finding new customers with bid data ariel geifman, director of marketing, mintigo
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Outbound vs. Inbound InboundOutboundTRANSCRIPT
Finding New Customers with Bid DataAriel Geifman, Director of Marketing, Mintigo
B2B Marketing Pains Today - “More leads, Better quality”
Outbound vs. Inbound
Inbound Outbound
Challenges with Today’s Outbound Marketing
• Poor targeting and segmentation
• Low quality leads from list brokers
• High bounce rate for email campaigns
• Time consuming and poor ROI
Average Cost of Leads According to US B2B Marketers
Source: MarketingSherpa, “2011 B2B Marketing Benchmarks Survey” July 2011. Cited by eMarketer. n-=1,745.
74% of marketers pay more than $50 per lead
Challenges Generating Leads from Inbound
88% of users leave incorrect information when registering
Challenge Converting Leads to Sales
Only few inbound leads turn into sales
Challenges in PPC ScalabilityC
ost
Leads
Search marketing doesn’t scale up well
Search
My next customeroffer Customers
WEB & Social
CustomerDNASearch engine
Search engine for new customers
Mintigo Technology
CustomerDNAthousands indicators for your best customers
Machine Learningsearch for more matching leads, most like your best
customers
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Web crawlingsemantic, networks, technology platform, social
CustomerDNAthe thousands of reasons your customers buy from you}• Thousands of unique indicators that differentiate
companies• Information found on many web based sources• The ideal profile of your best customers• Thousands of indicators VS the standard 7-10• Millions of data sources across the entire web• Analyze and cross-verify
Mintigo Intelligent Lead GenerationStep One:
Automated web discoveryfinding new leads using intelligent web data analysis}• 1.5 million vs. 50 leads a day• Automated vs. manual • Cloud-based “big data analytics” platform• Interpreting & cross-checking • Enterprises and governments • Optimization & intelligence discovery
Mintigo Intelligent Lead GenerationStep Two:
Analytic lead scoringfinding more matching leads, most similar to your best customers
}• Checking leads for freshness • Checks name, URL, contact, email, & job titles• Accurate information equals higher score • Leads are cross-checked and validated
Mintigo Intelligent Lead GenerationStep Three:
Prospect Scoring—The Mintigo WayThousands of indicators are evaluated to find only those companies that fit your CustomerDNATM and are likely to convert
+5 points:Employees: Database, DBATechnology: MySQLForums: OracleWord: Security, Privacy
+3 points:Word: Login, Word: Signup, Customer ServiceWebsite: Pricing Page, IT Careers InfoTechnology: DatabaseInbound Link: nih.gov
+1 points:Employees: Infosec Titles, CIS, CloudIP In Private RangeInbound Link: MySQL ForumsOutbound Link: Amazon IP Range
-3 points:
Employees: Demand genJavaScript: Marketing AutomationOutbound Link: SalesforceForm: Contact UsNo IT in Org Chart
Now Do It for 20 Million CompaniesOver 20 million US businesses are evaluated to find those with the highest score
1000 45 90
89 9759
Case Study – Mintigo Campaigns
Funnel Step Minitgo PPC
Cost per unit (raw lead / visitor) $5 $1.5
Response rate (sales leads) 12% $42 1% $168
Webex / demo from responses 31% $138 42% $402
Sales from webex 30% $459$459 33% $1207$1207
Outbound: leadsPPC: visitors
Outbound: responsePPC: lead form filled
Mintigo: ~100 leads/sale ; PPC: ~1000 clicks/saleMintigo: ~100 leads/sale ; PPC: ~1000 clicks/sale
• 89% correct contacts – email and phone
• 87% new leads• Bounce rate < 10%• 4x lift in campaign response rate
Performance List Brokers
Mintigo
Company-level accuracy
40% 85%
Contact-level accuracy (incl. bounce)
55% 89%
New leads (previously unknown)
87%
Response rate 2% 8%
“The Mintigo solution has proven superior accuracy, delivering a high percentage of new leads and a dramatic increase in campaign response rates” - Click Software SVP of Sales
Case Study – Email Campaign
• 70% higher value for customer• 80% of provided leads are new SOHO/SMB prospects• 130% uplift in conversion of new customers
Mintigo has been a committed valuable partner, integral to the success of Orange... Mintigo’s unique solution made them a natural choice for Orange campaigns", Orange CMO
Performance List Brokers Mintigo
% of calls answered 52% 79%
% sales meetings from answered calls 11% 16%
Leads to contracts rate 1.6% 2.8%
Activation rate from leads 3.9% 8.7%
Case Study - Telemarketing
Q&A
Thank You!