We B2B marketers are a simple breed. We don’t ask for much. Some good leads now and again; enough SQLs to keep sales from chewing our ears off; license to throw around some silly acronyms every so often.
We’re easy to please.
But alas, it’s all easier said than done.
When you’re not working thanklessly to conjure qualified leads from nowhere, you’re drowning in a sea of unqualified leads and accounts, wondering where on earth all this junk came from — and what whoever put it there expected you to do with it.
Sound depressingly familiar? Well, you can draw some solace in knowing that pretty much every B2B company struggles with the same lead gen problems. Marketers in businesses big and small alike are dreaming wistfully of a time when data quality is no longer a problem and they’re armed with enough good leads to deliver qualified accounts and leads to sales consistently.
And, hey, at least 75%of your marketing database isn’t totally unusable! (If it is, don’t panic! Just read on…)
Zuman offers HR, payroll and benefits solutions to small and medium-sized businesses that want to maximize growth and scale effectively.
But they were themselves scaling rapidly, and so looked for a way to generate more qualified leads more quickly, to satisfy their insatiable sales team. So they commissioned a B2B data vendor to do just that — and generated tens of thousands of leads in a relatively short period of time.
Only… most of those leads weren’t qualified, as it turned out. Now, nobody was happy: Sales were still frustrated at the lack of qualified leads, and marketing were now burdened with a largely obsolete database.
You know what every marketer in that position wants to do? Prepare to launch a major email marketing campaign the very next quarter. So, they did.
Now, their already overwhelmed marketing team needed more qualified leads and accurate contact details for both their existing database and new leads ASAP — none of which they were likely to get much of the way things stood.
Back to basics: All marketing should be data-driven marketing
Data-driven marketing sounds like a buzzword (well actually it is), but in today’s data-saturated lead gen environment there really is no avoiding it. Data needs to be at the center of every demand gen activity you do, from content marketing and social media to marketing and sales ops. With account-based marketing — which Zuman were implementing — that’s perhaps truer than otherwise, given ABM’s emphasis on targeting select (named) accounts and zeroing in on the few individual influencers within those accounts to make the sale. To embark on that kind of pinpoint strategy you need plenty of up-to-date, accurate, relevant data.
Using real-time data enrichment, Zuman were able double their lead conversion rate, and significantly improve their email deliverability rates. And they now had plenty of qualified leads to work with after ditching their traditional data vendor and using Leadspace to get precisely the kinds of contacts they were looking for in their target accounts.
Rather than make do with basic insights like job title, company location or size, each lead was appended with dozens of granular insights including job functions, company revenue, industry, and familiar technologies. This made it much easier for marketing to assess which leads were truly likely to buy; which in turn meant more genuinely qualified leads to sales; which in turn meant a much happier sales team. In fact, their sales and marketing teams were aligned like never before – and even… got on well…!
At the end of it all, Zuman had increased their lead-to-opportunity conversion rate by 100%, increased their pre-MQL lead engagement by 45%, implemented account-based marketing and launched a highly effective email marketing campaign.
How exactly did they do all this? Read the full case study below to find out more:
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