently sort different type of you know my ads and that kind of stuff depending on the personal absolutely because ultimately whether they're going to be a platform user or they're just part of the buying

committee we really need to be able to get their Buy in to close that deal and in order to be able to do that we need to tailor our messaging the content that we serve to them and how we reach them even um to be able to properly influence everyone who is part of that open opportunity okay good this is awesome Megan um yeah so um at Star tree we are primarily looking to Target uh data Engineers uh data Architects and uh analytics professionals that are really director level and above decision makers um we do help individuals across a broad um number of Industries but the primary industries that we are looking to um reach would be fintech telecom um delivery um Services ride

sharing and uh a lot of others but those are our main ones it sounds like everyone needs it yeah okay well uh okay so speaking about like this like ICB and like your offering what were the biggest challenges that you had in your go goto Market strategy and what what can resonate when you consider like uh like Revenue marketing infl to offering is there specific things that you wanted to address with it yeah you want sure I'll go um so for us I would say the biggest challenge would be the Precision targeting um so we knew who we wanted to Target um um but we didn't know exactly how to reach out to those individuals and we wanted to do it in a way that was going to be really mindful of our marketing budget um we

didn't want to go the traditional like ABM route um essentially where we were going to reach out to individuals um just at the account level um so that was one of the biggest challenges for us was actually getting in front of those individuals and then uh we also really wanted to be able to provide our sales team um with engagement metrics so um they could know who was you know coming to our site what content or collateral you know they had interacted with so that they could really reach out then in a meaningful way okay Jane um very similar in pepan as well so we had challenges of surfing actionable like um insights for sales to actually say hey they've done this on our site they've clicked this ad all right well sales go go at them well they didn't have that visibility the other thing also was um branding awareness and

we needed to really expand our um audiences and a lot of our open opportunities that we had I think like in some of them we had like maybe one contact and it was like okay well we can't just Target one person we need Target a whole bunch but how we do this efficiently and also prec precise right so that's uh some of the struggles that we had and uh that's that's kind of where influ two comes in yeah thank you um okay and then like okay so I so so it's kind of nice um starting like starting uh nice opener for for the next question is about like what's your uh what's your what your buyer Journey looks like what's because I assume like there are a lot of things happening while before you you kind of sign like your sales people sign the deal and there's a lot of things happening in the marketing side and there's a lot of things happening on the Sal side so what what the buyer Journey looks like and where are you envisioned um you know influ to in in this journey what piece was can relevant

for for for the program we talking about I can jump in real quick so I mean for pany you know traditionally for any company there's you know we have the awareness consideration and decision stages and we really try to work to build out what messaging and content we'd like to be able to deliver at each of these different stages uh and making sure that you know our sales team have the utmost visibility on you know for every contact Associated to an opportunity or you know part of a Target Target account they know exactly what they're consuming you know whe when they're consuming that content Etc so that they can leverage that for their own personalized Outreach as they're having these conversations with with these teams um and I think that's where the beauty of influ Lies is that you know at an individual contact level

we're we're not only able to Target them but we're able to surface those insights to our team internally um right now at this moment we're hyperfocused on you know one of our key challenges is converting high value accounts within our ICP um so you know we're we're leveraging the influ to platform to build out these campaigns to Target these Accounts at open opportunities and working with the sales team making sure that we're reaching the right people within the buying commun committee um you know depending on the company if you're if you're only going to Target at an account level there might be hundreds of accounts and uh of contacts and you'll you won't be spending your budget efficiently targeting folks who are not even part of you know whatever you're selling them to so with INF fluu and working with their team we're able

to really drill down okay you know these are the 20 to 30 contacts at this target account that we want to reach and deliver this message um and be able to effectively you know roll out these campaigns yeah and to add like um that's kind of the key differences between influ and some of the other channels like I'm sure folks are using demand based six cents even LinkedIn ads to actually do a lot of their targeting a lot of it is really account based right and so if you're trying to Target Enterprise companies Intel for example and you're like hey I'm G to Target a Financial managers in Intel there's probably 200 of them I don't know if uh you want to Target all 200 of them or specific individuals whereas in flu 2 they're like okay which individuals will put ads wherever they're on social media and make sure that they have the awareness um know your brand everywhere on the website and that's that's the power with INF flu to yeah thank you uh

