how data quality impacts the entire lead lifecycle
DESCRIPTION
Demand Gen Report's Lead LifeCycle Series presented by ReachForce #LLCSeriesTRANSCRIPT
![Page 1: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/1.jpg)
Session sponsored by!
#LLCseries
How Data Quality Impacts The Entire Lead Lifecycle !!
![Page 2: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/2.jpg)
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
![Page 3: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/3.jpg)
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
ReachForce: @ReachForce
David Raab: @draab
![Page 4: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/4.jpg)
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
![Page 5: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/5.jpg)
#LLCseries
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracQces in lead generaQon
• Newsle>er has grown to more than 28,000 readers
• We also offer a menu of research and best pracQces reports
• New audio/video podcasts at DemandGenReport.com
![Page 6: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/6.jpg)
#LLCseries
Panelists!MODERATOR:
David Raab, Principal,
Raab Associates
Andrew Gaffney, Editor,
Demand Gen Report
![Page 7: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/7.jpg)
How Data Quality Impacts the EnOre Lead Lifecycle
David M. Raab Raab Associates July 23, 2014
![Page 8: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/8.jpg)
“Everybody talks about data quality but few people do anything about it.”
-‐ Not Mark Twain
![Page 9: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/9.jpg)
PrioriQzaQon
Things that
ma>er
Things we can
change
Things worth doing
![Page 10: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/10.jpg)
1. Accuracy
2. Completeness
3. Consistency
4. etc.
Data Quality Components
![Page 11: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/11.jpg)
Things That Ma>er: Data Quality
• ProspecQng: audience profiles • Lead acquisiQon: offer targeQng, form auto-‐fill • Lead nurture: offer targeQng, lead scoring, deliverability, progressive profiling • Sales: lead rouQng, lead acceptance, sales producQvity • Post-‐Sales: success management, offer selecQon
![Page 12: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/12.jpg)
Things We Can Change: Data Quality
• Accuracy: dedupe, reference data, real Qme validaQon, periodic refresh
• Completeness: progressive profiling, external enrichment
• Consistency: standardizaQon
• Etc.: reporQng, stewardship, dashboards
![Page 13: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/13.jpg)
One More Hurdle
![Page 14: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/14.jpg)
Data Quality Impact on Revenue
* “The Impact of Bad Data on Demand CreaQon” Sirius Decisions, 2012
Following data quality best pracQces generates a 66% increase in revenue *
• Poor targeQng • Bad lead rouQng • Compensate w/ volume
Improve data on entry
25%* • Poor quality handed to sales • Different data between MAP
and CRM Accurate leads provided to sales
12.5%*
5%*
• Sales has to fill in gaps w/ their own research
• Valuable sales Qme is eaten up and sales doesn’t get to all leads
Sales has rich info to engage and qualify
• Poor alignment of contact and acQvity between MAP and CRM
• Sales and markeQng not on same page with late stage contact of account
Single version of the truth – sales & mktg
Poor Data Hygiene Best PracQces
![Page 15: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/15.jpg)
ROI CalculaQon Before AQer Change
Leads 100,000 100,000
Close Rate 5% 6.3% +25%
Margin/Sale $1,000 $1,000
= Margin $5,000,000 $6,250,000 $1,250,000
Waste / Lead $1.00 $0.00
= Waste $(100,000) 0 $100,000
Quality Cost/Lead 0 $10.00
= Quality Cost 0 $(1,000,000) $(1,000,000)
= Net Margin $4,900,000 $5,250,000 $350,000
ROI 35%
![Page 16: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/16.jpg)
Summary 1. Data quality matters 2. Data quality can be
improved 3. ROI is high
Next step is yours
![Page 17: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/17.jpg)
ABOUT:
ü Fuels data-‐driven markeQng ü Combines data unificaQon, conQnuous data quality management, data
enrichment, and data analyQcs ü Unified, cleansed customer lifecycle data provides 360 degree view ü Enables rich, complex segmentaQon ü Solves tough markeQng a>ribuQon problems ü Feeds strategic markeQng iniQaQves, including personalizaQon and
predicQve
1. SmartForms™ 2. cDQM (Con2nuous Data Quality Manager)
![Page 18: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/18.jpg)
Short Form for higher conversions
Data Required for nurture, score, route, target,
segment
Marketo Case Study: reachforce.com/soluQons/case-‐studies/landing-‐page-‐opQmizaQon/
![Page 19: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/19.jpg)
(Continuous Data Quality Manager)
Cloud-‐Based ConQnuous Data
Quality Management & Data Enrichment
ü Data StandardizaQon ü Data NormalizaQon ü Contact de-‐duplicaQon ü Data Append (compleQon) ü Email validaQon ü Phone number validaQon ü Address cerQficaQon ü 360 customer view ü Complex segmentaQon ü Campaign a>ribuQon
![Page 20: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/20.jpg)
GET IT AT: www.reachforce.com/360
![Page 21: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/21.jpg)
#LLCseries
Q&A // Panelists!MODERATOR:
David Raab, Principal,
Raab Associates
Andrew Gaffney, Editor,
Demand Gen Report
![Page 22: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/22.jpg)
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
![Page 23: How Data Quality Impacts The Entire Lead LifeCycle](https://reader033.vdocuments.us/reader033/viewer/2022060108/554d96a4b4c905575e8b4889/html5/thumbnails/23.jpg)
#LLCseries
Thanks for attending this session!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14