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NetProspex DemandCon Presentation

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Before buying any data.. read this. …

Before buying any data.. read this.

Presented by NetProspex
Michael C. Bird
Chief Revenue Officer

Turning prospect data into revenue.
(It’s about more than accurate contact info.)

Published in: Business, Education

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  • Introduction and what to tweet.
  • Would love to stand up here today and tell you why our data is superior.
  • Wrong. everybody's in sales. That speaks to step 1
  • Let's take a step back and look at the tsunami of innovation around us. Marketing automation, etc. Marketers are riding the wave and are loving all the new tools at their disposal for lead gen.
  • But from the salesperson's point of view, it's never been harder to be in sales. The customer is more informed, we're entering later into the process, and all these automated tools are changing the way we've always known how to sell.
  • - Before you can consider purchasing data, get on the same page as sales about - who you're targeting. - definition of a lead -we've heard getting s&m aligned, but we need to be after a common goal.
  • Jeff mentioned a playbook- Before you can consider purchasing data, get on the same page as sales about - who you're targeting. - definition of a lead -we've heard getting s&m aligned, but we need to be after a common goal.
  • Sales starts with a number. It all relates to the common goal. Move systematically through. - The next piece of essential planning that must happen BEFORE a data purchase is of course what to send your list, whether in-house or acquired from a third party like us. - I encourage everyone here today to stop thinking their role ends at the top of the funnel. I realize this segment is called "top of funnel" strategies and that list purchases fill the top of funnels, but we want our customers to see results with data purchases. That requires more long term thinking. - We encourage our marketing clients to provide sales with content at each stage of the buying cycle, not only what will attract, but what will convert into sales. This goes back to one common goal of revenue.- Because sales has entered later into the sales process, marketing has to help them be armed and ready to deal with clients who are more informed and asking more tougher questions.
  • In a SiriusDecisions poll in2011, 24% of salespeople reported their biggest challenge to be a knowledge gapaboutindustry, solution, or product.
  • Sales is entering later into the buying process.There are fewer interactions with the customerInteractions are more intense – less room for errorIncreases the bar for knowledgeMARKETING’S JOB IS TO ARM THEM FOR THIS NEW BUYER
  • - Before you can consider purchasing data, get on the same page as sales about - who you're targeting. - definition of a lead -we've heard getting s&m aligned, but we need to be after a common goal.
  • 1. How are contacts acquired? Are they web-scraped (if so your data is most likely not going to reach mid-mangement decision makers.) (are they crowdsourced? This acquires MANY contacts at one time, and deep into mid-management into organizations.)2. How is quality guaranteed? Ask for details on the process. Are they relying on their users to verify data? Do they tell you how fresh the data is? 3. Database growth. In my opinion, your data partner should be a partner in growth. Not a one-time list rental, but rather a partner as you grow your company, they should have fresh new data to fuel that growth. 4. Customer support. This one is huge. Are they just selling you a list, taking your money, and running? Or are you being helped get the MOST out of every list? Do you have a replacement guarantee for inevitable hard bounces? SD QUOTE ABOUT DATA ACCURACY5. Targeting - revenue requires relevance. Coming soon: meta-data.6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • 1. How are contacts acquired? Are they web-scraped (if so your data is most likely not going to reach mid-mangement decision makers.) (are they crowdsourced? This acquires MANY contacts at one time, and deep into mid-management into organizations.)2. How is quality guaranteed? Ask for details on the process. Are they relying on their users to verify data? Do they tell you how fresh the data is? 3. Database growth. In my opinion, your data partner should be a partner in growth. Not a one-time list rental, but rather a partner as you grow your company, they should have fresh new data to fuel that growth. 4. Customer support. This one is huge. Are they just selling you a list, taking your money, and running? Or are you being helped get the MOST out of every list? Do you have a replacement guarantee for inevitable hard bounces? SD QUOTE ABOUT DATA ACCURACY5. Targeting - revenue requires relevance. Coming soon: meta-data.6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • 2. How is quality guaranteed? Ask for details on the process. Are they relying on their users to verify data? Do they tell you how fresh the data is? QUALITY MATTERS IN AUTOMATED PROCESSES3. Database growth. In my opinion, your data partner should be a partner in growth. Not a one-time list rental, but rather a partner as you grow your company, they should have fresh new data to fuel that growth. 4. Customer support. This one is huge. Are they just selling you a list, taking your money, and running? Or are you being helped get the MOST out of every list? Do you have a replacement guarantee for inevitable hard bounces? SD QUOTE ABOUT DATA ACCURACY5. Targeting - revenue requires relevance. Coming soon: meta-data.6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • 3. Database growth. In my opinion, your data partner should be a partner in growth. Not a one-time list rental, but rather a partner as you grow your company, they should have fresh new data to fuel that growth. THAT MODEL DOESN’T SCALE. Find a provider that can grow with you now.4. Customer support. This one is huge. Are they just selling you a list, taking your money, and running? Or are you being helped get the MOST out of every list? Do you have a replacement guarantee for inevitable hard bounces? SD QUOTE ABOUT DATA ACCURACY5. Targeting - revenue requires relevance. Coming soon: meta-data.6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • 4. Customer support. This one is huge. Are they just selling you a list, taking your money, and running? Or are you being helped get the MOST out of every list? Do you have a replacement guarantee for inevitable hard bounces? SD QUOTE ABOUT DATA ACCURACY5. Targeting - revenue requires relevance. Coming soon: meta-data.6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • 6. Data fields - our best clients utilize a combination of email marketing with targeted sales phone followup. Their sales teams use social media profiles to see more about a prospect What they have in common. Are you just getting email? General phone lines? Demand better quality.
  • Transcript