man what's what's your situation so like panie we are interested in utilizing influ for the uh awareness the consideration and the decision stage and currently we are running three campaigns within the program um dedicated to different um stages in the funnel so um we have topof the funnel ads that are really dedicated to um showcasing who we are what our offer is um what our value prop is and then um we are able to seamlessly um send people from the top of the funnel then into our middle of the funnel campaign um our middle of the funnel campaign uh is segmented out so that we are able to um provide a highly relevant experience um so if you're for instance within the fintech space we're

able to then show you a fintech um use case if you're in T we're able to um show you a telecom uh case study and then from from there we um move people into bottom of the funnel which essentially um is an invitation for a free consultation um or a demo with sales or one of our Architects oh it's just great so so basically it's as we say like there's no one one fit all ad for for every step of the bu journe so you guys kind of thought of like what what is the best the best uh message we can send depending where the buyer in their Journey right like speaking about uh um you know like pan like what's how you think about like what was your choice in terms of content like what's what worked for you what didn't work for you depending and and how how you were choosing exactly what kind of messages you sent to depending on the buyer

Journey or Persona or what was what was your decision about that yeah well I can say that um we it really comes down to what their pain points again depending on what Persona bucket you fall into you have a different pain Point as it relates to sustainability reporting and mapping out content um that fits that uh stage of the journey at where they're at um you know we have a great example here um of a campaign that we ran after a timely moment that happened in the market um where the state of California passed a new law requiring that businesses operating in that state would have to disclose their Scopes one two and three emissions and what we did was build out a campaign uh serving messaging and

content related to that event um and tied to how our solution helps solve for their pain points that you know they would have to uh eventually have to to figure out what they're going to do um to meet the disclosure requirements that were being announced um so we were able to reach them prior to the um uh you know here we have an example of a webinar that we hosted um we were able to reach them prior to the event uh during the event event and after the event with tailored messaging for these different moments uh and again you know targeting the right people um if they attended the webinar we delivered specific messaging for folks who attended the webinar um which just reach reaches that next level of personalization okay thank you well you you touch a little bit about your you know like the the process you had with your sales you know enemies uh as uh

some people call um like what like how it worked like I think there basically probably two elements and let's chat about like what what was your audience Choice did you align in terms of what are your priorities uh or actually their priorities uh who they going after how how the the alignment work for you yeah I can speak to that so we did a an ICP exercise with our sales team and it was like an alignment with sales right because we can't just say hey these are the target accounts go for it like we need feedback from sales and so working together we say okay these are the accounts that we want to go after here's the list Target them and I was like okay well there's some that are in open opportunities some we haven't even engaged with so what's the best way of doing it on some of them we don't even have contacts so using influ we were able to not just expand our audience I think uh if I remember correctly we expand our audience up to like I think 40% so basically in our existing uh system we had um of the ICP uh accounts

that we had uh only about one contact we had for uh each account and we expanded that to about now like three or four for uh accounts uh or contacts per account and so that's like a big expansion for us to like build that out and then we send all of that um information to sales and we start targeting them with um a lot of these ads that we put out in influ to and we built out in an integration between our uh marketing automation system which is HubSpot um to build out slack alerts um for our sales team and they love it they're like eat it all up basically um one of the feedback we got was hey like I love seeing these um notifications because now I can send personalized sales um prospecting emails um content related to what they've clicked on their ads and so that alignment there we didn't have before yeah well I think I just need to explain so the the notifications that you send is based on the contact level

