50% of CRMs fail because of a lack of adoption. ProsperWorks is the first solution to solve this by delivering a CRM that’s intuitive, easy-to-use, and seamlessly integrated with G Suite. They believe that CRMs should give more to users than they take. So, they developed a system that saves time and eliminates necessary upkeep be removing manual data entry, automating the most tedious tasks, and integrating directly within your email so you can do your job easier, better, and faster.

ProsperWorks operates with three tenets in mind: simplicity, relevance, and actionability.  Harvey Rañola, director of demand generation, works to make sure those principles are embodied in marketing as well. As director, Harvey heads marketing operations and lead nurturing programs that aim to improve customer retention and implement program-level marketing metrics to measure campaign effectiveness and ROI.

The AdRoll team chatted with Harvey about his demand generation initiatives, marketing optimization processes, and approach to hot industry strategies like account-based marketing (ABM).

ADROLL: Harvey, let’s kick things off by hearing more about ProsperWorks.

HARVEY: We’re a CRM that people love to use, and we’re proud to be the first CRM included in the Recommended for Google Apps for Work program. Our product allows sales teams to spend less time with tedious manual processes, and more time selling.

ADROLL: What does your role at ProsperWorks entail?

HARVEY: The bulk of my team’s time is spent ensuring that we’re efficiently driving qualified leads for our sales team through our paid campaigns. We’re also responsible for marketing operations and building a tech stack that is constantly improving lead velocity from the top of the sales funnel to the bottom. 

ADROLL: What keeps you up at night as far as your demand generation strategy?

HARVEY: Surprisingly, it’s not attribution. If I ever wake up in a cold sweat, it’s likely because I’m having nightmares about not seeing immediate returns on new lead sources. The two of us who make up our small, scrappy demand gen team do everything we possibly can to get the most out of our paid campaigns. So, knowing that we’ve spent a significant amount of time getting something up and running, only to see it fail, is something I’ll always dread.

ADROLL: What AdRoll products are you using?

HARVEY: We mostly use AdRoll Retargeting to re-engage website visitors, while complementing this effort with Prospecting. On the operational side of things, we’re also leveraging AdRoll’s Marketo integration to build retargeting lists and pull view-through conversion (VTC) data into Marketo for reporting and multi-touch attribution.

ADROLL: What do you value most about your relationship with AdRoll?

HARVEY: The flexibility of both the platform and our AdRoll rep, Sam Zerfoss. Originally, it took a bit of time for us to gather the resources we needed on our end to get our campaigns going. But, once we were live, the AdRoll team really helped us pick up steam quickly. Being able to lean on your team for ad creative has also been incredibly helpful in allowing us to move much faster than with our other paid channels.

ADROLL: How do you define ABM?

HARVEY: I’ve heard the analogy that it’s like fishing with spears instead of nets, which is the way I see it, to an extent. My approach is to first identify what our ideal customer looks like. We do this by working with sales—leveraging technologies like Datanyze to build a targeted list of accounts based on our ICP. After that, we create personalized content and push it to our target accounts through platforms like AdRoll, outbound communications, and nurture emails.

ADROLL: Do you have an ABM strategy?

HARVEY: It’s something that we’re planning on implementing eventually, but right now, fishing with nets is working pretty well for us.

ADROLL: How are you measuring success? What would you say is the best way for marketers to measure success?

HARVEY: While we’re hyper-focused on cost per lead, as well as return on ad spend based on first-touch attribution, we’re also aware that this only gives us a small view of the overall picture when determining the success of our paid campaigns. Because of this, we’ve set up our marketing automation to help build multi-touch attribution reports that allow us to also measure campaign influence on pipeline and revenue. I think having an understanding of both attribution models is one of the keys to determining success, especially when you have longer sales cycles that involve multiple contacts in one account.

ADROLL: Tell us about your marketing stack. What are your priorities when it comes to demand generation? What are your team’s goals for 2017?

HARVEY: We’ve got a handful of tools in our stack that allow us to move quickly with our initiatives. Marketo acts as our main hub and has a custom integration into ProsperWorks that lets us do some really neat things. For example, the running, real-time activity feed allows our sales team to see how their accounts are engaging with our marketing campaigns—at both the lead and company levels.

We also run A/B tests with Optimizely and use platforms like Google Analytics and Crazy Egg to evaluate how prospects are interacting with our site. And, of course, we’re making the most out of AdRoll’s Marketo integration. Being able to tie VTCs to leads through your Marketo integration has been incredibly helpful in showing the value of AdRoll.

Our demand generation team prioritizes driving high-quality leads for sales and ensuring that we’ve done enough to enable them to follow up properly. These priorities motivate all of our decisions on the demand gen side and are tied to our overall goals as a team. For 2017, we’re really focused on continuing to drive efficiency and finding ways to push leads further and faster down the sales funnel.

ADROLL: What excites you most about marketing for a B2B company?

HARVEY: Finding new ways to engage prospects and understanding complex buying cycles are two things I’ve always found exciting. Now that we have access to so many analytics tools and ad platforms, I sometimes feel like a kid in a candy shop. What levers can we pull to improve our lead quality? How can we enable sales to improve engagement with our prospects? What can we do to stay top of mind with larger companies who have longer buying cycles, and keep them warm for our sales reps? These are the questions I’m always asking myself, and they’re a big part of what gets me excited about walking into the office every morning.

Harvey Ranola is the Director of Demand Generation at ProsperWorks. In his role, Harvey leads marketing operations execution and demand generation. In addition to his experience executing revenue generating marketing initiatives, he has previously worked as a writer for Bay Area News Group, as part of the Online Sales Operations team at Facebook, and as a correspondent and host for MYX TV. As part of his freelance work, he has made contributions to ESPN U, ESPN Radio, FoxSports.net, and San Jose City’s Hall’s “City of Champions” exhibit.