Find the RIGHT Leads with Big (Social) Data
Amnon Mishor, Founder & VP Products Leadspace
About Leadspace
• Founded by former intelligence officers, expertise in analysis of big unstructured data
• Funding from top-tier VC firms
• Named by Forrester as an emerging technology to watch
Selected Customers
B2B New Customer Acquisition
Lead Generation
Prospecting
The Hidden Spend Lead Scoring & Nurturing
MORE LEADS
HIGHER CONVERSIONS
ALIGNMENT & EFFECTIVNESS
Who are you looking for ?
Buyer Persona Job function and role? Products being used?
Verification Still at the company?
Predictive Score Decision maker?
Matches my ideal profile?
Engagement Updated contact info?
Social activities? Topics interested in?
How to identify the right leads?
By their job titles?
John Smith IT Director John Smith
IT Director
By their online behavior?
They all just look the same…
Some real life examples IT leads from the company’s website:
IT leads found in an online database
My name is John and I have a DATA
PROBLEM
We love you John
Let’s face it
More than 70% of B2B buyers reveal their professional identity on the social web
John Smith
John Smith
Typical lead database analyzed through social profiles
High%14%%
Medium%17%%
Low%21%%
Moved%company%
27%%
Not%relevant%21%%
A New Perspective on Lead Scoring
15
34 6
123 65
8
29 141
78
44 5
39
62
150 11 70 130
40
A B C D Anonymous
Medium
Low
Junk
High
Current Score
Soci
al L
ead
Targ
etin
g Sc
ore Hidden
Leads False Positives
The Challenges of “Big Social Data” in B2B
• Identity matching • Unstructured data • Privacy issues • Keeps changing • Too rich…
Social Lead Targeting
Find prospects that match the profile of your best customers
Buyer Persona Modeling
Social Hubs Analytics Group Num.)of)Leads)in)Group
•" Linked:HR (#1 Human Resources Group) 95•" HR & Talent Management Executive 40•" Executive Suite 34•" VP OF HUMAN RESOURCES, DIRECTOR OF HUMAN RESOURCES, AND CHIEF PEOPLE OFFICER NETWORK (1000 Plus)fg 26•" CIO Forum 25•" Chief Information Officer (CIO) Network - The Group for CIOs 22•" Knowledge Management 20•" SHRM (Society for Human Resource Management) Official Group 19•" The Enterprise Architecture Network 17•" HR.com 17•" KM Edge 16•" Australian Human Resources Institute 16•" Harvard Business Review 14•" Social Media Marketing 13•" KM Practitioners Group 13•" eMarketing Association Network 12•" Cloud Computing 12•" Worldwide Intranet Challenge (WIC) 12•" Retail Industry Professionals Group 12•" SharePoint Users Group 12•" Knowledge Managers 11•" HR Executive Network 11•" Knowledge Management Experts 11•" Job Openings, Job Leads and Job Connections! 11•" CXO (CEO, COO, CKO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, CSO & CTO) Communityjk 11•" AIIM Global Community of Information Professionals 11
Social Lead Targeting Platform
Lead Targeting Engine
New Lead Discovery
Lead Enrichment &
Scoring Ideal Buyer Analytics
Sales Leadspace for Marketing Marketing
Sales Prospecting Lead Development
Marketing Lists Inbound Lead Analytics
CRM
The Social Web Online Databases
Marketing Automation
Social Lead Targeting within your CRM
Uncovering the true role and job functions
Relevant professional activities
Live cross-verified lead data
Confidential
“Pandora like” feedback
Social profiles along with updated contact data
Accurate company data
Evidence from companies that deployed Social Lead Targeting
Sales/SDR driven pipeline increased by over 400%, in less than a year a 267% increase in average, per-client, live pipeline, cross-sell opportunities (from 1.5 to 4)
In 6 months, a full 30% of LevelEleven closed deals came from Leadspace. Every member of the sales team uses Leadspace.
Summary
• The data problem has huge impact on new customer acquisition
• Big social data is the key to align sales and marketing on the RIGHT buyers