Demand Generation for B2B marketers has gotten much more complex and challenging. More than 60% of lead data is inaccurate or the lead has zero chance of closing; 50% or more of leads in nurture programs are in the wrong track and typically more than 90% of MQLs passed to sales are rejected or ignored. The root of these problems are all related to a single issue...

2. Typical B2B Customer Profile
Company
• Revenue
• # of Employees
• HQ Location
• Industry
• Contact info. (title, etc.)
The average B2B marketer uses
less than 10 criteria for
segmentations and lead scoring
Good and bad leads look
similar…94% of your MQLs
will never convert

3. When Marketing has insight into hundreds of
additional customer characteristics, you can
identify the common buyer attributes (=cDNA)…
and use these “genetic markers” to
more quickly identify and engage the best leads
passing the most likely buyers to sales and
guiding the rest through the optimal nurture program!

4. Turning General Firmographic Profiles into
cDNA™
4,000+ MI’s
10 MM Companies
70 MM Uniques

5. Appended Predictive Marketing Profile:
“cDNA”
Technologies
• API Provider
• is Saas
• Databases:
MySQL User, MS SQL Server, Oracle DB
• Databases: NoSQL
• Mobile Developers
• iOS Developers
• VMWare User & Virtualization Experts
• Oracle or SAP User
• Cloud Computing Tech: AWS
• Cloud Computing Tech: Azure
• Data Center User
Apps & Tools
• Email Service: MS Exchange Online
• MS Office 365 User
• MS SharePoint User
• Collaboration Tools User: Jive, Yammer, Chatter
• Atlassian & Jira Users
• Hiring Enterprise Content Mgmt Expert
Web Technologies
• DNS: Neustar, GoDaddy, Dyn, MadeEasy, Amazon
• CDN Technology: Akamai, Level 3, Incapsula
• CMS Technologies:
SiteCore, Joomla, WordPress, Drupal
• Web Analytics Technologies:
WebTrends, Optimizely, CoreMetrics, Adobe
Omniture, WordPress Stats
• Website Technology:
Ad Services, Live Chat
Log-In, SSL
Programming & IT
• Hiring SOA Related Positions
• Programming Languages: Javascript, PHP, Perl
• Hiring ETL related positions
• Responsive Web Design Hiring and Developers
• Datawarehouse User: Use Oracle OBIEE, SAP
Business Objects
Company
• Growing Company: Hiring >250 Employees
Annual
• Has Multiple Locations
• Company Employs Field WorkForce
• Mobile: BYOD Initiative
• Mobile: MDM/MAM Technology
• Alexa Ranking
• PPC Budget Spend
• Company has Call Center
• Compliance: SOX, HIPAA, FINRA/FISMA
• Advertising Technologies: Atlas, Google Adroll,
Google Adwords, DoubleClick for Advertisers

6. native integration
EMPLOYMENT & HIRING
FRAUD, RISK, OPS TITLES
INFRASTRUCTURE
HAS CALL CENTER, eBILLING
INDUSTRY INFO
ENERGY, ECOMMERCE

7. Sales focuses on the “Waldos”… Close More Deals

8. cDNA is the heart of Demand Gen success
LEAD SCORING M & A CAMPAIGN SEGMENTATION CROSS SELL UP SELL TARGET ACCOUNT