1. 1. The Science of Lead GenerationScientifically proven ways to get more leads. Dan Zarrella Jim Sinai Social Media Scientist Sr. Product Marketing ManagerData.com
2. 2. Succeeding as a Marketer is Not Easy TodayExecutives Key Roles for Marketers SalesInnovatorROI DriverBrand Steward MarketingTechnologistR&DCrisis-Manager ServiceData AnalystCustomer AdvocateRecruiter Recruiting
3. 3. CMOs Are Shifting to Inbound CreationTraditional MarketingInbound MarketingInterruption Marketing Invitation Marketing Company controls brand perception Community shapes brand perception Trust company messagesTrust Friend RecommendationsEyeballs and earsHearts and Minds Centralized presence (www)Distributed presenceBuy a list of names to email Social Listening & Engagement
4. 4. Are You Making The Shift?
5. 5. #LeadSci
6. 6. What is a lead?
7. 7. Traffic Sources
8. 8. Our Websites Are the #1 Source ofLeads Data.com live 4/29/12 Pipe from our two webpages is more than all other sources combinedSource: Data.com
9. 9. Twitter
10. 10. Facebook
11. 11. Search
12. 12. Offers
13. 13. What do I get?
14. 14. Offers: Demo is best in terms of leads and pipeSource:Data.com
15. 15. Too good to be true?
16. 16. Sweepstakes vsContests
17. 17. Landing Pages
18. 18. Context
19. 19. Legitimacy & Trust
20. 20. Design
21. 21. Research
22. 22. Specificity
23. 23. The Second Email
24. 24. Email
25. 25. Methodology
26. 26. Metrics
27. 27. Proxy Metrics
28. 28. Engagement
29. 29. Testing
30. 30. We Know Data Changes Every 30 Minutes 120 Business addresses 75Telephone numbers 15Company names 30New businesses formed 10Businesses closed 20CEOs leave their jobsSouce: D&B
31. 31. The Result? Bad Data is Stunting Your Growth Insufficient LeadsInaccurate & Incomplete DataUnproductive Reps Limited Insights in lost revenue due to bad data (Source: Gartner, CFO Advisory: Data Quality Overview, 7.29.2011)
32. 32. Built Together: The Best Data, The #1 Sales AppLeading account and contact datainside the cloud Clean MarketSell
33. 33. Marketers Transform Incomplete Data Into Actionable LeadsIncomplete Web Incomplete Web Form Daorm Data Incomplete Wcomplete Web FormIncomplete W Incomplete WebClean 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 CleaningSource: Data.com Customer Survey 3.29.2012
34. 34. Thank you!