WHAT’S YOUR DATA PLAN?

WELCOME Creating an Ideal Customer Profile

Build & Execute a Data Driven ABM

Campaign with Marketo

Got your attention?

$600 BILLION ANNUALLY

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Business initiatives fail due to

bad data quality

40%90% Businesses Fail in the 1st 2 Years…

Why?

Sales reps time wasted on

researching prospects

30%

Best practice orgs realize 70% more revenue than average organizations solely based on data quality!!

70%

5SIRIUS DECISIONSCOST OF DIRTY DATA ON DEMAND GEN

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DATA QUALITY MANAGEMENT CHALLENGES

Implementing a formal data

quality initiative is a difficult

undertaking. Many obstacles

cause friction:

Who Owns the Data? No business unit or department feels it is responsible for the problem

• It requires cross-functional cooperation

• It requires the organization to recognize that it has significant problems

• It requires discipline

• It requires an investment of financial and human resources

• is perceived to be extremely manpower-intensive

• The return on investment is often difficult to quantify

DATA IS IN DEMANDData analytics is now an essential part of marketing:

Data driven marketing is an executive focal point in 2016

CBS News ranked Data Scientist as the top paying job for 2016

Fortune Magazine ranked Data Scientist as the top paying job in 2016

Glassdoor ranked Data Scientist as the best job to land in 2016

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DATA DRIVEN ABM

A great place to start your

takeover

• 70 % of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs

• 58 % have a pilot or test program and 41 % have a full program in place. [last year only 20 % of companies had full programs in place]

• Marketers are using technology to deliver and scale ABM, with 58 % of companies planning to invest in services or technology in 2016.

• Data Driven Account Based Marketing Increases Opp Conversion by 400%

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SIRIUS DECISIONS WATERFALL

ABM Success Plan

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THE IDEAL CUSTOMER PROFILE IS THE 1st STEPABM

Stop with the guessing game. Use

data science to define your ICP

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CHALLENGE – 100% DATA ACCURACY

• Inaccurate Account Fields

• Missing Account Fields like Industry, Emp, Revenue, Geo

• Non Standard Field Values like Company Name, Title, State

• Account Valuation

• Industry Mapping/Standards

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SOLVED – APPENDING ACCOUNT DATA

• Evaluated over 15 different data vendors for quality

• Normalized RingLead Account Name & other data to improve match on vendor data

• Append & validate websites to100% fill

• Appended Firm Data from multiple vendors at 80% success rate (Data.com averages 40% match)

• Standardized multiple data vendor formats for ‘Industry’ into RingLead’s format (1000’s to under 50)

• Hand Verified all Accounts with research team and filled 100% of critical fields

Research & Analysis

Target New Prospects

Gert Ford

10/20

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HOW TO FIND ICP?

Start by analyzing customer

data

Summarize the following by:

Industry, employee, revenue, geography

● Customer Acquisition Value

● Lifetime Customer Account Value

● Velocity through pipe

● Product Support and Usage history

15Standardize - Industry Values

• Industry: Translation NAICS 1 -> SIC 1 -> your own

• Which industry code applies to your customer base

• NAICS Lookup: www.naics.com/sic-codes-industry-drilldown

• Extremely manual!

• Created an industry code translation

• NAICS to SIC

• NAICS “Crosswalk” pdf

• Convert to Excel file

• SIC to SIC “Title” Code

16Account Valuation: Roll-up SummarySummary Type = SUM Summary Type = COUNT

17Utilize “Bucket Fields” in Reporting ● Create Bucket Fields for Employee

Range & Annual Revenue○ Define the Range and Name○ 4-5 “groupings” is recommended

● Other considerations:○ Account Value (AV Tier) – from previous slide

● Defines the Tier for the Lifetime account value● Ex. “Platinum Tier” $100K – 200K

18Run Reports and Use Charts

Acquisition vs. Renewal

Age of Case by IndustryLargest Oppty $$ by Revenue Group

Lifetime Account Value by Industry

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CREATE HEAT MAP FROM TOP 20% OF YOUR REPORTS

Industry

■ Highest ASP

■ Highest close rates

■ Fastest pipe velocity

■ Highest Product Usage

■ Longest Customer Lifecycle

■ Least amount of cases

Revenue

■ Highest ASP

■ Highest close rates

■ Fastest pipe velocity

■ Highest Product Usage

■ Longest Customer Lifecycle

■ Least amount of cases

Etc

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ICP RESULTS“Target Accounts”

