This interview with Sam Laber of Datanyze is part of our Webinar Series.To view the transcript of Sam’s entire presentation, visit our webinar library. A transcript of the Q&A portion is available below.
McKay: Great, thank you so much Sam, that was awesome. Really, really good stuff. So you covered a lot of stuff and we’re getting a lot of questions coming in. One of the main questions we’re seeing is what would you say the biggest mistake companies make when they start down this process to try to nurture and they get these leads, they can’t convert themselves. What’s the number one reason why? Have you been able to crystallize that as you guys look at your data? What’s the number one mistake people are making?
Sam: Yeah, yeah, that’s a good question. I’d say I think there’s a lot of content out there that is around sort of the expectation that content leads are very slow converters and I think if people have that expectation going in that these guys are going to take six to nine months so let’s not try to convert them before they’re ready, I think the mistake that people make is that it’s not necessarily about having that six to nine month life cycle.
That might be true for some leads but for others it’s not. Others, they may just not know what you do or they make be looking for sort of like a personalized touch that helps put them over the edge. So in that case, I think people tend to rely too much on automation even in content because they’re not sure that leads are ready to be followed up with. But I think the best conversion is going to be taking that leap and being confident in the fact that you have a strong product and the people that are downloading your content are going to see that if you apply a personal touch and you approach the right leads.
McKay: Good, good, that’s a great point. Do you think most people, most companies, most marketers are too aggressive with the leads they get in or not aggressive enough? Because I’ve been accused of both. I mean somebody downloads a white paper, we call them and people say, “Well hey we’re not ready to be called. We just downloaded a white paper.” But then I’ve also been accused of someone downloads a white paper, they just get a random email from you every once in a while that’s certainly not very aggressive and probably isn’t that useful. What’s your take on the aggressive scale? Where do you like to fall in that scale and what are the cautions on either extreme?
Sam: Yeah, sure. So I think again, it kind of boils down to knowing who to reach out to. But I’d say calling when someone downloads a white paper is a little tough. I think with this flow that I was mentioning and injecting sort of a manual follow up, I think this is something that you don’t want to do directly after someone downloads a white paper.
You want to give them time to interact with your content. Feel around maybe like previous webinars. Look around the blog and then maybe three or four days later you want to come in with an email that is well researched. So that’s the key, sending out an email that is personal. It just says, “Hey, I noticed you downloaded our white paper, we have a lot of great products for you, when is a good time to talk?”
That’s something that people aren’t going to respond to. But if you take the time and you treat these almost as outbound leads. So think about the typical prospecting employee would do, looking at their LinkedIn, maybe Google searching them, looking at what they’re tweeting about and all that stuff. So that’s kind of the key reason for having that inbound sales development rep, is treating these content downloads like outbound leads and applying that personal touch as much as possible.
So I think if you stick to that and you’re not too aggressive with your follow up but you are personalized and you’re applying a human touch, I think you’ll be good to go.
McKay: Great point. In terms of the type of process or information that Datanyze provides, why don’t you get into that a little bit? Tell the audience what Datanyze does. How it integrates maybe with their marketing automation system that they have or how do people use your tool and who is your typical customer?
Sam: Sure, yeah. So, most Datanyze users tend to be on the sales side. But what we’ve found is that there’s a really great marketing use case. So let me pop open another window here. So if you haven’t already, a really great way to get a taste for what we do is to download our free Chrome extension. We also have it for Firefox, if anybody’s on Firefox. But it helps you do a few things and it kind of gives you a sample into what Datanyze is all about. So it’ll help you identify the technology stack behind any website.
So for example, if I’m to go to VentureBeat right now – and hopefully my Internet works, here we go. I’m clicking on, in this case, the Datanyze plug in and it’ll tell me all the technologies that VentureBeat is using, which is a great piece of intel. So let’s for example, you’ll be reaching out to the director of marketing at VentureBeat. You’re going to want to know, okay they’re using Google Analytics. It looks like they’re using LinkedIn display ads. It looks like they’re doing some pretty intense targeting. Looks like they’ve got LiveRamp which definitely means they’re doing a lot of sort of like cookie matching and data onboarding.
