Turn Your Site Into a Pipeline Generation Machine

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Hi everyone, I'm Katie O'Neill, Director of Customer Success here at Qualified.

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And joining me today, I have Joe Cassin, our VP of Solutions Engineering,

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and Melissa Phillips, VP of Marketing at Adecco USA.

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Melissa's going to take us through Adecco's major transformation since adding

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qualified to their tech stack.

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But real quick, before we dive in, I do want to set a little context.

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And in a recent survey to B2B CMOs and demand generation leaders,

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what we understood from 50% of those leaders was that pipeline growth was their

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number one priority.

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We all know this, we're all experiencing that.

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We actually know that today, more than ever, CMOs are under incredible pressure

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to grow their pipeline,

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and with even tighter budgets.

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So as marketers, where do we go to generate this pipeline?

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We're going to our corporate website, we're going to our number one sales and

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marketing asset.

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And if you think about it, everything that your revenue teams are doing,

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whether it's display ads, email campaigns, social media campaigns,

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webinar similar or on right now, everything your revenue teams are doing is

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driving traffic back to your site.

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There's a huge problem that happens.

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When that traffic lands on your site, when that prospect engages with that

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campaign and clicks through to land on your site,

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we greet them with a really stagnant form.

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It's pretty cumbersome.

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We let them know, once they submit their information, they're actually showing

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intent.

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We tell them, thanks, we'll get back to you later.

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That's insane. This could have been your most qualified buyer.

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This could have been a VIP buyer live on your site right now, and we let them

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know we're going to get back to them later.

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So not only is this a pretty poor customer experience, it's actually hurting

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your pipeline.

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What we've seen across the last decade is pipeline or MQL conversion rates are

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declining.

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They've gone from about a 10% rate down to an all-time low where they're at

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today at a 2% rate.

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So what is the crux of this issue?

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Your corporate website is not connected to your CRM.

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Your number one sales and marketing asset is not connected to your source of

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truth.

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And because this is not connected, you have no idea of knowing when qualified

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buyers arrive

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or even what they're doing once they get on your site.

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And because you don't know when someone's there, you have no way of converting

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them.

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You have no way of engaging with them.

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So the fix is connecting your website with your single source of truth, sales

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force.

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When you do this, you combine these two powerful platforms.

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You have total visibility into every visitor on your site.

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You can then take it to the next level.

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You can greet them by name, make it much more personalized.

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You can engage in real-time conversations, convert them right on the site

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instead of those stagnant forms.

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This motion is called the pipeline cloud.

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And the pipeline cloud is a set of technologies and processes that are

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guaranteed to generate your business, your business more pipeline.

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It's the future of pipeline generation for sales force customers.

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And it all starts at the foundation of a sales force connected website.

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So the pipeline cloud tells you exactly who is on your site and when,

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including target accounts, different open opportunities, other go-to-market

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segments that you care about as a business.

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When they arrive, you can engage in real-time conversations.

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It can help inform your outbound sequences as your sales reps are sending out

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bound emails to prospects.

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Who should they send them to? The pipeline cloud can help inform that.

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Even better, it can help inform how you think about advertising.

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So as you do your account-based advertising efforts, you want to greet those

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prospects and those accounts when they arrive on your site,

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right when their interest is most peaked.

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Finally, the pipeline cloud allows you to zoom out and better surface account-

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based buyer and tent data to understand who is in market to buy right now.

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How should you be prioritizing these efforts?

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So the pipeline cloud is the future of pipeline generation for sales force

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customers.

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This is what we're so excited about to show you today.

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We do want to dive in, show a quick demo.

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So Joe, I'm going to have you take us through a demo as we walk through how a

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deco use the pipeline cloud to generate more pipeline for their business.

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So what we have here today, we are on a deco's website.

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This is their number one sales and marketing asset.

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And without a connected website, Joe has no idea when qualified buyers arrive.

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And again, even how to engage.

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So with the pipeline cloud, when a deco connects their website, we have all the

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great data that they have within their sales force instance available to us as

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Joe engages.

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All of this starts within sales force, their number one source of truth about

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their customers.

