“Trust me; I’ve been there. A guilt-like feeling sinking into your stomach as you walk over to the engineering team with a data request for the upcoming board meeting. Even worse, many times I knew that a little more information would bring greater insight, but decided not to walk over at all for fear of overburdening their already loaded plates. At the time, I didn’t know how important that data was for my position, partly because I wasn’t asked for anything more than delivering a steady stream of MQLs. But, almost a year ago today, that all changed.” Read the full article on Marketing Insiders here.
“With all of the buzz around people analytics, you might assume that most organizations are making decisions based on predictive recruiting methods and machine learning retention algorithms. But, you’d be wrong! A recent Bersin study shows that 86 percent of People Operations teams have yet to scratch the surface of advanced analytics, with the majority, 56 percent, still relying on ad-hoc reporting methods and manual data entry. And yet, companies like Google and JetBlue continue to benefit from their people data and analytics capabilities.” A blog post I wrote for Shape Analytics on the future of People Analytics. Read the full blog post on Medium here.
“Transparency. A word that only years ago became so trendy that it adorned the walls of businesses large and small. It was embedded within company values, mission statements and corporate propaganda. During the same time, the walls of our offices were broken down and exchanged for “open-office” floor plans. We huddled around our bean bag chairs for All-Hands meetings, where financials and business challenges were openly shared with the organization. Transparency sang the promise of honesty for employees and customers alike. But, for many companies, the word never made it beyond the Employee Handbook. In fact, there are few organizations genuinely embody transparency. And as the years pass and the values painted on the wall begin to chip, we have to ask ourselves, what happened?” Read the full article on CIOReview here.
“Engagement is the ultimate success metric for SaaS companies. And I don’t mean content downloads or email clicks, but product engagement. SaaS companies live and die by their subscription metrics…For marketers, it’s no longer about bringing in as many leads as possible, but instead delivering a smaller number of (PQL) product qualified leads. Why? PQLs leads convert at around 50%… They’re proof that your campaigns were successful because the leads not only signed up to try your product but became heavily engaged during their initial use.” -Elle Morgan, Head of Partnerships, Woopra.com Read the full article and my commentary here.
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How We Work – Woopra’s Marketing Team Do you know what your customers are doing? If not, skip feeling like a stalker and check out Woopra – the modern leader in real-time customer analytics. Unlike other data crunching platforms, Woopra syncs customer data and tracks what your customers are doing all in 100% real-time. We were lucky enough to hang out with Elle Morgan, Woopra’s Content Marketer and Evangelist, whose superpower is humanizing analytics and putting a face to all that faceless data. Check out what she has to say about the future of analytics, a simple four-step guide we all can use when starting a new project and what’s in store for Woopra in the not-so-distant future. Read the full blog post.
Episode 40: How to use Product Qualified Leads (PQLs) to close more opportunities with Elle Morgan, VP of Marketing at Woopra On Episode 40, I interview Elle Morgan (VP of Marketing at Woopra) on how to use Product Qualified Leads (PQLs) to close more opportunities. The conversation with Elle is especially relevant for transactional SaaS companies who use a freemium and/or free trial model and do not have access to large sales teams to talk to all prospects 1-on-1. Elle and I discuss: How customer journey data in SaaS companies is fragmented — marketing has access to some journey data in their tools (e.g. Google Analytics, Marketing Automation etc.), while product has access to others in their tools (e.g. Mixpanel) Why it’s critical to connect the customer journey across all functions to see the true path to paid status for customers How critical behaviours in product can often predict the value of a prospect far better than a lead capture form on a website (e.g. people often download whitepapers from a SaaS company’s blog without any interest in the software) How transactional SaaS companies who use a freemium or free trial model can get their limited sales reps to focus on the highest quality leads. Listen to the podcast on HowtoSaaS here. https://analyticalelle.com/wp-content/uploads/2018/04/Ep40-Elle-Morgan.mp3