Dreamforce parties 2012

Dreamforce parties 2012

Author: Katie Martell, NetProspex Director of Buzz

How do you get the most out of Dreamforce? Get out there and meet people, people!

By popular demand… here is a running list of Dreamforce parties. I’ll update this as more info becomes available! Email me if you’ve got one to be added.

Monday 9/17

  • Cloud Connect Party 7:00 – 11:00 Covisint, Zyme, Astadia, MicroStrategy (Parc 55 Wyndham SFO, Cyril Magnin Foyer) More info

Tuesday 9/18

  • Tweetup 7:00 – 11:00pm Twitter users (House of Shields)
  • Barenaked Ladies 9:00pm – 1:00am Silverpop (Mezzanine, 444 Jessie St) More info
  • Masterpieces 7:00pm – 11:00pm Data.com, Brainshark, Bizo, Marketo, Badgeville, Bulldog, Cloudwords, MarketingProfs, On24, PR Newswire, DemandBase (SF Museum of Modern Art) More info

Wednesday 9/19

  • Demandbase keynote screening 9:00am – 11:30am Demandbase More info
  • Modern Marketing Mixer 5:30 – 8:30 Eloqua/NetProspex/Influitive (W Hotel) More info 
  • Red Hot Chili Peppers (included with your Dreamforce pass)

Thursday 9/20

  • Block party 6:00 – 11:00pm sponsored by Zuora (Mezzanine & Mint Plaza) More info
  • After Hours Party 7:00pm – 1:00am sponsored by FinancialForce and RemedyForce (25 Lusk) More info
  • Astadia Cloud Connection Party 9:00pm – 1:00am sponsored by Astadia, Eloqua, Drawloop, Readytalk, Informatica, Adobe More info
  • ExactTarget 7:00pm – 11:00pm sponsored by ExactTarget, Bluewolf, Scribe, RightOn Interactive (Four Season’s Ballroom) More info
  • Speakeasy VIP Party TBA sponsored by Marketo, GoodData, Badgeville, GotoWebinar (TBA) More info

Friday 9/21

  • Say Goodbye party 8:30am – 11:30am FinancialForce (B Bar, Yerba Buena Gardens) More info
Hope to see you there!

How to use a marketing funnel calculator.

Demand Creation Waterfall

We’ve developed this handy marketing funnel calculator to help marketer’s figure out how much activity is needed at the top of the funnel to meet revenue goals.

So why use a metrics funnel?

Today, marketers benefit from marketing and sales automation tools that capture data about what is happening with a lead over its lifetime.  And, when used correctly, this information gives marketers a leg up when it comes to planning.  Studying the performance of your leads as they go through their buying journey allows you to build a predictive model that can determine how many leads will turn into customers.  There are many names for the process of measuring lead conversion throughout the sales cycle. Regardless, the more that you study the metrics in your marketing funnel, the more you will understand which levers to pull to improve program performance.

How does the funnel work?

A funnel, is only as good as the data behind it, so be sure to do your homework ahead of time. Most companies have put considerable time and effort into determining how to qualify each opportunity stage a buyer has reached and howto show that in their forecast. Due to the challenge associated with this, don’t feel bad if your sales team and marketing team haven’t agreed on what it takes to become a lead AND how to mark the proper lead stages before they get to the opportunity stage. Obtaining alignment with sales as to what the definitions are for an MQL, SAL and SQL are critical to your joint success.

Companies with best-in-class processes vs. companies with average processes achieved 25% or greater improvement in Waterfall Conversion Rates 

– SiriusDecisions, Field Marketing 2.0: The Heart of Growing Conversion Rates

The funnel uses conversion numbers between lead stages to help determine how much you must put in the top of the funnel to meet a certain goal at the bottom or, it can do the opposite – track how much you will get out of the bottom if you put a certain volume in at the top.  Either way, there is a lot to be learned from tracking how these leads convert from one stage to the next. Define the stages for yourself using the guidelines below:

  • Marketing Qualified Lead (MQL). A contact who has engaged with your marketing efforts enough to meet your company’s definition as ready to be passed from marketing to sales
  • Sales Accepted Lead (SAL). An MQL that has been determined by a member of the sales team (likely an inside sales rep) to be accepted and worth exploration by a sales person.  Companies use different methods to determine an SAL, the BANT method is a popular one.
  • Sales Qualified Lead (SQL). A lead that has been explored by a salesperson and determined to be qualified for their pursuit.  This is often considered to be the beginning of the sales process.

Make sure that you set up a way to track these conversions within your marketing and sales automation tool so that it is applied consistently and has a time/date stamp to capture each conversion. You’ll be able to use your own conversion numbers within the funnel to predict outcomes of your marketing programs.  And, you will be stunned at how useful the information is!!!

Where to start?

