“Marketing isn’t cut-and-dry, especially with demand gen,” she explained. She explained that she spent weeks “digging” through all the data she could find, and the areas she analyzed included full-funnel metrics, key performance indicators, cost-per-lead, conversion rates, sales-qualified leads and more. The first task Slavin tackled was internally reviewing the company’s existing data processes and vendors. Innovating engagement strategies to strengthen and accelerate prospects at the middle and bottom of the sales funnel.Īuditing Internally To Determine Weak Areas.Re-thinking intent data usage to ensure LastPass was accurately selecting in-market accounts and.Performing an internal audit to see what systems and processes were working.When reinventing the LastPass’s lead gen tactics, Slavin explained that the three key steps were: Realizing that LastPass needed a solid account-based marketing (ABM) strategy to better align marketing and sales and generate more qualified engagement, Slavin partnered with MRP, an enterprise-class ABM technology and solutions provider, to innovate LastPass’s strategies. Our prospects are in tech and have a lot of information coming at them all day the last thing they need is another ad to click.” Ultimately, LastPass was struggling to capture real interest from real prospects, measure the results of its programs and make sure prospects were ready to speak to sales. “There also wasn’t much of an emphasis on marketers to demonstrate a positive ROI and high performance. “Sales didn’t see the value in lead gen because they didn’t have a lot of strong leads or experience reaching out to those leads,” said Slavin, LastPass’s Sr. Simultaneously, Slavin started to dig into the company’s marketing and sales processes and realized that it had a bad perception of lead generation and content strategies. When Whitney Slavin joined password manager and vault app LastPass, it was in the process of separating from its parent company and establishing itself as its own entity. Volume 04, Special Issue 02 – October 2019.Volume 04, Special Issue 01 – August 2019.

Lastpass company account