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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How To Use Social Lead Targeting So You Find The Right Buyers
#LaunchPoint
Richard Park, JiveRan Gishri, LeadspaceRobin Bordoli, Marketo
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Robin BordoliVP, Partner EcosystemsGM, Social MarketingMarketo
Page 3© 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 • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #Launchpoint
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Two Macro Marketing Trends
Data Driven Marketin
g
Explosion of Social D
ata
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Generation & Data Quality #1 CMO issue
Source: IDC’s 2012 CMT Tech Marketing Barometer Survey
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Explosion in Social Data
• 1 Billion– Active Facebook users• 700 Billion – minutes spent on Facebook each month• 1 Million – Twitter accounts added daily• 32 Billion – Search queries Twitter handles per month,
more than Bing and Yahoo combined• 2 Members Every Second – LinkedIn• 343 Million – Active Google Plus users
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Explosion in Social Data
• 1 Billion– Active Facebook users• 700 Billion – minutes spent on Facebook each month• 1 Million – Twitter accounts added daily• 32 Billion – Search queries Twitter handles per month,
more than Bing and Yahoo combined• 2 Members Every Second – LinkedIn• 343 Million – Active Google Plus users
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Richard ParkDirector, Sales OperationsJive
Ran GishriVP MarketingLeadspace
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Finding the Right Buyers is Hard
Are you targeting the right people in your lead generation and lead nurturing campaigns?
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
B2B Funnel Inefficiencies
Leads
Sales
The Hidden Spend Qualification, Scoring, Nurturing,
Prospecting
Insufficient lead intelligence results in marketing and sales misalignment and lower returns on marketing spend
• Matches my ideal
profile?
• Still at the company?
• Job function and
role?
• Products being used?
• Topics interested in?
• Social media
activity?
• Decision maker?
• Updated contact
info?
• Social hubs?
Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Big Value of Big (Social) Data
John Smith
John Smith
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Structuring the Unstructured
• Identity matching• Noise filtering• Privacy issues• Data freshness
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Lead Targeting is Social
Social Web Online Contact Databases
Marketo Lead Database
Finds relevant leads by matching people’s online presence to an ideal buyer profile
Sales Social Lead Targeting
Marketing
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Jive – Collaboration Software inside and outside the Enterprise
Jive helps companies improve sales & channel execution, corporate alignment, and worker productivity.
Social Intranet/Customer Community
Increasing productivity by 15% by simplifying access to corporate information & expertise
Faster time it takes to bring new offerings to market by 30%
Improved Enablement to distributed, mobile workforces such as Field Sales & Marketing
Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sales and Marketing at JiveCharacterized by fast-moving, growing, and entrepreneurial. We deploy a mix of field, and inside sales resources and maintain a dynamic field marketing engine globally.
• Commercial organization growth is >100% as we’ve increased our sales & marketing headcount.
• We leverage our own platform to on-board employees and provide key information by role.
Primary technologies we use are SFDC, iPads, Leadspace and Marketo
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
With Growth the challenge is reaching the right targeted Buyers for Jive
• Early Adopters of the social business paradigm
• Visionary Executives and Champions
• Identifiable titles and profiles
• Main Streamers stuck in an old paradigm
• Pragmatic, business-value driven buyers
• Multiple titles, profiles, and spans of authority
Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What steps did we take?
1. Identify the buyer profile for targeting
2. Integrate with our CRM
3. Run a meaningful Pilot with Sales
4. Fine-tune profiles & roll-out to Enterprise
• Integration with our CRM was critical• Our sales process is built on efficient
prospecting• Pilot was huge success with Sales
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Lead Targeting empowers our Sellers to locate the right prospects efficiently• Alignment with our sales coverage model and territory strategy
• 60% greater penetration into target accounts where no relationship existed
83% adoption by Sales the first Quarter we rolled out Leadspace
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Looking ahead
• At Jive we plan to further integrate Leadspace into our funnel driven activities
• We are in a roll-out of Marketo and will leverage deeper capabilities to target and identify the right buyers
• Profiles of target buyers will be refined to augment our inside sales process for specific selling roles
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Q&AHow To Use Social Lead Targeting So You Find The Right Buyers
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
