Watch this #Bii17 webinar on demand: http://dg-r.co/2vGcBzS It’s a well-known fact that organizations who can effectively align their sales and marketing teams win big.

1. #Bii17
All About That Growth: How B2B
Companies Are Streamlining Sales &
Marketing Processes To Connect With
Key Prospects
SPONSORED BY:

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Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
ZoomInfo: @zoominfo

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About Demand Gen Report

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How Are We Doing?

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Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Ned Leutz
Director of Sales
ZoomInfo
@zoominfo

8. zoominfo.com
1. What do we mean by “Sales & Marketing Process”
2. How Concur & Brainshark optimize demand generation efforts
3. What’s Next: How to Develop an Ideal Customer Profile
4. Key takeaways

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What do we mean by sales & marketing process?

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Companies who do not define and effectively execute a
sales process have inaccurate sales forecasts 71 percent
of the time (Source: The TAS Group)
What do we mean by sales & marketing process?

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The promise of the tech landscape

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The promise of the tech landscape

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The hard truth
Expectation Reality

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For sales & marketing teams, organized chaos impedes
process
Expectation Realit
y

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What Marketing Leaders are Facing Today
Sources: 2016 DemandGen Database Quality & Enrichment Report; ReachForce

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82% of sales reps feel challenged
by the amount of data & time it
takes to research a prospect
42% of sales reps feel they don’t
have the right information before
making a sales call
Sales reps believe their
top challenge is lead
quantity and quality
65% of companies believe their
reps are spending too much time
on non-selling activities
82% 42% 65%
Sources: ZoomInfo
AA-ISP 2017 Top Challenges Report
SiriusDecisions
Setting the Stage: The Daily Sales Challenges

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How Concur & Brainshark optimize
demand generation efforts

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Do these stories seem familiar?
“The marketing team was spending a lot of
time and effort on generating leads for the
sales team, but the leads were coming in
with incomplete and inaccurate information,
meaning sales either wasn’t following up
with them or they were spending a lot of
time researching their contact and
background Information.”
“Bad data was handcuffing the sales,
marketing, channel, client development,
field services, customer experience, and
sales operations teams, ultimately making
a big impact on our productivity, people,
and revenue.”

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The “5 Cs”: A framework for data evaluation
Coverage
Of your Targeted
Available Market
-
Account Selection,
Contact/Role
Selection
Completeness
Of each
Contact Record,
INCLUDING
Direct Line
phone
Correctness
How many
Contact Record
fields have
critical errors?
Consistency
Data from
different sources?
“MA” or
”Massachusetts”
Currency
When was
your Contact
Data last
confirmed

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CONTACT RECORDS:
205M(4.6B data points)
• Updating 20
Million contacts
monthly
COMPANY RECORDS:
11M(236M data points)
• Demographic: Direct
dial on 70% of
records
• Firmographic: detail
• Additional Company
attributes
• Field-by-field
accuracy
Coverage Completeness Correctness Currency
• All fields updated
constantly and
email addresses
validated every 90
days
• Standardized
formatting
across each
field increases
data usability
Consistency
Data Accelerating Demand Generation & Prospecting Success

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The results speak for themselves
• Closed 390 opportunities for $1.6 million in annual
recurring revenue (ARR), which accounted for 10% of
new opportunities
• Produced an additional $2.3 million of active pipeline
• Identified targeted market and duplicated successes
based on best buyers
• Sales reached decision makers 4x faster
• Increased marketing attributed opportunities by 10%
• Achieved a 30% increase in connect rates.

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What’s Next: How to Develop an Ideal Customer Profile

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Did you know?
Companies with aligned sales & marketing departments
generate 208% more revenue from marketing.
(Source: MarketingProfs)

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Sales & marketers need process.
But they also need to focus their time and resources on
attracting more of the RIGHT customers.

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Data is King!
40% of business objectives fail
due to inaccurate data
40%
87% of marketers say their database
strategy needs improvement
Sources: Gartner
87%

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To get where you’re going, look at what’s worked
Contact Information
(Phone & Email)
Academic &
Employment history
Job function
Web references &
Social Selling
Management
level
Professional accolade
& certifications
Industry Company sizeLocation(s)
Technology ProfilesCompany Revenue Department
structure
Contact
Account

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– Leverage existing customer trends –
Customer Relationship Management (CRM) Software
Process
• Run GAP analysis – health scan – to
optimize existing database
• Field-by-field breakdown to get data up-to-
date
• Bad or Missing Email Addresses
• Missing Phone Numbers
• Job Functions & Levels
• Geographies
• Industries
• Duplicate Leads, Contacts & Accounts
Best Practices to define your
Ideal Customer Profile (ICP)
Benefits

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ZoomInfo Sample Database Analysis
Input People Records: 538,609
Vendor Matched Records: 383,431
Unique Contacts Matched: 370,617
Input People Records: 538,609
Vendor Matched Records: 383,431
Unique Contacts Matched: 370,617

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Once optimized, your database can serve as a road map
Turn subjective feeling into informed opinion

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Database segmentation delivers insights into what truly defines your ICP
Turn subjective feeling into informed opinion
Once optimized, your database can serve as a road map

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Turn subjective feeling into informed decision making
Once optimized, your database can serve as a road map

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Database segmentation delivers insights into what truly defines your ICP
Turn subjective feeling into informed opinion
Once optimized, your database can serve as a road map

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Key Takeaways

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Data-driven growth: Streamlining processes to connect with key prospects
Process
• Integrate data within common
workflows/channels used for marketing
& prospecting efforts
Benefits
• Resources – e.g. people & technologies –
optimization
• Improve performance through relevancy
• Drive more ROI

35. zoominfo.com
September 13-14 | Boston MA
www.zoominfo.com/summit2017

36. zoominfo.com

37. #Bii17
How Are We Doing?

38. #Bii17
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Ned Leutz
Director of Sales
ZoomInfo
@zoominfo

39. #Bii17
Thank You For Attending
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