Housekeeping

• We’ll send the recording out following the webinar along with a copy of new report: “The Cost of a Bad Lead.”

• You can submit questions in the questions pane, we will answer them in the Q&A at the end of the webinar

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What We’ll Cover

• The problem: Too much bad data

• The consequences: How this problem is

affecting B2B marketing efforts

• Ways to prevent poor database integrity

• What Secureworks has done and their

results to date

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Closed-won deals

Opportunities

MQLs

Leads

Today’s B2B Marketing Goals

Pipeline Growth Deliver Authentic Customer Experience

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Way Too Much Bad Info In Our Databases

Old, Inaccurate, Incomplete, Duplicate

Bad Data Undermines Marketing Goals

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Primary Causes of Bad Data

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Analyzed 3.6 million

B2B leads processed

through the Integrate

platform between

September 1, 2016

and August 31, 2017.

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Live Audience Poll Results

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Create Cleaner Databases

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Consequences of Dirty Databases

• Wasted budget & resources

• Increased database usage & costs

• Ineffective program measurement

• Slow lead velocity

• Injured sales-marketing relationship

• Inability to hit pipeline & revenue goals

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Common Causes of Low Database Integrity

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Becoming a Hygienist

• Automate data normalization & standardization

• Automate enrichment

• Control the flow of data entering your marketing automation system & CRM

• Audit your MarTech system integration points quarterly

• Keep your MA and CRM systems in sync

• Document core CRM adoption use cases with sales operations and train (retrain)

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Secureworks MarTech Stack

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Secureworks Goals

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Stand up a global

demand infrastructure

Increase process efficiency

to get more done

Needed to rebuild

relationship with sales

Secureworks Challenges

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Marketing was sending 95%

of leads directly to sales

team.

Convincing the c-level

execs about the need to

focus on database

integrity.

Compliance issues

heightened due to being

in security industry and

GDPR on horizon.

Process inefficiency due

to manual lead

aggregation, scrubbing,

importation & reporting.

What we did to improve database integrity

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Results

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• +54% Higher revenue for a

marketing contributed opportunity

versus a purely sales on

• 33% Marketing contribution to

pipeline

• 39% Marketing contribution to

overall revenue

Results (continued)

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• +62% Win rate of marketing

contributed opportunities

• 38% Marketing contribution to

renewals

• 92 days – Average velocity to

qualify new lead

Takeaway

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• Get executive buy-in – be prepared

to show the value

• Schedule periodic updates of

database

• Include sales and sales operations

in the process

• Don’t be afraid to ask for help!

The Cost of Bad Leads

This report synthesizes the latest third-party

research with an analysis of over 3.6 million B2B

leads to answer three questions:

What are the most common types of bad leads?

Can we estimate the costs of these bad leads?

What can marketing teams do to improve lead

quality and database integrity?

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