• Industry: Software Companies

• Location: California, New York

• Size: 200-5000 employees

• Revenue: $25M - $1B

• Technologies used: Salesforce and Marketo

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FIND LOOK ALIKE ACCOUNTS

• Used RingLead’s Market Mapper finds look alike companies

• Used BuiltWith, Ghostery, Datanyze to confirm technologies on company sites

• RingLead identified 400 -500 companies that match ICP

• RingLead created a dynamic spreadsheet that can be used to identify customers that match profiles from any list.

MAP ENTIRE ADDRESSABLE MARKET

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USE ASP TO CALCULATE OPPORTUNITY COST & GOALS

PROVE IT!

$25,000 ASP on 400 companies

• 10% close rate expected in first 120 days = $1,000,000

• 20% close rate expected within 8 months = $2,000,000

• 30% close rate expected within one year = $3,000,000

How many salespeople do you have determines how many accounts to target

RingLead assigned 40 Accounts each to 10 sales reps. It’s hard to build solid relationships with more than 40 Accounts at a time and expensive

BUILD THE BUDGET

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IDENTIFY TARGET PERSONAS AND STAGES TO ENGAGE

Run Reports:

• On customers → see which titles engage with your Sales & Marketing

• Identify when (stage) key personas get involved in Lead/Opportunity lifecycle.

Identify which Marketing/Sales channels each persona typically engages with.

Map out the contact roles by mining key personas from web and 3rd party data sources.

• Capture

• RingLead Data Sources

• RingLead Research Team

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IMPORT IDEAL PERSONAS/LEADS INTO MARKETO AND LINK THEM TO SFDC ACCOUNTS

• Identify and prevent duplicates

• Update duplate records with most recent data and add them to the campaign

• Append Firmographic, Contact, and Social Data

• Link Leads to Accounts or convert into Contacts

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OPTIMIZE MARKETO TO FACILITATE INBOUND LEADS

When running account based campaigns in Marketo, inbound Leads need to be linked to target accounts for many reasons…

• Attribution• Assignment• Append/Segmentation

Linkage via list upload, web form, and API and manual creation.

The integration works real time and on demand. Map Account fields onto the Lead object in SFDC.

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BUILD MULTI CHANNEL MARKETING CAMPAIGNS

Sales Rep Email Cadences

• Salesloft

• Outreach.io

Marketo Email Outreach

Blogs

• Kapost

• LeadMD

Ebooks

Case Study’s

• Totango

Events

• Tradeshows

• DoubleDoutch (hosting)

• InkGlobal (Ads)

• Eventbrite

• Webinars

• GoToWebinar

• Dinners/Lunches

SEO/SEM

• Terminus

Retargeting

• Adroll

Social Ads

• Terminus

Direct Mail

• Printing 4 Less

• We did a Rubix Cube :)

Telemarketing

• Call Scripts

• Objections

• SLA

• Insidesales.com

• New Voice Media

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TRACK AND OPTIMIZE MARKETING CHANNELS

• As outbound marketing and sales

efforts begin to push inbound lead

creation, it’s important to monitor each

channel’s effectiveness.

• If you are linking Leads to Accounts, it’s

easy to build reports that show % of

leads from target accounts per

channel.

• Adjust campaign budgets based on

highest performing

• Adjust messaging to personalize

channels to bring in the right type of

contact roles at the right time.

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MAKE SURE SALES and MARKETING ARE ALIGNED

Target Personas

• When to reach out to each persona during

• How many times to call/email each persona

• What content to use

• Case Studies

• Ebooks

• Email templates

• Events to help promote

Activity cadences

Activities/Tasks should be auto generated for key touch points

Account Based Marketing requires Sales and Marketing alignment. It’s important to get sales to agree on an SLA that covers

31Campaign Outline - Best Practice 15 business days target timeline

32CAMPAIGN OUTLINE Email 1Look out for a package from us!

