Harnessing the Power of Social Media for a Better CRM Experience. November 8, 2011

Transcription

1 Harnessing the Power of Social Media for a Better Experience November 8, 2011

2 Welcome! Important Web Seminar Notes We have automatically muted the line. During the presentation, all participants i t will be in listen-only l mode Please turn off all webcams There will be a live question-and-answer session at the end of the call (if time permits) Submit questions via the Q&A feature. Simply select the Q&A window, type your question into the dialog box, and click the Ask button The slides and recording of this call will be sent to attendees for today s program Having technical difficulties? Call or pfs@intercall.com 2

3 Today s Presenters John Annunziato II A senior associate in our Blue Bell office, John has Senior Associate more than 3 years of experience. He is a certified Microsoft Dynamics and Scribe technician and John.Annunziato@mcgladrey.com is knowledgeable with Javascript and SQL Programming Donato Diorio Founder and CEO Broadlook Technologies x246 paul@broadlook.com Donato is an entrepreneur, thought leader and educator focused on best practices in internet research and data quality. Donato is the CEO and Founder of Broadlook which serves thousands of clients worldwide, including Fortune 100 companies, with applications to aid in sales, marketing, data quality, recruiting, corporate sourcing and business intelligence. 3

4 Harnessing the power of Social Media to create a better experience #McGSocial

5 The Evolution of Sales Desire I want...more data(lists) I want... Better selection(databases) I want... More contacts t per company(zoom) I want... Fresher contacts(.com by SFDC) I want... More information(insideview) I want... More k l d knowledge(linkedin) I want... More process (crm) I want... Sustainable process Information Knowledge

6 : General state of evolution Stone Knives and Bear Skins

7 The Fully Powered

8 The Four Zones: Where do you fall? Without a scalable process you are limited to small scale success. Without a competitive advantage, you continually face competitors using the same data. Without data quality, success is random. Sometimes you connect at the right time and succeed. Poor data quality invariably forces quantitative selling vs. qualitative. 2. small scale 3. competitive success environment 4. scalable brilliance 1.random P dt lit success

9 22 Factors: The Fully powered Fresh Accuracy Multi venue Built fast Normalized Scored Verified Targeted Ready Transparent Custom Mashed Actionable Complete Scored Seamless Exclusive Social Mash Measured Event Triggers Sustainable

10 Fresh: The base of data decay The base of data dt decay is tied strongly to job attrition.

11 Fresh: Base decay by year Does not account for: Change in title, promotion Change in working location Change of phone number Add mobile phone number Change of department Change of area code Change of format Merger or acquisition

12 POLL #McGSocial

13 Fresh: Decay on all factors

14 Accuracy: Spiral Down... What is the really lost without accuracy? Credibility attempting to contact the wrong person or someone who left lft months ago Confidence The tone of the outreach changes. who is in charge of? vs. Connect me with Dan Time It takes longer to make a good connection You spiral into a quantitative method

15 Multi venue Name, title and phone are not enough. Superior data includes multiple contact venues to identify, get attention, ti connect and build rapport. Basics: name, title, , phone Social: LinkedIn, Facebook, Blogs, Twitter Rapport: Biography, Peer influencers Recency: Relevant industry events

16 Multi venue example

17 Built fast How quick was the list produced? This is the reality of data aggregators Ask kth them: How old is your oldest dt? data? 59.5% (4000 records, built over 8 quarters, 59.5% accurate.)

18 POLL #McGSocial

19 Normalized Stage setting Over 30% of data includes duplicates Periodic De duping is treating a symptom of disease The solution to prevent dupes is Normalization Normalization cannot happen without a plan A plan for your data is a Plan A plan for your is a Plan Enforced Normalization is the cure for duplicates

20 Normalized The Plan Company Names Rule Setting Like this not this Case Convert to proper Broadlook Technologies broadlook technologies Commas remove Broadlook Technologies Inc Broadlook Technologies, Inc Initials Space only R A Smith RA Smith Leading The Move to end Container Company, The The Container Company Odi Ordinals Abbreviate 1st Medical Mdi ldirectors First Medical Mdi ldirectors Periods Remove R A Smith R.A. Smith Phrase: and company Convert to & Co R A Smith & Co R A Smith & Company Phrase: and Convert to & M & M Insurance M and M Insurance Plans are easy.. Plans avoid duplicates.. Plans save $ Do you have a Plan?

