Empower Sales Agents With Consumer Insight


Let’s face it: Business-to-business sales is not for the fainthearted. While B2C salespeople can rely on charm, good looks and wit to help close deals, in the B2B “jungle”—where the stakes are high and consumers are more sophisticated and discerning—these traits won’t get you far.

In B2B sales, it’s not what you sell that matters (although that’s not to be completely overlooked), it’s how you sell that matters most. To be successful, you not only have to know your consumers, but you have to know their world—their industry, their geography, how big their company is … the list goes on.

Every sales rep knows you only have one shot to make a connection with a buyer, so you better make it a bull’s-eye. Having access to comprehensive consumer insight allows salespeople to properly craft more relevant sales pitches and have meaningful conversations with prospects. But, where does one get this informational insight? Believe it or not, it’s right under your nose, as follows:

  1. Social media: Through “social listening,” agents are able to hear firsthand what prospects are saying about their brand and, more importantly, their competitors. By connecting and engaging with potential buyers, reps can dig deep into buyers’ needs, pain points and challenges to facilitate more meaningful, relevant conversations. According to research, 78.6 percent of salespeople using social media to sell outperform those who aren’t using it.
  2. Contact database: Your contact database is filled with untapped business intelligence. While it might seem obvious, it’s worth mentioning, as a surprising number of salespeople don’t use their contact database to its full potential. That’s because data is often outdated and/or inaccurate given the rapid rate of data degradation. Clean it up, maintain it and use it for all it’s worth.
  3. Marketing department: Just like you, your marketing department associates are in the trenches day in and day out, combing through piles of data to reveal insights into buyer behaviors, preferences and sentiment. Don’t be afraid to pick their brains once in awhile; chances are you’ll learn something new.

What steps do you take to empower your sales teams? Let me know in the comment section below.

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NetProspex Partners With Eloqua to Offer Data Enrichment Connector


New Eloqua AppCloud App Enhances Existing Contact Data and Form Registrations to Significantly Improve B2B Marketing Data Completeness and Effectiveness

WALTHAM, MA–(Nov 7, 2012) – NetProspex, the leading provider of B2B contact data services, today announced the launch of theNetProspex Data Enrichment Connector for Eloqua. This new app installs into the Eloqua environment to enrich contacts by appending and normalizing critical information about the contact and company. Marketers can now append data such as job title or industry in real-time behind a registration form, or add key information to existing contacts in Eloqua programs and campaigns.

The app enables Eloqua users to:

  • Segment and score leads faster
  • Reduce the number of fields on a registration form
  • Increase conversion rates
  • Raise the quality of their current marketing database

Given the variety of sources marketers rely on for collecting lead data, records often miss critical fields such as industry, company size, or job title. This incomplete data poses a problem to modern marketers, who rely on full and complete contact records for lead scoring, lead routing, and targeted messaging. As 88 percent of buyers have admitted to giving incorrect profile information on registration forms, marketers are struggling with inaccurate data. With a significant portion of B2B leads now coming through such forms, it is increasingly important for marketers to enrich profile information from their forms and enhance their existing marketing database.

The NetProspex Data Enrichment Connector for Eloqua matches incomplete records from an Eloqua database or form submission with NetProspex’s crowd-sourced, verified business contact database. While other offerings often match only by email address, this new tool offers Progressive Matching, searching first by email, and then by a combination of additional fields until a match is made. This greatly increases match rates for marketing clients.

Additional features include:

  • 20 minute set-up within the Eloqua environment
  • Normalization and categorization of data fields
  • Addition of firmographic and demographic information including job title, job level, industry, address, employee count, revenue, and more to help classify and score lead records

“The NetProspex Data Enrichment connector for Eloqua gives our lead scoring and segmentation a boost by adding key contact and company information to records in our Eloqua database, and in real-time to our form submissions,” said Ken Evans, director of demand generation at Demandware.

“A marketing database represents millions of dollars of our customer’s budget, as it is the result of all of their marketing activity. Our customers spend a lot of time and energy growing their contact databases, and just because data is incomplete or inaccurate doesn’t mean that those efforts have gone to waste,” said Gary Halliwell, CEO of NetProspex. “This new tool allows B2B Eloqua users to measurably enrich their data using industry-leading clean contact data from NetProspex in order to maximize the value they receive from their database.”

“Clean data is the clearly the foundation of modern marketing, yet only a small number of marketers can really classify their own data as accurate, relevant, and valid,” said Steve Woods, CTO of Eloqua. “Ensuring that data is clean and actionable should always be a top priority.”

