#FlipMyFunnel Atlanta:

5 Hacks for Getting Down and Dirty with Data: How Evergage Uses Synthio

#FlipMyFunnel #ABM@Synthio_

Eileen ChowDemand Gen & Marketing

Ops Manager

Joe MckennaDirector of Sales Ops & Business Development

@Evergage

Presenters

#FlipMyFunnel #ABM

Scaling Mountains

@Synthio_ @Evergage

• Expand B2B database to support rapid growth

• Acquire quality Account/Contact data

• Enrich data for ABM & Personalization • Identify high value prospects for Events

• Update out-of-date Contact data

#FlipMyFunnel #ABM

Expand B2B Database to Support Rapid Growth

Acquire & Maintain Best Account/Contact Data

Enrich Data for ABM & Personalization

Identify High Value Prospects for Events

Update Out-of-Date Data

Granular Contact Search Abilities

Automatic Email Validation & Year-long Assurance

Socially & Firmographic Rich Contact Database

Multiple Ways to Source Target Contacts

Robust Match & Append

…With Help

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Start with What You’ve Got…Just Go Deeper• Most people already have at least

some relatively good data, they just need to add depth to it and clean it up

• REMEMBER: The more you know about your audience, the better you can market to them

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Evergage Examples:

• Matched an average of a third of our existing contacts and enriched (more depending on list)

• Provide Sales/BDRs with additional social interests for them to reach out on

• Able to prospect more specifically based on updated industry, title/persona information

@Synthio_ @Evergage

Start with What You’ve Got…Just Go Deeper

#FlipMyFunnel #ABM

Know that You Can’t Do it Alone

• Find the right data partner(s)

• Train and empower Sales & BDRs

• Culture of quality, not quantity

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Know that You Can’t Do it Alone

@Synthio_ @Evergage

Evergage Examples:

• Negotiated SLAs on our “Source(s) of Truth”

• Empowered Sales & BDRs to easily update information through automation, integrated tools, and new fields

• Implemented lead scoring and raised the bar for qualified leads

#FlipMyFunnel #ABM

Make the Data Count• Personalize the journey as much as

possible

• Do an inventory of fields and leverage as many of them as possible

• Get creative

• Have more sophisticated lead scoring/grading programs

…All of the above depends on having good data 

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Make the Data Count• Used social skills and group memberships

to segment audience by interests

• Included profile and behavior in lead scoring, differentiated between decision-makers, company size, target industry

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Create a Technology Harmony• We all have different needs and unfortunately all of those needs can’t be

addressed by one single software

• Find out how your prospects are creating their tech stacks – this data point is priceless!

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Create a Technology Harmony

@Synthio_ @Evergage

v

v

v v

v

vDATA PROVIDERS

CRM

WEB CONTENT MANAGEMENTANALYTICS AD NETWORKS

MARKETING AUTOMATION

vCONTENT SYNDICATION

vEVENT MANAGEMENT

vPROJECT MGMT

vCHAT/MESSAGING

vVIDEO HOSTING

vCREATIVE/DESIGN

vSALES ENABLEMENT

vPERSONALIZATION

(For Sales)

vPEOPLE MGMT

vSOCIAL

#FlipMyFunnel #ABM

ABC - Always be Cleaning

@Synthio_ @Evergage

• Contact data expires faster than any other kind of data

• Our workforce is more transient than ever before

• Consider how data enters your CRM/MAP – data entry errors?

#FlipMyFunnel #ABM

ABC - Always be Cleaning

@Synthio_ @Evergage

• Updated 1.78 contacts for every contracted contact

• Same list, one month later 7% had changed companies

#FlipMyFunnel #ABM

Results• Doubled our mailable contacts for email marketing• 20% increase in CTR from using social information to send more

relevant topic emails• 2,736 identified event prospects• 10% increase in marketing sourced opportunities • More accurate lead scoring and routing (time saved)

@Synthio_ @Evergage

#FlipMyFunnel #ABM

Q&A

@Synthio_ @Evergage

#FlipMyFunnel #ABM@Synthio_ @Evergage