New Developments in B-to-B List Acquisition
Leadspace, created by a team of former Israeli intelligence officers, is a leader in targeted, real-time prospecting data for business marketers. Their process begins with constructing an ideal buyer persona by analyzing the client's best customers, which can be executed by uploading a few hundred records of name, company name and email address. Then, Leadspace scours the Internet, social networks and scores of contact databases for look-alikes and immediately delivers prospect names, fresh contact information and additional data about their professional activities.
How LevelEleven Took its Prospecting to the Next Level
LevelEleven provides a cloud-based platform where sales managers can create fresh and compelling sales contests within Salesforce.com. For example, the Detroit Pistons recently used LevelEleven to organize a sales contest for skyboxes at their arena, and drove sales of over half a million dollars. In other words, 50 percent of the skybox annual sales target was closed in a mere six weeks.
LevelEleven's target prospect is a sales manager or sales operations manager in any company that uses Salesforce.com as its CRM system. Today, LevelEleven's sales team gets leads from four sources:
- The Salesforce.com AppExchange, where other Salesforce users search for partners.
- Conferences and trade shows, like Dreamforce.
- Registrations from content downloads at the LevelEleven website.
- Rented lists of prospects.
LevelEleven has tried a variety of list sources over the years, with mixed results. In the first half of 2012, the prospecting sources produced zero in closed sales. In June 2012, they began experimenting with Leadspace. In the second half of 2012, a full 30 percent of LevelEleven closed deals came from this source.
According to Bob Marsh, CEO, the power of Leadspace for LevelEleven is its close targeting based on the LevelEleven customer profile. "Leadspace helps us infer pretty accurately whether a prospect is using the Salesforce platform," he says. "And they deliver to us a short list of highly likely contacts in the account, like the Salesforce administrator or the sales operations manager. Everyone on our sales team has a Leadspace license, and it is performing for us."
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.