marketingprofs webinar - b2b data: so fresh and so clean
TRANSCRIPT
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B2B Data: So Fresh and So Clean!
Presented by: NetProspex #B2BData
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Lauren Brubaker�Demand Generation Manager Who Am I?: B2B marketer turned operations nerd
Specialties: Marketing automation, demand gen, sales and marketing alignment, persona-based marketing, messaging and content strategy
Background: Tech industry marketer who started out in the world of marketing automation and quickly developed a passion for making marketing technology sing
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Agenda • Why this webinar?
• Simple data fixes
• Behavior-based cleansing
• Advanced tactics
• Ongoing maintenance
• Q&A
Tweet along with me @B2BLauren using #B2BData
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Why this webinar?
http://bit.ly/BMRwebinar
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Data Facts More than!
60%!of companies had
an overall health scale score of “Unreliable”
80%!of companies have
“Risky” phone connectability
25%!of the average B2B
database is inaccurate 1
1 Sirius Decisions, “The Impact of Bad Data on Demand Generation”
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$100 if nothing is done
Why care?
$10 to cleanse and de-dupe it
It is IMPERATIVE that data hygiene should be a proactive company initiative, rather than an afterthought or one-time activity.
$1 to verify a record as it is entered
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We’ve all got it…
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So let’s clean it up!
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1. Establish benchmarks 2. Query out the junk 3. Prioritize your fields
Cleaning House:
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Scrub: First and Last Name!
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Scrub: Email
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Scrub: Title
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Scrub: Company Name
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Scrub: Other Fields
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Prioritize your fields
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4. Create CRM Rules 5. Find non-responders 6. Reach everybody
Cleaning House:
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Create CRM Rules
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Find non-responders
Better segmentation Re-engagement campaign
New calls to action
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Reach Everybody You get an email!
You get an email!
Everybody gets� an email!
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7. Grade your database 8. Isolate undeliverables 9. Fill in the blanks 10. Wash, rinse, repeat
Cleaning House:
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Grade your database
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Isolate undeliverables
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Fill in the blanks
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Wash, Rinse, Repeat
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Need more answers? http://bit.ly/cleandatawebinar
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Our Results • 22% increase in open rates
• 10% increase in deliverability
• Improved lead routing to sales
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Questions? If you use any of these tips, I’d love to hear how many records you cleaned out! Send me an email or quick tweet.
Lauren [email protected] @B2BLauren
NetProspex www.netprospex.com