engagement data so whenever Simon clicks on the ad because we know who clicks on this ad this is a very good signal for salespeople this person is interested in this topic so let let's reach out to them right absolutely yeah so it's it's super helpful especially if we're trying to Target like um the SE Suite right and you want to be able to get them um you see them visiting our ad um click clicking on it as well that's where sales needs to kind of take action and then service them either additional content related to what they've clicked or just hey you're interested let's chat continue the conversation yes continue the conversation great Megan what what about you guys how it work for sty yes so we also are providing our sales team with um slack notifications um so they're able to see contact level data um we also have created individualized dashboards for our sales team within Salesforce um so

they can take a look and see which individuals have um visited the site which um content they have engaged with and then they can reach out with um personalized you know messaging um emails phone calls things of that nature this is a great um okay so so speaking about your what you're currently working on and what you what results you seeing like what's what's your kind of overall assessment of the program and what's what's next what what's on your mind in terms of like how we would like to evolve it further so uh with star tree um I honestly have been very impressed uh with influ 2 um I came from another company where we utilize traditional ABM um and I feel like it was really kind of a shot in the dark um so I knew that I

was you know reaching individuals within the target company but I didn't know if those individuals were actually a part of the buying group um influ 2 has really been able to give me those insights that I've lacked you know all the way up until this point so over the past year I think we've achieved uh more than 200,000 Impressions with influ 2 um we've gotten over a, clicks and over 600 highly targeted individuals within our ICP have come to our site and engaged with us um and overall that's really um boosted our pipeline generation and we've seen uh over a 3X increase um in conversion rates for New Opportunities um in comparison to just cold

outbound no I was just going to to chime in for for panie um as the regulatory landscape continues to evolve and we see um new you know uh regulations being uh issued by countries globally we're going to continue to refine our ICP and with that um we'll be needing to engage with new uh accounts and contacts uh at a global level and we we will definitely continue to be partnering with influ on that um you know with the work that we've done this past year we've been able to 3x um our uh conversion rates from Prospect to opportunity and we really want to be able to double down on that um uh even more um from a pipeline generation perspective as well um continue to uh go down at a more

granular level as we're building out um our buyer Journeys within the platform which I absolutely love that feature and functionality in the platform um and and just go as granular as we possibly can to really personalize our our Outreach great awesome sounds awesome well we we only have like three minutes left uh so it's just kind of just to wrap up this this is actually called lunch and learn and and uh so like what's what's your advice well first do do you feel yourself as a revenue marketer that actually you know like have like mean has meaningful impact to to to sales process and second what's your advice to to those who are just considering doing similar programs like where to start what is the biggest you know like challenges to like or problems to avoid or you know any any advice that you might have out of your mind like to to to those who just starting the revenue marketing programs

my number one advice is to have the tightest communication loops with your sales team if you do not communicate with your sales team and have good feedback loops it will be really difficult for you to be successful with your ABM programs I'm not going to sugarcoat it it takes a lot of work it's not easy but you will you will reap the rewards of that afterwards it was one of our biggest challenges and leveraging technology and platforms like influ to can really help ease the burden in doing that I think my my advice would really test we used influ in so many different ways until we found out I'm like oh my God we can totally do it this way and this way and there's so many ways of using a technology there might be ways that you didn't think of before that you can test out and it works I mean I think with influ we were uh I think we're eight months or probably more in and we saw value like three months in we're

like oh gosh this is is going to be interesting for us to use yeah thank you Meg would like to add man you guys took the good ones that's why I was quick um no in real realityy I think uh what they just said was uh two really key points and the only thing that I would add to that would be to um you know consider really utilizing the platform to do segmentation um we've seen you know great success in being able to show highly relevant content so having those you know insights and and knowing that you know you're serving fintech to fintech and Telecom to Telecom um things of that nature um uh has been really key for us and something that I would recommend okay thank you well um I think we we we are like it's last minute of our session so we don't want uh to keep people I think it's going to be next session coming so I appreciate your time

I appreciate you came here shared your experience um and you know like if anyone has any questions we're happy to answer after the session but yeah thanks thank you thank you oh