zoominfo & evergage webinar: extreme targeting - it's not all about who you know

Extreme Targeting:  

It’s Not All About Who You Know

Speakers

Brendan Howard

Karl Wirth

Agenda

• Adapting your website to every visitor

• Accelerating website conversions & generation of qualified leads

• Improving Email Campaigns

• Q&A

Do you know who your prospects are?

Lead Life Cycle

AT EACH CUSTOMER LIFECYCLE STAGE

TARGETING IS RELEVANT

LIFECYCLE STAGE 1

TARGET ANONYMOUS TO LEAD

Marketers spend $45 BILLION/YEAR trying to get to “YES” online.

$30B

Email marketing

Advertising

$5B

$5B

Web Experience

Analytics

$5B

Yet conversion rates are PAINFULLY

LOW. $10B

2%

Because the web experience is STATIC & IRRELEVANT.

“I already registered for your webinar.”

Because the web experience is STATIC & IRRELEVANT.

3x increase in conversion from the Pinterest channel.

RELEVANT WELCOME

B

Carting rate has increased 162% since launching this modal.

RELEVANT WELCOME

10x increase over the control group in time on the site

BOUNCE PREVENTION

B

Identify developers by behavior and target them

GENERATE INTEREST

CLICKS ARE YOUR FIRST CONVERSIONS

ar

LIFECYCLE STAGE 2

LEAD TO CUSTOMER

Do you want them to opt-in?

Ask for Get later

Importance of Targeting

• Marketing has undergone major change

• Marketing automation software depends upon accurate & targeted data

• Targeting by industry is not good enough

• The market is shifting to smaller groups of highly targeted lists

• Consider generating targeted prospect listfor your business as a creative data problem

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

- PETER DRUCKER

Don’t try to sell a steak to a vegetarian

Importance of Accurate Data

“The top strategy to improve sales effectiveness is to Improve the quality of leads in the sales pipeline”

“25% of all B2B marketing database contains critical errors”

Reminder:

As a marketer and you worked really hard to get that lead- Now its up to sales

Response Time from Creation by 5min Initial Dials to Leads that become Contacted

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5min

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90min

The odds of contacting a lead drops 100x from 5 minutes to 30 minutes.

Targeted messaging to your prospect

Emails and phone numbers:

Leaving effective voicemails- emails- based on background information- on person and company- don’t waste time looking all over the web- No generic messages

• ZoomInfo Video- to show profiles and references.

333% increase in conversions to demo request compared to not switching out the CTA

PROGRESSIVECALL TO ACTIONS

333% increase in conversions to demo request compared to not switching out the CTA

PROGRESSIVECALL TO ACTIONS

3% of people shown this message signed up as leads for the upsell.

GUIDE TO CONVERSION

LIFECYCLE STAGE 3

CUSTOMER TO PROMOTER

TribeHR gives appropriate training videos to the right user

WELCOME& TRAIN

Mindflash guides users to the features that matter most.

GUIDE TO SUCCESS

We asked our most engaged customers to be a referral …. right in-app.

ASK FOR PROMOTION

CONCLUSION and NEXT STEPS

xx

Contact Information

Web: www.evergage.comPhone: 888.310.0589Twitter: @evergage

Web: www.zoominfo.com Phone: 866.904.9666Twitter: @ZoomInfo