21 POLL #McGSocial

22 Normalized: Real Standard report

23 POLL #McGSocial

24 Normalized How many comp in title, promotion Change in working location Change of phone number Add mobile phone number Change of department

25 Normalized: Only 3 contacts

26 Verified Call verification is the ultimate step in creating the ultimate list. Given excellent starting data, call verification can be done inexpensively. Verifying is very different than discovery. Continuum of call verification. Exists: Verify the person at a specific extension is there. Connect: Actually verifying by talking to the target prospect. Full: Talking with a person. Verify data points of name, title, . (phone is verified by the process of connecting) Note: Crowd sourced data is NOT call verified. Crowd sourcing suffers from the same aliments as most lists, not built fast, not accurate, not normalized, and not scored.

27 quality metrics Points Factors Max Max 3 Fresh 4 <30 days <60 days <90 days <180 days Accuracy 4 95% 80% + 70% + 60% + Built utast fast 4 <14 days <45 days <90 days <180 days Normalized 4 yes Scored 2 yes Verified 2 yes Max total 20

28 POLL #McGSocial

29 Targeted SIC code vs. self description Company centric vs. contact centric What the company is doing today vs. what it did last year Market Mapping

30 Targeted Targeting cannot be accomplished by googling, using online databases or social networks. You cannot rely on keywords.

31 Targeting Software By page 5 of google, 4/10 results are software companies 4/10 results are companies

32 Targeted The single most accurate way to target t companies is by answering: How does that company describe itself today? How do I record that information in my? How do I keep that information updated? How often should I update it? How do I make this process sustainable?

33 Custom Every business model has different success requirements. One business may require , another may not have a need for it. Get an understanding of what your list component success factors are.

34 Complete Bigger pool = more results Complete does not equal one point of contact per company To be considered complete, a list must have as many contacts per company that is necessary for that sector

35 Exclusive Is your list online? Who else has your list? How many times has your list been sold? Is your list... everyone s list?

36 metrics Points Factors Max target by self Targeted 6 description Custom 6 built on demand hand built mashed from many sources specialty database keywords sic code pulled from larger sample Complete 4 95% + 85% + 65% + 55% + Multi touch 6 3 points of contact 2 points of contact 1 point of contact Multi venue 2 4 venues 2 venues Exclusive 6 no competitors Max total 30 limited or membership access anyone can buy access

37 POLL #McGSocial

38 & Quadrant Key Qualitative / Event driven Qualitative Cyclic Quantitative / Cyclic Quantitative/ commodity ge antag Adva itive mpeti Com Cold Call + 90 days days days Influence new lead Warm call

39 Ready Incoming data adheres to your Plan Your is cleaned, de duped, and conforms to your Plan Your has de dupe d logic to catch th incoming duplicates

40 Mash Are incoming contacts mashed with existing records in you? Single Point of Truth Interface: SPOT Incoming data data Shown: Broadlook s Patent Pending SPOT Interface for Microsoft Dynamics

41 Scored Is all contact data scored, based on: completeness Cross references age Leads Contacts Accounts Social data Bio data Social Intuition score

42 Social Mash Does the new data coming into your mash with social networks?

43 Transparent Where did the data come from Is each source of the data documented? Are the sources actionable to review live?

44 Event Triggers Having data dt display when a sales rep looks up a company is NOT an event trigger Event triggers should notify the sales rep that something has happened.

45 Event Triggers

46 Actionable If your new list is in the hands of your administrator, researcher or someone else, your new list is aging every day. Any newly acquired list needs to moved into your immediately Are your sales reps looking for triggers or being alerted

47 Seamless To be efficient, i all major business functions need to be inside in the. sources that are not seamlessly mashed with hampers business execution. Beware of islands of technology. Business lives inside the

48 Measured If business processes are not measured, they cannot be improved or reported on.... when inaccessible by workflows, cannot be measured.

49 Sustainable The measures of success for the sustainable process: Refined Documented Repeatable Culturally Enforced Technologically ll Enforced Automated

50 How are you getting your leads? Quadrant Key Qualitative / Event driven di Qualitative Cyclic Quantitative / Cyclic Quantitative/ commodity ge antag Adva itive mpeti Com 30 Sustainable process 15 0 Phone Book Cold Call Zoominfo Inside View Hoovers Broadlook LinkedIN Jigsaw Warm call

51 Next time you buy data... I want my list built on demand, d generated td based on how companies describe themselves. It needs to be 95% inclusive of my target market. I want 3 points of contact for each company, multiple ways like and social networks to reach out them. You must deliver dli it inside id my and you can t sell this list to anyone else

52 Questions? Schedule a meeting with your McGladrey Consultant to learn what marketing options are best for you! John Annunziato II John.Annunziato@mcgladrey.com McGladrey s Broadlook representative: Paul Cielinski x246 paul@broadlook.com facebook.com/mcgladreytbs twitter.com/mcgladreytech y twitter.com/mcgladrey