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Accelerating Demand Gen at Red Hat through Continuous Contact Data Management
Sean Crowley, Dun & Bradstreet NetProspexCameron Conway, Red Hat
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Growing relationships through data
is our mission.
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We deliver the largest global reach and insight into companies and the people who
run them
Accounts Contacts
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Crowd
3rd Party
Royalty
Manual
Marketing Automation
& CRM
~8% “make it”250MM /yr 42M contacts | D-U-N-S Company Intelligence | 4,500+ Installed
Technologies
Seamless integration to CRM & marketing automation
Continuous Curation & Validation Process
API
Our B2B Data Factory fuels demand generation platforms
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Our Workbench Data HealthScan focuses data strategies
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2013 Benchmark
Report
<10M records61M+ records
223M+ records
Marketers are leaning into data – and they should…
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Marketing databases are not complete enough to allow for effective segmentation, leading to lower conversions on nurture programs, poorly executed content, and less effective lead scoring and routing.
Don’t let this be you!
Because The State of Segmentation is troubling
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The time is now…
Contact data were incomplete and lacked accuracy
Tech deployed
Job title
Revenue
Website
# of employees
Industry
0%
49%
52%
69%
70%
86%
Record Completeness
N=372,399, Source: Red Hat, NetProspex Data Workbench
Accuracy issues with industry data prevents segmentation—Nike listed as a Utility
Employee count can correlate to IT org size and structure
URLs are key to matching and to ID technologies deployed
Company size can determine channel play
Job title is link to persona targeting
Key indicator for messaging/adoption
Technologies
Firmographics
Contacts need the wash, rinse, repeat process
Contacts
INBOUND
OUTBOUND
INBOUND• Record appended and
matched to our CRM• Routing to appropriate
predictive marketing model
OUTBOUND• Ideal customer profile from
predictive marketing models• Targeted personas pulled
from Eloqua + NetProsepex
Offer Tactic Marketing Tech
Predictive marketing means better targeting
Process
Grow pipeline from customer-centric marketing
