The Science behind Lead GenerationPresentation Transcript
The Science of Lead GenerationScientifically proven ways to get more leads. Dan Zarrella Jim Sinai Social Media Scientist Sr. Product Marketing Manager Data.com
Succeeding as a Marketer is Not Easy Today Executives Key Roles for Marketers Sales Innovator ROI Driver Brand Steward Marketing TechnologistR&D Crisis-Manager Service Data Analyst Customer Advocate Recruiter Recruiting
CMOs Are Shifting to Inbound Creation Traditional Marketing Inbound Marketing Interruption Marketing Invitation Marketing Company controls brand perception Community shapes brand perception Trust company messages Trust Friend Recommendations Eyeballs and ears Hearts and Minds Centralized presence (www) Distributed presence Buy a list of names to email Social Listening & Engagement
Are You Making The Shift?
What is a lead?
Our Websites Are the #1 Source of Leads Data.com live 4/29/12 Pipe from our two webpages is more than all other sources combinedSource: Data.com
What do I get?
Offers: Demo is best in terms of leads and pipeSource:Data.com
Too good to be true?
Legitimacy & Trust
The Second Email
We Know Data Changes Every 30 Minutes… 120 Business addresses 75 Telephone numbers 15 Company names 30 New businesses formed 10 Businesses closed 20 CEOs leave their jobsSouce: D&B
The Result? Bad Data is Stunting Your Growth Insufficient LeadsInaccurate & Incomplete Data Unproductive Reps Limited Insights in lost revenue due to bad data (Source: Gartner, CFO Advisory: Data Quality Overview, 7.29.2011)
Built Together: The Best Data, The #1 Sales AppLeading account and contact data inside the cloud Clean Market Sell
Marketers Transform Incomplete Data Into Actionable LeadsIncomplete Web Incomplete Web Form Daorm Data Incomplete Wcomplete Web Form Incomplete W Incomplete Web Clean 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 Cleaning Source: Data.com Customer Survey 3.29.2012