TMA 1Low cost, self-mailer for address verificationFolding piece – map/ infographic

Email 2Take the next step in your journeyHigh level touch about the solutions TMA/SwagIQDownload this resource (TBD)

TMA 2Fuel up, here’s your guideTravel mug (branded)TMA/Swag Guidebooks

Begin BDR outreach – touch 1

Email 3Achieve more growth with dimensional mailTrigger libraryPersonalize with: Platform-specific language

BDR Touch 2

TMA 3“Window into your future” / Viewmasterincorporate loss language into DeckUse cases and trigger library (printed)

BDR Touch 3

Email 4Don’t get left behind / Model your journey on our customer successDownload the customer case study(s)

CitrixExpedia

BDR Touch 4

Meeting MakerIt’s time to take the next step. We’ve got the tools you need. Meting maker offer options:

Apple watchHydrogen powered toy car (Lower level contact)Sonos Speaker

Email 5 Webinar Invite

BDR Touch 5

BDR Touch 6

RingLead Data Analysis• Run Duplicate Analysis on Leads, Contacts, Accounts

• Run Field Diagnostic to identify missing data

• Build Custom ICP Reports

• Give you ICP Spreadsheet

• Append up to 1000 Accounts with highest quality data

Questions?We love it when you talk data to us

Let someone from RingLead know if you would like us to come into your office for a data analysis

John Kosturos818 392 4423

jkosturos@ringlead.comRinglead.com

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CONTENT CREATION

1. Use what has worked before1. Look at your best emails and sends from the past. 2. Use those pieces for this campaign in a different structure*The temptation is to create everything new. The reality is this will delay any kind of learning.*

2. Remember Sales needs scripts and emails that match the marketing messages1. Again think about reusing things that have worked before

4. Don’t over think the items in the tactile send. 1. Look for cost effective 2. No one will buy because the toy you sent was perfect.

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Email #1

GoalIntroduce RingLeadGenerate interest in the package to come

Key Takeaway RingLead is doing something cool and I should pay attention

What Audience gets Heads-up that they will be receiving packages from RingLead

Additional NotesSubject line “Look out for a package from us!”

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TMA #1

GoalAddress verificationInitial Engagement

Key Takeaway Proof of Data Quality Urgency

What Audience GetsFolding ‘map’ piece / infographic Possible pop-up component

Additional notes Low cost initial outreachMail first classGet return/undeliverable info

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Email #2 GoalIntroduce RingLead data quality solutions Prep recipient for more things to come

Key TakeawayI need to follow another path to drive the results I want

What Audience getsAccess to thought-leadership materialMental preparation for taking the next step in their journey

Get the most from your dataTime for the next phaseRefuel for the road ahead

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TMA #2GoalTo make an impression with a dimensional mailer that is perfectly tuned with our campaign theme and also delivers high-impact educational content.

Key TakeawayDirty data can cost a company up to 70%. Lost revenue!!! Every single campaign is impacted by data quality

What the Audience GetsCraft box screen printed with map imageryInside, branded mug and RingLead guidebooksMessaging: Fuel up, get ready for the rest of the trip / Every trip is better with a guide

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Email #3GoalGenerate a sense of urgent need for using RingLead to clean and enhance CRM Data

Key Takeaway I am missing out on revenue by not incorporating RingLead into my sales and marketing mix.

What Audience gets Reinforcement of value and past experience/use case studies, ebooks, etc. Real-world applications for Data QualityPersonalization: Platform-specific language

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TMA #3

GoalSurprise and delight prospects with a unique, fun, and informative piece of marketingWeave in some sales messaging for the first time with a cool incorporated ‘deck’

Key TakeawayI am missing out on revenue by not using RingLead

What the Audience GetsVintage suitcase box with lots of stickers messaging “Are your bags packed for the journey?”Inside there is: “A Window into the future” Viewmaster populated with a deck that shows what happens if you continue down the path you are on and what you can achieve with RingLead.Use cases and trigger library (printed)

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Email #4

GoalContinue to drive urgency to bring on RingLead

Key Takeaway Other customers/competitors have had success with RingLead and I can too.

What Audience gets Encouragement to join the success movement of RingLead customersReminder that they’re missing revenueAccess to customer case studies

CitrixExpedia

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Meeting Maker

GoalDrive conversions to SQL

Key TakeawayNow is the time—I need to set up a meeting with these guys

What Audience GetsCool box with some continued map imageryInside—lost language and offer for Amazon Echo watch if you sign up

Additional NotesEcho is pictured with journey/map language and the idea of “take control of the journey”, “trigger the process”, “you have the power… harness it”