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Maximize the Value of Your
Marketing Leads with the Right Data
Jan 29, 2015
​ Brett Stineman
​ Product Marketing Director
​ Salesforce Data.com
​ Ali Sadat
​ Sr. Director, Product Management
​ Sales...
Rethinking the Marketing – Sales Relationship
​ Change your customer acquisition strategy
From this… To this!
Rethinking the Marketing – Sales Relationship
​ Change your customer acquisition strategy
And from this… To this!
Attract
...
The New Way to Think of “Sales” Cycle
“B2B marketers must take
responsibility for their
company’s engagement
with the cust...
How Much Do You Really Know
About Your Inbound Leads?
The Trade-off with Lead Forms (part 1)
​ Asking for more results in fewer conversions
“But I need this
information to
unde...
The Trade-off with Lead Forms (part 2)
​ How accurate is the data?
Common Issues with User Input on Forms
§  Guessed/Gene...
The Power of 3rd-Party Data
​ Increase data completeness and improve data reliability
Company
Information
Address
ü  Name...
3 Ways the Right Data Can
Improve Your Marketing Results
Better Segmentation for More Targeted Marketing
Personalization is crucial for effective marketing, but difficult to do we...
Better Scoring
You should be using a combination of these:
§  Interaction-based tracking (engagement)
§  Website
§  For...
Step 1
Clean Up Your Data
Step 2
Get Insights
Unknown
Better Understanding of Your Customers
Step 3
Become a Data-Driven
B...
Best Practices for Gaining More
Insight on Your Leads
​ Would you treat this lead differently with additional data?
What’s the “Right Data” for Your Leads?
Example: Industry De...
​ Would you treat this lead differently with additional data?
What’s the “Right Data” for Your Leads?
Example: Industry De...
What’s the “Right Data” for Your Leads?
​ Would you treat this lead differently with additional data?
Example: Family Tree...
What’s the “Right Data” for Your Leads?
​ Would you treat this lead differently with additional data?
Example: Family Tree...
Managing Lead Data Between Marketing and Sales
​ Why synchronizing data across MA and CRM makes sense
Marketing
Sales
Mark...
Managing Lead Data Between Marketing and Sales
​ Why synchronizing data across MA and CRM makes sense
Solution: Use Lead Q...
Managing Lead Data Between Marketing and Sales
Improving alignment between Marketing and Sales brings significant benefits...
§  High Quality Firmographics
•  Employee and Revenue Numbers
•  Tag with up to 6th level Industry codes
•  Corporate lin...
Next Steps
Dreamforce Video: Personalized Marketing
at Scale with Data.com and Pardot –
http://bit.ly/15Vxzel
Salesforce A...
Thank you
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Maximize the Value of Your Marketing Leads with the Right Data

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Maximize the Value of Your Marketing Leads with the Right Data

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Maximize the Value of Your Marketing Leads with the Right Data

