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The missing link in digital marketing lead generation - Developed by a Johns Hopkins Data Scientist

You don't know the buyers you don't know

Or you didn't....until now!

You know what happens on the web in aggregate - using search data. And you know what happens with individual known and anonymous visitors to your site - using cookie tracking.

But with search CTRs of 5-15% and visitor to lead conversion rates of 2-10%, you only know a small number of actual potential buyers.

Now you can know them all with buyer intent data!

Just like fracking turned the US from a global energy hostage to a net exporter within a couple years - this data will help you hit your revenue growth targets independent of outside factors beyond your control!

G2Crowd calls Buyer Intent Data "The Ultimate Conversion Tool." Sound like something your marketing and sales team could use?

lead generation data

Is it right for you?

This is well suited for companies:

  • with complex sales of average value >$5K
  • active marketing automation software
  • strong collaboration between marketing and sales

Effective use cases include:

  • accelerate BOFU lead gen beyond inbound marketing
  • build perfect "custom audience" for Facebook ads
  • reduce churn & increase loyalty among current customers
  • augment existing ABM efforts
  • cherry pick competitive prospects
  • build target account contact profiles
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It's easy and fast

There's a lot of activity out there on the web and there's only a small slice in which you're interested. Sure, it's much bigger than what you've captured thus far, but it's not billions and trillions.

We want to deliver the right leads - those that match your target profile. So we start with a simple questionnaire with nine details. Customers, target accounts, ideal client, key search terms, industry news/events & influencers.

That lets us prime the algorithm pump to deliver lots of leads that perfectly suit your ideal profile for you and your team.

 

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Delivering Leads

Every week we'll send you the magic data. A simple .csv file will include all the matching activity - can you believe you'll know the name, details and email of a profile matching prospect that takes an action on a competitors's site!!??

You'll get name, company, email, phone and details on what they did - with special note if they completed mutliple monitored activities within the week.

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Converting Data to Cash

Here's what we've learned. The Sales Fracking™ Data sounds really sexy.

And it is....once you've added your magic sauce.

You need to (we can absolutely help you get this done) turn the raw data into various retargeting, Facebook ads, direct sales outreach, drip campaigns and other creative approaches.

The biggest problem you'll have is too many leads. So a creative marketing automation and lead management approach will be important to unlock the value.

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Use Cases

Is this the solution to your lead-gen, sales pipeline & closing challenges?

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Competitive Prospect

How would you sell if you knew who was considering your competitors' products & services? We'll let you know when a profile fit downloads a gated offer from a competitors' site.

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Search Boost

You spend so much...time, energy & money on content creation, SEO & PPC. Are you found? Clicked? Do you Convert? Now you'll know who's searching for your key terms, and you'll get contact details not just PPC bills!

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Deal Intel

In complex sales it's not enough to know where your champion stands. You'll learn who on the buying team is exploring news, influencers and competitors as the deal progresses.

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Loyalty & Churn

As subscription service renewal approaches, wouldn't it be helpful to know if your customer is comparing alternatives? Of if a long-standing capital equipment customer might be ready to jump?

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Custom Audience

Have you begun to tap the power of Facebook "Custom Audiences"? Powerful for sure, but still best guesses based on likes. Stop guessing. Create custom audiences based on known activity across the web.

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Account Based Marketing

Love the ABM idea but struggle to execute? Now you can infuse your theoretical brand awareness efforts with actual behavioral and buyer intent data. It's like sitting around their conference table!

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Actual Results

Real contacts in the midlle of real projects - these are real, active, valuable leads.

How do they perform? The data from existing users is clear.

  • 82% acceleration in sales cycle
  • 50% close rate of pipeline deals created from these leads

It makes sense, after all. These are folks that are on the hunt for products & services like yours. They're actively searching and ready to buy. Stop wasting your time on hypotheticals - fill your funnel with active buyers!

 

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Frequently Asked Questions

How do you do this?
That's what's known in the trade as our "secret sauce." And it took a data scientist to develop the algorithms. This isn't about some simple coding on top of your site - it's about a deep, deep dive into internet behaviors.
What does it cost?

