1) How to target your ideal customer -The evolution of firmographic, demographic, technographic targeting -Why we’re better than list acquisition -Practical example of how to develop a growth model 2) Perform consent-based demand generation -Consent in 2018, how to prepare -Ad targeting needs a re-boot -Practical example of legitimate interest advertising  3) Privacy-first prospecting Inside sales that satisfies your legal counsel How to leverage businesses’ company data? Practical example of preference management

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Predictable Revenue
with the GDPR
• How to target your ideal customer
• Perform consent-based demand generation
• Privacy-first prospecting

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Daniel Barber
CEO & Co-founder
DataGrail

4. 4#DSW2018
Introduction & Agenda
How to target your ideal customer
• The evolution of firmographic, demographic,
technographic targeting
• Why we’re better than list acquisition
• Practical example of how to develop a growth model
Perform consent-based demand generation
• Consent in 2018, how to prepare
• Ad targeting needs a re-boot
• Practical example of legitimate interest advertising
Privacy-first prospecting
• Inside sales that satisfies your legal counsel
• How to leverage businesses’ company data?
• Practical example of legitimate interest
Daniel Barber
CEO / CO-FOUNDER
@gaijindan
#DSW2018
#InsideSales
Led and built revenue teams at DocuSign, Datanyze
(acquired by ZoomInfo), Node.io, ToutApp
(acquired by Marketo) and Responsys (acquired by
Oracle).
Advises several high-growth startups including:
Chorus.ai, Outreach.io, and SignOnSite.

5. 5#DSW2018
How to target your Ideal Customer
Let’s rewind to 2015..
BUILDING A SALES DEVELOPMENT ENGINE: AN INTERVIEW WITH DANIEL BARBER – TOPO
ICP + TAM = A Sales Qualified Lead Machine – Mattermark
How To Build A Customer Profile Template – Bowery Capital
What’s Changed?!

6. 6#DSW2018
The Age of Privacy has arrived
“Where processing is based on consent, the controller shall be able to demonstrate that the data subject has
consented to processing of his or her personal data.”
- Article 7
“The data subject shall have the right to withdraw his or her consent at any time… It shall be as easy to withdraw as
to give consent.” – Article 7
“The data subject shall have the right to obtain from the controller the erasure of personal data concerning him or
her without undue delay and the controller shall have the obligation to erase personal data without undue delay”
- Article 17
Information to be provided where personal data have not been obtained from the data subject
• The identity and the contact details of the controller and, where applicable, of the controller’s representative;
• The contact details of the data protection officer, where applicable;
• The purposes of the processing for which the personal data are intended as well as the legal basis for the
processing;
• The categories of personal data concerned…
Article 14

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Intent Data is King!
Firmographic data is protected
Data providers that can provide companies interested in
products or services, support the basis for legitimate
interest
Ideal Customer Profile in 2018
1. Determine the companies expressing interest in your
product/service
2. Acquire the contact list of individuals at
aforementioned companies via traditional means
3. Perform programs that explicitly state that personal
data has been acquired by G2 Crowd, Bombora, etc.
4. Provide an opt-out of data processing, i.e. through
preferences or explicit removal
5. Run role-based direct advertising via LinkedIn
ICP + TAM = A Sales Qualified
Lead Machine – Mattermark

8. 8#DSW2018
Consent-Based Demand Generation
Consent is channel agnostic
1. Website (newsletters, webinars, white-papers)
2. Mobile (in-product or website)
3. Syndicated programs (LinkedIn, G2 Crowd, etc.)
4. Social programs (Facebook!)
5. Closed lost opportunities
Remove the friction
1. 400% lift from consent to conversion calling
in less than 5 minutes
2. Allow individuals to book a demo directly on
the website: Chili Piper, Calendly, HubSpot
Sales
3. Enrich and score based on firmographic,
demographic, and technographic attributes
4. Run programs on LinkedIn for top-1000
accounts
Technographic
Alexa 1M, DemandMatrix,
G2 Crowd
Demographic
Clearbit, FullContact,
Social123
Firmographic
Capital IQ/D&B

9. 9#DSW2018
GDPR: The Good, the Bad, and the Grey
Legitimate interest: What does it mean for
Inside Sales?
1. Contacting prospects without consent is a
significant legal risk
2. Field marketing is constrained by disclosure
statements and legal process
3. Data sources become challenging to use (e.g.
ZoomInfo ceased their service May 8)
B2B Advertising Re-booted
1. Targeted campaigns via Facebook, LinkedIn,
Twitter
2. Reverse the click data to specific individuals
3. Engage via email, LinkedIn, or even direct mail!
4. Run direct advertising via LinkedIn on the
companies
Example: INFLU, engaged advertising
GDPR: The Good, the Bad, and the Grey – Sales Hacker

10. 10#DSW2018
Privacy-First prospecting
Email Preference Management
1. Newsletters
2. Offers
3. Product Announcements
4. Unsubscribe
5. Take a break!
Outbound with Disclosure
1. Re-purpose your demographic data sources
for enrichment vs. acquisition
2. State where you acquired the data in your
email campaigns
3. Work with your legal team to include data
sources in purpose for processing
document
4. Provide unified preference management
Example: Sales Hacker

11. 11#DSW2018
Direct mail is protected!

12. 12#DSW2018
Thank you!