SugarCon 2013: Find the RIGHT leads with Big (Social) Data
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Amnon Mishor , Leadspace Your Marketing and Sales teams spend a great deal of time and money generating leads, nurturing them and selling. But how many of the leads in your CRM are even relevant to your product or service? And how do you fill your funnel with the right leads? Amnon Mishor, a former Israeli intelligence officer, takes you on a tour into the fascinating world of Big Data, which can help you hone in on the best leads inside (and outside) your CRM.
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SugarCon 2013: Find the RIGHT leads with Big (Social) Data
- 1. Find the RIGHT Leads with Big (Social) Data Amnon Mishor, Founder & VP Products Leadspace
- 2. About Leadspace • Founded by former intelligence officers, expertise in analysis of big unstructured data • Funding from top-tier VC firms • Named by Forrester as an emerging technology to watch Selected Customers
- 3. B2B New Customer Acquisition Lead Generation Prospecting The Hidden SpendLead Scoring & Nurturing MORE LEADS HIGHER CONVERSIONS ALIGNMENT & EFFECTIVNESS
- 4. Who are you looking for ? Buyer Persona Job function and role? Products being used? Verification Still at the company? Predictive Score Decision maker? Matches my ideal profile? Engagement Updated contact info? Social activities? Topics interested in?
- 5. How to identify the right leads? By their job titles? John Smith IT Director John Smith IT Director By their online behavior?
- 6. They all just look the same…
- 7. Some real life examples IT leads from the company’s website: IT leads found in an online database
- 8. My name is John and I have a DATA PROBLEM We love you John Let’s face it
- 9. More than 70% of B2B buyers reveal their professional identity on the social web John Smith John Smith
- 10. Typical lead database analyzed through social profiles High% 14%% Medium% 17%% Low% 21%% Moved% company% 27%% Not% relevant% 21%%
- 11. A New Perspective on Lead Scoring 15 34 6 123 65 8 29 141 78 44 5 39 62 150 11 70 130 40 A B C DAnonymous Medium Low Junk High Current Score SocialLeadTargeting Score Hidden Leads False Positives
- 12. The Challenges of “Big Social Data” in B2B • Identity matching • Unstructured data • Privacy issues • Keeps changing • Too rich…
- 13. Social Lead Targeting Find prospects that match the profile of your best customers
- 15. Social Hubs Analytics Group Num.)of)Leads)in)Group •" Linked:HR (#1 Human Resources Group) 95 •" HR & Talent Management Executive 40 •" Executive Suite 34 •" VP OF HUMAN RESOURCES, DIRECTOR OF HUMAN RESOURCES, AND CHIEF PEOPLE OFFICER NETWORfg 26 •" CIO Forum 25 •" Chief Information Officer (CIO) Network - The Group for CIOs 22 •" Knowledge Management 20 •" SHRM (Society for Human Resource Management) Official Group 19 •" The Enterprise Architecture Network 17 •" HR.com 17 •" KM Edge 16 •" Australian Human Resources Institute 16 •" Harvard Business Review 14 •" Social Media Marketing 13 •" KM Practitioners Group 13 •" eMarketing Association Network 12 •" Cloud Computing 12 •" Worldwide Intranet Challenge (WIC) 12 •" Retail Industry Professionals Group 12 •" SharePoint Users Group 12 •" Knowledge Managers 11 •" HR Executive Network 11 •" Knowledge Management Experts 11 •" Job Openings, Job Leads and Job Connections! 11 •" CXO (CEO, COO, CKO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, CSO & CTO) Communityjk 11 •" AIIM Global Community of Information Professionals 11
- 16. Social Lead Targeting Platform Lead Targeting Engine New Lead Discovery Lead Enrichment & Scoring Ideal Buyer Analytics Sales Leadspace for Marketing Marketing Sales Prospecting Lead Development Marketing Lists Inbound Lead Analytics CRM The Social Web Online Databases Marketing Automation
- 17. Social Lead Targeting within your CRM Uncovering the true role and job functions Relevant professional activities Live cross- verified lead data Confidential “Pandora like” feedback Social profiles along with updated contact data Accurate company data
- 18. Evidence from companies that deployed Social Lead Targeting Sales/SDR driven pipeline increased by over 400%, in less than a year a 267% increase in average, per-client, live pipeline, cross-sell opportunities (from 1.5 to 4) In 6 months, a full 30% of LevelEleven closed deals came from Leadspace. Every member of the sales team uses Leadspace.
- 19. Summary • The data problem has huge impact on new customer acquisition • Big social data is the key to align sales and marketing on the RIGHT buyers