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Finding Relevant Prospects - BtoB Magazine Webinar
 

Finding Relevant Prospects - BtoB Magazine Webinar

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    Finding Relevant Prospects - BtoB Magazine Webinar Finding Relevant Prospects - BtoB Magazine Webinar Presentation Transcript

    • © 2013 B2B Fusion Group / Proprietary & Confidential DatePrepared for © 2013 B2B Fusion Group / Proprietary & Confidential August 2013 Jon Russo, Founder B2B Fusion Group Generate. Optimize. Close. Webinar: FindingtheRightProspects
    • © 2013 B2B Fusion Group / Proprietary & Confidential Connect Marketing Investment to New Revenue 2 CMO - Marketing What is the ROI of our Marketing Investments? How do we produce more sales ready leads? CSO – Sales How can we maximize sales rep selling time? How can we minimize sales rep distractions via our CRM processes? How do we track, trend, and improve our performance as a combined sales & marketing revenue machine?
    • © 2013 B2B Fusion Group / Proprietary & Confidential A We have a bunch of data in our database, it is unknown which data is valid and what sources are measurably the best to find more of the right prospects B We’re unclear what tactic combinations drive true conversion(webinars, conferences, search, etc.) C We are not sure what content is compelling and why D None of these – we have other issues What is your single biggest challenge of finding the right new prospect target or suspect to convert toward revenue? 3
    • © 2013 B2B Fusion Group / Proprietary & Confidential 4
    • © 2013 B2B Fusion Group / Proprietary & Confidential Framework for thinking about Target Contacting 5 Medium Small Large Seg1 Seg2 Seg3 1. Segment Market 3. Identify contact sources (industry specific) 2. Identify profiles Names MQL SQL CustomersSAL 4. Find target contacts in target companies 5. Match new contact generation rate to consumption rate Standard annotation if contact has left the company 6. “Keep the milk fresh” 7. Measure and improve Smaller companies ignored
    • © 2013 B2B Fusion Group / Proprietary & Confidential 6 SFDC Today: 85k Names *75% not in target Missing Target Market: 150k+ Names, 20k accounts Results: • Identified 150k+ missing contacts in target market, estimated $1B revenue upside • Established KPI framework within Salesforce.com to measure list source effectiveness Who are you targeting and why? Determine Total Addressable Market = new revenue opportunity Only 25% of existing database in target market
    • © 2013 B2B Fusion Group / Proprietary & Confidential Auto-Qualification and Segmentation Drive Conversion Rates Data augmentation to match personas via web crawling assuming you have the right data in your database to start with!! Web formEvent/program leads Leads come in from the website or a list upload Name, Email, Company, … Basic lead information is instantly sent to List Cloud Provider Qualified? • Company relevancy rank • Individual relevancy rank • Enriched company data – employees, revenue, … • Enriched individual data – email, phone, job functions, tools, social profile, … Provider returns relevancy rank and enriched data for engagement and segmentation
    • © 2013 B2B Fusion Group / Proprietary & Confidential Example: Auto-Qualification of a Web Lead A visitor fills a form on the company’s website Gathers lead data from the social web and multiple contact databases and sends it back along with a relevancy score API/Webhook
    • © 2013 B2B Fusion Group / Proprietary & Confidential • Data is foundational to content and tactics • Segmentation is a key starting point • Model from success • Track/trend all performance so you know what works and what doesn’t Key TakeAways 9
    • © 2013 B2B Fusion Group / Proprietary & Confidential Contact Information 10 Jon Russo Jon.russo@B2BFusiongroup.com @B2BCMO
    • © 2013 B2B Fusion Group / Proprietary & Confidential Our Customers & Key Mentions 11 Referenced by Forrester Research: 2011, 2012, & 2013 Best B2B Best Practices, KPIs, and Buyers Journey Referenced in Forbes 2012