Intelligent customer acquisition. Driving customer acquisition through intelligence and data

Transcription

1 Intelligent customer acquisition Driving customer acquisition through intelligence and data Brett Wallace, VP Sales, ZoomInfo Alison Shaffer, Group Manager, Marketing Operations and Analytics, Cisco WebEx #Sales20

2 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 % 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

3 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

4 What are next-generation leaders doing differently? Sales Aligning: sales, marketing and data teams with common goals Integrating: information and insights from multiple sources into one common platform Data Enterprise Data Ecosystem Customer intimacy Real story, in real time Sophisticated targeting, filtering across all fields Marketing

5 Must haves for your leads Sirius Decisions: The definition of data quality is consistent along three dimensions, but customized. for each function.

6 Data quality drives the demand waterfall Sample Prospect Database: 100,000 names Usable Records Inquiries (2% response rate) Marketing-Qualified Leads (MQLs) Average Strong 75,000 90,000 1,500 1, Opportunity What fix is worth 2% of average B2B database is inaccurate; Best-in-class have less than 10% bad records Better targeting, cleaner data Save up to $100 per record by cleaning data at point of entry Up to 25% jump Inq.-MQL conversion Sales-Accepted Leads (SALs) Better lead quality and sales trust Up to 12.5% jump in MQL-SAL conversion Sales-Qualified Leads (SQLs) Strong data organizations can realize as much as 66% more in revenue than average companies Closed/Won Business ASP: $50,000 ASP: $150,000 $195,000 $325,000 $585,000 $975,000 Source: Sirius Decisions

7 Business information providers are responding with multi-sourced, collaborative-rich data and technologies to continuously update and verify data

8 How can you get started? Size Your potential universe Strategy Demand type, targets, lead levels, buying cycle Metrics Funnel conversion (MQL, SQL, Win) Results Growth Revenue and KPIs # of completed records # of sales reps Conversions and AOS

9 About Joined Cisco family in May 2007 Headquartered in Santa Clara, CA Brett Wallace (781) Leader in software-as-a-service Provides on-demand web collaboration applications delivered via the Cisco WebEx Collaboration Cloud Online meetings Web conferencing Video conferencing applications

10 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 more than 16 million meeting attendees Our newest accomplishment: WebEx reached 1 billion meeting minutes in May 2010

11 That s a lot of data! 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! 140 million businesses in the US 77% of businesses in D&B s active database have less than 10 employees Customer data Prospect data

12 Role of data You can have data without information, but you cannot have information without data. -- Daniel Keys Moran, writer

13 Data is key driver of customer acquisition 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

14 Combine data + information to create sales Intelligence 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

15 Build a scalable framework A dynamic and efficient process to Collect, Access and Deliver data

16 data Collect multiple types of metrics from various sources Challenges: Standardization, global, compliance

17 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

18 data Data, reporting and analysis is distributed to stakeholders Challenges: frequency, tools to use, viewing devices, stakeholder criteria, scalability, ability to automate, consistency

19 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

20 Effective methods to increase data usability Continuous Investigation o Audit, monitor data o Run reports, play with data, look for anomalies o Data governance, DMM methodology Data append o Supplement current data with sales intelligence sources o Load into CRM system /data mart

21 Append using multiple sources Lead entered into SFDC by rep: Company Name: Consulting by Chad 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 D&B Years in Business 12 D&B Number of Employees 17 ZoomInfo Additional Contacts Cisco DB Cisco Customer Cisco DB Cisco Product Business Svcs/Consulting Liza Nicholas, IT Buyer, Polly Shaffer, CIO Yes IP Phone 8900 Series

22 Benefits of using appended data Add to your sales funnel Build pipeline Add new contacts to existing leads Verify firmographic information

23 Example: appended data Results of September 2010 Append 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% Added approx. 148K new contacts Load into Salesforce.com and track results combine with sales and marketing efforts More than 100% ROI

24 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)

25 Thank you! Brett Wallace VP Sales, ZoomInfo Alison Shaffer Group Manager, Marketing Operations and Analytics, Cisco WebEx Alison.shaffer@webex.com

26 Appendix, extra slides

27 The foundation: data strategy 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