Fueling the B2B revenue machine

Ferrari

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!

3 Decks to Inspire Your B2B Content Marketing

B2B Marketing Content

We’re kicking off a new series: You bought a list.. now what?

Acquiring targeted prospect records is only half the battle for B2B marketers. How you do make the most of these new potential sales leads? Our most successful B2B marketing clients utilize targeted marketing lists to amplify their B2B content marketing strategy. Below, we’ve collected 3 dynamic Slideshares to inspire your B2B content marketing strategy.

3 Slideshares to inspire your B2B content marketing.

 

Happy content-creation!

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.

What NOT to do if you’re a B2B technology marketer.

Business Oops

If you’re a marketer for a technology company, chances are you’re fighting for the attention of professionals that are exposed to plenty of messaging from competitors.

Read on for 5 important things NOT to do, listed in reverse order of importance. Take heed; unless, of course, meeting your goals is not important to you.

Did you miss  5 B2B Technology Marketing Tips?

Don’t…

1 …skip the persona building exercise.
It would be great if your customer came to work today and said “I don’t have any problems. I think I’ll read a bunch of marketing materials to figure out how I should spend my day.” The reality is: your customers have real, day-to-day needs, and as a marketer it’s your job to understand these needs, and help them see why and how your product/service/or solution can help make their lives easier.

2 …overlook your client’s technology environment
Understanding your persona’s technology environment can be an important predictor of a company’s willingness to adopt your solution. If your company provides a cloud-based product, knowing a company has adopted other cloud-based technologies tells you precisely how to message to them. Also, use technology-install data to identify companies using your competition, and don’t be afraid to message aggressively. Targeted messaging to companies with competitive installs packs a 1,2 punch because it helps increase your market share while decreasing that of the competition.

3 … engage with only the final decision maker
Have you noticed? The length of the B2B tech buying cycle has increased more than 20% in just three years. Why? CIO’s readily admit that their own companies are to blame for most of the waiting period – 60.8% of the delay is due to their own buying process complexity 1 .  The truth is, more people are now involved in each decision. Failing to engage all of them with your content means missing opportunities to align them around your product, and build internal champions. Increase your opportunity to make a sale by engaging enough of the influencers at your target organizations. (Yes, this means you’ve got to build more content geared to their needs as well. Sorry.)

4 … ignore how the customer wants to buy
IT executives have consistently told IDC that they’d like their buying cycle to be shorter. Three months feels about right to them – which is 40% less than what they experience currently1. About 36% of the delay, according to IT leaders, is caused by poor marketing and sales processes on the part of their vendors1. It’s time to figure out the sell cycle of your clients, because marketers are getting part of the blame.

5 … send product-feature email blasts.
‘Nuff said. Yikes.

1 IDC’s 2012 Buyer Experience study.

FURTHER READING:

Click here to download 5 B2B Technology Marketing Tips

Looking for technology-install data? Click here to learn more about TechProspex: find contacts at companies using over 800 specific technologies.

 

 

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.

 

 

Quick stat: 48 million people (37% of the workforce) changed jobs in 2011

quit-job

In 2011, 48,242,000 people changed jobs. This includes turnovers including layoffs and discharges, quits, and other separations.

  • Layoffs and discharges: 20,718,000
  • Quits: 23,578,000
  • Other separations: 3,943,000

This is out of 131,800,000 total workers, meaning 36.73% of the total working population changed jobs in 2011.

This information speaks to an inherent problem in B2B lead generation: contact data quality. With people constantly changing jobs, marketers must stay on top of data hygiene best practices, and when appropriate employ contact data cleansing solutions.

Source: Job Openings and Labor Turnover Survey (JOLTS) from the US Department of Labor Bureau of Labor Statistics http://www.bls.gov/data/

From Tamara’s Desk: What’s Working in Demand Generation?

Office Woman

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 advice to DemandGen Report’s “What’s Working in Demand Generation” about the “secret sauce that helped leading B2B organizations fuel efficiency and growth” in 2011.

Here’s what’s working, from Tam’s POV:

  1. Lead Nurturing
    NetProspex has completely redesigned its multi-touch drip campaigns, with full nurture programs slated for 2012. Experts indicate that content is king when it comes to effective nurturing. By providing relevant, timely content, marketers can demonstrate the value proposition of their solutions and services more efficiently.
  2. Combining Inbound + Outbound
    We are utilizing landing pages through HubSpot to expand inbound efforts in conjunction with lead generation, testing integrations between its solutions and marketing automation tools.
  3. Data Management
    Our clients are focused on fixing and ensuring the quality and cleanliness of their data- and so are we. “Continual cleansing and appending of data is planned for 2012,” according to Tamara. “Considerable effort was put into finely segmenting the target to the right message, using analytics of our prospect and customer data.”

Read the full article on DemandGen Report.

 

 

 

The Winter Release of NetProspex’s B2B Contact Tools

NetProspex Winter Release

It’s no secret at NetProspex that we have really great clients. They shared ideas and suggestions that would help create better prospect lists for demand generation, and, well, we listened. In this release, we’ve made suppression files easier to manage, launched an alert system for net-new contacts in a target market, built a dashboard for easy search management, and updated contact trading.

The Winter ’11 release is so cool, it’s hot.


 

 

New Contact Alerts

  • Daily, weekly, or monthly alerts when new contacts are available in your target audience
  • Instant access to your best new prospects

Suppression File Tools

  • Store files securely in the cloud, and keep them out of searches when necessary
  • Exclude entire domains or individual contacts

Dashboard

  • Leverage your new “home base” for list-building or prospecting
  • Access recent and saved searches, credit balance, folders, and trades

Contact Trading Updates

  • Trade contacts faster and easier than ever before
  • Learn more about your traded contacts
  • Keep track of past trades and their quality score

Read the full release notes here. 

 

B2B Social Media Examples (From SocialMediaPlus 2011)

Mike Bird and Ben Grossman

Click here to view our Prezi about B2B Social Media in today’s SocialMediaSummit, where Michael Bird (NetProspex Chief Revenue Officer) and Ben Grossman (Digital Strategist) revealed:

  1. The State of B2B Social Media
  2. Examples of B2B Companies Embracing Social Media
  3. Actionable tips to get started with Social Media

To download the NetProspex Social Report, visit http://www.netprospex.com/np/social

See Gary talk Crowdsourcing at Data Content 2011

Gary Halliwell NetProspex

“User-generated content occurs in many forms across the internet from Facebook to Twitter. In business media, this content is often actionable intelligence and the need for accuracy is imperative. Incenting users to contribute accurate content is one thing. Deterring free-riders who put in junk to access the information commons is another. Some of the earliest models in the user-generated space like Linux and Wikipedia are user-generated but central authority maintained and provide a great model for further business media applications that deliver new value.”

See Gary on Day 2 of DataContent 2011 

 

 

Session information:

Friday, November 4th, 2011

8:00 – 9:00

Join the Crowd Breakfast“Crowd Sourcing” is generally thought of as a means of creating user-generated content like Wikipedia. But via the Amazon Mechanical Turk, it can be harnessed to create and append traditional directory content at dramatically lower cost and blazingly fast turnaround. Join us to see the Turk in action and find out how you can manage Amazon’s massive freelance network to produce quality output and even integrate crowd sourcing into the business model of new information services.

Matt Manning, President, Information Evolution [moderator]Ken Anderson, Co-Founder Marketing Solutions, Ltd.Gary Halliwell, Founder & CEO, NetProspexMax Yankelevich, Chief Architect, CrowdControl Software