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So diving into the account record, what we can see, we have important

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information like the account tier, account and assignment information,

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territory details.

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All this information is helping Joe better understand who this buyer is and why

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they're on the site.

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So when we connect these two platforms, Joe has much more visibility to who's

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on the website.

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Diving over into qualified, what we can see is we have a bird's eye view of

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every visitor that's live on the website right now.

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This is such a cool view.

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These pulsing green dots are the qualified buyers that are live on a deco site

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right now.

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And on the left hand side, we have a live stream of every visitor that's coming

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in currently.

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This is a live view of everyone that's arriving on the site.

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Now, super cool view.

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I love looking around the world at where people are, but as a sales rep, a busy

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sales rep, Joe wants to know who are the buyers that matter to him.

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How should he prioritize his efforts?

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So when we click into the segments, the qualified live streams, we see

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different audience segments neatly organized in priority order from left to

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right based on custom criteria that a deco defined like the account tiers that

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we saw earlier in sales force.

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This is massively helpful for a sales rep like Joe.

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He knows exactly the link in that traffic.

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Someone from Betterment is on the site.

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What was that? A VIP buyer arrived right on the site right now.

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You just heard it qualified, sounded the alarms within the application.

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Not only that, Joe also got a slack alert.

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He also got an alert on his mobile device.

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So he knows to take swift action right now.

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Sally is a qualified buyer.

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He needs to engage.

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So we click into Sally's visitor card and we can learn a bit more about her.

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On the left hand side, we have the qualified visitor 360 view.

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This is surfacing important information from Sally as a buyer.

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Who is she? Why do we care about her? What's her information about her account?

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As we dive into the sales force account record, what we can see is Sally's

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located in North America East.

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This is Joe's patch. This is why Sally was routed to Joe versus some other rep

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on Joe's team that's less familiar with Sally's account.

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Super cool.

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Here in the live view in the middle is the qualified live view.

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This is where we can see Sally's active browsing behavior.

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We can see every scroll. Look how cool this is.

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We can see everything she's scrolling through.

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Every page she's navigating to, everything she's highlighting.

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This is her digital body language.

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So Joe can understand what she's interested in as a buyer.

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Even better right below is the qualified timeline view,

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which is a historical reference of everything that this visitor has done on the

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site to date.

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Here we can see Sally click through a targeted LinkedIn ad.

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This is qualified for advertising in action.

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Joe can see the exact copy and creative that drove Sally back to the site.

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So he has more context as a seller.

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What is she interested? What peaked her interest? What drove her back to the

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site?

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He can engage in a really personalized way.

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Now here, what we did is qualified automated and experienced live on the

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website.

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We created a very customized and specific message to her based on that targeted

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LinkedIn ad.

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And in this case, Sally has two options.

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She can either select to chat now or she can book a meeting at a later date

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that's convenient for her.

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And in this case, it looks like she wants to book a meeting.

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So here in just a few clicks, we're offering Sally, Joe's calendar,

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so that she can select a time at a future date to meet with him.

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And in just a few clicks, Sally has that next meeting right here on the books.

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Oh, and what's that? Looks like Joe wants to chat.

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So here if Sally's ready, they can jump in a live face-to-face video call.

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This is amazing. This is the pipeline cloud in action.

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This is conversions happening live on your website.

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We know when you can get on a face-to-face conversation,

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your conversion rates will increase.

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So here, meanwhile, while Joe and Sally are conversing,

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we are capturing all of this data and rolling it up under the account to ship

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to surface high buying

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intent. So as we've diving to signals as this page loads, we are capturing

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thousands of data

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points across your website, different visitors on the site, different pages

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they've been on,

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and we're surfacing important data to understand they're buying intent over

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time

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and who's in market to buy.

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This is really helping Joe understand which accounts he should go after as a

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sales rep.

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So as we scroll up and look at the accounts that are hot or on fire and surging

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we're going to see Autodesk, who's hot right now.

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So let's click on Autodesk.

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At the very top, we can see important intent data,

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like engagement intent, which is account-based website activity,

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how many visitors have been on the site, what pages have they been on,

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have they interacted with a sales rep?

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We also have research intent, which is content this account has consumed across

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third party platforms.

