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Intelligent customer acquisitionDriving customer acquisition throughintelligence and dataBrett Wallace, VP Sales, ZoomInfo#Sales20#sm20@brett wallaceAlison Shaffer, Group Manager,Marketing Operations and Analytics,Cisco WebExSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Why is acquisition a burning topic? Sales and marketing leaders under more pressure than ever– 76% say that getting higher quality leads is #1 challenge going into 2011– 53% of inside sales reps are hitting plan– Few teams are in sync - lead definition, buyer definition, assigned goals Buyer behavior is changing rapidly– Free information is reducing buyers’ dependence on reps– Buyers have even less time for salespeople who are unprepared– 30% of records become inaccurate over 12 month period in a B2B database Sales productivity is a business imperative– Reps spend 20% of their time researching companies and people to call– Bad data stalls productivity and campaigns, and depletes funnel– Time saved each day puts hours of selling time back in reps’ pocketsSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Evolution of data Enterprise dataecosystem Real-time alerts/triggerswith relevant intel Change-aware, dynamicrecords Sophisticated datamanagement Sales 2.0 CRM/systemsintegration Mystery list rentals Data resellers Traditional media Static records No integrationSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
What are next-generation leaders doingdifferently?SalesEnterprise DataEcosystemAligning: sales,marketing and datateams with commongoalsCustomer intimacyDataIntegrating: informationand insights frommultiple sources intoone common platformReal story,in real timeSophisticatedtargeting, filteringacross all fieldsMarketingSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
“Must haves” for your leadsSirius Decisions: The definition of data “quality” is consistent alongthree dimensions, but customized. for each function.Sales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Data quality drives the “demand waterfall”Sample ProspectDatabase:100,000 namesAverageStrongUsable Records75,00090,000Inquiries (2% response rate)1,5001,800Marketing-Qualified Leads (MQLs)Sales-Accepted Leads (SALs)59348858Sales-Qualified Leads (SQLs)1728Closed/Won Business3.96.5ASP: 50,000 195,000 325,000ASP: 150,000 585,000 975,000Sales & Marketing 2.0 Conference, San FranciscoNovember 2010OpportunityWhat fix is worth2% of average B2Bdatabase is inaccurate;Best-in-class have lessthan 10% bad recordsSave up to 100 perrecord by cleaningdata at point of entryBetter targeting,cleaner dataUp to 25% jumpInq.-MQL conversionBetter lead quality andsales trustUp to 12.5% jump inMQL-SAL conversionStrong data organizations canrealize as much as 66% more inrevenue than average companiesSource: Sirius Decisionssales20conf.com/collaboration
Business information providers areresponding with multi-sourced, collaborative-rich data and technologies tocontinuously update and verify dataSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
How can you get started?SizeYour potential universeStrategyDemand type, targets, leadlevels, buying cycleMetricsFunnel conversion(MQL, SQL, Win)ResultsRevenue and KPIsGrowth# of completed records# of sales repsConversions and AOSSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
About Joined Cisco family in May 2007 Headquartered in Santa Clara, CABrett Wallace(781) 693-7507 Leader in software-as-a-service (SaaS)@Brett Wallaceindustry@ZoomInfo Leadsbrett@zoominfo.com Provides on-demand web collaborationapplications delivered via the Ciscohttp://followthelead.zoominfo.com/WebEx Collaboration Cloud Online meetings Web conferencing Video conferencing applicationsSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Cisco WebEx at-a-glance We’re global: WebEx serves SMB through enterprisecustomers in 150 countries We have 10 million registered hosts worldwide We’re busy each month! On average we host: 4.6 million meetings per month, with more than16 million meeting attendeesOur newest accomplishment:WebEx reached 1 billion meeting minutes in May 2010Sales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
That’s a lot of data! We’re global: WebEx serves SMB through enterprisecustomers in 150 countries We have 10 million registered hosts worldwide We’re busy each month! On average we host: 4.6 million meetings per month with over 16 million meeting attendeesOur newest accomplishment:1 billion meeting minutes in May 2010!CustomerdataSales & Marketing 2.0 Conference, San Franciscon140 milliosbusinessein the US77% ofbusinesses inD&B’sacdataba tivese haveless than 10employeesProspectdataNovember 2010sales20conf.com/collaboration
