International Business Environments and Operations 16th Global Edition test b...
The Science behind Lead Generation
1. The Science of Lead Generation
Scientifically proven ways to get more leads.
Dan Zarrella Jim Sinai
Social Media Scientist Sr. Product Marketing Manager
Data.com
2. Succeeding as a Marketer is Not Easy Today
Executives
Key Roles for Marketers
Sales
Innovator
ROI Driver
Brand Steward
Marketing
Technologist
R&D
Crisis-Manager
Service
Data Analyst
Customer Advocate
Recruiter
Recruiting
3. CMOs Are Shifting to Inbound Creation
Traditional Marketing Inbound Marketing
Interruption Marketing Invitation Marketing
Company controls brand perception Community shapes brand perception
Trust company messages Trust Friend Recommendations
Eyeballs and ears Hearts and Minds
Centralized presence (www) Distributed presence
Buy a list of names to email Social Listening & Engagement
80. We Know Data Changes Every 30 Minutes…
120 Business addresses
75 Telephone numbers
15 Company names
30 New businesses formed
10 Businesses closed
20 CEOs leave their jobs
Souce: D&B
81. The Result? Bad Data is Stunting Your Growth
Insufficient Leads
Inaccurate & Incomplete Data
Unproductive Reps
Limited Insights
in lost revenue due to bad data
(Source: Gartner, CFO Advisory: Data Quality Overview, 7.29.2011)
82. Built Together: The Best Data, The #1 Sales App
Leading account and contact data
inside the cloud
Clean Market Sell
83. Marketers Transform Incomplete Data Into Actionable Leads
Incomplete Web
Incomplete Web Form Da
orm Data Incomplete W
complete Web Form
Incomplete W
Incomplete Web Clean Qualified
Leads
+27% +30%
Data Quality Marketing Productivity
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
Source: Data.com Customer Survey 3.29.2012
So it is not surprise then, that poor data quality is hurting your business at every step of the funnel. Incomplete, inaccurate data and an unproductive sales team is leading to over $600B in lost revenue. Your sales team is wasting time searching for the truth and spending more than 30% of their time NOT selling.
Now with data.com it is. Built specfically for the sales cloud -- data.com provides the best business data directly into the #1 Sales App. Data.com provides your entire company with data that is always clean, current and accessible in real time. With just one click, you can easily clean your account and contact information. And once you have all that clean data, with data.com you can easily target the customers you need to connect with through millions of accurate business contacts and accounts
