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The Science behind Lead Generation

  1. 1. The Science of Lead Generation Scientifically proven ways to get more leads. Dan Zarrella Jim Sinai Social Media Scientist Sr. Product Marketing Manager Data.com
  2. 2. Succeeding as a Marketer is Not Easy Today Executives Key Roles for Marketers Sales Innovator ROI Driver Brand Steward Marketing Technologist R&D Crisis-Manager Service Data Analyst Customer Advocate Recruiter Recruiting
  3. 3. 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
  4. 4. Are You Making The Shift?
  5. 5. #LeadSci
  6. 6. What is a lead?
  7. 7. Traffic Sources
  8. 8. 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 combined Source: Data.com
  9. 9. Twitter
  10. 10. Facebook
  11. 11. Search
  12. 12. Offers
  13. 13. What do I get?
  14. 14. Offers: Demo is best in terms of leads and pipe Source: Data.com
  15. 15. Too good to be true?
  16. 16. Sweepstakes vs Contests
  17. 17. Landing Pages
  18. 18. Context
  19. 19. Legitimacy & Trust
  20. 20. Design
  21. 21. Research
  22. 22. Specificity
  23. 23. The Second Email
  24. 24. Email
  25. 25. Methodology
  26. 26. Metrics
  27. 27. Proxy Metrics
  28. 28. Engagement
  29. 29. Testing
  30. 30. 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 jobs Souce: D&B
  31. 31. The Result? Bad Data is Stunting Your Growth Insufficient Leads Inaccurate & Incomplete Data Unproductive Reps Limited Insights in lost revenue due to bad data (Source: Gartner, CFO Advisory: Data Quality Overview, 7.29.2011)
  32. 32. Built Together: The Best Data, The #1 Sales App Leading account and contact data inside the cloud Clean Market Sell
  33. 33. Marketers Transform Incomplete Data Into Actionable Leads Incomplete Web Incomplete Web Form Da orm Data Incomplete W complete 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
  34. 34. Thank you!

Editor's Notes

  • So it is not surprise then, that poor data quality is hurting your business at every step of the funnel. Incomplete, inaccurate data and an unproductive sales team is leading to over $600B in lost revenue. Your sales team is wasting time searching for the truth and spending more than 30% of their time NOT selling.
  • Now with data.com it is. Built specfically for the sales cloud -- data.com provides the best business data directly into the #1 Sales App. Data.com provides your entire company with data that is always clean, current and accessible in real time. With just one click, you can easily clean your account and contact information. And once you have all that clean data, with data.com you can easily target the customers you need to connect with through millions of accurate business contacts and accounts
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