Starter Trial Offer
Customers can enjoy a two-month free starter trial of the connector if they sign up at Eloqua Experience 2012. Attendees interested can see NetProspex at booth number 228.

About NetProspexNetProspex drives customer acquisition by partnering with B2B marketers to deliver targeted prospect lists, data cleansing, and profiling analytics that help to uncover data insight and optimize lead generation results. Voted Best Lead Generation Solution by the SIIA, NetProspex maintains a deep database of millions of crowd-sourced business contacts verified by CleneStep™ technology. Thousands of B2B organizations rely on NetProspex to acquire and maintain clean, accurate prospect information to fuel high-performing marketing campaigns. More information athttp://www.netprospex.com or on Twitter @NetProspex.


NetProspex Launches TechProspex Contact Targeting Solution for Technology Marketers


New service provides data on prospects’ technology environments with 90 percent accuracy

Waltham, Mass. – September 12, 2012 NetProspex, the leading provider of B2B contact data services, today announced the launch of TechProspex, a premium technology intelligence service. This new solution allows B2B technology marketers to find contacts at companies using more than 1,200 selectable technologies with 90 percent accuracy.

As 67% of marketers only segment by geography, industry, and title1, there is an enormous opportunity to gain a competitive advantage with precise targeting criteria based on what technologies are used at target companies, down to the specific model or version. The TechProspex service allows marketers to build lists of contacts at companies using complimentary technology or that of the competition. Customers can also append technology insights to accounts in their current database.


While other technology install data relies on surveys and statistical modeling to estimate what platforms a prospect might be using, TechProspex harnesses the power of Big Data compiled from hundreds of millions of public and proprietary datasets to achieve an unprecedented level of accuracy and coverage for existing installed technology, validated by phone. Only TechProspex can pair this information with the NetProspex database, offering marketers access to hundreds of thousands of companies and millions of potential B2B influencers and buyers. This contact data is then verified by NetProspex’s proprietary CleneStepTM contact verification process.

“Not only is NetProspex’s data high-quality, but it allows our team to drill down to a level of detail on technology use that helps improve our program results,” said Charlene Williams, Director of Marketing at Netuitive.

“TechProspex enables marketers to craft a message highly relevant to specific technology environments, increasingcampaign conversion and meeting lead generation goals,” said Gary Halliwell, CEO of NetProspex. “This is possible through a new level of access to the installed platforms that their prospects are using, coupled with industry-leading clean contact data from NetProspex’s contact database.”

Marketers that are targeting enterprises for high-consideration technology purchases know that, on average, no one decision maker has more than 30 percent of the total power through the purchase process2. Reaching multiple contacts per account is vital to the success of a campaign. The TechProspex solution provides a wide range of job functions and levels within companies, so customers are able to reach all appropriate influencers. Traditional providers are limited in coverage per company.

Technology marketers can request counts for specific technologies, and learn more about TechProspex here.

1 B2B Magazine Survey, 2012

2 Forrester Tech Marketing Navigator

About NetProspex

NetProspex drives customer acquisition by partnering with B2B marketers to deliver targeted prospect lists, data cleansing, and profiling analytics that help to uncover data insight and optimize lead generation results. Voted Best Lead Generation Solution by the SIIA, NetProspex maintains a deep database of millions of crowd-sourced business contacts verified by CleneStep™ technology. Thousands of B2B organizations rely on NetProspex to acquire and maintain clean, accurate prospect information to fuel high-performing marketing campaigns. More information at www.netprospex.com or on Twitter @NetProspex.


Trends in data analysis offer opportunities, challenges

NetProspex in BtoB magazine
July 23, 2012 – 12:01 pm EDT

This month’s Business Mailers’ Co-op and Interactive Marketing Conference, hosted by database marketing company MeritDirect in White Plains, N.Y., was rife with discussions about measuring data performance, integrating data, data licensing, and just about everything pertaining to this year’s topic, Big Data.

“Why is it so difficult to understand what information to use, how to extract the most value from it and how to measure it?” said Charles Stryker, CEO of data consultancy The Venture Development Center, Mount Laurel, N.J. “Companies are using less than one-tenth of one percent of the data they could be using. The opportunity to ingest the appropriate data you’re not ingesting is monumental.”

One trend promising to extract more value from data is data licensing, whereby marketers purchase lists for extended use over time, instead of renting them for one-time use only.

“Data licensing is a dramatic departure from how to sell and use data,” said Chris Blohm, senior VP-data and media services with MeritDirect. With data licensing, the lists are sent directly to the marketer (instead of a bonded mail house) for use in any way, and as often, as that marketer sees fit. Typically, the license runs for one year.