Don’t have historical conversion data?  You have to start somewhere, how about beginning with an educated guess. Turn to industry thought leaders like SiriusDecisions, MarketingProfs, Marketing Sherpa, or your favorite marketing experts to develop a baseline using their program averages or best practice numbers. The first time you build a funnel it is scary (especially when you’re using someone else’s conversion data), but remember, everyone has to start somewhere.  Put a stake in the ground!

As the year progresses, you should compare your actual data to your starting funnel.  Build a funnel to support your annual plan, but also make stand alone versions for each of your major campaigns.   By measuring programs in flight alongside how you are doing against your annual goal, you will be able to make course corrections quickly to ensure your overall success.

Pathway to success: 

Now you are able to step up to the table and provide an actual forecast – based in real numbers – about the impact that you can have on your company’s bottom line. Using the funnel tool you have a method to forecast your contribution and also manage your performance against it. Good luck!

Experts Discuss Best Practices For Contact Lists, Data Cleansing In The B2B Buying Process


Read the original article on DemandGen Report.

More B2B marketers are investing in data cleansing techniques to segment their target audiences and help prospects through the buyer journey. According to Maribeth Ross, VP of Marketing for NetProspex, these techniques allow marketers to target audiences more effectively; as a result, they generate more leads and see improvements in marketing-generated revenue metrics.

During a recent webinar — “To Buy or Not to Buy… That is the Question: When and How to list in your B2B marketing programs” — Ross explained the right time to use a contact list and the number of contacts needed to get results. Ross also discussed key facts about the data-buying process, as well as the necessary steps marketers should take after making a purchase.

By offering a multi-touch program, marketers can connect with prospects throughout the buying process, while exposing them to relevant content that promotes them to “hand-raiser status,” noted Ross.

“Expecting to drive heavy sales through a single-touch to a cold list isn’t realistic,” she added. “Entering fresh, new and verified contacts (quality data) into a program that will touch them several times, and engage with them with relevant content increases the likelihood that the contact will be ready for sales.”

NetProspex suggests marketers follow 10 best practices when they buy contact lists:

  1. Know the origin of the list data;
  2. Understand the methodology being used to keep the data clean;
  3. Expect reputable list providers to offer a guarantee;
  4. Avoid modeled data;
  5. Require precise targeting criteria, and slice and dice the data to meet your needs;
  6. Only purchase net-new contacts, and look for suppression file capabilities;
  7. Seek to talk with a human being about your exact data requirements;
  8. Look for additional services, such as data cleansing, that may be helpful;
  9. Ask a friend or colleague to refer you to a provider;
  10. Ask your ESP/ marketing automation partner for assistance.

Marketers Touch Leads 7-10 Times Prior To Sales
Marketers must know who are their prospects involved in the buying process and need to know how to reach those prospects, Ross stated. Once marketers understand how and when to reach prospects, they must then learn how to talk to them.

“Prospects are like a first date,” said Ross. “You’re never going to propose to someone on the first date, and you don’t want to ask for a purchase commitment on the first touch of your demand program. When utilizing your list of prospects you’re going to gently introduce them, talk about their pain point, and help them understand the concept that it’s a pain point your company can solve.”

Michael Sasaki, Enablement Manager at Leadformix discussed why marketers should offer relevant messaging to make the sale. “Sending relevant messaging is important,” Sasaki said. If you ask a marketer whether or not they send relevant messages to their contacts, 10 out of 10, they’ll say ‘Yes.’”

However, not all marketers are segmenting their lists.

“There is no way to send relevant messaging without segmenting lists,” said Sasaki. “The first step to list segmentation. Marketers can do this to by classifying contacts by company size and title, and then create relevant messaging through content.”

Segmenting With Marketing Automation
Sasaki noted several challenges facing marketers today, including difficulties producing the right content and fine-tuning th

eir lead scoring processes. Through marketing automation, marketers can address these problems by classifying leads based on where they are in the buying process.

“At LeadFormix, we segment our lists and create relevant email content,” said Sasaki. “Based on the amount of response – such as open and click-through rates – we track who is accessing our web site. The pages your prospects are interested in are a clear indicator of where they are in the buying process. For example we track visits to our terms and conditions page, which indicates the prospect is close to completing a sale.”
Companies that build a relationship with prospects often get the sale, and a marketing automation tool allows marketers to do so. “All your competitors will try to build a relationships with their leads,” explained Sasaki. “The key thing to remember is to provide prospects with the materials that they will use in order to conduct their own research.”

Sasaki advises marketers share the following content with prospects:
– Case studies;
– Product comparisons;
– How-to content;
– Best practice guides; and- Overviews.

Marketing automation is mainly a tool for marketers, but it’s necessary to get an organization’s sales team involved as well, indicated Sasaki.

