Maximize the Value of Your Marketing Leads with the Right Data Jan 29, 2015

 Brett Stineman  Product Marketing Director  Salesforce Data.com

 Ali Sadat  Sr. Director, Product Management

 Salesforce Data.com

 Michelle Ison  Sr. Product Specialist  Salesforce Data.com

Presenting on Today’s Session

Rethinking the Marketing – Sales Relationship  Change your customer acquisition strategy

From this… To this!

Rethinking the Marketing – Sales Relationship  Change your customer acquisition strategy

And from this… To this!

Attract

Nurture

Sell Deliver

Grow

The New Way to Think of “Sales” Cycle

“B2B marketers must take responsibility for their

company’s engagement with the customer through

most of their journey.”

Attract

Nurture

Sell Deliver

Grow

Source: Forrester Research, 2012 “Pinpoint The Actions And Outcomes That Elevate Leads To Revenue”

Marketing Sales

How Much Do You Really Know About Your Inbound Leads?

The Trade-off with Lead Forms (part 1)  Asking for more results in fewer conversions

“But I need this information to

understand my leads.”

-15%

5-6 fields

-40%

7-8 fields 3-4 fields

9-10 fields

-45% (or more)

The Trade-off with Lead Forms (part 2)  How accurate is the data?

Common Issues with User Input on Forms

§  Guessed/Generalized Responses: •  How many employees •  Annual revenues •  Industry

§  Non-Standardized Responses: •  Title •  Company

§  Nonsense Responses: •  “aaaa.com” •  “Mickey Mouse”

The Power of 3rd-Party Data  Increase data completeness and improve data reliability

Company Information

Address

ü Name, Website, Industry Code(s), Revenue, Employees, Corp. Linkages…

ü Geo-code coordinates, County, Enhanced Zipcode, Standardized Format

Contact Information

Social Profiles

ü  Title, Department, Phone, Email

ü  Twitter, LinkedIn, Facebook

3 Ways the Right Data Can Improve Your Marketing Results

Better Segmentation for More Targeted Marketing Personalization is crucial for effective marketing, but difficult to do well at scale

http://www.neustar.biz/resources/whitepapers/activation/personalized-marketing-glossary.pdf

Better Scoring

You should be using a combination of these:

§  Interaction-based tracking (engagement) §  Website §  Forms §  Email (opens, conversion) §  Chat – phone

§  Lead details (business fit) §  Title §  Department - Role §  Industry §  Company size §  Target account

 How do you score your leads?

Example Scoring Matrix

Source: Demand Gen International

Step 1 Clean Up Your Data

Step 2 Get Insights

Unknown

Better Understanding of Your Customers

Step 3 Become a Data-Driven

Business

Data-Driven Marketing Starts with Data!

Best Practices for Gaining More Insight on Your Leads

 Would you treat this lead differently with additional data? What’s the “Right Data” for Your Leads?

Example: Industry Detail

 Would you treat this lead differently with additional data? What’s the “Right Data” for Your Leads?

Example: Industry Detail

What’s the “Right Data” for Your Leads?  Would you treat this lead differently with additional data?

Example: Family Tree Detail

What’s the “Right Data” for Your Leads?  Would you treat this lead differently with additional data?

Example: Family Tree Detail

Managing Lead Data Between Marketing and Sales  Why synchronizing data across MA and CRM makes sense

Marketing

Sales

Marketing Automation CRM MQL Nurture + Qualify Qualify + Close

Typical Reasons for separation: §  Marketing attribution §  Keep CRM “clean” §  Sales reps will call on non-

qualified leads!

Classic Model

Managing Lead Data Between Marketing and Sales  Why synchronizing data across MA and CRM makes sense

Solution: Use Lead Queues and

Access Control to Keep Unqualified

Leads under Marketing Control.

Attract

Nurture

Sell Deliver

Grow

New Model

Typical Reasons for separation: §  Marketing attribution §  Keep CRM “clean” §  Sales reps will call on non-

qualified leads!

Managing Lead Data Between Marketing and Sales Improving alignment between Marketing and Sales brings significant benefits

% Achieving Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems

Source: Demand Metric, 2013 http://www.demandmetric.com/system/files/templates/sales__marketing_alignment_-_benchmarking_report.pdf

§  High Quality Firmographics •  Employee and Revenue Numbers •  Tag with up to 6th level Industry codes •  Corporate linkages, delinquency risk, and more

§  High Quality Contact Data •  Business complete details •  Social profile info

§  Built for Salesforce •  Cross check against existing CRM contacts/accounts •  Designed to work with your key marketing and sales processes

Qualify more leads faster!

Data.com for Inbound Lead Enrichment

225+ M Records 80+ Premium Fields

40+M Contacts , 50+M Social Profiles

Next Steps

Dreamforce Video: Personalized Marketing at Scale with Data.com and Pardot –

http://bit.ly/15Vxzel

Salesforce AppExchange: Data.com Assessment App

(for Sales Cloud customers) – http://sforce.co/1HfNyUW

Thank you