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Four Ways to Dominate Your B2B 
Marketing Database: Marketing's 
Greatest Asset 
Mathew Sweezey - Salesforce 
Marketing Evangelist 
@msweezey 
Forest Baker - Linkedin 
Former Head of Insights for Linkedin 
@forest415
Safe Harbor 
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the 
assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. 
All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, 
earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements 
concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. 
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new 
products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our 
Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature 
market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our 
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further 
information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year 
and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings 
section of the Investor Information section of our Web site. 
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on 
time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes 
no obligation and does not intend to update these forward-looking statements. 
@msweezey & @forest415
50,000 
The average size of a B2B marketing lead 
database. 
@msweezey & @forest415
$150.00 
Average cost of acquiring a new email 
address. 
@msweezey & @forest415
$7.5 million 
But what do you know about it? 
@msweezey & @forest415
Our goal 
Use data to help us better understand and 
manage this asset. So we did some 
research. 
@msweezey & @forest415
@msweezey & @forest415 
Forest Baker: 
Sales & Data Junky 
Linkedin.com 
-Account Executive (Higher Education) 
-Former Head of Insights at LinkedIn 
-Former behavioral economist 
-Bikepacking Triple Crown Winner
@msweezey & @forest415 
Mathew Sweezey: 
Author & Evangelist 
Salesforce.com 
-Marketing Automation for Dummies 
-Byline for ClickZ.com 
-B2B marketing Evangelist 
-Co-Founder Eventide Brewing
Four Ways To Dominate 
-Understand the churn of your database (New Data) 
-What does it mean for your forms 
-How to evaluate your email database 
-How to tactically use the data with sales 
@msweezey & @forest415
New Research 
@msweezey & @forest415
Question: 
What is the life cycle of a B2B email 
address? 
@msweezey & @forest415
Begins 
A new email address is issued for each new 
employee at a company. Email addresses 
follow a naming convention. 
@msweezey & @forest415
Ends 
The email address for a B2B lead dies when 
the employee leaves the company, or takes 
a role outside of your buying process at the 
company. 
@msweezey & @forest415
22% 
Annual churn rate for US workers age 
16+ US Department of Labor 2012 
@msweezey & @forest415
LinkedIn profiles 
reveal churn rates 
100M+ US Members 
@msweezey & @forest415
Churn from 
target persona 
1. Leave key company 
2. Leave key role 
@msweezey & @forest415
@msweezey & @forest415 
2010 Churn 
Left company 
2012 Churn 
Changed roles
Predict Churn 
• 6 Industries 
• 6 Functions 
• 3 Seniorities 
@msweezey & @forest415
Industries 
High-tech, Retail, Medical, Finance, Shipping, Manufacturing 
Functions 
Marketing, Sales, HR, Finance, Purchasing, IT 
Seniorities 
Individual Contributor, Manager, Director+ 
@msweezey & @forest415
Results 
@msweezey & @forest415
17% 
Average 1-year churn rate based on profiles 
@msweezey & @forest415
27% Highest churn 
rate 
• Industry: Retail 
• Function:Sales 
• Seniority:Individual Contributor 
@msweezey & @forest415
11% 
Lowest churn rate 
• Industry: Finance 
• Function: Finance 
• Seniority: Director, VP, CXO, Owner/Partner 
@msweezey & @forest415
Seniority: 
Individual Contributors 
have the highest churn rate 
@msweezey & @forest415
Function: 
Marketing and Sales 
have the highest churn rates 
@msweezey & @forest415
Industry: 
High-tech 
has the highest churn rate 
@msweezey & @forest415
May your persona 
be: Professionals working in IT, 
Finance, or Purchasing who are managers 
or higher seniority 
@msweezey & @forest415
What about 
growth rates? 
How much does the size of each persona 
target grow each year? 
@msweezey & @forest415
Growth = 
Total who joined persona during year 
Total in persona at beginning of year 
@msweezey & @forest415
15% 
Average 1-year growth rate based 
on profiles 
@msweezey & @forest415
25% 
Highest growth rate 
• Industry: Retail 
• Function: Marketing 
• Seniority: Individual Contributor 
@msweezey & @forest415
@msweezey & @forest415 
9% 
Lowest growth rate 
• Industry: Finance 
• Function: Finance 
• Seniority: Director, VP, CXO, Owner/Partner
Get the data 
www.slideshare.net/forestbaker/expected-1- 
year-churn-rate 
@msweezey & @forest415
What else does 
this mean? 
