finding relevant prospects - btob magazine webinar

© 2013 B2B Fusion Group / Proprietary & Confidential

DatePrepared for


August 2013

Jon Russo, Founder

B2B Fusion Group

Generate. Optimize. Close.

Webinar: Finding the Right Prospects


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?


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


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


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


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


• 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


Contact Information

10

Jon Russo

[email protected]

@B2BCMO

mailto:[email protected]


Our Customers & Key Mentions

11

Referenced by Forrester Research: 2011, 2012, & 2013

Best B2B Best Practices,KPIs, and Buyers Journey

Referenced in Forbes 2012

finding relevant prospects - btob magazine webinar

Technology

founder b2b fusion group

right data

enriched data

target missing target

best b2b best practices

bunch of data

target contacts

target companies