marketing data management: squeeze more revenue from your tech stack #llcseries
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#LLCSeries #LLCSeries
Marke&ng Data Management: Squeeze More Revenue From
Your Tech Stack SPONSORED BY
#LLCSeries
Follow this webinar on LinkedIn & Twi>er
#LLCSeries
Demand Gen Report: @DG_Report Dun & Bradstreet NetProspex: @NetProspex
Lauren Brubaker: @B2BLauren
#LLCSeries
About Demand Gen Report • Launched in 2007 to track best pracKces in
lead generaKon
• Newsle>er has grown to more than 30,000 readers
• We also offer a menu of research and best pracKces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report h>p://linkd.in/DG_Specialists
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On24 LogisKcs
• Whitepaper • Datasheet • Contact Us Link
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Panelists
Lauren Brubaker Director of Demand GeneraKon ���Dun & Bradstreet NetProspex
MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report
@B2BLauren lbrubaker@netprospex.com
Squeeze More Revenue From Your Tech Stack
July 20, 2015
Lauren Brubaker
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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
Squeeze More Revenue from Your Tech Stack
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Data: It’s like back pain
Squeeze More Revenue from Your Tech Stack
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And it’s back pain everyone has…
Squeeze More Revenue from Your Tech Stack
No Data Management Technology
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No, really…
Squeeze More Revenue from Your Tech Stack
No Data Management Technology
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Seriously, everyone…
Squeeze More Revenue from Your Tech Stack
No Data Management Technology
Data Strategy = More Revenue
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Data Management Exercises to Bring in the $$$
Squeeze More Revenue from Your Tech Stack
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Data Management Workout Based on Buyer’s Journey
Squeeze More Revenue from Your Tech Stack
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Data Management Workout Based on Buyer’s Journey
Squeeze More Revenue from Your Tech Stack
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/
Squeeze More Revenue from Your Tech Stack
Strong Customization While They Are Curious
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Exercise #2
Squeeze More Revenue from Your Tech Stack
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
Squeeze More Revenue from Your Tech Stack
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
Squeeze More Revenue from Your Tech Stack
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
Squeeze More Revenue from Your Tech Stack
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You need a process to turn tech data into dollars
Squeeze More Revenue from Your Tech Stack
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Marketing tech should help define your ideal buyer
Squeeze More Revenue from Your Tech Stack
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Make sure data has at least a sliver of your budget
Squeeze More Revenue from Your Tech Stack
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Or you may end up taking a bat to your tech stack…
Squeeze More Revenue from Your Tech Stack
Questions?
#LLCSeries
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 lbrubaker@netprospex.com
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Thanks for a>ending this webinar! NEXT SESSION:
www3.demandgenreport.com/lls15
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