So if email churns is it still worth it to obtain? 
What else would we ask for to communicate? 
What are benefits of asking for social handles? 
How can we use this data to determine the health of our 
email database? 
@msweezey & @forest415
Is it worth it? 
The average cost of an email address is $150.00. The 
average cost of a paid social engagement is $0.50 So why 
spend the money on acquiring an email address? 
@msweezey & @forest415
Social LTV: 
Social handles have a much lower churn, 
more targeted approach, and be more 
valuable than spending time on email 
acquisition. Follower churn is 10% per year. 
@msweezey & @forest415
Bonuses 
Social fans allow for Look Alike campaigns. 
@msweezey & @forest415
Email is still 
king Despite the increase in paid 
social advertising, email is 
still the number one driver for 
many campaigns. However not all 
engagements require an email address. 
Know what you plan to do with it before you 
get it. 
@msweezey & @forest415
Target social 
@msweezey & @forest415
Use social to 
get email 
@msweezey & @forest415
@msweezey & @forest415
@msweezey & @forest415
Health of your 
database 
This data gives you way to now judge your largest asset 
@msweezey & @forest415
Penetration 
Total Database 
Potential DB 
@msweezey & @forest415 
Linkedin provides this 
data thought their Sales 
Navigator Product
Growth Score 
Total Net New Email Addresses 
(Possible DB x % Growth) – (Possible DB x % decay) 
@msweezey & @forest415
New Ideas 
Targeting the time of churn. This means for each person 
who churns, there is a new opportunity with the existing 
company and the company they go to. 
@msweezey & @forest415
Data for sales 
Job change alerts are the best way for sales 
to keep up with change. They can reach out 
via inMail in Linkedin. 
@msweezey & @forest415
@msweezey & @forest415
@msweezey & @forest415
@msweezey & @forest415
Tactic: 
Making a new job drip program for sales to 
execute is a great idea! Think cross channel and 
not just email. 
@msweezey & @forest415
Thank you! 
Now lets get to questions 
@msweezey & @forest415
Questions 
Go easy on us………………………………….. 
@msweezey & @forest415

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Professional Churn & B2B Email Marketing - LinkedIn & Salesforce at Dreamforce 2014

  • 1. Four Ways to Dominate Your B2B Marketing Database: Marketing's Greatest Asset Mathew Sweezey - Salesforce Marketing Evangelist @msweezey Forest Baker - Linkedin Former Head of Insights for Linkedin @forest415
  • 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. @msweezey & @forest415
  • 3. 50,000 The average size of a B2B marketing lead database. @msweezey & @forest415
  • 4. $150.00 Average cost of acquiring a new email address. @msweezey & @forest415
  • 5. $7.5 million But what do you know about it? @msweezey & @forest415
  • 6. Our goal Use data to help us better understand and manage this asset. So we did some research. @msweezey & @forest415
  • 7. @msweezey & @forest415 Forest Baker: Sales & Data Junky Linkedin.com -Account Executive (Higher Education) -Former Head of Insights at LinkedIn -Former behavioral economist -Bikepacking Triple Crown Winner
  • 8. @msweezey & @forest415 Mathew Sweezey: Author & Evangelist Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing
  • 9. Four Ways To Dominate -Understand the churn of your database (New Data) -What does it mean for your forms -How to evaluate your email database -How to tactically use the data with sales @msweezey & @forest415
  • 10. New Research @msweezey & @forest415
  • 11. Question: What is the life cycle of a B2B email address? @msweezey & @forest415
  • 12. Begins A new email address is issued for each new employee at a company. Email addresses follow a naming convention. @msweezey & @forest415
  • 13. Ends The email address for a B2B lead dies when the employee leaves the company, or takes a role outside of your buying process at the company. @msweezey & @forest415
  • 14. 22% Annual churn rate for US workers age 16+ US Department of Labor 2012 @msweezey & @forest415
  • 15. LinkedIn profiles reveal churn rates 100M+ US Members @msweezey & @forest415
