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Moréa Pollet
Head of Demand Generation & Field Marketing at InfluxData
about
Moréa Pollet
Moréa Pollet is the Head of Demand Generation & Field Marketing at InfluxData, where she leads demand generation strategy and execution across multiple channels. She oversees campaigns to build awareness and generate demand through paid campaigns, virtual and in-person events, and SEM strategy. Working closely with the sales team, she optimizes lead management and improves funnel conversions while managing the marketing operations team responsible for nurturing and user engagement programs.
How has your organization evolved its approach to measuring marketing success beyond traditional metrics?
Beyond lead metrics, we focus on pipeline generation creation and cost per opportunity, ensuring we maintain a holistic view of marketing's impact on revenue generation. However, we still use MQLs as part of our measurement framework. We've developed a more comprehensive approach that examines every stage of the funnel. We've implemented an internal machine learning-based scoring system that analyzes historical data, demographics, and firmographics to provide a propensity to buy indicator rather than just basic lead qualification. This system has dramatically improved our conversion rates from MQL to conversation, by a 210% increase. The system's flexibility allows us to easily adjust to optimize for lead quality. It is also a great asset to help us understand where prospects stand in their journey and how different activities impact the funnel. The implementation process was comprehensive, taking two to three months to complete, including research, development, testing, and team enablement phases. What's particularly interesting is how the system reveals variations across different industries, providing valuable insights that help us tailor our messaging and positioning strategies. We've found that this granular understanding of industry-specific conversion patterns has been instrumental in optimizing our marketing approaches for different sectors.
How do you address the challenges of maintaining data quality and consistency across marketing and sales teams?
Data quality and standardization are continuous challenges we're actively addressing. We're developing an account lead scoring system to better capture multiple stakeholders within accounts, as we recognize that buying patterns have evolved. Our approach involves early collaboration with sales leadership to identify crucial metrics and establish more stringent data collection requirements. While our current data quality is generally good, we face typical challenges like ensuring consistent documentation of all stakeholders involved in opportunities. Success in this area requires strong executive and leadership buy-in to maintain accountability in CRM updates. We've made significant progress through strategic implementation rather than forcing rapid change, focusing on training and enablement to address remaining challenges. Looking ahead, we may have to establish additional requirements around data collection once we finalize our model and identify critical fields, working closely with Sales Operations to guarantee proper execution.
How does your organization approach the alignment between marketing and sales teams?
We've adopted a revenue-led approach rather than strictly sales or marketing-led, operating through two distinct funnels - one product-led and a sales-led. This unified approach has significantly improved our conversion metrics and team collaboration. For instance, in our ABM program rollout, we clearly define everyone's role in the process, emphasizing that success depends on contributions from all team members. We've found that working in smaller, focused groups has been particularly effective, as each segment has distinct goals and preferred approaches. These focused groups enhance information sharing and create accountability through face-to-face interactions, which has become a key differentiator in our current approach. While there's often resistance to adding more meetings to calendars, these direct interactions have proven crucial to our program's success, creating natural pressure for meaningful contribution and feedback.
How do you measure marketing's influence across multiple touchpoints, particularly in light of the 'dark funnel'?your organization approach the alignment between marketing and sales teams?
With the increasing complexity of tracking due to privacy changes and cookie deprecation, we've adopted a comprehensive approach to gathering insights. While we utilize traditional tools like Google Analytics where possible, we've expanded our methods to include community engagement channels, which are particularly important for our developer audience. We monitor discussions on platforms like Reddit, where developers often seek tool recommendations, as these provide more relevant insights than traditional B2B review platforms. This multi-faceted approach helps us build a clearer picture of how prospects find and evaluate us, even when traditional tracking methods aren't available.
How is your organization preparing for future changes in B2B marketing?
We're actively adapting our strategies to address several emerging challenges in the B2B marketing landscape. Data privacy changes continue to impact our ability to track and understand customer journeys, requiring us to become more creative in our approach to gathering insights. The rise of AI is also significantly affecting traditional marketing strategies, particularly in areas like SEO. With tools like Google Gemini changing how information is presented in search results, we're rethinking our content strategy to ensure effectiveness. Additionally, we're focusing on expanding our community presence, recognizing that modern buyers use diverse channels for research, including AI-powered tools like ChatGPT. We're working to maintain our company accurately represented across these emerging platforms while maintaining a strong presence in the developer communities where our target audience actively engages. One particularly interesting aspect we're exploring is how to effectively position our content within large language models, making certain that when prospects use AI tools for research, they receive accurate and comprehensive information about our solutions. This emerging frontier of AI-assisted research is becoming increasingly important in our overall marketing strategy.
about
InfluxData
InfluxData, creator of InfluxDB, is a leading time series platform that empowers developers to collect, store, and analyze time series data at scale. Developers can query and analyze their time-stamped data in real-time to discover, interpret, and share new insights to gain a competitive edge.The company's technology supports diverse use cases including IoT, Network & Infrastructure Monitoring across diverse industries.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.