[Mintigo Webinar] 5 Secrets To Closing More Deals Using Big Data Analytics

Secrets  To  Closing  More  Deals  Using  Big  Data  

Analy6cs  Swayne  Hill,  SVP  Sales  

Min0go  

5  Ways  We  Use  Big  Data  1.  Priori0ze  Accounts  (+25%)  2.  Find  the  best  contacts  (2X)  3.  Learn  their  interests  (+40%)  4.  Create  a  personalized  approach  (3X)  5.  Engage  all  buyer  roles  in  the  sales  cycle  (+20%)  

Priori6ze  Accounts  We  used  to…  •  Assign  territories  and  priori0ze  

leads  based  on  state,  city,  company  size  and  industry    

Problem  •  Arbitrary  coverage  •  Missed  opportunity  •  Demo0vated  AE’s  

Using  Big  Data  Analy6cs  

…we  generated  a  more  precise  defini0on  of  our  total  addressable  market  (TAM)  

Business-­‐to-­‐Business  

High  PPC  Spenders  

Invested  in  Marke0ng  Automa0on  

Early    Technology  Adopters  

TAM  Size  &  Elements  

Priori6ze  Accounts  Now  we…  •  Align  territories  based  on  

the  true  distribu0on  of  TAM  •  Priori0ze  and  route  leads  

based  on  TAM  fit  •  Get  op0mal  coverage  on  

the  best  opportunites  

Find  The  Best  Contacts  

Your  Favorite  List  Broker  

SELECT  *    FROM  “Contacts”    

WHERE  “JobTitle”  =  ‘VP’    OR  “JobTitle”  =  ‘CIO’    ORDER  BY  “State”  

We  used  to…  •  Buy  ‘000’s  of  contacts  from  

D&B,  OneSource,  InfoGroup,  Data.com  and  the  like  

Problem  •  Stale  contact  details  •  Poor  targe0ng  value  •  Waste  of  0me  for  AE’s  

Using  Big  Data  Analy6cs  

…we  found  signals  indica0ng  who  is  more  likely  to  engage  

VP  

We  Learn  More  Every  Day  

Find  The  Best  Contacts  Now  we  look  for  things  like…  •  Smiling  faces  (3.8x  more)  •  New  on  the  Job  (2.5x  more)  •  Socially  ac0ve  (2x  more  likely)  

And  avoid…  •  VP  job-­‐level  (9x  less)    

VP  

✔  

✔  ✖  

✔  

Learn  Their  Interests  We  used  to…  •  Seek  out  research  analysts  •  Go  to  conference  keynotes  •  Educate  ourselves  on  

industry  trends  

Problem  •  Disconnected  from  reality  

Using  Big  Data  Analy6cs  

...we  scan  social  networks  looking  for  paeerns  in  our  TAM  that  reveal  poten0al  interests  

Looking  for  Likely  Interests  

Learn  Their  Interests  Now  we  know…  •  Who  they  follow  and  what  

they  share  on  Twieer  •  Which  groups  they’re  

affiliated  with  on  LinkedIn  •  What  technologies  they  use  

and  projects  that  may  be  emerging  for  them  

Personalized  Approach  We  used  to…  •  Batch,  blast  email  and  dial  for  dollars  •  Figure  we’d  make  up  for  quality  on  

volume  

Problem  •  Missed  opportunity  to  make  a  

sincere  connec0on  •  Burned  out  our  market  

Using  Big  Data  Analy6cs  …  we  translate  interests  into  personaliza0on  

What we’re

selling!

What interests

them!Relevant!

Personalized  Approach  No  we…  •  Insert  intelligence  into  our  

intro  messaging  •  Do  it  at  scale  using  

Salesforce  variable  replacements  and  HTML  templates  

•  Get  3x  higher  connec0on  rates  

Engage  All  Buyers  We  used  to…  •  Travel  for  face-­‐to-­‐face  mee0ngs  •  Buy  lunches  •  Play  golf  

Problem  •  Too  expensive  and  makes  

an  AE  single-­‐threaded  

Using  Big  Data  …we  enrich  accounts  with  more  contacts  and  automa0cally  segment  them  into  buyer  roles  

Upload  More  Contacts  

They’re  Routed  to  Personas  

Sent  For  Nurture  

Engage  All  Buyers  Now  we…  •  Nurture  contacts  all  around  

our  entry  point  with  relevant  messaging  and  content  

•  Warm  up  the  decision-­‐group  even  before  they  get  pulled  into  the  process  

•  Eased  a  single-­‐point-­‐of-­‐failure  problem  for  AE’s   Send  ROI    

stories  

Invite  to  Best  Prac0ce  Webinars  

Send  Analyst  Research  Reports  

Big  Data  Analy6cs  =  Sell  More  1.  Priori0ze  Accounts  (+25%)  2.  Find  the  best  contacts  (2X)  3.  Learn  their  interests  (+40%)  4.  Create  a  personalized  approach  (3X)  5.  Engage  all  buyer  roles  in  the  sales  cycle  (+20%)  

Min6go  Can  Help  Take  the  next  step…  •  Check  out  www.min0go.com  •  Register  for  a  product  demonstra0on  •  Talk  to  one  of  our  experts  

Secrets  To  Closing  More  Deals  Using  Big  Data  

Analy6cs  Swayne  Hill,  SVP  Sales  

Min0go