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. 1. Find the RIGHT Leads with Big(Social) DataAmnon Mishor, Founder & VP ProductsLeadspace
  2. 2. About Leadspace•  Founded by former intelligence officers, expertisein analysis of big unstructured data•  Funding from top-tier VC firms•  Named by Forrester as an emerging technology to watchSelected Customers
  3. 3. B2B New Customer AcquisitionLead GenerationProspectingThe Hidden SpendLead Scoring &NurturingMORE LEADSHIGHERCONVERSIONSALIGNMENT &EFFECTIVNESS
  4. 4. Who are you looking for ?Buyer PersonaJob function and role?Products being used?VerificationStill at the company?Predictive ScoreDecision maker?Matches my ideal profile?EngagementUpdated contact info?Social activities?Topics interested in?
  5. 5. How to identify the right leads?By their job titles?John SmithIT DirectorJohn SmithIT DirectorBy their online behavior?
  6. 6. They all just look the same…
  7. 7. Some real life examplesIT leads from the company’s website:IT leads found in an online database
  8. 8. My name is John andI have a DATAPROBLEMWe love you JohnLet’s face it
  9. 9. More than 70% of B2B buyers reveal theirprofessional identity on the social webJohn SmithJohn Smith
  10. 10. Typical lead database analyzed throughsocial profilesHigh%14%%Medium%17%%Low%21%%Moved%company%27%%Not%relevant%21%%
  11. 11. A New Perspective on Lead Scoring1534 6123 65829 1417844 53962150 11 70 13040A B C DAnonymousMediumLowJunkHighCurrent ScoreSocialLeadTargetingScoreHiddenLeadsFalsePositives
  12. 12. The Challenges of “Big Social Data” in B2B•  Identity matching•  Unstructured data•  Privacy issues•  Keeps changing•  Too rich…
  13. 13. Social Lead TargetingFind prospects thatmatch the profile ofyour best customers
  14. 14. Buyer Persona Modeling
  15. 15. Social Hubs AnalyticsGroup 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•" 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. 16. Social Lead Targeting PlatformLead Targeting EngineNew LeadDiscoveryLeadEnrichment &ScoringIdeal BuyerAnalyticsSalesLeadspace forMarketingMarketingSales ProspectingLead DevelopmentMarketing ListsInbound Lead AnalyticsCRMThe SocialWeb Online DatabasesMarketingAutomation
  17. 17. Social Lead Targeting within your CRMUncovering the true roleand job functionsRelevant professionalactivitiesLive cross-verified lead dataConfidential“Pandora like”feedbackSocial profiles along withupdated contact dataAccurate companydata
  18. 18. Evidence from companies that deployedSocial Lead TargetingSales/SDR driven pipeline increased by over 400%, inless than a yeara 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 dealscame from Leadspace. Every member of the salesteam uses Leadspace.
  19. 19. Summary•  The data problem has huge impact on newcustomer acquisition•  Big social data is the key to align salesand marketing on the RIGHT buyers
  20. 20. Thank Youamnon@leadspace.comTwitter: @amnonmis