4 Ways to Dominate Your B2B Marketing Database: Marketing's Greatest Asset

Four Ways to Dominate Your B2B Marke5ng Database: Marke5ng's Greatest Asset Mathew Sweezey -‐ Salesforce Marke3ng Evangelist @msweezey

Forest Baker -‐ Linkedin Former Head of Insights for Linkedin @forest415

@msweezey & @forest415!

Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.


50,000 !The average size of a B2B marketing lead database. !!!!!


$150.00!Average cost of acquiring a new email address. !!!!!


$7.5 million!But what do you know about it? !!!!!


Our goal!Use data to help us better understand and manage this asset. So we did some research. !!!!!


Forest Baker: !Sales & Data Junky Linkedin.com -Account Executive (Higher Education) -Former Head of Insights at LinkedIn -Former behavioral economist -Bikepacking Triple Crown Winner !


Mathew Sweezey: Author & Evangelist !Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing !


Four Ways To Dominate !!-Understand the churn of your database (New Data) -What does it mean for your forms -How to evaluate your email database -How to tactically use the data with sales !!


New Research !!!!!!


Question: !!!!!!

What is the life cycle of a B2B email address?


Begins!!!!!!

A new email address is issued for each new employee at a company. Email addresses follow a naming convention.


Ends!!!!!!

The email address for a B2B lead dies when the employee leaves the company, or takes a role outside of your buying process at the company.


22%!!Annual churn rate for US workers age 16+ US Department of Labor 2012!


LinkedIn profiles reveal churn rates!!100M+ US Members


Churn from target persona! 1.  Leave key company 2.  Leave key role

!!


2010 Churn Left company

2012 Churn Changed roles


Predict Churn!!

•  6 Industries!•  6 Functions!•  3 Seniorities!


Industries!High-tech, Retail, Medical, Finance, Shipping, Manufacturing!!Functions!Marketing, Sales, HR, Finance, Purchasing, IT!!Seniorities!Individual Contributor, Manager, Director+!


Results!!!!!!


17%!!Average 1-year churn rate based on profiles


27%!!

Highest churn rate!!•  Industry: !Retail!•  Function:!Sales!•  Seniority:!Individual Contributor!


11%!!Lowest churn rate!!•  Industry: ! !Finance!•  Function: !Finance!•  Seniority: !Director, VP, CXO, Owner/Partner!


Seniority:!!Individual Contributors!!have the highest churn rate!


Function:!!Marketing and Sales!!have the highest churn rates!


Industry:!!High-tech!!has the highest churn rate!


May your persona be: Professionals working in IT, Finance, or Purchasing who are managers or higher seniority


What about growth rates?!

!!!!!

How much does the size of each persona target grow each year?


Growth =!

Total in persona at beginning of year

Total who joined persona during year


15%!!Average 1-year growth rate based on profiles


25%!!

Highest growth rate!!•  Industry: !Retail!•  Function: !Marketing!•  Seniority: !Individual Contributor!


9%!!

Lowest growth rate!!

•  Industry: ! !Finance!•  Function: !Finance!•  Seniority: !Director, VP, CXO, Owner/Partner!


Get the data!!!!!!

www.slideshare.net/forestbaker/expected-1-year-churn-rate


What else does!this mean?!So if email churns is it still worth it to obtain? What else would we ask for to communicate? What are benefits of asking for social handles? How can we use this data to determine the health of our email database?


Is it worth it?!!!

The average cost of an email address is $150.00. The average cost of a paid social engagement is $0.50 So why spend the money on acquiring an email address?


Social LTV: !!!Social handles have a much lower churn,

more targeted approach, and be more valuable than spending time on email acquisition. Follower churn is 10% per year.


Bonuses !!!Social fans allow for Look Alike campaigns.


Email is still king!

!!

Despite the increase in paid social advertising, email is still the number one driver

for many campaigns. However not all engagements require an email address. Know what you plan to do with it before you get it.


Target social!


Use social to get email!

!!


Health of your!database!This data gives you way to now judge your largest asset


Penetration!!!

Total Database Potential DB

Linkedin provides this data thought their Sales Navigator Product


Growth Score!!!Total Net New Email Addresses

(Possible DB x % Growth) – (Possible DB x % decay)


New Ideas!Targeting the time of churn. This means for each person who churns, there is a new opportunity with the existing company and the company they go to.


Data for sales!!!

Job change alerts are the best way for sales to keep up with change. They can reach out via inMail in Linkedin.


Tactic: !!!

Making a new job drip program for sales to execute is a great idea! Think cross channel and not just email.


Thank you!!Now lets get to questions!


Questions!Go easy on us…………………………………..!

4 Ways to Dominate Your B2B Marketing Database: Marketing's Greatest Asset

Marketing

Transcript of 4 Ways to Dominate Your B2B Marketing Database: Marketing's Greatest Asset