Role of dataYou can have data withoutinformation, but you cannothave information without data.-- Daniel Keys Moran, writerSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Data is key driver of customer acquisitionSuccessful sales strategies are based on afoundation of actionable and usable data Data is the key driver for making businessdecisions– Drives business objectives– Used to evaluate progress and success Data is dynamic Data quality changes over time depending oninteractions, transactionsData Information Sales IntelligenceSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Combine data informationto create sales Intelligence Start with the foundation: build a data strategy Determine areas where sales intelligence is needed Develop a framework to optimize processes involving collection,usage and delivery of dataSuccessful data strategy actionable sales intelligenceSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Build a scalable frameworkA dynamic and efficient process toCollect, Access and Deliver dataSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
data Collect multiple types ofmetrics from varioussources Challenges:Standardization, global,complianceSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
dataSales & Marketing 2.0 Conference, San Francisco Access data from multiplesystems Data is queried to runreports, output lists fortargeted marketing, conductcustomer analysis Challenges: Ability toaccess in correct format,locate all sourcesNovember 2010sales20conf.com/collaboration
data Data, reporting andanalysis is distributedto stakeholders Challenges: frequency,tools to use, viewingdevices, stakeholdercriteria, scalability,ability to automate,consistencySales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Increase data usability The level of “actionability” from yourdata– How effectively you’re able toleverage sales intelligence to helpacquire customersCompanies with highly usable data are able to: Drive better sales initiatives Increase the quality of program insights Measure results for successSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Effective methods to increase data usability Continuous Investigationo Audit, monitor datao Run reports, play with data,look for anomalieso Data governance, DMMmethodology Data appendo Supplement current datawith sales intelligencesourceso Load into CRM system/data martSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Append using multiple sourcesLead entered into SFDC by rep: Company Name: Consulting by ChadData sourceD&BZoomInfoHoover'sJigSawD&BD&BZoomInfoCisco DBCisco DBFieldCompany NameInformationIt Consulting by ChadDecision Maker and Title Chad Nicholas, CEOSIC Code8741Industry CategoryBusiness Svcs/ConsultingYears in Business12Number of Employees17Additional ContactsLiza Nicholas, IT Buyer, Polly Shaffer, CIOCisco CustomerYesCisco ProductIP Phone 8900 SeriesSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Benefits of using appended dataAdd toyoursalesfunnelAdd newcontacts toexistingleadsBuildpipelineSales & Marketing 2.0 Conference, San FranciscoVerifyfirmographicinformationNovember 2010sales20conf.com/collaboration
Example: appended dataResults of September 2010 AppendCount% totalTotal Unique Companies Submitted to ZoomInfo34,146Companies Matches by ZoomInfo29,79387%Companies more than 250 employees w/5 contacts14,32634%Companies less than 250 employees w/5 contacts15,46737% Added approx. 148K new contacts Load into Salesforce.com and track results — combine withsales and marketing efforts More than 100% ROISales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Summary Work to get sales and marketing in sync Agreed upon strategy and goals Examine your internal database and determine opportunity Execute, test and measure win/loss and touch analysis Understand there is no one tool to solve all your need Determine who’s best for your situation (quality, fresh, valid)Sales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Thank you!Brett WallaceVP Sales, ZoomInfo781.693.750wallace@zoominfo.com / @brett wallaceAlison ShafferGroup Manager, Marketing Operations and Analytics, Cisco WebExAlison.shaffer@webex.comSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Appendix, extra slidesSales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
The foundation: data strategy Determine business areas where insight/knowledge is needed Identify opportunities to apply analytics and statisticalmethodology Develop a framework to optimize processes involving collection,usage and delivery of dataSuccessful customer acquisition strategySales & Marketing 2.0 Conference, San FranciscoNovember 2010sales20conf.com/collaboration
Companies Matches by ZoomInfo 29,793 87% Companies more than 250 employees w/5 contacts 14,326 34% Companies less than 250 employees w/5 contacts 15,467 37% Results of September 2010 Append Added approx. 148K new contacts Load into Salesforce.com and
