driving higher conversion rates through better business data and marketing excellence

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


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


Why Middle of the Funnel?

% new Prospects not sales-ready: 81% Prospect to Lead time: 123 days average % Slow Leads: 66%


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?


We Use Short Forms

Short Form (5 fields)

Conversion rate: 13.4%

Cost per: $31.24

Medium Form (7 fields)


Cost per: $34.94

Long Form (9 fields)


Cost per: $41.90


Data Augmentation


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


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%


Target Accounts

Accounts

Contacts


Effective Target-Account Tactics


Wa

rme

r Effective Target-Account Tactics

Buyers dont care about you answer WYWYN directly upfront


Wa

rme

r Effective Target-Account Tactics


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


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

[email protected]

Jim Sinai @jimsinai

[email protected]

driving higher conversion rates through better business data and marketing excellence

Business

incomplete data

revengine bad data

revengine accurate data

targeted data

realtime clean data

realtime data cleaning

better business data

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