  • 16. Churn from target persona 1. Leave key company 2. Leave key role @msweezey & @forest415
  • 17. @msweezey & @forest415 2010 Churn Left company 2012 Churn Changed roles
  • 18. Predict Churn • 6 Industries • 6 Functions • 3 Seniorities @msweezey & @forest415
  • 19. Industries High-tech, Retail, Medical, Finance, Shipping, Manufacturing Functions Marketing, Sales, HR, Finance, Purchasing, IT Seniorities Individual Contributor, Manager, Director+ @msweezey & @forest415
  • 20. Results @msweezey & @forest415
  • 21. 17% Average 1-year churn rate based on profiles @msweezey & @forest415
  • 22. 27% Highest churn rate • Industry: Retail • Function:Sales • Seniority:Individual Contributor @msweezey & @forest415
  • 23. 11% Lowest churn rate • Industry: Finance • Function: Finance • Seniority: Director, VP, CXO, Owner/Partner @msweezey & @forest415
  • 24. Seniority: Individual Contributors have the highest churn rate @msweezey & @forest415
  • 25. Function: Marketing and Sales have the highest churn rates @msweezey & @forest415
  • 26. Industry: High-tech has the highest churn rate @msweezey & @forest415
  • 27. May your persona be: Professionals working in IT, Finance, or Purchasing who are managers or higher seniority @msweezey & @forest415
  • 28. What about growth rates? How much does the size of each persona target grow each year? @msweezey & @forest415
  • 29. Growth = Total who joined persona during year Total in persona at beginning of year @msweezey & @forest415
  • 30. 15% Average 1-year growth rate based on profiles @msweezey & @forest415
  • 31. 25% Highest growth rate • Industry: Retail • Function: Marketing • Seniority: Individual Contributor @msweezey & @forest415
  • 32. @msweezey & @forest415 9% Lowest growth rate • Industry: Finance • Function: Finance • Seniority: Director, VP, CXO, Owner/Partner
  • 33. Get the data www.slideshare.net/forestbaker/expected-1- year-churn-rate @msweezey & @forest415
  • 34. What else does this mean? So if email churns is it still worth it to obtain? What else would we ask for to communicate? What are benefits of asking for social handles? How can we use this data to determine the health of our email database? @msweezey & @forest415
  • 35. Is it worth it? The average cost of an email address is $150.00. The average cost of a paid social engagement is $0.50 So why spend the money on acquiring an email address? @msweezey & @forest415
  • 36. Social LTV: Social handles have a much lower churn, more targeted approach, and be more valuable than spending time on email acquisition. Follower churn is 10% per year. @msweezey & @forest415
  • 37. Bonuses Social fans allow for Look Alike campaigns. @msweezey & @forest415
  • 38. Email is still king Despite the increase in paid social advertising, email is still the number one driver for many campaigns. However not all engagements require an email address. Know what you plan to do with it before you get it. @msweezey & @forest415
  • 39. Target social @msweezey & @forest415
  • 40. Use social to get email @msweezey & @forest415
  • 43. Health of your database This data gives you way to now judge your largest asset @msweezey & @forest415
  • 44. Penetration Total Database Potential DB @msweezey & @forest415 Linkedin provides this data thought their Sales Navigator Product
  • 45. Growth Score Total Net New Email Addresses (Possible DB x % Growth) – (Possible DB x % decay) @msweezey & @forest415
  • 46. New Ideas Targeting the time of churn. This means for each person who churns, there is a new opportunity with the existing company and the company they go to. @msweezey & @forest415
  • 47. Data for sales Job change alerts are the best way for sales to keep up with change. They can reach out via inMail in Linkedin. @msweezey & @forest415
  • 51. Tactic: Making a new job drip program for sales to execute is a great idea! Think cross channel and not just email. @msweezey & @forest415
  • 52. Thank you! Now lets get to questions @msweezey & @forest415
  • 53. Questions Go easy on us………………………………….. @msweezey & @forest415

Editor's Notes

  1. Key Takeaway: We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com. Talk Track: Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.