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Bad data shouldn't happen to good marketers. Yet, even the best marketers get lost in the ever-expanding world of "big data." Get the tools you need to build a revenue-driven, digital marketing program. Watch our on-demand webinar with ZoomInfo!
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#123ZoomInfo
Mike Turner, Webmarketing123
Anna Fisher, ZoomInfo
#123ZoomInfo
1. Can I ask questions?
2. Can I have a copy of the slides?
Of course! Tag your tweets with #123ZoomInfo or type in the chat box.
Yes! We’ll email you a free copy.
FAQs
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We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
#123ZoomInfo
Your Target Buyers Found! ZoomInfo delivers detailed profiles on business contacts and companies through a suite of software tools.
/ About ZoomInfo
#123ZoomInfo
1 The “Big Data” Dilemma Defining the Modern Marketing Challenge
2 5 Deadly Marketing Data Mistakes Delivering Clean Data for a Stronger Pipeline
3 Live Q&A Ask Your Toughest Digital Data Questions
On the Agenda
#123ZoomInfo
Marketers have a Big Data problem.
/ The Big Data Problem
#123ZoomInfo
Marketers have a Big Data problem.
/ The Big Data Problem
Data is growing 40% per year worldwide.
Source: Forbes, Big Data Analytics and the Future of Marketing and Sales
#123ZoomInfo
Marketers have a Big Data problem.
/ The Big Data Problem
And, it lives in silos. SEO
SEM
Social
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/ The Big Data Problem
Good data is worth the headache. Companies that make data-driven decisions improve ROI by 15-20%.
Source: McKinsey, http://cmsoforum.mckinsey.com/topic/roi
#123ZoomInfo
/ The Big Data Problem
Good data is worth the headache.
1
2
3
Identify your most lucrative target market.
Close more deals faster with efficient lead nurture programs.
Facilitate better sales-marketing alignment.
4 Accurately forecast sales-marketing pipeline.
#123ZoomInfo
1 The “Big Data” Dilemma Defining the Modern Marketing Challenge
2 5 Deadly Marketing Data Mistakes Delivering Clean Data for a Stronger Pipeline
3 Live Q&A Ask Your Toughest Digital Data Questions
On the Agenda
#123ZoomInfo
/ 5 Deadly Marketing Data Mistakes
Bad data hygiene. How fast does turnover occur at your company?
1
Your customers have the same issues!
#123ZoomInfo
/ 5 Deadly Marketing Data Mistakes
Bad data hygiene. 1
#123ZoomInfo
Form fields galore. 2
/ 5 Deadly Marketing Data Mistakes
#123ZoomInfo
Not so strategic segmentation. 3
/ 5 Deadly Marketing Data Mistakes
#123ZoomInfo
Not so strategic segmentation. 3
/ 5 Deadly Marketing Data Mistakes
#123ZoomInfo
Tracking every metric possible. 4
/ 5 Deadly Marketing Data Mistakes
“sales qualified lead” “conversion rate”
“clickthrough rate” “cost per click”
“bounce rate”
“marketing qualified lead”
“ROI” “clicks”
“visitors” “new leads” “close rate”
“impressions” “CPM”
“visitors” “new leads” “close rate”
“CPM” “Likes”
“engagement rate” “retweets” “repins”
“favorites”
“follower growth”
“quality score”
“CPV”
“visits”
“indexed pages” “# of top 10 keywords”
“traffic growth”
#123ZoomInfo
Tracking every metric possible. 4
/ 5 Deadly Marketing Data Mistakes
$ $ $
Qualified Leads (SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Organic traffic to preferred landing pages.
Organic keyword theme ranking.
These SEO metrics are essential.
✓
✓
✓% of keywords ranking for preferred landing pages. ✓
Conversion volume and CVR. ✓
But, take it a step further for revenue.
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Tracking every metric possible. 4
/ 5 Deadly Marketing Data Mistakes
Track progress with agreed upon KPIs.
Identify goals, build action plan, & assign ownership to ensure accountability.
#123ZoomInfo
Reporting on leads – not revenue. 5
/ 5 Deadly Marketing Data Mistakes
It’s not enough to measure leads alone.
#123ZoomInfo
Reporting on leads – not revenue. 5
/ 5 Deadly Marketing Data Mistakes
Close the loop by tying mobile campaigns to revenue in CRM.
#123ZoomInfo
1 The “Big Data” Dilemma Defining the Modern Marketing Challenge
2 5 Deadly Marketing Data Mistakes Delivering Clean Data for a Stronger Pipeline
3 Live Q&A Ask Your Toughest Digital Data Questions
On the Agenda
#123ZoomInfo
Mike Turner, Webmarketing123 Director of Business Development
Anna Fisher, ZoomInfo Marketing, Head of Lead Generation
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