The Science behind Lead Generation
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- 1. The Science of Lead GenerationScientifically proven ways to
get more leads. Dan Zarrella Jim Sinai Social Media Scientist Sr.
Product Marketing ManagerData.com
- 2. Succeeding as a Marketer is Not Easy TodayExecutives Key
Roles for Marketers SalesInnovatorROI DriverBrand Steward
MarketingTechnologistR&DCrisis-Manager ServiceData
AnalystCustomer AdvocateRecruiter Recruiting
- 3. CMOs Are Shifting to Inbound CreationTraditional
MarketingInbound MarketingInterruption Marketing Invitation
Marketing Company controls brand perception Community shapes brand
perception Trust company messagesTrust Friend
RecommendationsEyeballs and earsHearts and Minds Centralized
presence (www)Distributed presenceBuy a list of names to email
Social Listening & Engagement
- 4. Are You Making The Shift?
- 5. #LeadSci
- 6. What is a lead?
- 7. Traffic Sources
- 8. Our Websites Are the #1 Source ofLeads Data.com live 4/29/12
Pipe from our two webpages is more than all other sources
combinedSource: Data.com
- 9. Twitter
- 10. Facebook
- 11. Search
- 12. Offers
- 13. What do I get?
- 14. Offers: Demo is best in terms of leads and
pipeSource:Data.com
- 15. Too good to be true?
- 16. Sweepstakes vsContests
- 17. Landing Pages
- 18. Context
- 19. Legitimacy & Trust
- 20. Design
- 21. Research
- 22. Specificity
- 23. The Second Email
- 24. Email
- 25. Methodology
- 26. Metrics
- 27. Proxy Metrics
- 28. Engagement
- 29. Testing
- 30. We Know Data Changes Every 30 Minutes 120 Business
addresses 75Telephone numbers 15Company names 30New businesses
formed 10Businesses closed 20CEOs leave their jobsSouce:
D&B
- 31. The Result? Bad Data is Stunting Your Growth Insufficient
LeadsInaccurate & Incomplete DataUnproductive Reps Limited
Insights in lost revenue due to bad data (Source: Gartner, CFO
Advisory: Data Quality Overview, 7.29.2011)
- 32. Built Together: The Best Data, The #1 Sales AppLeading
account and contact datainside the cloud Clean MarketSell
- 33. Marketers Transform Incomplete Data Into Actionable
LeadsIncomplete Web Incomplete Web Form Daorm Data Incomplete
Wcomplete Web FormIncomplete W Incomplete WebClean Qualified Leads
+27%+30% Data Quality Marketing Productivity Backfill Lead Forms to
Deliver Complete Leads to Sales Lower Cost per Lead and Improve
Inbound Marketing Campaigns Soar with Workflows and Automatic Data
CleaningSource: Data.com Customer Survey 3.29.2012
- 34. Thank you!