Finding New Customers with Bid Data Ariel Geifman, Director of Marketing, Mintigo
B 2 B Marketing Pains Today - “More leads, Better quality”
Outbound vs. Inbound Outbound
Challenges with Today’s Outbound Marketing • Poor targeting and segmentation • Low quality leads from list brokers • High bounce rate for email campaigns • Time consuming and poor ROI
Average Cost of Leads According to US B 2 B Marketers 74% of marketers pay more than $50 per lead Source: Marketing. Sherpa, “ 2011 B 2 B Marketing Benchmarks Survey” July 2011. Cited by e. Marketer. n-=1, 745.
Challenges Generating Leads from Inbound 88% of users leave incorrect information when registering
Challenge Converting Leads to Sales Only few inbound leads turn into sales
Challenges in PPC Scalability Cost Search marketing doesn’t scale up well Leads
Search engine for new customers offer Customer. DNA Search engine My next customer Search WEB & Social Customers
Mintigo Technology { { { Customer. DNA thousands indicators for your best customers Web crawling semantic, networks, technology platform, social Machine Learning search for more matching leads, most like your best customers
Mintigo Intelligent Lead Generation Step One: { Customer. DNA the thousands of reasons your customers buy from you • Thousands of unique indicators that differentiate companies • Information found on many web based sources • The ideal profile of your best customers • Thousands of indicators VS the standard 7 -10 • Millions of data sources across the entire web • Analyze and cross-verify
Mintigo Intelligent Lead Generation Step Two: { Automated web discovery finding new leads using intelligent web data analysis • • • 1. 5 million vs. 50 leads a day Automated vs. manual Cloud-based “big data analytics” platform Interpreting & cross-checking Enterprises and governments Optimization & intelligence discovery
Mintigo Intelligent Lead Generation Step Three: { Analytic lead scoring finding more matching leads, most similar to your best customers • • Checking leads for freshness Checks name, URL, contact, email, & job titles Accurate information equals higher score Leads are cross-checked and validated
Prospect Scoring—The Mintigo Way Thousands of indicators are evaluated to find only those companies that fit your Customer. DNATM and are likely to convert +5 points: +3 points: +1 points: -3 points: Employees: Database, DBA Technology: My. SQL Forums: Oracle Word: Security, Privacy Word: Login, Word: Signup, Customer Service Website: Pricing Page, IT Careers Info Technology: Database Inbound Link: nih. gov Employees: Infosec Titles, CIS, Cloud IP In Private Range Inbound Link: My. SQL Forums Outbound Link: Amazon IP Range Employees: Demand gen Java. Script: Marketing Automation Outbound Link: Salesforce Form: Contact Us No IT in Org Chart
Now Do It for 20 Million Companies Over 20 million US businesses are evaluated to find those with the highest score 0 90 45 59 89 100 97
Case Study – Mintigo Campaigns Raw leads Outbound: leads PPC: visitors Response Webex Sale Outbound: response PPC: lead form filled Funnel Step Minitgo Cost per unit (raw lead / visitor) PPC $5 $1. 5 Response rate (sales leads) 12% $42 1% $168 Webex / demo from responses 31% $138 42% $402 Sales from webex 30% $459 33% $1207 Mintigo: ~100 leads/sale ; PPC: ~1000 clicks/sale
Case Study – Email Campaign Performance List Mintigo Brokers 40% 85% Company-level accuracy Contact-level 55% accuracy (incl. bounce) New leads (previously unknown) Response rate 2% 89% • 89% correct contacts – email and phone • 87% new leads • Bounce rate < 10% • 4 x lift in campaign response rate 87% 8% “The Mintigo solution has proven superior accuracy, delivering a high percentage of new leads and a dramatic increase in campaign response rates” - Click Software SVP of Sales
Case Study - Telemarketing Performance List Brokers Mintigo % of calls answered 52% 79% % sales meetings from answered calls 11% 16% Leads to contracts rate 1. 6% 2. 8% Activation rate from leads 3. 9% 8. 7% • 70% higher value for customer • 80% of provided leads are new SOHO/SMB prospects • 130% uplift in conversion of new customers Mintigo has been a committed valuable partner, integral to the success of Orange. . . Mintigo’s unique solution made them a natural choice for Orange campaigns", Orange CMO
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