Proven Ways to Generate More High Quality Leads

Brian Hession, President & Founder Tom Pisello, Chairman & Founder

Powering B2B sales to economic buyers
List Intelligence Report

Proven Ways to Generate More High Quality Leads

Copyright 2001-2012 © Alinean, Inc. All Rights Reserved

Our Speakers
Brian Hession:

Brian Hession, President & Founder Tom Pisello: The ROI Guy
• A 25-year career helping companies to get more
• Recognized as a thought leader in demand
business value from their IT and business
creation marketing investments
• Serial Entrepreneur
• 2003 “Most Successful Direct Marketer under • Chairman and Founder
30” by the New England Direct Marketing
 Alinean – Content Optimization w/ Interactive
Association
Smart Content and Value-Based Sales Enablemen
Tools
 Akonna – Social Media Marketing Competitive
Benchmarking
• Evangelist & Blogger

2

Agenda

• Today’s Buyer and new Challenges for Marketing in 2012

• List Optimization Best Practices
– Data Hygiene
– Business Intelligence Enhancements
– Prospect Definition
– Balanced Data Portfolio

• New Value Marketing Best Practices

3

Today’s Buyer and new Challenges
for Marketing in 2012

4

Today’s Buyer = More Overloaded

• Rapidly increasing rate of new information available to buyers
• Calls 15+ a day
• Email 200+ a day
• Increase in available channels
• E-mails, tweets, Internet, webinars, search engines, videos, micro-sites, banner ads,
newsletters, magazines, demos, white papers, blogs, Facebook, forums, case studies,
research, advertisements, etc....
• A low signal-to-noise ratio on most messages / campaigns

• 62% of B2B vendors need more leads in
order to generate the same amount of sales

• 72% indicate an increase in sales cycle time
over the past 6 months

• Over past 5 years, average sales cycle has
become 22% longer (SiriusDecisions)

5

Today’s Buyer = More Empowered

Buyers do more research independently and online

Demand Creation Specialists B2B Buyer Survey - 2011
Multiple Responses Allowed 6

Today’s Buyer = More Skeptical & Frugal

Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.

7

Buyers Have Fundamentally and Permanently Changed

Frugalnomics is in Full Effect

More Difficult to Connect & Engage Longer Sales Cycles Increased Discounting /
Reduced Deal Size
Stalled Deals
More Leads to Close Same Amount of
Business More Executive & Economic Increased Competition
Scrutiny
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Data Cleansing Steps Benefit
Postal Address Increase the effectiveness of internal de-duping, merge-
purge, and suppression processing. NCOA updates
(Standardization & NCOA)
company moves (important for the SMB market) and flags
businesses that have closed or moved abroad.
Phone Verification/Append Flush out bad phone records and increases concentration of
direct dials. Depending on the level of verification can also
identify contacts no longer with the company.

Email Address Verification Suppress dead email addresses to improve overall email
deliverability and mitigates damaging ISPs and marketing
automation software reputation.

Prospect Definition Screen Isolate and purges non-targeted records from your
database. Inaccurate and non targeted records typically
find their way into a database as a result of non targeted
acquisition of 3rd party data.


Company Level - Enhancement
• Isolate and update records with higher quality firmagraphics – including
SIC/NAICS codes, employee size, revenue, HQ locations, etc.

• It’s common for a client database to already have business
demographic information, but in many cases accuracy is weak

– This occurs when loading 3rd party lists from various list providers that
each offer varying degrees of accuracy


Contact Level - Enhancement
Monetize records with incomplete information by appending:
• Email Address/Phone
• Job Title
• Custom Web Data Extraction
 Techniques to gather intelligence from LinkedIn, Twitter, and other
on and offline sources

Social Profiles Output Job Role Intelligence
LinkedIn Twitter Facebook Security Operations Data Center
/johnbaker @johnb /johnb Yes No Yes
/jamesc @jcmicrosoft /james.crawford No Yes Yes

/katiejohnson @katie /katiej Yes Yes Yes


Benefits of Data Hygiene & Enhancement

• Minimizes time wasted by direct sales on bad contacts

• Improves velocity and conversion rates within the demand waterfall

• Increases the integrity and accuracy of dashboard reports

• Provides a platform for targeted message and content delivery


Business Intelligence

• Identify software, hardware and other
installed equipment at the company
level enables sales and marketing to
design competitive, complimentary
and greenfield campaigns.

• Acquire unique intelligence to improve
segmentation and messaging.
 Example:


Prospect Definition
Company Level:
• Firmagraphics - industry, employee size, revenue and business description

• Business Intelligence - software/equipment installs and other intelligence

Define Multiple Prospect Definitions based on Industry/Company Size

• Identify the accounts for each prospect definition

• Append ‘Domain’ to each named account


Prospect Definition
Contact Level:
• Define target job titles, personas, and roles for each prospect definition

• Consider categorizing titles into one of the following three groups:
 Executive/DecisionMaker
 Influencer
 End user
• Include key words to ensure capture of unique/niche job titles

• Run a wordle funnel with your customer records to identify key words


Job Title Analysis (Wordle)


Balanced Data Portfolio
Your demand creation strategies requires multiple data feeds to optimize
reach with the target audience and mitigate risk. There is no single database
solution.

Contact Names

Firmagraphics



Data Portfolio

Purchase Rental

• Crowd Sourced: • Trade Publications
• Data.com - 12 million+ • Online Communities
• NetProspex - 10 million+ • Associations/Societies
• ZoomInfo - 6 million+ • Product Buyers

• Publisher: • To maximize audience reach, Oceanos typically secures
• OMNI - 5 million+ multiple usage to ensure internal nurturing strategies
• UBM/Penton - 1.5 million+ can be replicated to an audience that can only be
accessed via rental assets.
• Research Databases

Reaches typically 20-30% of Reaches the other 70-80%
a client’s target audience. of the target audience.


Balanced Data Portfolio

Business Purchase Contacts Rental Contacts
Demographics

OMNI


Value Marketing Best Practices

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Facilitate the Buyer’s Journey for Success?

Facilitate the Buyer’s Journey by answering 3 key questions for the buyer

How to better connect, engage and sell?

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Value Marketing Tools Needed to Fight Frugalnomics™

PROVOCATIVE APPROACH VALUE APPROACH

CONNECT ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE

Interactive Benefit Diagnostic TCO Comparison
ROI Analysis Tools
White Papers Estimators Assessment Tools Tools

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Next Steps

Oceanos Waterfall Calculator (powered by Alinean)

Value Marketing / Selling Best Practice Resource Center - http://fightfrugalnomics.com

“Ask the ROI Guy” Resource Center - http://www.alinean.com/faq

List Intelligence Report http://www.oceanosinc.com/listintelligence

https://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=976713497751767542
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Questions?

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Proven Ways to Generate More High Quality Leads

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