Mathew Sweezey (Pardot) and Forest Baker (LinkedIn) present an analysis of LinkedIn member's annual churn (i.e., leaving a company or role) and what it means for B2B email marketers.

1. Four Ways to Dominate Your B2B
Marketing Database: Marketing's
Greatest Asset
Mathew Sweezey - Salesforce
Marketing Evangelist
@msweezey
Forest Baker - Linkedin
Former Head of Insights for Linkedin
@forest415

2. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the
assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make.
All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth,
earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements
concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new
products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our
Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature
market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further
information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year
and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings
section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on
time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes
no obligation and does not intend to update these forward-looking statements.
@msweezey & @forest415

3. 50,000
The average size of a B2B marketing lead
database.
@msweezey & @forest415

4. $150.00
Average cost of acquiring a new email
address.
@msweezey & @forest415

5. $7.5 million
But what do you know about it?
@msweezey & @forest415

6. Our goal
Use data to help us better understand and
manage this asset. So we did some
research.
@msweezey & @forest415

7. @msweezey & @forest415
Forest Baker:
Sales & Data Junky
Linkedin.com
-Account Executive (Higher Education)
-Former Head of Insights at LinkedIn
-Former behavioral economist
-Bikepacking Triple Crown Winner

8. @msweezey & @forest415
Mathew Sweezey:
Author & Evangelist
Salesforce.com
-Marketing Automation for Dummies
-Byline for ClickZ.com
-B2B marketing Evangelist
-Co-Founder Eventide Brewing

9. Four Ways To Dominate
-Understand the churn of your database (New Data)
-What does it mean for your forms
-How to evaluate your email database
-How to tactically use the data with sales
@msweezey & @forest415

10. New Research
@msweezey & @forest415

11. Question:
What is the life cycle of a B2B email
address?
@msweezey & @forest415

12. Begins
A new email address is issued for each new
employee at a company. Email addresses
follow a naming convention.
@msweezey & @forest415

13. Ends
The email address for a B2B lead dies when
the employee leaves the company, or takes
a role outside of your buying process at the
company.
@msweezey & @forest415

14. 22%
Annual churn rate for US workers age
16+ US Department of Labor 2012
@msweezey & @forest415

15. LinkedIn profiles
reveal churn rates
100M+ US Members
@msweezey & @forest415

16. Churn from
target persona
1. Leave key company
2. Leave key role
@msweezey & @forest415

17. @msweezey & @forest415
2010 Churn
Left company
2012 Churn
Changed roles

18. Predict Churn
• 6 Industries
• 6 Functions
• 3 Seniorities
@msweezey & @forest415

19. Industries
High-tech, Retail, Medical, Finance, Shipping, Manufacturing
Functions
Marketing, Sales, HR, Finance, Purchasing, IT
Seniorities
Individual Contributor, Manager, Director+
@msweezey & @forest415

20. Results
@msweezey & @forest415

21. 17%
Average 1-year churn rate based on profiles
@msweezey & @forest415

22. 27% Highest churn
rate
• Industry: Retail
• Function:Sales
• Seniority:Individual Contributor
@msweezey & @forest415

23. 11%
Lowest churn rate
• Industry: Finance
• Function: Finance
• Seniority: Director, VP, CXO, Owner/Partner
@msweezey & @forest415

24. Seniority:
Individual Contributors
have the highest churn rate
@msweezey & @forest415

25. Function:
Marketing and Sales
have the highest churn rates
@msweezey & @forest415

26. Industry:
High-tech
has the highest churn rate
@msweezey & @forest415

27. May your persona
be: Professionals working in IT,
Finance, or Purchasing who are managers
or higher seniority
@msweezey & @forest415

28. What about
growth rates?
How much does the size of each persona
target grow each year?
@msweezey & @forest415

29. Growth =
Total who joined persona during year
Total in persona at beginning of year
@msweezey & @forest415

30. 15%
Average 1-year growth rate based
on profiles
@msweezey & @forest415

31. 25%
Highest growth rate
• Industry: Retail
• Function: Marketing
• Seniority: Individual Contributor
@msweezey & @forest415

32. @msweezey & @forest415
9%
Lowest growth rate
• Industry: Finance
• Function: Finance
• Seniority: Director, VP, CXO, Owner/Partner

33. Get the data
www.slideshare.net/forestbaker/expected-1-
year-churn-rate
@msweezey & @forest415

34. What else does
this mean?
So if email churns is it still worth it to obtain?
What else would we ask for to communicate?
What are benefits of asking for social handles?
How can we use this data to determine the health of our
email database?
@msweezey & @forest415

35. Is it worth it?
The average cost of an email address is $150.00. The
average cost of a paid social engagement is $0.50 So why
spend the money on acquiring an email address?
@msweezey & @forest415

36. Social LTV:
Social handles have a much lower churn,
more targeted approach, and be more
valuable than spending time on email
acquisition. Follower churn is 10% per year.
@msweezey & @forest415

37. Bonuses
Social fans allow for Look Alike campaigns.
@msweezey & @forest415

38. Email is still
king Despite the increase in paid
social advertising, email is
still the number one driver for
many campaigns. However not all
engagements require an email address.
Know what you plan to do with it before you
get it.
@msweezey & @forest415

39. Target social
@msweezey & @forest415

40. Use social to
get email
@msweezey & @forest415

41. @msweezey & @forest415

42. @msweezey & @forest415

43. Health of your
database
This data gives you way to now judge your largest asset
@msweezey & @forest415

44. Penetration
Total Database
Potential DB
@msweezey & @forest415
Linkedin provides this
data thought their Sales
Navigator Product

45. Growth Score
Total Net New Email Addresses
(Possible DB x % Growth) – (Possible DB x % decay)
@msweezey & @forest415

46. New Ideas
Targeting the time of churn. This means for each person
who churns, there is a new opportunity with the existing
company and the company they go to.
@msweezey & @forest415

47. Data for sales
Job change alerts are the best way for sales
to keep up with change. They can reach out
via inMail in Linkedin.
@msweezey & @forest415

48. @msweezey & @forest415

49. @msweezey & @forest415

50. @msweezey & @forest415

51. Tactic:
Making a new job drip program for sales to
execute is a great idea! Think cross channel and
not just email.
@msweezey & @forest415

52. Thank you!
Now lets get to questions
@msweezey & @forest415

53. Questions
Go easy on us…………………………………..
@msweezey & @forest415