So it’s a great tool for that and it also in one click allows you to go to their LinkedIn profile and with another piece it allows you to on this end, on LinkedIn, it allows you to export contacts to Salesforce or to a Datanyze list one by one or in batch and while you’re doing that it’ll also find their email addresses for you. So it’s a great sales prospecting tool and it’s also a great intelligence tool for those looking to gather some intel on prospects before they reach out.
Then just quickly on the marketing side, the biggest use case is we have a predictive lead scoring engine. It uses all this great technology data. So for example, what we can do is we can analyze your Salesforce or your marketing automation platform – Marketo, HubSpot, Eloqua, and we can combine the historical data with the data that we collect on technologies, revenue, employee count and then we can suggest the best leads in your Salesforce for you based on these predictive scores.
So it’s a really great tool for knowing which of your current leads are most likely to convert and then on the lead scoring side, as soon as a lead comes in, we can assign a score based on those same parameters. So again, the technology, the firmographic stuff, revenue, employee count and things like that. So I hope that explains it. I didn’t actually prepare a slide on Datanyze just because I don’t like to incorporate a harsh sales pitch into presentations. But if you want to check it out at datanyze.com and we’d love to talk.
McKay: Great, that was a very well done sales pitch but not sales pitch. I thought that was well done Sam. Well done. Okay, we have somebody asking about the cost of the Chrome tool. I believe you said it was free right?
Sam: Yeah, yeah, it’s free.
McKay: Great and then just one more question for you. So in terms of the flow for nurturing, do you guys subscribe to the more progressive, more in-depth invitations as you nurture someone? So they download a white paper to start with and then you offer them something else of value and something else of value that is progressively more and more. It takes more and more information for them to access. Is that your sort of overall philosophy? I mean it’s kind of what you described a little bit during your presentation on that too but, describe your overall philosophy there for nurturing and moving people down the funnel if you would.
Sam: Sure, yeah. So you mentioned progressive profiling. I think that’s a great tactic if you have sort of secondary questions that you want to ask to your prospects. We actually eat our own dog food on this and we append a lot of that data already. So one thing that for example a lot of people will ask how many employees at your company? Or what is your current CRM or marketing automation platform?
We actually don’t need to ask that because we append our own data on technologies and employees to that. But if you have sort of like very personalized questions that are very big indicators for you that wouldn’t be sort of typical firmographic data – so things like how many people do you have on your sales team, what solutions are you interested in, things like that, I would definitely say as you move them down the funnel and they subscribe to different types of content, it’s a great idea to append those to your forms and ask that way. Just make sure that you auto-populate the information they’ve already provided you so they don’t have to fill out a long form again.
McKay: Yeah, I agree. You certainly don’t want to double ask for the same information. That’s silly and shows sort of a lack of sophistication on your end of the marketing world. Yeah, agreed. Well good stuff. Anybody, if there’re any final questions before we conclude, we’ll take those. If not, we’ll conclude. . . no, two things to note. The recording of this webinar is going to be posted on our website, on convirza.com. Just go to Resources at the top and you’ll see Webinars and I’ll get that recording up later today. Then you’ll also receive an email from us that has a recording attached to it as well. So any final thoughts from you Sam before we close up shop today?
Sam: Nope, all good. Thanks everybody for coming and again, it was awesome. Thanks for your questions and look forward to interacting in the future.
McKay: Awesome. Sam, thank you very much man. We really appreciate it. We know how busy you guys are and I’ll endorse Datanyze. We’ve had good success. We just started using the tool and using it with our Marketo platform So far the success that we’ve seen has been really good. So congrats to your team on a great tool and then also Sam, good job on our webinar as well. So thanks again everybody. Have a wonderful day and hope to see you again on another webinar soon. Bye bye.