© 2013 B2B Fusion Group / Proprietary & Confidential
DatePrepared for
© 2013 B2B Fusion Group / Proprietary & Confidential
August 2013
Jon Russo, Founder
B2B Fusion Group
Generate. Optimize. Close.
Webinar: Finding the Right Prospects
© 2013 B2B Fusion Group / Proprietary & Confidential
Connect Marketing Investment to New Revenue
2
CMO - Marketing
What is the ROI of our Marketing Investments?
How do we produce more sales ready leads?
CSO –
SalesHow can we maximize sales rep selling time?
How can we minimize sales rep distractions via
our CRM processes?
How do we track, trend, and improve our performance as a combined sales & marketing revenue machine?
© 2013 B2B Fusion Group / Proprietary & Confidential
A We have a bunch of data in our database, it is unknown which data is valid and what sources are measurably the best to find more of the right prospects
B We’re unclear what tactic combinations drive trueconversion(webinars, conferences, search, etc.)
C We are not sure what content is compelling and why
D None of these – we have other issues
What is your single biggest challenge of finding the right new prospect target or suspect to convert toward revenue?
3
© 2013 B2B Fusion Group / Proprietary & Confidential 4
© 2013 B2B Fusion Group / Proprietary & Confidential
Framework for thinking about Target Contacting
5
Medium
Small
Large
Seg1 Seg2 Seg3
1. Segment Market
3. Identify contact sources
(industry specific)
2. Identify profiles
Names MQL SQL Customers
SAL
4. Find target
contacts in target
companies
5. Match new contact generation
rate to consumption rate
Standard annotation if contact has left the company
6. “Keep the milk fresh”
7. Measure and improve
Smaller companies ignored
© 2013 B2B Fusion Group / Proprietary & Confidential 6
SFDC Today:
85k Names
*75% not
in target
Missing Target
Market:
150k+ Names,
20k accounts
Results:• Identified 150k+ missing
contacts in target market, estimated $1B revenue upside
• Established KPI framework within Salesforce.com to measure list source effectiveness
Who are you targeting and why?Determine Total Addressable Market = new revenue opportunity
Only 25% of existing database in target market
© 2013 B2B Fusion Group / Proprietary & Confidential
Auto-Qualification and Segmentation Drive Conversion Rates
Data augmentation to match personas via web crawling assuming you have the right data in your database to start with!!
Web formEvent/program leadsLeads come in from the website or a list upload
Name, Email, Company, …
Basic lead information is instantly sent to List Cloud Provider
Qualified?
• Company relevancy rank• Individual relevancy rank• Enriched company data –
employees, revenue, …• Enriched individual data –
email, phone, job functions, tools, social profile, …
Provider returns relevancy rank and enriched data for engagement and segmentation
© 2013 B2B Fusion Group / Proprietary & Confidential
Example: Auto-Qualification of a Web Lead
A visitor fills a form on the company’s website
Gathers lead data from the social web and multiple contact
databases and sends it back along with a relevancy score
API/Webhook
© 2013 B2B Fusion Group / Proprietary & Confidential
• Data is foundational to content and tactics
• Segmentation is a key starting point
• Model from success
• Track/trend all performance so you know what works and what doesn’t
Key TakeAways
9
© 2013 B2B Fusion Group / Proprietary & Confidential
Contact Information
10
Jon Russo
@B2BCMO
© 2013 B2B Fusion Group / Proprietary & Confidential
Our Customers & Key Mentions
11
Referenced by Forrester Research: 2011, 2012, & 2013
Best B2B Best Practices,KPIs, and Buyers Journey
Referenced in Forbes 2012