Intelligent customer acquisition Driving customer ... · • Sales and marketing leaders under more...

Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration

Driving customer acquisition through intelligence and data

Brett Wallace, VP Sales, ZoomInfo

Alison Shaffer, Group Manager, Marketing Operations and Analytics, Cisco WebEx

#Sales20#sm20@brett_wallace

Intelligent customer acquisition


Why is acquisition a burning topic?

• Sales and marketing leaders under more pressure than ever– 76% say that getting higher quality leads is #1 challenge going into 2011

– 53% of inside sales reps are hitting plan

– Few teams are in sync - lead definition, buyer definition, assigned goals

• Buyer behavior is changing rapidly– Free information is reducing buyers’ dependence on reps

– Buyers have even less time for salespeople who are unprepared

– 30% of records become inaccurate over 12 month period in a B2B database

• Sales productivity is a business imperative– Reps spend 20% of their time researching companies and people to call

– Bad data stalls productivity and campaigns, and depletes funnel

– Time saved each day puts hours of selling time back in reps’ pockets


Evolution of data

• Mystery list rentals• Data resellers• Traditional media• Static records• No integration

• Enterprise data ecosystem

• Real-time alerts/triggers with relevant intel

• Change-aware, dynamic records

• Sophisticated data management

• Sales 2.0 CRM/systems integration


What are next-generation leaders doing differently?

Customer intimacy

Real story, in real time

Sophisticated targeting, filtering across all fields

Aligning: sales, marketing and data teams with common goals

Enterprise Data Ecosystem

Integrating: information and insights from multiple sources into one common platform

Data

Marketing

Sales


“Must haves” for your leads

Sirius Decisions: The definition of data “quality” is consistent along three dimensions, but customized. for each function.


2% of average B2B database is inaccurate; Best-in-class have less than 10% bad records

Up to 25% jump Inq.-MQL conversion

Up to 12.5% jump inMQL-SAL conversion

Save up to $100 per record by cleaning data at point of entry

Usable Records

Inquiries (2% response rate)

Marketing-Qualified Leads (MQLs)

Sales-Accepted Leads (SALs)

Sales-Qualified Leads (SQLs)

Closed/Won Business

Sample Prospect Database:

100,000 names

75,000 90,000

ASP: $50,000

ASP: $150,000

1,500 1,800

Average Strong

59 88

34 58

17 28

3.9 6.5

$195,000 $325,000

$585,000 $975,000

Strong data organizations can realize as much as 66% more in revenue than average companies

Data quality drives the “demand waterfall”

Better targeting, cleaner data

Better lead quality and sales trust

Opportunity What fix is worth

Source: Sirius Decisions


Business information providers are responding …

… with multi-sourced, collaborative-rich data and technologies to continuously update and verify data


How can you get started?

Size

Strategy

Metrics

Results

Your potential universe

Demand type, targets, lead levels, buying cycle

Funnel conversion (MQL, SQL, Win)

Revenue and KPIs

Growth# of completed records

# of sales repsConversions and AOS


About

Brett Wallace(781) 693-7507@Brett_Wallace@[email protected]://followthelead.zoominfo.com/

• Joined Cisco family in May 2007

• Headquartered in Santa Clara, CA

• Leader in software-as-a-service (SaaS) industry

• Provides on-demand web collaboration applications delivered via the Cisco WebEx Collaboration Cloud

• Online meetings• Web conferencing • Video conferencing applications


• We’re global: WebEx serves SMB through enterprise customers in 150 countries

• We have 10+ million registered hosts worldwide

• We’re busy each month! On average we host:

• 4.6 million meetings per month, with more than 16 million meeting attendees

• Our newest accomplishment: WebEx reached 1 billion meeting minutes in May 2010

Cisco WebEx at-a-glance


• We’re global: WebEx serves SMB through enterprise

customers in 150 countries

• We have 10+ million registered hosts worldwide

• We’re busy each month! On average we host:

• 4.6 million meetings per month• with over 16 million meeting attendees

• Our newest accomplishment:

1 billion meeting minutes in May 2010!

That’s a lot of data!

140 million

businesses

in the US

77% of businesses in D&B’s active database have less than 10 employees

Customer data

Prospect data


You can have data without information, but you cannot

have information without data. -- Daniel Keys Moran, writer

Role of data


Successful sales strategies are based on a foundation of actionable and usable data

• Data is the key driver for making business decisions

– Drives business objectives

– Used to evaluate progress and success

• Data is dynamic

• Data quality changes over time depending on interactions, transactions

Data + Information = Sales Intelligence

Data is key driver of customer acquisition


• Start with the foundation: build a data strategy

• Determine areas where sales intelligence is needed

• Develop a framework to optimize processes involving collection, usage and delivery of data

Successful data strategy = actionable sales intelligence

Combine data + information to create sales Intelligence


Build a scalable framework

A dynamic and efficient process to Collect, Access and Deliver data


data

• Collect multiple types of metrics from various sources

• Challenges: Standardization, global, compliance


data

• Access data from multiple systems

• Data is queried to run reports, output lists for targeted marketing, conduct customer analysis

• Challenges: Ability to access in correct format, locate all sources


data

• Data, reporting and analysis is distributed to stakeholders

• Challenges: frequency, tools to use, viewing devices, stakeholder criteria, scalability, ability to automate, consistency


Increase data usability

• The level of “actionability” from your data– How effectively you’re able to

leverage sales intelligence to help acquire customers

Companies with highly usable data are able to:•Drive better sales initiatives•Increase the quality of program insights•Measure results for success


Effective methods to increase data usability

• Continuous Investigationo Audit, monitor datao Run reports, play with data,

look for anomalieso Data governance, DMM

methodology

• Data appendo Supplement current data

with sales intelligence sources

o Load into CRM system /data mart


Append using multiple sources

Data source Field Information

D&B Company Name It Consulting by Chad

ZoomInfo Decision Maker and Title Chad Nicholas, CEO

Hoover's SIC Code 8741

JigSaw Industry Category Business Svcs/Consulting

D&B Years in Business 12

D&B Number of Employees 17

ZoomInfo Additional Contacts Liza Nicholas, IT Buyer, Polly Shaffer, CIO

Cisco DB Cisco Customer Yes

Cisco DB Cisco Product IP Phone 8900 Series

Lead entered into SFDC by rep: Company Name: Consulting by Chad


Benefits of using appended data

Add to your

sales funnel

Add new contacts to existing leads

Verify firmographic information

Build pipeline


Example: appended data

Count % total

Total Unique Companies Submitted to ZoomInfo 34,146

Companies Matches by ZoomInfo 29,793 87%

Companies more than 250 employees w/5 contacts 14,326 34%

Companies less than 250 employees w/5 contacts 15,467 37%

Results of September 2010 Append

• Added approx. 148K new contacts • Load into Salesforce.com and track results — combine with sales and marketing efforts• More than 100% ROI


Summary

• Work to get sales and marketing in sync

• Agreed upon strategy and goals

• Examine your internal database and determine opportunity

• Execute, test and measure win/loss and touch analysis

• Understand there is no one tool to solve all your need

• Determine who’s best for your situation (quality, fresh, valid)


Thank you!

Brett Wallace

VP Sales, ZoomInfo

781.693.750

[email protected] / @brett_wallace

Alison Shaffer

Group Manager, Marketing Operations and Analytics, Cisco WebEx

[email protected]


Appendix, extra slides


• Determine business areas where insight/knowledge is needed

• Identify opportunities to apply analytics and statistical methodology

• Develop a framework to optimize processes involving collection, usage and delivery of data

Successful customer acquisition strategy

The foundation: data strategy

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