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Driving Higher Conversion
Rates Through Better Business
Data and Marketing Excellence
2012 Marketo, Inc.
Todays Speakers Jim Sinai
Sr. Product Marketing Manager, Data.com @jimsinai
Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller
#bizdata
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
Chat box is available if you have any questions
There will be time for a Q&A at the end
All attendees will receive a copy of the slides
Twitter hashtag: #bizdata
#RevEngine
You Cant Be a Great Marketer Without Good Data
Phone Number
Social Conversations
Address
Title
Industry
# of Employees
SIC - DUNS
Blog
Corporate Hierarchy
Revenue Email
#RevEngine
Bad Data is Expensive and Time Consuming
Wrong Size
Business
Wrong Number
Moved Jobs
Duplicate
Not in Territory
Gate Keeper
Data Warehousing Institute
#RevEngine
Data.com: Foundation for Marketing Success
Automatically in Salesforce
Unified in the Cloud
In Your Business Process
Familiar User Experience
Unified in CRM
Real-Time Updates
Improve CRM Adoption
Instant Notifications
Automated Match & Fill
Real-time Clean Data
100% Complete Contacts
Company Profiles
Social Insights
Leading Business Data
#RevEngine
Accurate data on
companies & people
Tens of millions of records
uploaded each month
Best in class technology & algorithms process
and clean every contact record
Jigsaw Community updates more
than 1M records per month
Patented process for maintaining &
updating global account database
Global Data Collection Entity Matching D-U-N-S Number Corporate Linkage Predictive Indexing
Over 2,000 automated quality
checks & balances to ensure
D&Bs high quality standards
Leading Data Starts with Quality
#RevEngine
Incomplete Web
Incomplete Web
Incomplete W
Incomplete W
Marketers Transform Incomplete Data Into Actionable Leads
Backfill Lead Forms to Deliver Complete Leads to Sales Lower Cost per Lead and Improve Inbound Marketing Campaigns Soar with Workflows and Automatic Data Cleaning
Qualified
Leads Clean
Incomplete Web
Form Da orm Data
complete Web Form
#RevEngine
Marketers Improve Campaigns With Targeted Data
Reach the Right People at the Right Companies:
100% Complete Contact Information
D&B Accounts for In Depth Market Segmentation
Data That Starts & Stays Clean
#RevEngine
Enterasys Drives Productivity to a New Level
$3.2M in revenue sourced from Data.com
Sales reps get in the door faster with
access to specific titles
Increased inbound effectiveness using
marketing automation with Data.com
Ben Doyle
Director of IT Applications
We get in the door faster
with Data.com.
#RevEngine
Connect to Success With Data.com
Source: Reported in a March 2012 survey of 147 Data.com customers
#RevEngine
Data.com Packages Meet Your Marketing Need
Data.com Lists
Data.com Clean
Data.com In Salesforce
Directly in Salesforce
Unlimited account viewing
Unlimited contact viewing
Real-time data cleaning
300 Records per month
Targeted Lists
Real-time online creation
Custom with your criteria
Delivered online or via FTP
Access to full database
List cleaning
Master file creation
Duplicate data flagging
Fill in missing information
Increase CRM adoption
Marketos Use of Data.com
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Pro
spe
ct
Marketos Revenue Cycle
Generate Awareness and Like
Develop Relationships Until Sales Ready
(Email, Social, Offline)
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why Middle of the Funnel?
% new Prospects not sales-ready: 81% Prospect to Lead time: 123 days average % Slow Leads: 66%
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Need Quality Information to
Nurture and Score
Lead
Opportunity
Sale
s Lead
MQL
SQL SAL
By Industry: 82% By Role: 67% By Company Size: 49% By Geography: 29%
In Profile? Target?
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
We Use Short Forms
Short Form (5 fields)
Conversion rate: 13.4%
Cost per: $31.24
Medium Form (7 fields)
Conversion rate: 12.0%
Cost per: $34.94
Long Form (9 fields)
Conversion rate: 10.0%
Cost per: $41.90
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Data Augmentation
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Data.com Matching Results
Matches for 34% of leads and 74% of accounts
Industry, Revenue, and Employee count populated on all fields
Graveyard leads and contacts moved to unsubscribe
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Need Outbound Prospecting as Well
Corporate
10-100 Mid-Market 101-1,500
Enterprise 1,500+
% Inbound 42% 31% 32%
% Demand Gen 24% 23% 27%
% Referral 6% 3% 6%
% Sales-Led 16% 20% 22%
% Teleprospecting 12% 22% 12%
Outbound Total 28% 42% 34%
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Target Accounts
Accounts
Contacts
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Effective Target-Account Tactics
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Wa
rme
r Effective Target-Account Tactics
Buyers dont care about you answer WYWYN directly upfront
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Wa
rme
r Effective Target-Account Tactics
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Automation Drives a 63% Connect Rate,
5% Opportunity Rate
Add Leads/Contacts
to Campaign Package / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
#RevEngine 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. You Cant Be a Great Marketer Without Good Data
2. Integrated Data Improves ROI on Marketing Automation and Other Systems
3. Cheaper to Buy Data than Ask for It on Forms
4. Inbound: Focus on Data Appending, Outbound: Find Contacts
5. Use a Multi-Channel Approach to Open Doors
Questions?
Jon Miller @jonmiller
Jim Sinai @jimsinai