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Here in the middle, we have a visual representation of this account's buying

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intent over time.

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And on the right hand side, we have a detailed activity list.

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Other important information Joe can leverage.

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Different pages viewed, current research topics,

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visitors that have been on the site, and much more.

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All of this is so valuable and powerful for a sales rep like Joe,

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so he has context for who he's reaching out to and why.

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All of this same great data lives in our favorite spot, Salesforce,

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where Joe and his sales team spend majority of their time.

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As Joe's digging into different accounts, he can understand who should he be

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outbiting to

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right now.

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And Autodesk is an account he should be outbiting to today.

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So he jumps into outreach, and all of that same great data that we just saw is

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also live with an

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outreach. He can leverage it to create a contextually relevant message out to

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the buyer at Autodesk.

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So in this case, it's Claire.

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Claire is a buyer over at Autodesk.

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And when Joe sends his email to Claire's inbox, it's at the right time with the

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right message to

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the right buyer.

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Joe Townsend, Claire Roberts from Autodesk has clicked through your email.

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Boom, just like that.

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This is what we call a magic moment.

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This is amazing.

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This is every sales rep dream.

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Claire, the buyer, click through Joe's email, his email piqued her interest.

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She arrived back on the site.

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You heard it again.

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You heard the alert.

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Joe now knows he can go and take swift action.

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What is so amazing down here in the qualified live view, we can see the exact

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email copy,

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as well as the exact link that Claire clicked to drive her back to the site.

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This is qualified for outbounding.

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This is something that sales reps have never had before.

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Joe has all of the context to create a contextually relevant message out to

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Claire.

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So just a few clicks, Joe clicks to engage with her.

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And on the site, Claire can see that and she can engage back.

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Here, they're in a live conversation right here on the site.

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And it looks like Claire wants to discuss some questions.

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We all know questions can be a bit nuanced.

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So here they can continue to chat live on the site.

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They can always jump on a face-to-face video call.

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And here we are live again face-to-face discussing video chat.

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There we are, Claire.

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Thanks so much for joining us.

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We love your glasses.

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I hope you're ready to buy.

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Joe is ready to sell.

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So there we have it.

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That's the pipeline cloud in action.

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This is so powerful for sales reps.

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And while we all know the power of generating more pipeline for a business,

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we also want to know how our investments are performing.

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What is the ROI?

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You will have a pipeline cloud dashboard live in your sales force.

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So yourself and any of your revenue leaders can access it at any time.

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This is going to tell you how the pipeline cloud is sourcing,

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converting, influencing your pipeline so you can continue to optimize your

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pipeline generation program.

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Now that is just a quick look at the pipeline cloud and how Adecco leveraged

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this on their website.

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Joe, thank you so much for taking us through that.

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And now I have the pleasure of introducing Melissa Phillips, VP of Marketing at

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Adecco.

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Melissa, so excited you're joining us today and thanks for coming.

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Glad to be here.

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Thanks for having me.

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Thank you.

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So for those in attendance that aren't as familiar with Adecco,

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can you tell us a bit about your company?

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Sure.

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Adecco is the world's largest workforce solutions provider.

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We work with about 100,000 clients worldwide,

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companies that you've heard of like Nike and Honda and Ralph Lauren and Whirl

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pool.

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Our mission is to match talented people with jobs and help them find employment

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Any given day, we're placing about 700,000 people around the globe on new jobs

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in about 60

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countries.

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You just named some pretty big players in the game.

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That's awesome.

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Yeah.

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Can you tell us about your role at Adecco?

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Sure.

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Ahead of marketing here for Adecco US, we are tasked with working with our

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sales teams to

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fuel their pipeline, basically.

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That's great.

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And Melissa, I know that you and I have been on this journey

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pretty much together from the start.

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Absolutely.

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You even can think about it.

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It was summer 2020, pretty crazy time for everyone.

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Take us back.

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Can you take us back and just let us know like what was going on with your

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business at that

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time?

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What was happening with your website?

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Well, I think probably the same thing that was happening with most folks about

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that time in 2020.

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We were scrambling to figure out how we took what was historically a very face-

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to-face

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relationship selling process and find a way to do that in a digital way.

