Smart Data Management: How Marketing Advocate Eclipsed Its Lead-to-Revenue Conversions with ZoomInfo Is your sales and marketing staff spending hours hunting for target accounts, then even more time identifying the correct contact at the company? Well, no more! Smart data management tools can help you engage your target audience faster and accelerate your demand generation engine. By leveraging our relationship with ZoomInfo, our team at Marketing Advocate was able to generate more pipeline, decrease our cycle close time, increase the average deal size, and triple the number of MQLs generated via email. Join us for this informative session to learn where we succeeded and failed and how we eventually eclipsed our previous lead-to-revenue conversion rates by keeping our company’s database accurate and actionable. Key takeaways: • Accurate business data is important to the bottom line • Tracking lead source helps justify spend on successful campaigns. • Pinpoint your target audience to leverage conversion data and repeat success

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Smart Data Management
How Marketing Advocate Eclipsed Its Lead-to-
Revenue Conversion with ZoomInfo

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Speaker Background

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What We’ll Cover
• Set the Stage
• Where We Started
• Where We Ended
• The Road to Actionable Data
• How to Extend the Value of Your
Smart Data Management
• Key Takeaways
• Q&A
8:00-8:03
8:03-8:07
8:07-8:12
8:12-8:22
8:22-8:28
8:28-8:33
8:33-8:45

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Project “Land & Expand”
• Objectives:
– Increase business development opptys through
account-based marketing tactics
– Execute omni-channel campaigns for top 4 buyer
personas
• High-touch targeted (named accounts)
• High-volume targeted (buyer personas)
– Increase engagement with target accounts
– Equip sales with an accurate prospecting tool
• Soft Goals:
– Grow integrity of house list
– Optimize marketing investment spend

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Channel Directors, Managers
My Goals
1. Acquire and retain the most strategic partners
2. Increase through-partner revenues
3. Improve partner productivity
My Frustrations/Pain Points
1. Proper management of constantly-changing
resources
2. Inability to manage partner efficiency
throughout entire sales cycle
3. Inability to orchestrate activities of channel
partners
 Partner Portal, campaign build inputs
4. How can I manage the quality of partner
deliverability?
5. How do I automate and speed information
transfer?
My Buying Criteria/Success Metrics
1. Will this new tool be able to report the
activity of my partners?
2. Do I have real-time visibility into the revenue
pipeline through my channel?
3. Which solution will allow me to enable
partners to respond more quickly/efficiently
to constant change in consumer demand?
4. Will this new tool help me better retain my top
partners? At a lower cost than present-day?
5. Revenue $ per partner, increased revenue
per returning partners
6. Ability to forecast partner demand
accurately
7. YOY revenue growth per reseller
8. YOY growth in reseller count
OEM Buyer Persona

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Head of Sales, Owner
My Goals
1. Increase CLV YOY
2. Grow brand awareness of particular
product/solution
3. Increase the perceived value of my company
4. Deliver more qualified leads to sales team
faster
My Frustrations/Pain Points
1. Inability to operationalize marketing function
2. How can I understand my customer needs
better?
3. Cold-calling and unsolicited email don’t work!
4. Limited use of pre-packaged OEM campaigns
and assets
5. Limited time, skill set to put marketing to work
My Buying Criteria/Success Metrics
1. How can I ensure that my limited MDF
actually generates pipeline?
2. What solution will allow me to close
new business faster?
3. What solution will enable me to stay
compliant with my OEM’s products,
messaging, and branding strategy?
4. Will it require a dedicated headcount
in order to execute and manage?
5. Increased brand awareness within my
OEM sphere YOY
VAR Buyer Persona

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Content Strategy Informed by
Persona Drives Engagement

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Mapped Messaging Tiers Enable
More Immediate Response

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The Landscape Before
• Process: highly manual
• Expense: high cost
• Contracted workforce dedicated to
scrubbing the WWW
• Complex in nature
• Inefficient gains
• Zero efficiencies realized

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Data Point Likelihood of Gathering
Accurate Info
Salutation 50%
First Name --
Last Name --
Company --
Job Title --
Email --
Address --
City --
State --
Postal Code --
Phone --
Unsophisticated means for data collection,
low probability for accuracy

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The Landscape Now
• List quality improvement efforts netted
BIG wins in less than 60 days
• Additional data points collected
• List dev is top 3 generator of MQLs
• More actionable data for sales
• Data integrity not a concern
• Now armed with an accurate
prospecting tool

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Results: Stories Tell, Numbers Sell
Lead velocity increases 67% when
ZoomInfo is the lead source
10% of our current Q114 pipeline was
generated with ZoomInfo contacts
On average, it takes 45-90 days to close
with a ZoomInfo record versus 180 days
with another lead source
Number of MQLs generated from email
campaigns used w our ZoomInfo
contacts increased 300%
Average deal size is 80% larger
when ZoomInfo is the lead source
For every $1 we invest in ZoomInfo, we
generate $1.88 in sales revenue
Deliverability rate up 3 points Bounce rate dropped
dramatically (3.2%-0.01%)
Unsub rate drops to zero
Email open rates doubled CTR jumped from 0.6% to 6% CTOR went from 5% to 46%
Email Performance KPIs Overall

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The Road to Actionable Data
• Do the work. Define your buyer persona pedigree
• Utilize a build tool that pinpoints both decision makers and
influencers
• Make sure your data management tool allows you to slice
and dice at various levels (segmentation criteria = region,
revenue, management level, personal interests, etc.)
• Know thy prospect before reaching out
• Set up email alerts to notify when prospects change jobs,
win awards, etc.
• Give sales direct access to prospect data immediately
• Not all data is created equal

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How to Extend the Value of Your
Smart Data Management
• Take inventory of your existing database
– Personal interests augment explicit data
• Take advantage of direct access to updated
phone numbers, emails, and relevant Web
articles
– Contacts automatically updated whenever there’s
a change with ZoomInfo for Salesforce
• Test as you go
• ZoomInfo Pro and ZoomInfo for Salesforce
• Start with a single campaign

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Key Takeaways
• Start where you are
• Identify where efficiencies can be gained
• Align with sales to ensure needs are met
• Take time to pull out golden nuggets from
prospect profile data
• Actionable data leads to speedier
conversions and larger deal sizes
• He who has the best data, wins!

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Let’s Connect
Courtney Wiley,
Vice President of Marketing
+1 (469) 328-4492
@wileyCcoyote
www.linkedin.com/in/cdwiley/
Ned Leutz,
New Business Sales Manager
+1 (781) 693-7531
@zoominfo
www.linkedin.com/pub/ned-leutz/2/788/ba4

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About Marketing Advocate
Marketing Advocate accelerates revenue growth through the channel with its
Through-Partner Marketing Automation (TPMA) software. The company’s
industry-leading TPMA solution drives effective B2B channel marketing for many
of the world’s largest brands, including HP, IBM, Microsoft, and NetApp. By
maximizing lead efficiency, generating sales-ready leads, and building pipeline,
Marketing Advocate helps global organizations turn channel marketing into a
revenue driver. The company was recently recognized as a 2013 Gartner “Cool
Vendor” and showcased as a corporation that is innovating sales and marketing
techniques to help global IT providers go to market more effectively. For more
information, visit MarketingAdvocate.com.