7 Steps to Exceed your B2B Pipeline Goals this Quarter

Man Running Reaching Finish Line

With the US athletes exceeding their goals in London right now, we thought we should keep the winning momentum going with a post originally written for Business2Community by NetProspex VP of Marketing, Maribeth Ross.

 1. Assess the quality situation – Your marketing database of prospects and contact records is at the core of your future pipeline. How accurate is the contact and company information in this database? In 2011, 37% of the workforce changed jobs according to the Bureau of Labor Statistics. NetProspex research shows that an individual contact records degrades in quality at the rate of 2% each month. Is poor data mucking up your marketing and preventing your pipeline from growing to its full potential?

2. Assess the targeting situation – Ensure that you have crossed the “T” in targeting. To ensure you have all the right targets in your database, look at historical purchase data. Identify as much as you can about the target buyer and other influencers that were involved in the buying process. This is a great time to append missing contact info (phone/address) and demographic/firmographic info (industry/title) or append installed technology data. In addition, take note of the length of the buying cycle. It will tell you a lot about what you need to do today to hit future goals.

Once you’ve confirmed your target buyers and influencers, you’ll need to evaluate your prospect databases to confirm that it has these buyers, both the primary targets and influencers. The shortest path to a sale is to involve all the influencers from the beginning to get them aligned and marketing can play a key early role in doing this.

3. Play the volume game – To really understand the volume of marketing activity you’ll need to hit your target for the quarter, run numbers through a marketing waterfall or marketing funnel. (Try this handy demand-gen funnel calculator: http://bit.ly/funnel-calculator) Using conversions at all stages (either your own or published averages), you’ll be able to predict how much activity you’ll need to generate in order to hit revenue numbers. Sometimes, marketers will find that their prospect database does not support the amount of volume they need to generate. This is a great exercise to help identify the need to augment the database with new, targeted contact data.

4. Line up your messaging – Double check your messaging. Is it truly matched to your buyer persona’s pains and needs? Does it clearly show how your solution can alleviate their challenges? In order to resonate with buyers, your content needs to address the challenges they are currently facing in their business.

It should be clear that you understand their challenges and have experience solving challenges for others in similar situations. Ideally, your audience will understand th

at your solution is in a unique position to help them meet the challenges based on a combination of your understanding of their issues, your experience with others, and your ability to sell the way they want to buy. Finally, ensure your message is carried throughout the entire buyers journey, from the marketing website to call scripts

5. Qualify your leads – are all of your marketing leads being qualified? Fully qualifying your marketing leads into sales ready opportunities via teleprospecting can dramatically improve the amount of leads that end up in your sales pipeline.

More often than not, many marketing leads are never followed up on (as much as 80% in some cases), as sales folks who are also responsible for closing business do not have the cycles to fully qualify and convert marketing leads. However marketing leads that are fully qualified into sales ready leads are followed up upon, particularly if sales and marketing sit to agree on what constitutes a fully qualified sales ready lead.

With tougher economic conditions, sales teams are under more pressure, have bigger quotas/territories, smaller average deal sizes, and even less time, so it really does not make sense to provide them with any leads that are not fully qualified sales ready opportunities.

6. Get Feedback – Close the loop on all the leads and opportunities passed – how else will you be able to truly assess the level of success of your marketing programs? Set up a process to close the loop on all the leads and opportunities passed to the sales team, as getting their feedback is essential to ensuring success. This feedback will allow you to optimize the process, ensure all the leads are being followed-up (or added to a nurture campaign if appropriate), and will provide you with a complete data set to measure your results.

7. Measure and Analyze – measure the effectiveness of your campaigns in real-time, and adjust to ensure you are meeting your goals. With the tools available today there is no excuse for not being nimble and adapting in real-time. This analysis will not only allow you to more effectively meet your goals, but it will enable you to plan and scale for growth.

This article was written in partnership with AG Salesworks – a B2B teleprospecting and marketing services firm that helps technology, media, financial services, and communications companies si

gnificantly increase their sales pipeline. With NetProspex contact data services, AG Salesworks offers AG Pipeline Connect, a solution guaranteeing fully qualified sales leads.


Email in the US received a significant boost thanks to quality data providers.


Article translated by Google, apologies for any inaccuracies.
Read the full article (in French).

France holds the record deliverability of email messages in Europe with 91.1% in the second half of 2011 (according ReturnPath, March 2012). If we consider that this performance is the result of database performance and quality data, why the bad image of emailing? Below is an excerpt of an interview with Frédéric Pichard, Founder and President of Zebaz.

The Workshop: is emailing really threatened?