Blohm said the trend is being driven by the rise of online data compilers such as Salesforce.com Inc.’s Data.com (formerly Jigsaw), Database101, NetProspex and ZoomInfo, with transactional websites that allow marketers to assemble and buy lists from compiled and crowd-sourced techniques.

A one-year list license allows marketers to conduct multiple campaigns that delve deeper into companies; integrate the purchased data across various parts of the business, including both sales and marketing; better measure results and compare them to the performance of in-house lists; and augment partial in-house records.

“Because of this type of buying method, marketers have changed the way they think about and acquire data,” Blohm said.

Marketers eager for better data insights aren’t stopping there.

According to Stryker, increasingly useful sources of data collection include data from search and social media, as well as from Web crawling and crowd-sourcing.

Search data can be used to identify prospect companies whose employees are searching for particular products, offering an early warning sign of pending purchases, Stryker said. An analysis of social media, meanwhile, helps verify the accuracy of database contacts, and identifies what people like and don’t like.

Web crawling and crowd sourcing offer distinct ways to identify Web users and their professed needs. And when these four data sources are cross-matched, even more accurate, insightful information can be made available, he said.

However, Stryker acknowledged that “the weak link today is finding people with the skill at looking at billions of data points and extracting insights from them.”

Bruce Biegel, senior managing director at marketing consultancy Winterberry Group, cited another challenge facing marketers: integrating “known” data from in-house lists with unknown or vague information offered by website visitor behavior.

“One of the most interesting cases is recognizing somebody when they come to your site, and giving them the right offer,” Biegel said. “When 80% of your audience is completely anonymous, how do you treat them?

“If I can organize this data, stop it from being so messy and segment it, I can then feed it into a decision engine to make the right offers to the right people at the right time,” he said.

Biegel urged marketers to create a “registration ethos” at their companies, to build their email databases for purposes beyond email campaigns.

“The key to syncing, matching and recognition is the email address,” said Biegel, noting email’s relationship to browser identity. “The more you can do to get people to subscribe, register or declare with their email addresses, the bigger pool you’ll have available for matching that information with the known contacts in your CRM database.”

 Source: http://www.btobonline.com/article/20120723/DIRECT0101/307239997/trends-in-data-analysis-offer-opportunities-challenges

NetProspex a finalist for “Innovative Technology of the Year” Award from Mass TLC

NetProspex clients

Woohoo! We’re thrilled to be recognized as a finalist for the Innovative Technology of the Year- Sales and Marketing award from the Massachusetts Technology Leadership Council.

Our B2B data cleansing solution CleneProspex was recognized for having a “significant impact on the company, customer, and market.”

Contact data quality is a problem that plagues B2B marketers, yet a company’s prospect database is at the core of every lead generation program. Often, companies build this database over time, from multiple sources, with data that is constantly decaying. In fact, according to SiriusDecisions, one third of a marketing database goes bad in the course of one year.

Our CleneProspex™ service is used to assess and improve the quality of a client’s prospect database. The service identifies and removes records with an undeliverable email address, potential email threats, out of date phone numbers, missing fields, or duplicates. With this service, marketers improve their program results, reduce costs and risks associated with bad data, identify gaps in their prospect database, and realize greater business value from their contact records. Clients can then fill in missing data from a massive, crowd-sourced database of business contacts.

Who’s Who in BtoB Magazine? NetProspex CEO Gary Halliwell, that’s who!


Congratulation to NetProspex CEO, Gary Halliwell for his recognition in BtoB Magazine’s “Who’s Who in Direct Mail” 2012.

“This year, Halliwell spearheaded a $7 million capital financing deal to extend the company’s database compilation capabilities, crowd-sourcing of sales leads and channel partner integration. The Software & Information Industry Association named NetProspex a double CODiE award winner as best lead-generation service and top solution for integrating content into work flow.”

Read the full listing here.



11 takeaways from the “Building the Marketing Dream Team” webinar

Dream team

Yesterday, our Senior Director of Demand Generation, Tamara Graves, presented alongside Ellen Valentine, Product Strategist at Silverpop, and Talibah Mbonisi, Manager of Marketing Operations at Silverpop. The event was hosted by Kate Maddox, Executive Editor at BtoB. Register and watch the on-demand recording here.

It was a jam-packed hour full of actionable insight as to what it takes to build the marketing dream team at a B2B organization today. If you couldn’t make it, here are 11 takeaways from the event:

1. Marketing is changing, our teams must change with it.
The four major drivers of marketing change today include the rise of social media, buyers’ self service mentality, new marketing technology and solutions, and smartphone/tablet proliferation.

