7 Data-Driven Reasons Why B2B Demand Gen Fails HOW TO CHANGE YOUR B2B DEMAND GEN GAME By now it should be clear that demand gen programs suffer for good reasons. They lack access to the breadth of data needed to develop quality leads as well as the machine capability to mine this data. LeadCrunch’s goal is to help you fix these problems so you can create effective lead lists and close more deals. Following is an outline of how to increase your close rate by tackling the relevant Create better data math. 1. CREATE BETTER DATA. To start, we need to make your data more Clearly define your complete and accurate by getting a better picture of the millions of numbers game companies in your market that are “data opaque,” meaning that they are either poorly profiled or not profiled within most paid databases. Use tools that let you efficiently and intelligently Steps to create the data you need: “play numbers games.” a. Determine which companies in your market are data opaque. Data opaque means that there is no easy way to get a clear picture of these target companies. It won’t be easy for you to do, but it won’t be easy for your competitors either. b. Piece together what you can. There are thousands of fragmented data sources that contain bits of information about the companies you care about. Your job is to assemble this puzzle. New innovations in data science help us to do this with greater speed, precision, and completeness. c. Create new data using data attractors. Data attractors are essentially a form of barter. The attractor gives away something valuable in exchange for data. One of the biggest examples of data attractors is found in the online search business. Google provides accurate search results (something valuable) in exchange for information about what you are seeking (your search data). Google then monetizes your search data by matching you to relevant ads. B2B marketers have also used attractors by offering free white-papers (something valuable) in exchange for an email address (data). www.leadcrunch.ai 7 www.leadcrunch.com