Driving Higher Conversion Rates Through Better Business Data and Marketing Excellence
 

Driving Higher Conversion Rates Through Better Business Data and Marketing Excellence

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Do you focus on acquiring more leads? Or do you focus on maintaining the leads you already have? Well, what about doing both? Join Data.com, the industry leader in better business data, and Marketo, ...

Do you focus on acquiring more leads? Or do you focus on maintaining the leads you already have? Well, what about doing both? Join Data.com, the industry leader in better business data, and Marketo, the industry leader in marketing automation, as they present on transforming your pipeline through clean data and increased revenue performance.

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Driving Higher Conversion Rates Through Better Business Data and Marketing Excellence Presentation Transcript

  • 1. Driving Higher Conversion Rates Through Better Business Data and Marketing Excellence© 2012 Marketo, Inc.
  • 2. Today’s Speakers Jim Sinai Sr. Product Marketing Manager, Data.com @jimsinai Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller#bizdata
  • 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • All attendees will receive a copy of the slides • Twitter hashtag: #bizdata © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 4. You Can’t Be a Great Marketer Without Good Data Industry Phone Number # of Employees Title SIC - DUNS Social Conversations Blog Address Corporate Hierarchy Email Revenue#RevEngine
  • 5. Bad Data is Expensive and Time Consuming Wrong Number Wrong Size Business Duplicate Not in Territory Moved Jobs Gate Keeper Data Warehousing Institute#RevEngine
  • 6. Data.com: Foundation for Marketing Success Real-time Clean Leading Business Unified in CRM Data Data • 100% Complete Contacts • Automatically in Salesforce • Real-Time Updates • Company Profiles • Unified in the Cloud • Improve CRM Adoption • Social Insights • In Your Business Process • Instant Notifications • Familiar User Experience • Automated Match & Fill#RevEngine
  • 7. Leading Data Starts with Quality Accurate data on companies & people Jigsaw Community updates more than 1M records per month Over 2,000 automated quality checks & balances to ensure D&B’s high quality standards Best in class technology & algorithms process and clean every contact record Patented process for maintaining & updating global account database ① Global Data Collection ② Entity Matching Tens of millions of records ③ D-U-N-S® Number uploaded each month ④ Corporate Linkage ⑤ Predictive Indexing#RevEngine
  • 8. Marketers Transform Incomplete Data Into Actionable LeadsIncomplete Web Incomplete Weborm Data Incomplete W Form DaWeb Formcomplete Incomplete W Incomplete Web Clean Qualified Leads 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#RevEngine
  • 9. Marketers Improve Campaigns With Targeted Data Reach the Right People at the Right Companies: • 100% Complete Contact Information • D&B Accounts for In Depth Market Segmentation • Data That Starts & Stays Clean#RevEngine
  • 10. Enterasys Drives Productivity to a New Level $3.2M in revenue sourced from Data.com Sales reps get in the door faster with access to specific titles Increased inbound effectiveness using marketing automation with Data.com We get in the door faster with Data.com. Ben Doyle Director of IT Applications#RevEngine
  • 11. Connect to Success With Data.com Source: Reported in a March 2012 survey of 147 Data.com customers#RevEngine
  • 12. Data.com Packages Meet Your Marketing Need Data.com Data.com Data.com Lists In Salesforce Clean • Targeted Lists • Directly in Salesforce • List cleaning • Real-time online creation • Master file creation • Unlimited account viewing • Custom with your criteria • Unlimited contact viewing • Duplicate data flagging • Delivered online or via FTP • Real-time data cleaning • Fill in missing information • Access to full database • 300 Records per month • Increase CRM adoption#RevEngine
  • 13. Marketo’s Use of Data.com
  • 14. Marketo’s Revenue Cycle Engaged Prospect Awareness Name Sales Lead Lead Friend Opportunity Customer Nurturing Database Generate Awareness Develop Relationships and “Like” Until Sales Ready (Email, Social, Offline) © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Why Middle of the Funnel? • % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66% © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Need Quality Information to Nurture and Score By Industry: 82% By Role: 67% By Company Size: 49% By Geography: 29% MQL Prospect & SQL All Names Recycled Engaged SAL Sales Lead Lead Opportunity In Profile? Target? © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 17. We Use Short Forms Short Form (5 fields) Medium Form (7 fields) Long Form (9 fields) Conversion rate: 13.4% Conversion rate: 12.0% Conversion rate: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Data Augmentation © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Data.com Matching Results • Matches for 34% of leads and 74% of accounts • Industry, Revenue, and Employee count populated on all fields • Graveyard leads and contacts moved to unsubscribe © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Need Outbound Prospecting as Well Corporate Mid-Market Enterprise 10-100 101-1,500 1,500+ % Inbound 42% 31% 32% % Demand Gen 24% 23% 27% % Referral 6% 3% 6% % Sales-Led 16% 20% 22% % Teleprospecting 12% 22% 12% Outbound Total 28% 42% 34% © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Target Accounts Accounts Contacts © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 22. Effective Target-Account Tactics © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Effective Target-Account Tactics Buyer’s don’t care about you… answer WYWYN directly upfront Warmer © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Effective Target-Account Tactics Warmer © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Marketing Automation Drives a 63% Connect Rate, 5% Opportunity Rate     Add Leads/Contacts Package / Postcards Upon Delivery, Task to Call SLA to Campaign Automatically Sent Personalized Email Created in SFDC Reminders © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Key Takeaways 1. You Can’t Be a Great Marketer Without Good Data 2. Integrated Data Improves ROI on Marketing Automation and Other Systems 3. Cheaper to Buy Data than Ask for It on Forms 4. Inbound: Focus on Data Appending, Outbound: Find Contacts 5. Use a Multi-Channel Approach to Open Doors © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Questions? Jon Miller Jim Sinai @jonmiller @jimsinaijon@marketo.com jsinai@salesforce.com