2. The role of marketing operations is taking the place of email specialists and database managers.





3. PR & Media planning roles are seeing a shift to focus on inbound, content, digital, and social marketing.


4. There’s a new role model for B2B demand gen marketers: Karl “The Mailman” Malone.


5. A demand gen marketer is responsible for campaigns that work the whole funnel from top to bottom

6. There’s a difference between demand gen and sales execution.


7. Demand gen marketers don’t only care about the # of leads created, but rather, how much $$ it adds to revenue.


8. Marketing operations professionals are the key to marketing tool selection and integration/strategy.


9. Change hurts for B2B companies… as more than half of the webinar attendees don’t have an operations position.

10. Today’s marketer is a techie, data nerd, creative, and diplomat…. all rolled into one fabulous being.

11. Marketers should add “tin cupping” to their skill set.

Understanding the shifting roles of marketing professionals will be key for B2B organizations in the future as technology continues to shape our strategy in new and exciting ways. Register and watch the on-demand recording here.

Fueling the B2B revenue machine


The latest in our series: You bought a list – now what?

We always talk about marketing automation as the engine in a Ferrari – it only runs with quality fuel, in our world, that means quality B2B data.

Robert Rosenthal recently posted a great article “B2B Marketing Is Now a Revenue Machine. Really The post is a great summary of the opportunity for B2B marketers today to create demand with on-demand data prospect services, digestible content, short videos, and powerful marketing automation.

Until recently, it could take B2B marketers years to dramatically expand a prospect database. Now, thanks to newer data sources, you can do it quickly – for a small fraction of the conventional cost.

These records include email addresses in compliance with CAN-SPAM. So you’re able to regularly market to prospects via cost-effective email advertising – without constantly paying rented media or offline production charges.

One question that NetProspex customers face when using a targeted list is what to send this list. The content is just as important as the list. Robert suggests videos without a registration form, as they’re educational, fascinating, and easily digestible. We just finished a similar video for our Data Assessment Report, check it out!

Of course, this also means prospects can tune you out by ignoring your email – or simply opting-out. And if you ask prospects to fill out a form to receive a reward, the overwhelming majority will essentially say “Thanks but no thanks.”

So while B2B marketers are able to grow the database rapidly, they won’t win hearts and minds so fast. What’s typically needed is an email campaign that breaks through, makes the right impression on prospects, and gets them to act.

Web video is an increasingly popular way to educate B2B prospects. It’s the power of television, without the waste. Video enables you to run a conceptual series packed with emotional ideas – pulled off in brand-appropriate ways. When Web video is executed properly, engagement rates often soar.

To get the most out of every prospect list, Robert suggests automating your marketing efforts.

Marketing automation technology not only takes results reporting to another level, it transforms the relationship between sales and marketing. The two functional areas agree on precisely what constitutes a sales-worthy lead. Marketing finally stops hearing “All the leads suck” from sales. And sales continually sees more genuine prospects to pitch through real-time reporting and instant lead-routing; triggered campaigns; and other good stuff from the marketing team.

Place all the stars in alignment and B2B marketing really, truly can become a consistent revenue machine.

Read the original post. 

Thanks for letting us share your thoughts, Robert!

From Tamara’s Desk: 5 Tips for Spring Cleaning Your Database

B2B Spring Cleaning

Tamara Graves is our Senior Director of Demand Generation here at NetProspex, driving pipeline activity and opportuntiy creation for our company, but more importantly, helping our entire team understand the day-to-day needs and problems of our clients working in B2B demand generation.

She recently contributed to a post on Silverpop’s blog by Ellen Valentine:

How’s your spring cleaning going this year? If you’re like me, you’ve been putting it off until the last minute. The clock is ticking as we say hello to Summer, so plunge into that messy closet, see what’s hiding under the bed and dare to reach back to the deepest corners of the fridge.

Many marketers have allowed their databases to grow a little unruly, letting unknown entities lurk in the depths. Fortunately, there’s still time to whip your data into shape. Follow these five steps to get your data spic and span, enabling you to connect with customers and prospects more strongly and ultimately drive revenue:

1) Assess the (messy) situation. Before diving into your data, take a look and see what you have. Are there any records or pieces of records in your database that you weren’t aware of? Email addresses that belong to competitors or are clearly fictitious (Mickey Mouse)? Records that don’t have complete sets, or belong to people who aren’t the right buyers for your product? Get a feel for what needs to be scrubbed clean or tossed out with the trash.

2) Build piles and sort through them. Think of your data as a closet you’re cleaning out—you need to sort your data assets into a few different piles, then work your way through each one. To help simplify the process, consider adding a field for “buyer persona” and writing a query to sort your database and capture who your buyers are.

