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Informed Marketingwith InsideView
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Josh DelisleVP of Sales, North America, DYN
Josh VerrillVP of Revenue Acquisition, DYN
Heather StokesDirector of Sales and Marketing Operations, DYN
Marc PerramondVP of Product, InsideView
Rob NiesetProduct Marketing Manager, InsideView
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What is InsideView?
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Market intelligence can provide relevance and timing
DATA INSIGHTS CONNECTIONS
WHO Accurate company and
contact information
WHAT Curated news and
social posts
HOWComprehensive relationship map
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Defining the objective…
“Create a full marketing pipeline to sales with accurate, complete, and normalized data on highly targeted prospects.”
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A perfect storm of challenges
Lack of
Data tools
Missing Target
Accounts
Leads are
difficult to score and
route to sales
Inbound leads lacking required
information
NoData
Strategy
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Compounded by process issues
1. When and how do we clean data?
2. How do we normalize records and get them to flow through to sales?
3. What tools should we be using?
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The new approach
leads created automatically enriched routed to sales
Establish a workflow and regimen for new leads:
lead repositorydata analysis and
append
Clean and refresh existing marketing data:
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The results
70% Match and Append
for existing demographic data
60% Match and Append
for new leads since June 2014
More leads going to
sales with more
conversions
more usable leads more effective routing more revenue
Q&A
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