SugarCon 2013: Find the RIGHT leads with Big (Social) Data

Find the RIGHT Leads with Big (Social) Data

Amnon Mishor, Founder & VP Products Leadspace

About Leadspace

•  Founded by former intelligence officers, expertise in analysis of big unstructured data

•  Funding from top-tier VC firms

•  Named by Forrester as an emerging technology to watch

Selected Customers

B2B New Customer Acquisition

Lead Generation

Prospecting

The Hidden Spend Lead Scoring & Nurturing

MORE LEADS

HIGHER CONVERSIONS

ALIGNMENT & EFFECTIVNESS

Who are you looking for ?

Buyer Persona Job function and role? Products being used?

Verification Still at the company?

Predictive Score Decision maker?

Matches my ideal profile?

Engagement Updated contact info?

Social activities? Topics interested in?

How to identify the right leads?

By their job titles?

John Smith IT Director John Smith

IT Director

By their online behavior?

They all just look the same…

Some real life examples IT leads from the company’s website:

IT leads found in an online database

My name is John and I have a DATA

PROBLEM

We love you John

Let’s face it

More than 70% of B2B buyers reveal their professional identity on the social web

John Smith

John Smith

Typical lead database analyzed through social profiles

High%14%%

Medium%17%%

Low%21%%

Moved%company%

27%%

Not%relevant%21%%

A New Perspective on Lead Scoring

15

34 6

123 65

8

29 141

78

44 5

39

62

150 11 70 130

40

A B C D Anonymous

Medium

Low

Junk

High

Current Score

Soci

al L

ead

Targ

etin

g Sc

ore Hidden

Leads False Positives

The Challenges of “Big Social Data” in B2B

•  Identity matching •  Unstructured data •  Privacy issues •  Keeps changing •  Too rich…

Social Lead Targeting

Find prospects that match the profile of your best customers

Buyer Persona Modeling

Social Hubs Analytics Group Num.)of)Leads)in)Group

•" Linked:HR (#1 Human Resources Group) 95•" HR & Talent Management Executive 40•" Executive Suite 34•" VP OF HUMAN RESOURCES, DIRECTOR OF HUMAN RESOURCES, AND CHIEF PEOPLE OFFICER NETWORK (1000 Plus)fg 26•" CIO Forum 25•" Chief Information Officer (CIO) Network - The Group for CIOs 22•" Knowledge Management 20•" SHRM (Society for Human Resource Management) Official Group 19•" The Enterprise Architecture Network 17•" HR.com 17•" KM Edge 16•" Australian Human Resources Institute 16•" Harvard Business Review 14•" Social Media Marketing 13•" KM Practitioners Group 13•" eMarketing Association Network 12•" Cloud Computing 12•" Worldwide Intranet Challenge (WIC) 12•" Retail Industry Professionals Group 12•" SharePoint Users Group 12•" Knowledge Managers 11•" HR Executive Network 11•" Knowledge Management Experts 11•" Job Openings, Job Leads and Job Connections! 11•" CXO (CEO, COO, CKO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, CSO & CTO) Communityjk 11•" AIIM Global Community of Information Professionals 11

Social Lead Targeting Platform

Lead Targeting Engine

New Lead Discovery

Lead Enrichment &

Scoring Ideal Buyer Analytics

Sales Leadspace for Marketing Marketing

Sales Prospecting Lead Development

Marketing Lists Inbound Lead Analytics

CRM

The Social Web Online Databases

Marketing Automation

Social Lead Targeting within your CRM

Uncovering the true role and job functions

Relevant professional activities

Live cross-verified lead data

Confidential

“Pandora like” feedback

Social profiles along with updated contact data

Accurate company data

Evidence from companies that deployed Social Lead Targeting

Sales/SDR driven pipeline increased by over 400%, in less than a year a 267% increase in average, per-client, live pipeline, cross-sell opportunities (from 1.5 to 4)

In 6 months, a full 30% of LevelEleven closed deals came from Leadspace. Every member of the sales team uses Leadspace.

Summary

•  The data problem has huge impact on new customer acquisition

•  Big social data is the key to align sales and marketing on the RIGHT buyers

Thank You

[email protected] Twitter: @amnonmis