Also, start thinking about what you want to do with your respective piles. Do you want to keep the “non-buyers” group in the messaging mix because they’ve shown interest? What about people who seem to fit the buyer profile but just aren’t responding? You’ll want to get rid of some data sets, archive some until future notice, and try a different tactic right away on others. And remember that you don’t have to go it alone—sometimes third parties can help with this task.

Don’t limit your analysis to inactives. If there are customers who have just bought once, what can you do to get them to buy again? For those who have bought from you multiple times, perhaps an upsell campaign would be productive.

3) Fill in empty spaces. As you’re cleaning the closet, you may realize sections of your wardrobe are pretty empty. Likewise, you may notice big gaps in your data. If you don’t have enough data to do segmentation, you’ll have to think about how to remedy this situation. Maybe you’ll need to append data, or perhaps you’ll want to develop an email campaign or promotion geared toward encouraging contacts to provide additional information.

4) Learn from the experience. Just as you might discover you need to reassess your pantry layout because you’re using some items more than expected and others less (sorry, Mr. Pasta Maker), you’re bound to learn some unexpected things as you’re sifting through your data. For example, maybe there’s somebody that’s buying from you that you didn’t think would be in your wheelhouse. Use the occasion to study your contacts and see if there’s anything you can to do to turn the dial on either side—both re-engaging inactives and turning active customers into even bigger fans.

5) Don’t delay—get started today. Whether you’re jolting inactives from their slumber, trying to get one-time buyers to buy again, or looking to build loyalty among your best customers, think how you can take them to the next level of engagement. Ideas might include:

  • Reaching out to them via a different channel (e.g. phone or print)
  • Offering a Snooze option
  • Asking them to update their preferences or tell you more about themselves via a survey
  • Inviting them to like you on Facebook, follow you on Twitter or add you on LinkedIn
  • Creating emails promoting items that fit with customers’ previous purchases
  • Promoting new thought capital, changes to your website or cool giveaways

So what are you waiting for? Clear the cobwebs out of your database and start engaging your prospects and customers today. You might be able to streamline and eliminate a bunch of inactive, inaccurate and incomplete records. You also just might find some (new) loyal fans, followers and, better yet, qualified leads.

Download the Data Quality Management Guide

Read the original post on Silverpop’s blog.

NetProspex and AG Salesworks Announce Partnership to Drive High Quality Leads for B2B Organizations

AG Pipeline Connect

New England-Based Companies Launch Joint Solution Guaranteeing Fully Qualified Sales Opportunities

NetProspex, leading B2B data services provider, today announced a partnership with AG Salesworks, an expert in developing highly qualified sales opportunities for B2B technology firms. The new joint solution, AG Pipeline Connect, delivers a critical need for B2B organizations: high quality, targeted leads that convert into profitable customers. Leveraging NetProspex’s verified contact data services, AG Salesworks will deliver full service marketing and sales campaigns that guarantee fully qualified sales leads.

As data from marketing programs and sales efforts often exist in disparate locations, B2B companies can lose visibility into subtle changes in their target market. With 25 percent of the workforce changing each year, a business contact database is continually degrading in quality. To position each client for success, the joint solution begins with a comprehensive database overhaul. NetProspex first determines a client’s ideal buyer profile, ensuring a prospect database is properly targeted towards the correct decision makers. Next, the company delivers a quality cleanse based on their proprietary CleneStep™ methodology, identifying incorrect contact information, appending missing fields, enhancing records with key demographic or firmographic details and adding net-new contacts to ensure sufficient database coverage.

Once this process is complete, AG Salesworks applies a proprietary and proven methodology to develop qualified sales opportunities from this data. This process includes campaign messaging, followed by outbound email marketing and teleprospecting. Real-time campaign analytics are delivered in detail, along with closed loop feedback on all leads passed to clearly show return on investment. With this model, the NetProspex and AG Salesworks solution demonstrates clear return on investment, with a 20X guarantee in stage-1 pipeline.

“This solution has allowed us to forecast with far more confidence,” stated Joe Federbush, vice president of Sales and Marketing at ESI. “With 87% of the leads generated by AG progressing to next steps, we are seeing an excellent return without the costs and challenges of having this in house.”

NetProspex President, Michael C. Bird, says, “Properly-targeted contact and company information is at the core of every successful lead generation program. By pairing NetProspex data with the powerful opportunity-development of AG Salesworks, this is a combination that will create the pipeline B2B technology organizations need to reach their goals.”

The joint solution is immediately available to B2B technology organizations. For more information, interested parties may visit http://www.agsalesworks.com/services/ag-pipeline-connect/.

View release on Marketwire.