  1. 1. Maximize the Value of Your Marketing Leads with the Right Data Jan 29, 2015
  2. 2. ​ Brett Stineman ​ Product Marketing Director ​ Salesforce Data.com ​ Ali Sadat ​ Sr. Director, Product Management ​ Salesforce Data.com ​ Michelle Ison ​ Sr. Product Specialist ​ Salesforce Data.com Presenting on Today’s Session
  3. 3. Rethinking the Marketing – Sales Relationship ​ Change your customer acquisition strategy From this… To this!
  4. 4. Rethinking the Marketing – Sales Relationship ​ Change your customer acquisition strategy And from this… To this! Attract Nurture SellDeliver Grow
  5. 5. The New Way to Think of “Sales” Cycle “B2B marketers must take responsibility for their company’s engagement with the customer through most of their journey.” Attract Nurture SellDeliver Grow Source: Forrester Research, 2012 “Pinpoint The Actions And Outcomes That Elevate Leads To Revenue” Marketing Sales
  6. 6. How Much Do You Really Know About Your Inbound Leads?
  7. 7. The Trade-off with Lead Forms (part 1) ​ Asking for more results in fewer conversions “But I need this information to understand my leads.” -15% 5-6 fields -40% 7-8 fields3-4 fields 9-10 fields -45% (or more)
  8. 8. The Trade-off with Lead Forms (part 2) ​ How accurate is the data? Common Issues with User Input on Forms §  Guessed/Generalized Responses: •  How many employees •  Annual revenues •  Industry §  Non-Standardized Responses: •  Title •  Company §  Nonsense Responses: •  “aaaa.com” •  “Mickey Mouse”
  9. 9. The Power of 3rd-Party Data ​ Increase data completeness and improve data reliability Company Information Address ü  Name, Website, Industry Code(s), Revenue, Employees, Corp. Linkages… ü  Geo-code coordinates, County, Enhanced Zipcode, Standardized Format Contact Information Social Profiles ü  Title, Department, Phone, Email ü  Twitter, LinkedIn, Facebook
  10. 10. 3 Ways the Right Data Can Improve Your Marketing Results
  11. 11. Better Segmentation for More Targeted Marketing Personalization is crucial for effective marketing, but difficult to do well at scale http://www.neustar.biz/resources/whitepapers/activation/personalized-marketing-glossary.pdf
  12. 12. Better Scoring You should be using a combination of these: §  Interaction-based tracking (engagement) §  Website §  Forms §  Email (opens, conversion) §  Chat – phone §  Lead details (business fit) §  Title §  Department - Role §  Industry §  Company size §  Target account ​ How do you score your leads? Example Scoring Matrix Source: Demand Gen International
  13. 13. Step 1 Clean Up Your Data Step 2 Get Insights Unknown Better Understanding of Your Customers Step 3 Become a Data-Driven Business Data-Driven Marketing Starts with Data!
  14. 14. Best Practices for Gaining More Insight on Your Leads
  15. 15. ​ Would you treat this lead differently with additional data? What’s the “Right Data” for Your Leads? Example: Industry Detail
  16. 16. ​ Would you treat this lead differently with additional data? What’s the “Right Data” for Your Leads? Example: Industry Detail
  17. 17. What’s the “Right Data” for Your Leads? ​ Would you treat this lead differently with additional data? Example: Family Tree Detail
  18. 18. What’s the “Right Data” for Your Leads? ​ Would you treat this lead differently with additional data? Example: Family Tree Detail
  19. 19. Managing Lead Data Between Marketing and Sales ​ Why synchronizing data across MA and CRM makes sense Marketing Sales Marketing Automation CRM MQLNurture + Qualify Qualify + Close Typical Reasons for separation: §  Marketing attribution §  Keep CRM “clean” §  Sales reps will call on non- qualified leads! Classic Model
  20. 20. Managing Lead Data Between Marketing and Sales ​ Why synchronizing data across MA and CRM makes sense Solution: Use Lead Queues and Access Control to Keep Unqualified Leads under Marketing Control. Attract Nurture SellDeliver Grow New Model Typical Reasons for separation: §  Marketing attribution §  Keep CRM “clean” §  Sales reps will call on non- qualified leads!
  21. 21. Managing Lead Data Between Marketing and Sales Improving alignment between Marketing and Sales brings significant benefits % Achieving Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems Source: Demand Metric, 2013 http://www.demandmetric.com/system/files/templates/sales__marketing_alignment_-_benchmarking_report.pdf
  22. 22. §  High Quality Firmographics •  Employee and Revenue Numbers •  Tag with up to 6th level Industry codes •  Corporate linkages, delinquency risk, and more §  High Quality Contact Data •  Business complete details •  Social profile info §  Built for Salesforce •  Cross check against existing CRM contacts/accounts •  Designed to work with your key marketing and sales processes Qualify more leads faster! Data.com for Inbound Lead Enrichment 225+ M Records 80+ Premium Fields 40+M Contacts , 50+M Social Profiles
  23. 23. Next Steps Dreamforce Video: Personalized Marketing at Scale with Data.com and Pardot – http://bit.ly/15Vxzel Salesforce AppExchange: Data.com Assessment App (for Sales Cloud customers) – http://sforce.co/1HfNyUW
  24. 24. Thank you

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