    • 1. Hello! Tweet this:
      Guy named Bird from @NetProspex about2 speak at #DemandCon about turning B2B prospect data into revenue. Did he invent Twitter?
      Top of funnel data strategies
      Turning prospect data into revenue.
      (It’s about more than accurate contact info.)
    • 2. Introduction
      We help B2B companies find and connect with new customers.
      Verifiedbusiness contacts.
    • 3. Poll: Who in the room is in marketing?
    • 4. There’s never been a more exciting time to be in marketing!
      Woohoo!
    • 5. Actually, everybody is in sales…
    • 6. And it’s neverbeen harderto be in sales
    • 7. Before buying data.. from anyone..
      Step 1.Get aligned with sales
      Step 2
      Step 3.
    • 8. Sales & marketing are in the same boat.
    • Get off the top of the funnel.
      The job doesn’t end here.
      Awareness
      Consideration
      Evaluation
      Purchase Decision
    • 12. Get off the top of the funnel.
      The job doesn’t end here.
      Q: Has anyone sat in a sales 1-on-1 meeting in the last month?
      Awareness
      Consideration
      Evaluation
      Purchase Decision
    • 13. Inject yourself into the funnel
      It’s about moving prospects through to close.
      Awareness
      Consideration
      Evaluation
      Purchase Decision
      Common Goal
    • 14. Measure every stage
    • 15. Before buying data.. from anyone..
      Step 1.Get aligned with sales
      Step 2 Plan content that sells
      Step 3.
    • 16. Salespeople’s biggest challenge:
      HINT: it’s not more leads…
      knowledge gapaboutindustry, solution, or product.
      SiriusDecisions 2011
    • 17. Arm sales for a new buyer
      Now: knowledgeable, informed, distracted
      -- empowered
      Self-education
      Content
      Whitepapers
      Competitors
      Sales enablement
      Reviews
      Peer groups
    • 18. Now you’re ready to buy data.
      Step 1.Get aligned with sales
      Step 2 Plan content that sells
      Step 3. Acquire targeted data
      Our best customers are the best prepared.
    • 19. 5 essential questions to ask
      How do I choosea data partner?
    • 20. 5 essential questions to ask
      How are contacts acquired?
    • 21. 5 essential questions to ask
      How are contacts acquired?
      How is information verified?
      Dirty fuel?
    • 22. 5 essential questions to ask
      How are contacts acquired?
      How is information verified?
      Rate of database growth?
    • 23. 5 essential questions to ask
      How are contacts acquired?
      How is information verified?
      Rate of database growth?
      What is customer support?
    • 24. 5 essential questions to ask
      How are contacts acquired?
      How is information verified?
      Rate of database growth?
      What is customer support?
      Targeting to enable relevance?
    • 25. We’re here to help
      Are you ready? 1000 free, today.
      Free buyers guide to B2B contacts in your program.
      mbird@netprospex.com
      Twitter @NetProspex
      www.netprospex.com

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