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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

8:00-8:038:03-8:078:07-8:12

8:12-8:22

8:22-8:28

8:28-8:338:33-8:45

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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

Start Where You Are

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Channel Directors, ManagersMy Goals

1. Acquire and retain the most strategic partners

2. Increase through-partner revenues

3. Improve partner productivity

My Frustrations/Pain Points

4. Proper management of constantly-changing

resources

5. Inability to manage partner efficiency

throughout entire sales cycle

6. Inability to orchestrate activities of channel

partners

Partner Portal, campaign build inputs

7. How can I manage the quality of partner

deliverability?

8. 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, OwnerMy 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

5. Inability to operationalize marketing function

6. How can I understand my customer needs

better?

7. Cold-calling and unsolicited email don’t work!

8. Limited use of pre-packaged OEM campaigns

and assets

9. 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@wileyCcoyotewww.linkedin.com/in/cdwiley/

Ned Leutz, New Business Sales Manager+1 (781) 693-7531@zoominfowww.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.