1. Four Ways to Dominate Your B2BMarketing Database: Marketing'sGreatest AssetMathew Sweezey - SalesforceMarketing Evangelist@msweezeyForest Baker - LinkedinFormer Head of Insights for Linkedin@forest415

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Salesforce.com, inc. assumesno obligation and does not intend to update these forward-looking statements.@msweezey & @forest415 3. 50,000The average size of a B2B marketing leaddatabase.@msweezey & @forest415 4. $150.00Average cost of acquiring a new emailaddress.@msweezey & @forest415 5. $7.5 millionBut what do you know about it?@msweezey & @forest415 6. Our goalUse data to help us better understand andmanage this asset. So we did someresearch.@msweezey & @forest415 7. @msweezey & @forest415Forest Baker:Sales & Data JunkyLinkedin.com-Account Executive (Higher Education)-Former Head of Insights at LinkedIn-Former behavioral economist-Bikepacking Triple Crown Winner 8. @msweezey & @forest415Mathew Sweezey:Author & EvangelistSalesforce.com-Marketing Automation for Dummies-Byline for ClickZ.com-B2B marketing Evangelist-Co-Founder Eventide Brewing 9. Four Ways To Dominate-Understand the churn of your database (New Data)-What does it mean for your forms-How to evaluate your email database-How to tactically use the data with sales@msweezey & @forest415 10. New Research@msweezey & @forest415 11. Question:What is the life cycle of a B2B emailaddress?@msweezey & @forest415 12. BeginsA new email address is issued for each newemployee at a company. Email addressesfollow a naming convention.@msweezey & @forest415 13. EndsThe email address for a B2B lead dies whenthe employee leaves the company, or takesa role outside of your buying process at thecompany.@msweezey & @forest415 14. 22%Annual churn rate for US workers age16+ US Department of Labor 2012@msweezey & @forest415 15. LinkedIn profilesreveal churn rates100M+ US Members@msweezey & @forest415 16. Churn fromtarget persona1. Leave key company2. Leave key role@msweezey & @forest415 17. @msweezey & @forest4152010 ChurnLeft company2012 ChurnChanged roles 18. Predict Churn 6 Industries 6 Functions 3 Seniorities@msweezey & @forest415 19. IndustriesHigh-tech, Retail, Medical, Finance, Shipping, ManufacturingFunctionsMarketing, Sales, HR, Finance, Purchasing, ITSenioritiesIndividual Contributor, Manager, Director+@msweezey & @forest415 20. Results@msweezey & @forest415 21. 17%Average 1-year churn rate based on profiles@msweezey & @forest415 22. 27% Highest churnrate Industry: Retail Function:Sales Seniority:Individual Contributor@msweezey & @forest415 23. 11%Lowest churn rate Industry: Finance Function: Finance Seniority: Director, VP, CXO, Owner/Partner@msweezey & @forest415 24. Seniority:Individual Contributorshave the highest churn rate@msweezey & @forest415 25. Function:Marketing and Saleshave the highest churn rates@msweezey & @forest415 26. Industry:High-techhas the highest churn rate@msweezey & @forest415 27. May your personabe: Professionals working in IT,Finance, or Purchasing who are managersor higher seniority@msweezey & @forest415 28. What aboutgrowth rates?How much does the size of each personatarget grow each year?@msweezey & @forest415 29. Growth =Total who joined persona during yearTotal in persona at beginning of year@msweezey & @forest415 30. 15%Average 1-year growth rate basedon profiles@msweezey & @forest415 31. 25%Highest growth rate Industry: Retail Function: Marketing Seniority: Individual Contributor@msweezey & @forest415 32. @msweezey & @forest4159%Lowest growth rate Industry: Finance Function: Finance Seniority: Director, VP, CXO, Owner/Partner 33. Get the datawww.slideshare.net/forestbaker/expected-1-year-churn-rate@msweezey & @forest415 34. What else doesthis mean?So if email churns is it still worth it to obtain?What else would we ask for to communicate?What are benefits of asking for social handles?How can we use this data to determine the health of ouremail database?@msweezey & @forest415 35. Is it worth it?The average cost of an email address is $150.00. Theaverage cost of a paid social engagement is $0.50 So whyspend the money on acquiring an email address?@msweezey & @forest415 36. Social LTV:Social handles have a much lower churn,more targeted approach, and be morevaluable than spending time on emailacquisition. Follower churn is 10% per year.@msweezey & @forest415 37. BonusesSocial fans allow for Look Alike campaigns.@msweezey & @forest415 38. Email is stillking Despite the increase in paidsocial advertising, email isstill the number one driver formany campaigns. However not allengagements require an email address.Know what you plan to do with it before youget it.@msweezey & @forest415 39. Target social@msweezey & @forest415 40. Use social toget email@msweezey & @forest415 41. @msweezey & @forest415 42. @msweezey & @forest415 43. Health of yourdatabaseThis data gives you way to now judge your largest asset@msweezey & @forest415 44. PenetrationTotal DatabasePotential DB@msweezey & @forest415Linkedin provides thisdata thought their SalesNavigator Product 45. Growth ScoreTotal Net New Email Addresses(Possible DB x % Growth) (Possible DB x % decay)@msweezey & @forest415 46. New IdeasTargeting the time of churn. This means for each personwho churns, there is a new opportunity with the existingcompany and the company they go to.@msweezey & @forest415 47. Data for salesJob change alerts are the best way for salesto keep up with change. They can reach outvia inMail in Linkedin.@msweezey & @forest415 48. @msweezey & @forest415 49. @msweezey & @forest415 50. @msweezey & @forest415 51. Tactic:Making a new job drip program for sales toexecute is a great idea! Think cross channel andnot just email.@msweezey & @forest415 52. Thank you!Now lets get to questions@msweezey & @forest415 53. QuestionsGo easy on us..@msweezey & @forest415