Finding New Customers with Bid DataAriel Geifman, Director of Marketing, Mintigo

B2B Marketing Pains Today - “More leads, Better quality”

Outbound vs. Inbound

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 B2B Marketers

Source: MarketingSherpa, “2011 B2B Marketing Benchmarks Survey” July 2011. Cited by eMarketer. n-=1,745.

74% of marketers pay more than $50 per lead

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 ScalabilityC

ost

Leads

Search marketing doesn’t scale up well

Search

My next customeroffer Customers

WEB & Social

CustomerDNASearch engine

Search engine for new customers

Mintigo Technology

CustomerDNAthousands indicators for your best customers

Machine Learningsearch for more matching leads, most like your best

customers

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Web crawlingsemantic, networks, technology platform, social

CustomerDNAthe 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 GenerationStep One:

Automated web discoveryfinding 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 GenerationStep Two:

Analytic lead scoringfinding 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

Mintigo Intelligent Lead GenerationStep Three:

Prospect Scoring—The Mintigo WayThousands of indicators are evaluated to find only those companies that fit your CustomerDNATM and are likely to convert

+5 points:Employees: Database, DBATechnology: MySQLForums: OracleWord: Security, Privacy

+3 points:Word: Login, Word: Signup, Customer ServiceWebsite: Pricing Page, IT Careers InfoTechnology: DatabaseInbound Link: nih.gov

+1 points:Employees: Infosec Titles, CIS, CloudIP In Private RangeInbound Link: MySQL ForumsOutbound Link: Amazon IP Range

-3 points:

Employees: Demand genJavaScript: Marketing AutomationOutbound Link: SalesforceForm: Contact UsNo IT in Org Chart

Now Do It for 20 Million CompaniesOver 20 million US businesses are evaluated to find those with the highest score

1000 45 90

89 9759

Case Study – Mintigo Campaigns

Funnel Step Minitgo PPC

Cost per unit (raw lead / visitor) $5 $1.5

Response rate (sales leads) 12% $42 1% $168

Webex / demo from responses 31% $138 42% $402

Sales from webex 30% $459$459 33% $1207$1207

Outbound: leadsPPC: visitors

Outbound: responsePPC: lead form filled

Mintigo: ~100 leads/sale ; PPC: ~1000 clicks/saleMintigo: ~100 leads/sale ; PPC: ~1000 clicks/sale

• 89% correct contacts – email and phone

• 87% new leads• Bounce rate < 10%• 4x lift in campaign response rate

Performance List Brokers

Mintigo

Company-level accuracy

40% 85%

Contact-level accuracy (incl. bounce)

55% 89%

New leads (previously unknown)

87%

Response rate 2% 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 – Email Campaign

• 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

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%

Case Study - Telemarketing

Q&A

Thank You!