The Science behind Lead Generation

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?

#LeadSci

What is a lead?

Traffic Sources

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

Twitter

Facebook

Search

Offers

What do I get?

Offers: Demo is best in terms of leads and pipeSource:Data.com

Too good to be true?

Sweepstakes vsContests

Landing Pages

Context

Legitimacy & Trust

Design

Research

Specificity

The Second Email

Methodology

Metrics

Proxy Metrics

Engagement

Testing

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

Thank you!

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The Science behind Lead Generation

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