View the full webcast on demand here: https://dg-r.co/2q5tuQ9 No gimmicks, no buzzwords, no internet theories – just great data to fuel your prospecting efforts so that you can get in front of more of the right people, with the right message, at exactly the right time and watch the quantity AND quality of your leads skyrocket. In this Webinar, DeAnn Poe, Vice President of Demand Generation at DiscoverOrg, will share tips on how you can scale the volume of Marketing Qualified Leads that fit within your Ideal Customer Profile with: ● Better Segmentation and Lead Enrichment ● Accurate Contact Information and Updated Professional Profiles ● An Outbound Strategy that Both Sales and Marketing will LOVE! Learn how DiscoverOrg customer, Bonfyre, generated 30% more MQLs, improved lead quality and aligned their Sales and Marketing teams to execute an ABM strategy in just one quarter.

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Demand More From Your Data: Scale
Quantity And Quality Of Marketing
Qualified Leads
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Brian Anderson: @G3Brian
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About Demand Gen Report
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How Are We Doing?

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Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
DeAnn Poe
Vice President of Demand Generation
DiscoverOrg
@DiscoverOrg
deann.poe@discoverorg.com

8. Demand More from Your Data
SCALE QUANTITY AND QUALITY OF MARKETING QUALIFIED LEADS
DeAnn Poe, Vice President of Demand Generation, DiscoverOrg
#COSeries

9. Introduction
DeAnn Poe, VP of Demand Gen
• Responsible for sourcing 50% of DiscoverOrg’s
pipeline and revenue through Inbound and
Outbound programs
• 15 years of experience in Demand Gen and
MarComm
• Inbound Marketing Certified
• Certified Tradeshow Marketer
• 2017 Marketo Revvie Award Finalist
#COSeries

10. Scale of Lead Satisfaction
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11. Overview
1. Start Where You Are: Defining Quality
– Developing Ideal Customer Profile (ICP)
– Identifying Target Market
2. Use What You Have: Evaluating Your Database
– Good, Bad, and Unknown
– Accurate Contact Info & Updated Professional Profiles
3. Do What You Can: Driving Quantity
– Enhancing Inbound/ Nurture Programs
– Better Segmentation & Lead Enrichment
– Outbound strategies that both Sales and Marketing will LOVE!
4. Real-world example
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12. Start Where You Are: Defining Quality
1. Know Your Target Market
– Industry
– Location
– Size
– Revenue
2. Identifying Your Ideal Customer Profile
– Technology Stack
– Specific Roles/ Functions Present
– Business Stage
3. Determine Key Roles/ Personas
– Responsibility
– Seniority Level
– Pain Points
#COSeries

13. Use What You Have: Evaluating Your Database
1. Identify your ‘Marketable’ segment
• Valid email address
• Recently source/ updated
• Engaged contact
2. Remove Bad Data
• Invalid emails
• Unsubscribes
• Leads that haven’t engaged in the last 3 months
58%
20%
12%
10%
MARKETING AUTOMATION
DATABASE
Marketable Invalid Unsubscribed Dead
Useable Data: Good, Bad and Unknown
#COSeries

14. Bad Data Costs Real $$
One bad record
costs an average of
$11
source: Eloqua
Inside sales reps
waste on average 27%
of their time on bad
data
source: LeadJen
25-30% of your data goes bad every year
source: MarketingSherpa
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15. Updated Professional Profiles
No Longer with Company
New Hires = New Contacts
Lateral Moves
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16. Accurate Contact Information
1. Email Addresses
2. Direct Dial Phone Numbers
3. Social Contact Info
4. Job Function/ Responsibilities
5. Technology Stack
6. Physical Location
If you double the number of
accurate direct lines available to
your team, you’ll triple the
number of appointments set per
week, per rep.
Source: Insidesales.com, Vorsight
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17. Finding the Diamonds in the Rough
Can you easily identify the good leads in your
database today?
• Good – Meets Your ICP
• Bad – Does Not Meet Your ICP
• Unknown – Not Enough Data
Fit Data: Good, Bad and Unknown
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18. Append Leads in your MAT
1. Firmographic
• Company HQ
• Website
• Number of Employees
2. Demographic
• Function (look beyond the title)
• Employee Location
• Social Sites
3. Technographic
• IT Systems & Infrastructure
• Finance Software
• CRM/MAT
Easier lead scoring,
nurturing, and
prospecting = More
Leads!
#COSeries

19. Do What You Can: Driving Quantity
• Enhance Nurture Program Performance
– Improve Segmentation
– Personalize Messaging
– Increase Response Rates
• Enrich Inbound Leads
– Qualify Warm Leads
– Pass to Sales Faster
– Improve Quality of Follow Up
DATA
is the Foundation
of All Prospecting
Efforts
#COSeries

20. Lead Enrichment
Leverage precious real estate on inbound
forms to gather data needed to pass to sales
faster – not for collecting info like address,
technologies used, how they heard about
you..etc
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21. Lead Scoring
DEMOGRAPHIC
• Job Title
• Function
• Level
• Geographic Location
• Industry/ Company Type
• Company Size
• Point of Entry
BEHAVIORAL
• Visits certain web pages
• Fills out Form
• Opens an Email
• Clicks links in an email
21
#COSeries

22. Outbound Strategies
1. Outbound Email
2. Direct Mail
3. Events
4. Call Blitzes…Yes, really.
Sales
Marketing
+
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23. Deeper Segmentation = Better Prospecting
IT
Sales
•Insides Sales, Biz
Dev, Ops
Marketing
•Demand Gen,
Ops
Finance
Sales
•Insides Sales, Biz
Dev, Ops
Marketing
•Demand Gen,
Ops
HR
Sales
•Insides Sales, Biz
Dev, Ops
Marketing
•Demand Gen,
Ops
Legal
Sales
•Insides Sales, Biz
Dev, Ops
Marketing
•Demand Gen,
Ops
Sales &
Marketing
Sales
•Insides Sales, Biz
Dev, Ops
Marketing
•Demand Gen,
Ops
#COSeries

24. Direct Mail
• 40% Response Rate from Direct Mail Campaigns

25. Events

26. Get Sales Excited About Cold Calling!
Typical Cold Calling Campaign
1000 leads x 3% conversion rate = 30 Meetings
VS.
Cold Calling on Pre-Qualified Leads w/ Direct Lines
300 leads x 10% conversion rate = 30 Meetings
Same result – less time wasted!
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27. Account-Based Everything
ABM: Where Sales and Marketing Collide Align
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29. Real World Example
A workplace culture platform that is
reshaping the employee experience
The Challenges:
1. Couldn’t establish an ICP
2. Lack of intent data
3. Needed tech stack info
4. Inhibiting account-based strategy
execution
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30. The Solution
The Data
• C-Suite
• HR
• Marketing
The Technology
• Hubspot Webook
• Outreach.io Integration

31. The Results
1. Slashed account research and selection time by 50%
2. Boosted MQLs by 30% in just one quarter
3. Improved prospect quality
4. Built an ABM strategy
5. Aligned Sales and Marketing
“Our sales teams have much more
confidence…they have an edge, now.
They’re laser-focused.”
– Jake Bernstein, Senior Business
Development Manager, Bonfyre
#COSeries

32. DeAnn Poe
deann.poe@discoverorg.com
32

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How Are We Doing?

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Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
DeAnn Poe
Vice President of Demand Generation
DiscoverOrg
@DiscoverOrg
deann.poe@discoverorg.com

35. #COSeries
Thank You For Attending
http://webinars.demandgenreport.com/campaign-optimization-series/2018/
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