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The ability to generate more high quality leads remains one of today’s top B2B marketing challenges. And 2012 doesn’t seem to offer much relief, with buyers more overloaded, skeptical and frugal than ever before.How can you build a plan to finally achieve lead success and meet / exceed your lead generation goals?In this webinar, list intelligence expert Brian Hession from Oceanos collaborates with value marketing / selling expert Tom Pisello to provide unique buyer insight and an actionable game plan to tackle these challenges and achieve better lead generation success in 2012.B2B marketing executives, demand-gen practitioners and content marketers who attend will learn about the critical success factors for today’s buyer, and leave the session with five proven and actionable ways to better attract, connect and engage prospects.
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Proven Ways to Generate More High Quality Leads
Tom Pisello, Chairman & Founder
Powering B2B sales to economic buyers
Brian Hession, President & Founder
List Intelligence Report
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
Our Speakers
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Tom Pisello: The ROI Guy • A 25-year career helping companies to get more
business value from their IT and business investments
• Serial Entrepreneur
• Chairman and Founder
Alinean – Content Optimization w/ Interactive Smart Content and Value-Based Sales Enablement Tools
Akonna – Social Media Marketing Competitive Benchmarking
• Evangelist & Blogger
Brian Hession:
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
Brian Hession, President & Founder
• Recognized as a thought leader in demand
creation marketing
• 2003 “Most Successful Direct Marketer under 30” by the New England Direct Marketing Association
Agenda
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• Today’s Buyer and new Challenges for Marketing in 2012
• List Optimization Best Practices – Data Hygiene – Business Intelligence Enhancements – Prospect Definition – Balanced Data Portfolio
• New Value Marketing Best Practices
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Today’s Buyer and new Challenges
for Marketing in 2012
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Today’s Buyer = More Overloaded
• Rapidly increasing rate of new information available to buyers • Calls 15+ a day • Email 200+ a day
• Increase in available channels
• E-mails, tweets, Internet, webinars, search engines, videos, micro-sites, banner ads, newsletters, magazines, demos, white papers, blogs, Facebook, forums, case studies, research, advertisements, etc....
• A low signal-to-noise ratio on most messages / campaigns
• 62% of B2B vendors need more leads in order to generate the same amount of sales • 72% indicate an increase in sales cycle time over the past 6 months • Over past 5 years, average sales cycle has become 22% longer (SiriusDecisions)
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Today’s Buyer = More Empowered
Buyers do more research independently and online
Multiple Responses Allowed
Demand Creation Specialists B2B Buyer Survey - 2011
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.
Today’s Buyer = More Skeptical & Frugal
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Buyers Have Fundamentally and Permanently Changed
Longer Sales Cycles Increased Discounting / Reduced Deal Size
More Leads to Close Same Amount of Business
Stalled Deals
Increased Competition More Executive & Economic Scrutiny
More Difficult to Connect & Engage
Frugalnomics is in Full Effect
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
9 Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 10
Data Cleansing Steps Benefit
Postal Address (Standardization & NCOA)
Increase the effectiveness of internal de-duping, merge-purge, and suppression processing. NCOA updates company moves (important for the SMB market) and flags businesses that have closed or moved abroad.
Phone Verification/Append Flush out bad phone records and increases concentration of direct dials. Depending on the level of verification can also identify contacts no longer with the company.
Email Address Verification Suppress dead email addresses to improve overall email deliverability and mitigates damaging ISPs and marketing automation software reputation.
Prospect Definition Screen Isolate and purges non-targeted records from your database. Inaccurate and non targeted records typically find their way into a database as a result of non targeted acquisition of 3rd party data.
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 11
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 12
Company Level - Enhancement
• Isolate and update records with higher quality firmagraphics – including SIC/NAICS codes, employee size, revenue, HQ locations, etc.
• It’s common for a client database to already have business demographic information, but in many cases accuracy is weak
– This occurs when loading 3rd party lists from various list providers that each offer varying degrees of accuracy
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 13
Contact Level - Enhancement
Monetize records with incomplete information by appending:
• Email Address/Phone
• Job Title
• Custom Web Data Extraction Techniques to gather intelligence from LinkedIn, Twitter, and other
on and offline sources
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 14
Social Profiles Output Job Role Intelligence
LinkedIn Twitter Facebook Security Operations Data Center
/johnbaker @johnb /johnb Yes No Yes
/jamesc @jcmicrosoft /james.crawford No Yes Yes
/katiejohnson @katie /katiej Yes Yes Yes
Benefits of Data Hygiene & Enhancement
• Minimizes time wasted by direct sales on bad contacts
• Improves velocity and conversion rates within the demand waterfall
• Increases the integrity and accuracy of dashboard reports
• Provides a platform for targeted message and content delivery
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 15
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 16
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 17
Business Intelligence
• Identify software, hardware and other installed equipment at the company level enables sales and marketing to design competitive, complimentary and greenfield campaigns.
• Acquire unique intelligence to improve segmentation and messaging.
Example:
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 18
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 19
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 20
Prospect Definition
Company Level:
• Firmagraphics - industry, employee size, revenue and business description
• Business Intelligence - software/equipment installs and other intelligence
Define Multiple Prospect Definitions based on Industry/Company Size
• Identify the accounts for each prospect definition
• Append ‘Domain’ to each named account
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 21
Prospect Definition
Contact Level:
• Define target job titles, personas, and roles for each prospect definition
• Consider categorizing titles into one of the following three groups:
Executive/DecisionMaker
Influencer
End user
• Include key words to ensure capture of unique/niche job titles
• Run a wordle funnel with your customer records to identify key words
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 22
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 23
Job Title Analysis (Wordle)
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 24
Balanced Data Portfolio
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 25
Your demand creation strategies requires multiple data feeds to optimize reach with the target audience and mitigate risk. There is no single database solution.
Contact Names
Firmagraphics
Business Intelligence
26 Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved
Data Portfolio
Purchase
• Crowd Sourced:
• Data.com - 12 million+
• NetProspex - 10 million+
• ZoomInfo - 6 million+
• Publisher:
• OMNI - 5 million+
• UBM/Penton - 1.5 million+
• Research Databases
Rental
• Trade Publications
• Online Communities
• Associations/Societies
• Product Buyers
• To maximize audience reach, Oceanos typically secures
multiple usage to ensure internal nurturing strategies can be replicated to an audience that can only be accessed via rental assets.
Reaches typically 20-30% of a client’s target audience.
Reaches the other 70-80% of the target audience.
Balanced Data Portfolio
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 27
OMNI
Business Intelligence Business
Demographics Purchase Contacts Rental Contacts
Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 28
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Value Marketing Best Practices
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Facilitate the Buyer’s Journey by answering 3 key questions for the buyer
How to better connect, engage and sell?
Facilitate the Buyer’s Journey for Success?
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Value Marketing Tools Needed to Fight Frugalnomics™
ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE CONNECT
Interactive White Papers
Benefit Estimators
Diagnostic Assessment Tools
ROI Analysis Tools TCO Comparison
Tools
PROVOCATIVE APPROACH VALUE APPROACH
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
Next Steps
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Oceanos Waterfall Calculator (powered by Alinean) Value Marketing / Selling Best Practice Resource Center - http://fightfrugalnomics.com “Ask the ROI Guy” Resource Center - http://www.alinean.com/faq List Intelligence Report http://www.oceanosinc.com/listintelligence
https://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=976713497751767542
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
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Questions?
Copyright 2001-2012 © Alinean, Inc. All Rights Reserved