Marketing Data Management: Squeeze More Revenue From Your Tech Stack #LLCSeries

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Marke&ng Data Management: Squeeze More Revenue From

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Demand Gen Report: @DG_Report Dun & Bradstreet NetProspex: @NetProspex

Lauren Brubaker: @B2BLauren

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Panelists

Lauren Brubaker Director of Demand GeneraKon ��Dun & Bradstreet NetProspex

MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report

@B2BLauren [email protected]

Squeeze More Revenue From Your Tech Stack

July 20, 2015

Lauren Brubaker

7

Agenda

Squeeze More Revenue from Your Tech Stack

•  Data: The Pain

•  Data: The Exercises

•  Data: The PrevenKon

Everyone Has Data Pain

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It’s like back pain


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Data: It’s like back pain


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And it’s back pain everyone has…


No Data Management Technology

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No, really…



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Seriously, everyone…



Data Strategy = More Revenue

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Data Management Exercises to Bring in the $$$


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Data Management Workout Based on Buyer’s Journey


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Data Management Workout Based on Buyer’s Journey


Workout #1 Workout #2 Workout #3 Workout #4

Pump Up Your Inbounds

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Exercise #1

EVENTS REVIEW - MAY 2015

Use a data partner to enrich those TOFU leads immediately

•  Buyer’s move fast. There isn’t always Kme to wait for a progressive profiling/lead scoring approach to work

•  If someone is visits your website and downloads a piece of content, you may want to share that informaKon with your sales team immediately

•  But sharing name and email address isn’t enough. If you can show sales the company name, industry, revenue range, and more, they can prioriKze their daily call strategy

Learn More:

netprospex.com/eloqua-‐connector/

netprospex.com/marketo-‐connector/


Strong Customization While They Are Curious

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Exercise #2


Customize Your Content Using Data Fields

•  If someone is curious enough about your business to share their email address, make sure the next emails and pieces of content they receive speak exactly to who they are

•  “MarkeKng Data Tips” isn’t going to perform as well as “MarkeKng Data Tips for Tech Industry CMOs”

•  Most markeKng automaKon tools offer easy ways to insert dynamic content. Use it •  If you don’t trust those fields, you can perform your own data audit to see how complete and

accurate those fields are. Your sales team can help too! •  To enhance the enKre database, partner with a data company to batch enrich your records

Learn More:

netprospex.com/data-‐enhancement/

Ready to Convert? Fine Tune Their Profile

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Exercise #3


Ready to convert? Then ASK if their profile informa&on is correct

•  Take all leads that are close to being ready to talk to sales •  Send an email asking them to verify their current profile informaKon •  Put the fields directly within the email •  A majority of people hate seeing incorrect or blank informaKon and will feel compelled to fix it

Customer? Cool. Let’s Run Some Analysis

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Exercise #4


Evaluate your ideal target audience based on your customer data

•  MarkeKng should own defining the true target audience for a business •  Everything starts with the sales data •  To pinpoint which industries are most profitable or which job Ktles have the highest propensity to

buy, that data needs to exist in your CRM and it needs to be precise •  Before doing any market analysis, conduct a batch enrichment of your database •  If you’re not ready to make an investment in a data management partner yet, require industry, job

Ktle, etc. from your sales team on every opportunity that closes •  Use this informaKon to fuel the technology you use for content creaKon, display ad targeKng,

website personalizaKon, etc. Learn More:

slideshare.net/NetProspex

(Increase Market Penetra-on with Con-nuous Data Management)

Put These Workouts Together to Get Results

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Marketers are navigating more technology than ever


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You need a process to turn tech data into dollars


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Marketing tech should help define your ideal buyer


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Make sure data has at least a sliver of your budget


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Or you may end up taking a bat to your tech stack…


Questions?

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Q & A // Panelists

Lauren Brubaker Director of Demand GeneraKon ��Dun & Bradstreet NetProspex Download The State of B2B Marketing Data at netprospex.com/bmr

MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report

@B2BLauren [email protected]

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