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And to be able to convert the website into a lead generation and a pipeline to

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learn a way that we had never used it for before.

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That's great.

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I know, Melissa, when we first started, a big reason that you came to qualified

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was just

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reliance on forms.

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I remember that request a talent form on your site.

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You all still use it today.

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Yeah, we do.

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But what challenges were you experiencing when it came to pipeline generation

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before qualifying?

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Well, I think it's the same challenge that you have with any time you're

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relying on forms.

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They're just passive.

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So someone comes to your site, they fill out a form.

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By the time it gets to your sales rep, that person is long gone or they're on

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to something

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else.

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If you can't grab them in that moment when they are looking at your content or

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thinking about

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their buying intent, you lose them.

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And it's so, so hard to chase them down and grab that lightning in a bottle in

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that moment again.

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Totally.

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Your team, your, you guys are pro-pouncers.

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You always jump in.

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What are you doing?

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It's so fun to see.

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Absolutely.

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Tell a little bit about the power that you unleashed when you connected your

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website with

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your Salesforce.

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It was incredible.

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I mean, I think one of the things in staffing is that we had traditionally had

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this sort of thought

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that clients just didn't really come to our website that much.

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Or if they did, they weren't really there with that level of buying intent in

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the moment.

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And I think we totally blew that idea out of the water.

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We had no idea how much opportunity we were missing in that moment.

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And it had us reconfigure, I mean, some things about our entire sales process

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by realizing that

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you could grab that moment and turn it into opportunity immediately.

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Totally. And visibility, you just talked about it.

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Like you had much more visibility to who was on your site.

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Yes.

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So as you think about the pipeline cloud and particularly qualified

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conversations,

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which we originally implemented in your summer of 2020, and most recently,

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qualified signals.

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Can you talk a little bit about how that's impacted your pipeline generation

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strategy?

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Yeah, I mean, we are intent on it has everything that we do is with the intent

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on driving a person

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to our website. We are putting them in front of our sales team, what we call

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our inside sales team.

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But the team that sits behind the conversation tool, our entire intent is to

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get them there.

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And from there, they can be either handled right away or triaged out to the

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right account owner

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or national sales team or whatever it might be. And then once we've implemented

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signals that

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also kind of opened up a whole new set of ahas for us in that we were able to

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see the buying

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intent across the account was really very interesting and definitely made our

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sales team sort of rethink

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how they approach their individual pipelines versus the sort of, I don't know,

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the sort of time-based

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calendary way they had so much as looking at buying intent and saying who's

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hottest right now,

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who's more missed right now based on the content that's being consumed or how

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they're, you know,

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interacting and engaging with our content. That's great. Those aha moments that

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you just

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described are some of my favorite and I totally remember it with the DECO team.

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So thank you for

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sharing. If we can quickly just go back to the last slide, those were some

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incredible numbers.

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Yeah. I mean, this is insane. Can you describe just like, what have you seen so

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far as our

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Y goes? I mean, those numbers are the numbers. Yeah, the numbers kind of speak

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for themselves.

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It's definitely allowed us to capture one of our intents and in this past year

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and all it

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have been to diversify our portfolio and make sure that we are closing deals of

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all sizes,

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not just big national deals. And this has really helped us in that pursuit too

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of making sure that

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we are capturing our small customers, our medium customers across different

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verticals. It's just

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really helped us target the customers that we're looking for and really grab

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and hold on to them.

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And I think a lot of this is due to just the user experience that the client

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gets on the other

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side. They are not filling out a form and identifying themselves for the

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multiple times across the

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site. We know who they are once they arrive and we're able to greet them in a

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much warmer way

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and really start to have that conversation, that educated conversation with

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them faster. And that's

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really helped escalate the timeline that we're closing the deals, frankly. Yeah

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. And the sales

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reps love it. Yeah. We always love hopping on calls with them. They love it. So

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, Melissa, what a

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great success story. Thank you so much for joining us. Thank you for just being

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a great partner.

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It's been so fun working with you. Thank you everyone for joining us today and

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checking out a

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a little bit more about the pipeline cloud.

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I'll send it over to Mora to bring us home.