zoominfo & evergage webinar: extreme targeting - it's not all about who you know
DESCRIPTION
When it comes to finding buyers, it’s about who you know AND what you know about them. Deep, highly relevant insights about your prospects win hands down, every time. Join ZoomInfo and Evergage and learn how to identify and target people who are the most likely to buy using real-time behavior-based personalization and rich data augmentation. Modern marketing and sales teams understand that efficient selling requires more information about people and companies than is typically available in most contact databases. Learn the latest tools and techniques for: - adapting your website to every visitor based on their real-time behavior (both anonymous and known) - accelerating website conversions and the generation of qualified leads - drastically improving email campaign click-thrus and your marketing automation ROI.TRANSCRIPT
Extreme Targeting:
It’s Not All About Who You Know
Speakers
Brendan Howard
Karl Wirth
Agenda
• Adapting your website to every visitor
• Accelerating website conversions & generation of qualified leads
• Improving Email Campaigns
• Q&A
Do you know who your prospects are?
Lead Life Cycle
AT EACH CUSTOMER LIFECYCLE STAGE
TARGETING IS RELEVANT
LIFECYCLE STAGE 1
TARGET ANONYMOUS TO LEAD
Marketers spend $45 BILLION/YEAR trying to get to “YES” online.
$30B
Email marketing
Advertising
$5B
$5B
Web Experience
Analytics
$5B
Yet conversion rates are PAINFULLY
LOW. $10B
2%
Because the web experience is STATIC & IRRELEVANT.
“I already registered for your webinar.”
Because the web experience is STATIC & IRRELEVANT.
3x increase in conversion from the Pinterest channel.
RELEVANT WELCOME
B
Carting rate has increased 162% since launching this modal.
RELEVANT WELCOME
10x increase over the control group in time on the site
BOUNCE PREVENTION
B
Identify developers by behavior and target them
GENERATE INTEREST
CLICKS ARE YOUR FIRST CONVERSIONS
ar
LIFECYCLE STAGE 2
LEAD TO CUSTOMER
Do you want them to opt-in?
Ask for Get later
Importance of Targeting
• Marketing has undergone major change
• Marketing automation software depends upon accurate & targeted data
• Targeting by industry is not good enough
• The market is shifting to smaller groups of highly targeted lists
• Consider generating targeted prospect listfor your business as a creative data problem
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
- PETER DRUCKER
Don’t try to sell a steak to a vegetarian
Importance of Accurate Data
“The top strategy to improve sales effectiveness is to Improve the quality of leads in the sales pipeline”
“25% of all B2B marketing database contains critical errors”
Reminder:
As a marketer and you worked really hard to get that lead- Now its up to sales
Response Time from Creation by 5min Initial Dials to Leads that become Contacted
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
5min
10min
15min
20min
25min
30min
35min
40min
45min
50min
55min
60min
65min
70min
75min
80min
85min
90min
The odds of contacting a lead drops 100x from 5 minutes to 30 minutes.
Targeted messaging to your prospect
Emails and phone numbers:
Leaving effective voicemails- emails- based on background information- on person and company- don’t waste time looking all over the web- No generic messages
• ZoomInfo Video- to show profiles and references.
333% increase in conversions to demo request compared to not switching out the CTA
PROGRESSIVECALL TO ACTIONS
333% increase in conversions to demo request compared to not switching out the CTA
PROGRESSIVECALL TO ACTIONS
3% of people shown this message signed up as leads for the upsell.
GUIDE TO CONVERSION
LIFECYCLE STAGE 3
CUSTOMER TO PROMOTER
TribeHR gives appropriate training videos to the right user
WELCOME& TRAIN
Mindflash guides users to the features that matter most.
GUIDE TO SUCCESS
We asked our most engaged customers to be a referral …. right in-app.
ASK FOR PROMOTION
CONCLUSION and NEXT STEPS
xx
Contact Information
Web: www.evergage.comPhone: 888.310.0589Twitter: @evergage
Web: www.zoominfo.com Phone: 866.904.9666Twitter: @ZoomInfo