Frédéric Pichard: No. Used properly, email becomes a weapon of mass construction! It allows you to finely select market segments. United States, the market will grow emailing 53% between 2010 and 2014. Not bad for a supposedly saturated channel!  The development of mobility also offers a second life to email. smartphones and tablets will become the primary mode of reading emails over the computer.  According to the study conducted by European ReturnPath in March 2012, 41% of messages are not optimized for mobile viewing.  Boosted by mobile, email in the United States saw a significant boost, thanks to database providers such as Jigsaw and NetProspex.  Hard bounce rate does not exceed 5%, the opening rate is higher than 25% and as high as 75% on “Triggered emails” from form registrations.
Read the full article (in French).

5 Ways to Make a MQL Sales-Ready

NetProspex Go-To- Market

You may be asking yourself, “So, what is a MQL?” Great question! A MQL is a Marketing QualifiedLead, or someone who has engaged with your marketing efforts enough to meet your company’s definition as ready to be passed from marketing to sales. This definition is straightforward, however it is how companies define their MQLs that needs a closer look.

So often, sales teams complain that a MQL has not been truly qualified by marketing before handing it over, resulting in wasted time and resources and increasing tension between the two. As you consider how your organization defines exactly what criteria is necessary for a MQL, keep the following tips in mind:

1.    Truly identify the buyer. The best marketing teams work with sales to learn about and define their best buyers. Both teams come to agree upon the definition of a lead that is ready for sales. Once you have this definition – deliver on it; don’t send along unripe leads or it will undermine your credibility with sales. Having this foundation in place will set the proper expectations between sales and marketing and ensure that marketing can measure their contribution to the number at the end of each month.

2.    Message to the buyer. Seems pretty obvious, but all too often companies send the same message to all of their buyers. Different buyers have different needs, which is why many companies build buyer personas to understand the needs of their customers, their likes and dislikes, even their personalities! Aligning your value to the buyer persona helps you talk in terms of what they care about. Today, relevance is critical in getting folks to pay attention.

3.    Understand the buyer’s journey. Buyers require different information at different stages of their buying cycle to move their decision-making forward. As part of your efforts to get to know the buyer, you should understand HOW they buy and what info they require to make a decision. Understand what gets them to consider, evaluate and select your product and then align your assets to it. Anything other than the info they need is akin to the sound of the grownups in the Peanuts cartoons (“mwa, mwah, mwah waah”).

4.    Content is your greatest tool. Let’s face it; the days of features and benefits are over. We live in a world full of solutions and value-adds. One way of differentiating is with truly unique, educational content around the problems your company solves. If you continuously offer compelling content, prospects engage and self-identify as MQLs.

5.    Avoid the asylum. “Insanity: doing the same thing over and over again and expecting different results.” Today’s marketers measure the heck out of what they produce. With automation systems that make it easy to measure, not falling victim to insanity should be easy. Here is a rule: If it is not working, STOP! That doesn’t mean try again or send it to “one more list”. It means halt and reevaluate what you are doing:

  • Have you properly identified your buyer?
  • Do you know what they care about and respond to?
  • Do you know how they make their decisions?
  • Are you providing them with the info they seek in the places they like to get that info?


Getting it right is an evolution and good marketers roll with the tide and constantly test and evolve their strategy. These tips should provide a good starting point for that evolution.

Article provided by NetProspex.

Soundbites from our B2B Marketing Breakfast

NetProspex B2B Marketing Breakfast

25 smart B2B marketers gathered at Netprospex HQ this morning, joined by Ann Handley of MarketingProfs to discuss content marketing. Thank you to everyone who came out, and contributed to the conversation. Below are some soundbites from the event:

Sketch by CEO Gary Halliwell

“He who has the budget creates the content.”

“Marketer’s don’t always call it ‘content marketing’. They say ‘branding’ – and storytelling is used to ensure everyone from the CFO to the guy who opens the warehouse doors is saying the same message.”

“We’ve heard marketers are publishers… but marketers are really producers. They take stories and produce them across multiple formats for distribution across multiple channels. They slice and dice a story into 140 characters and eBooks alike.”

“Aligning with sales is the new black… but often times sales is trained in a separate language than marketing uses. I predict a new focus on helping marketers and sales speak the same language across content.”

Keep it simple. None of your readers will ever complain that you’ve made it too simple.”

“At MarketingProfs we’ve started creating info-doodles. A picture is worth 1,000 slogans.”

“B2B brands want to be more human, and the tone of content can help humanize a brand.”

Ann recommends adopting the Flawesome methodology… “being awesome despite your flaws. Content doesn’t have to be perfect, humans aren’t perfect.”

“We’re trying to convince our team that it’s OK to write like a human.”

Like us on Facebook to see photos from today’s event.

Follow the hashtag #marketingbfast for more takeaways.

We could have talked for hours… stay tuned for our next event where we can continue the conversation. Special shoutout again to Ann Handley of MarketingProfs for being our special guest today.




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.