© 2013 B2B Fusion Group / Proprietary & Confidential
DatePrepared for
© 2013 B2B Fusion Group / Proprietary & Confidential
August 2013
Jon Russo, Founder
B2B Fusion Group
Generate. Optimize. Close.
Webinar: FindingtheRightProspects

© 2013 B2B Fusion Group / Proprietary & Confidential
Connect Marketing Investment to New Revenue
2
CMO -
Marketing
What is the ROI of our
Marketing Investments?
How do we produce
more sales ready leads?
CSO –
Sales
How can we maximize
sales rep selling time?
How can we minimize
sales rep distractions via
our CRM processes?
How do we track, trend, and improve our performance
as a combined sales & marketing revenue machine?

© 2013 B2B Fusion Group / Proprietary & Confidential
A We have a bunch of data in our database, it is
unknown which data is valid and what sources are
measurably the best to find more of the right
prospects
B We’re unclear what tactic combinations drive true
conversion(webinars, conferences, search, etc.)
C We are not sure what content is compelling and why
D None of these – we have other issues
What is your single biggest challenge of finding the right new
prospect target or suspect to convert toward revenue?
3

© 2013 B2B Fusion Group / Proprietary & Confidential 4

© 2013 B2B Fusion Group / Proprietary & Confidential
Framework for thinking about Target Contacting
5
Medium
Small
Large
Seg1 Seg2 Seg3
1. Segment
Market
3. Identify
contact sources
(industry
specific)
2. Identify
profiles
Names MQL SQL CustomersSAL
4. Find
target
contacts in
target
companies
5. Match new
contact generation
rate to
consumption rate
Standard annotation if contact has left the company
6. “Keep the milk
fresh”
7. Measure and
improve
Smaller companies ignored

© 2013 B2B Fusion Group / Proprietary & Confidential 6
SFDC Today:
85k Names
*75% not
in target
Missing Target
Market:
150k+ Names,
20k accounts
Results:
• Identified 150k+ missing
contacts in target market,
estimated $1B revenue upside
• Established KPI framework
within Salesforce.com to
measure list source
effectiveness
Who are you targeting and why?
Determine Total Addressable Market = new revenue opportunity
Only 25% of existing database in target market

© 2013 B2B Fusion Group / Proprietary & Confidential
Auto-Qualification and Segmentation Drive Conversion Rates
Data augmentation to match personas via web crawling
assuming you have the right data in your database to start with!!
Web formEvent/program leads
Leads come in from
the website or a list
upload
Name, Email, Company, …
Basic lead
information is
instantly sent to
List Cloud Provider
Qualified?
• Company relevancy rank
• Individual relevancy rank
• Enriched company data –
employees, revenue, …
• Enriched individual data –
email, phone, job
functions, tools, social
profile, …
Provider returns
relevancy rank and
enriched data for
engagement and
segmentation

© 2013 B2B Fusion Group / Proprietary & Confidential
Example: Auto-Qualification of a Web Lead
A visitor fills a form on the company’s website
Gathers lead data from the
social web and multiple contact
databases and sends it back
along with a relevancy score
API/Webhook

© 2013 B2B Fusion Group / Proprietary & Confidential
• Data is foundational to content and tactics
• Segmentation is a key starting point
• Model from success
• Track/trend all performance so you know what works
and what doesn’t
Key TakeAways
9

© 2013 B2B Fusion Group / Proprietary & Confidential
Contact Information
10
Jon Russo
Jon.russo@B2BFusiongroup.com
@B2BCMO

© 2013 B2B Fusion Group / Proprietary & Confidential
Our Customers & Key Mentions
11
Referenced by Forrester Research:
2011, 2012, & 2013
Best B2B Best Practices,
KPIs, and Buyers Journey
Referenced in Forbes 2012