Maximize the Value of Your Marketing Leads with the Right Data

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

2. ​ 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

3. Rethinking the Marketing – Sales Relationship
​ Change your customer acquisition strategy
From this… To this!

4. Rethinking the Marketing – Sales Relationship
​ Change your customer acquisition strategy
And from this… To this!
Attract
Nurture
SellDeliver
Grow

5. 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
SellDeliver
Grow
Source: Forrester Research, 2012
“Pinpoint The Actions And Outcomes That Elevate Leads To Revenue”
Marketing
Sales

6. How Much Do You Really Know
About Your Inbound Leads?

7. 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 fields3-4 fields
9-10 fields
-45%
(or more)

8. 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”

9. 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

10. 3 Ways the Right Data Can
Improve Your Marketing Results

11. 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

12. 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

13. 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!

14. Best Practices for Gaining More
Insight on Your Leads

15. ​ Would you treat this lead differently with additional data?
What’s the “Right Data” for Your Leads?
Example: Industry Detail

16. ​ Would you treat this lead differently with additional data?
What’s the “Right Data” for Your Leads?
Example: Industry Detail

17. What’s the “Right Data” for Your Leads?
​ Would you treat this lead differently with additional data?
Example: Family Tree Detail

18. What’s the “Right Data” for Your Leads?
​ Would you treat this lead differently with additional data?
Example: Family Tree Detail

19. Managing Lead Data Between Marketing and Sales
​ Why synchronizing data across MA and CRM makes sense
Marketing
Sales
Marketing Automation CRM
MQLNurture + Qualify Qualify + Close
Typical Reasons for separation:
§ Marketing attribution
§ Keep CRM “clean”
§ Sales reps will call on non-
qualified leads!
Classic Model

20. 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
SellDeliver
Grow
New Model
Typical Reasons for separation:
§ Marketing attribution
§ Keep CRM “clean”
§ Sales reps will call on non-
qualified leads!

21. 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

22. § 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

23. 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

24. Thank you