That depends on the size of your market, how many leads you want (competitors you track, target accounts you have, search terms to monitor, etc.).

Generally the cost/lead is less than $10 - sometimes MUCH less.

We can comfortably tell even niche providers of B2B services that they should expect >400 leads/month. 

Typical costs include:

  • set-up and initial tweaking - $2,200
  • monthly monitoring & reporting subscription - $4,800 (charged monthly, 3 month trial followed by 12 month subscription) 

Need coaching and assistance in interpreting and acting on the data? We can do that too. From manipulation and prioritization, through developing marketing automation workflows and even call scripts, email templates and campaigns.

Please inquire about agency pricing for multiple clients.

How much many leads will we get?

That depends....on a number of factors.

The bottom line is we could absolutely bury you in leads, and vendors of IP based data will often pitch you on outrageous volumes. 

But we've actually marketed and sold - run sales teams and been responsible for revenue. And so we focus on providing the large number of leads that will actually likely convert.

We're generally comfortable assuring even suppliers of niche products and services that they'll receive >400/month. The exact number can be substantially higher.

Here's the thing - you don't want to know about all activity with competitors, key terms, etc. That would be overwhelming.

The data you need is the data on which you can and should act to drive leads, deals and sales. Some is early stage (TOFU/top of funnel), some MOFU and lots is BOFU.

We'll work with you to get the right blend, and the right contacts. If you're primary target persona is a corporate engineer, do you want to know if a plant level HR person is searching? The answer may be "yes" depending on what you sell. But it may be "no" in which case it would be a distraction.

Typical TOFU leads are interactions with industry news, certain searches and social media follows of industry influencers. Typical BOFU leads are competitive downloads, along with product/service search terms.

Generally we adjust the algorithm to deliver about 50% BOFU type leads.

Why is it called Sales Fracking Data?

It's a perfect analogy.

Fracking technology has enabled energy producers to find, access and extract vast new supplies of natural gas. It's also allowed them to return to previously depleted sources and efficiently extract more.

Some have concerns about the technology - but it's put US industry ahead of the world based on low-cost energy for manufacturing.

And it's put early adopters on track to industry dominance.

How does this compare to Bombora & others?

We deliver actual interactions - directly observed indicators of buyer intent. And while we can't tell you exactly what technology Mintigo, Multiview, The Big Willow, Bombora, and others are using, firms that claim to provide buyer intent data normally use IP address association and interpolate surges in activity they observe with lists of known contacts from that geography.

It's better than nothing, for sure. But it's not nearly as good as actually knowing who did what.

Short answer....there is no comparison!

Is this legal?

Seriously? We're a bit offended at the implication, but understand the question. It's such an amazing and radical opportunity, that we all naturally ask ourselves why everyone's not doing it.

Yes, it's legal. You know you're tracked online. Perhaps you just didn't realize how extensively.

According to our research and understandings, this Sales Fracking Data service complies with all site and service Terms of Use, and further is ICO and GDPR compliant.

You are responsible for how you use the data, however, and should be aware of both explicit (e.g. CAN-SPAM) and buyer perception considerations in developing campaigns.

What do we do with the leads?

We provide the leads once/week in a .csv file. Sound archaic? Experience tells us that you're going to want to start with a list to review anyway, and then to segment into different drip campaigns, paid ad programs and workflows.

So we work with a format that supports that.

We also have learned that daily reporting becomes overwhelming. Our weekly batch format allows for consistent, attentive review and appropriate follow up.

Generally you'll get your first batch of leads about a week after you provide all the required set-up info. Then we'll work over the following several weeks to help you refine the algorithm to deliver what you really want.

As far as what to do, we'll make initial suggestions based on what you explain about your goals, sales process, etc. These can include paid ads (Twitter, Facebook & LinkedIn), marketing automation workflows, inside/field sales sequences, drip campaigns and more.

And if you want our ongoing assistance implementing any of these, we also provide that. So if you've got a lean marketing department and just want all this to "happen" in the background while you plan your next trade show - we can make that happen, with periodic checkins.

Ready to get started? Cool. Let's go!