Demandbase, Inc.

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Jason Stewart Mr. Stewart leads demand generation programs for Demandbase and is a recognized marketing technologist and thought leader in the B2B lead generation and lead management space. He founded and leads the Salesforce.com user group in San Francisco and was one of the first 500 people to complete the Salesforce.com Certified Administrator process. He has spent 12 years in B2B telesales, demand generation, lead management and marketing operations with a variety of public and privately held software companies. He earned his BA in English from Rutgers University. Chris Golec Mr. Golec is CEO of Demandbase – a provider of On Demand Software and Services to improve demand generation at B2B companies. Prior to founding the company in 2005, he co-founded Supplybase in the mid-90’s. Supplybase was a successful supply chain software company that created significant customer value before being acquired by i2 Technologies in 2000 as part of the largest software merger in history. Before entering the software industry, Mr. Golec spent the previous 10 years of his career with GM, DuPont, and GE serving in engineering, sales and marketing roles. He holds a B.S. in Chemical Engineering and an M.B.A. It's 2010. Do You Know What Your Response Rates Are? by Jason Stewart Amanda Ferrante over at DemandGen Report interviewed me for an article called Response Rates Under Pressure; Experts Offer Best Practice Tips . She included quotes from a variety of marketers, but here is our interview in it's entirety: 1. Is there any benchmark data that you would point to for marketers to assess themselves against with regard to response rates? I've seen 4-6% quoted in various BtoB blogs. What is your thought on the industry standard? Can you speak to some of the factors of that standard? (Industry, campaign, etc.) I think that 4-6% sounds high, actually. It might be in line for a well-warmed house list of people with familiarity around your offerings or content, but for a PPC campaign or rented list of people unfamiliar with you? That rate might be closer to 2-3%. 2. Segmentation has been pointed to as a definitive way to improve results. What are the best ways to approach segmentation? Why should marketers be doing it? How does it relate to an overall improved response rate? Thought leaders talk about building “buyer personas,” but I have been wrong on more than one occasion when I thought I understood my target audience. Run a report on the titles of the primary contacts at your closed/won opportunities. You might be surprised by what you find, especially with regard to the seniority level of your contacts. Have you been targeting VP’s when you should be talking to Directors? Another thing Demandbase clients inevitably discover is that they have a bigger footprint in some industries than they expected. They look at the industry breakdown of the traffic to their high-value pages and always find a previously undiscovered audience they haven’t been pursuing as aggressively as they should. 3.

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