The Science of Lead Generation Scientifically proven ways to get more leads. Dan Zarrella Social Media Scientist Jim Sinai Sr. Product Marketing Manager Data.com
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1. The Science of Lead GenerationScientifically proven ways to
get more leads. Dan Zarrella Jim Sinai Social Media Scientist Sr.
Product Marketing ManagerData.com
2. Succeeding as a Marketer is Not Easy TodayExecutives Key
Roles for Marketers SalesInnovatorROI DriverBrand Steward
MarketingTechnologistR&DCrisis-Manager ServiceData
AnalystCustomer AdvocateRecruiter Recruiting
3. CMOs Are Shifting to Inbound CreationTraditional
MarketingInbound MarketingInterruption Marketing Invitation
Marketing Company controls brand perception Community shapes brand
perception Trust company messagesTrust Friend
RecommendationsEyeballs and earsHearts and Minds Centralized
presence (www)Distributed presenceBuy a list of names to email
Social Listening & Engagement
4. Are You Making The Shift?
5. #LeadSci
6. What is a lead?
7. Traffic Sources
8. Our Websites Are the #1 Source ofLeads Data.com live 4/29/12
Pipe from our two webpages is more than all other sources
combinedSource: Data.com
9. Twitter
10. Facebook
11. Search
12. Offers
13. What do I get?
14. Offers: Demo is best in terms of leads and
pipeSource:Data.com
15. Too good to be true?
16. Sweepstakes vsContests
17. Landing Pages
18. Context
19. Legitimacy & Trust
20. Design
21. Research
22. Specificity
23. The Second Email
24. Email
25. Methodology
26. Metrics
27. Proxy Metrics
28. Engagement
29. Testing
30. We Know Data Changes Every 30 Minutes 120 Business
addresses 75Telephone numbers 15Company names 30New businesses
formed 10Businesses closed 20CEOs leave their jobsSouce:
D&B
31. The Result? Bad Data is Stunting Your Growth Insufficient
LeadsInaccurate & Incomplete DataUnproductive Reps Limited
Insights in lost revenue due to bad data (Source: Gartner, CFO
Advisory: Data Quality Overview, 7.29.2011)
32. Built Together: The Best Data, The #1 Sales AppLeading
account and contact datainside the cloud Clean MarketSell
33. Marketers Transform Incomplete Data Into Actionable
LeadsIncomplete Web Incomplete Web Form Daorm Data Incomplete
Wcomplete Web FormIncomplete W Incomplete WebClean Qualified Leads
+27%+30% Data Quality Marketing Productivity Backfill Lead Forms to
Deliver Complete Leads to Sales Lower Cost per Lead and Improve
Inbound Marketing Campaigns Soar with Workflows and Automatic Data
CleaningSource: Data.com Customer Survey 3.29.2012