[Video & Slides] LeadGenius Co-Founder and Chief Scientist, Anand Kulkarni, discusses the future of automated, data driven sales at the SVDE Meetup Group presented by Treasure Data. September 2015.
Like bananas, your customer data starts out green, begins to yellow, and before you know it it's attracting flies. Data from LeadGenius shows that the average B2B sales and marketing database decays at over 3% per month —across all industries. Without action, over a third of your business contacts can go out of date each year, including key company information, personal details, and most importantly, accurate contact information.
This week, LeadGenius launched a free B2B Database Decay Calculator. Customer data decay is the natural and consistent degradation of company information (firmographic data), personal details (demographic data), and most importantly, accurate contact information (phone numbers and email addresses). Sales and marketing databases decay for a variety of reasons including hires, separations, promotions, company restructuring, growth, mergers, and downsizing. Sales and marketing teams depend on accurate customer data for automation and efficiency. Inaccurate customer data results in poor targeting, increased manual touches by reps, and wasted opportunities.
Now called “the next frontier of marketing”, the lead generation potential of Burning Man cannot be overestimated or ignored. Every company worth its sand has already been planning their Burn-based sales and marketing strategy for months, but nonetheless, here are a few last minute tips to maximize your lead generation effectiveness in Black Rock City.
A study of 61 million customer records by NetProspex reveals that 84% of marketing databases are barely functional. 88% of those same customer records lack basic data such as industry, revenue and employee fields. Inbound form fields never tell the whole story. In order to maximize the value of costly marketing automation software, marketers need to actively enrich customer records for key data not captured through web forms. Inbound lead enrichment is one way companies can ensure that their marketing automation machinery works efficiently from inbound to close.
The road to success is paved with iterations. A/B tests [...]
In engineering it is commonly said that “quality drives productivity.” In computer science they say “garbage in, garbage out.” As sales and marketing professionals begin to operate more like scientists, “quality leads equal business success” has become their new mantra. Without high quality data, marketing automation systems limp along and CRMs begin to sap more of your team’s time than they save. Quality is a perceptual, conditional, and subjective evaluation. A lead is a collection of diverse data points. So what exactly makes a high quality lead?
As marketing and sales leaders, we are all are uncomfortably aware that you have to take risks to be on the cutting edge. This is doubly true for B2B companies that embraced video marketing for lead generation early on. We all know that video is important, but we haven’t had a solid data narrative for B2B video marketing until recently. But finally, the data is in.
High profile CEOs like Richard Branson, Rupert Murdoch, Jeff Weiner, Marc Benioff, and Marissa Mayer have blazed a trail and raised the bar when it comes to corporate leadership maintaining a strong presence on social media, particularly on Twitter. But what about the rest of the C-Suite? How far do their voices carry? More importantly, who gets bragging rights at the next board meeting?
“Salespeople have always been data scientists, but they haven’t always had the data required to understand intent the way they should,” said Kulkarni, co-founder and “Chief Scientist” at LeadGenius. “Great salespeople focus on understanding a customer’s pain, establishing a relationship and connecting with them.