how to clean up your marketing automation database
TRANSCRIPT
HOW TO CLEAN UP YOUR
MARKETING AUTOMATION DATABASE
Hana Abaza
VP Marketing
Uberflip
#uberwebinar
Francois Mathieu
Inbound Marketing Manager
Uberflip
@HanaAbaza@Uberflip#uberwebinar @francoismat
Stick around to see how Uberflip integrates with marketing automation!
@HanaAbaza@Uberflip#uberwebinar @francoismat
WHAT’S THE DEAL WITH
DATA QUALITY?
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Data quality benchmarks
• U.S. companies believe 32% of their data
is inaccurate (#1 cause is human error)
• They also believe 23% of their revenue is
wasted because of inaccurate data
• 36% of companies say email is the most
important communication channel
• 78% of had email deliverability issues in
the last year due to poor list hygiene
Source: Experian data quality benchmark report 2015
@HanaAbaza@Uberflip#uberwebinar @francoismat
1. Clean up your database
2. Automate the process for next time
3. Enhance your lead intelligence
Agenda
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LET’S CLEAN UP YOUR
DATABASE!
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your contacts
(Extra carefully) clean up opt-outs
(Carefully) clean up bounced emails
Find and merge duplicates
Identify and label your current customers
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@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your fields
Apply the rule: one field, one purpose
Hunt for unauthorized values
Delete useless fields
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@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your lists & flows
Use a standard naming convention
Verify when a contact was last added
Sort lists & flows by date created
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LET’S MAKE THINGS EASIER
FOR NEXT TIME!
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
• Setup workflows to clean up
typical errors
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
• Setup workflows to clean up
typical errors
• Create a smart list of contacts
who need manual clean up
@HanaAbaza@Uberflip#uberwebinar @francoismat
ENHANCE YOUR DATABASE
TO BETTER NURTURE LEADS
@HanaAbaza@Uberflip#uberwebinar @francoismat
Sync internal data
• From your CRM (Salesforce.com)
• From surveys (SurveyMonkey,
Qualaroo)
• From support chat (Olark, LiveChat)
No integration? Try Zapier!
@HanaAbaza@Uberflip#uberwebinar @francoismat
Enrich data
• Manual (Rapportive, LinkedIn,
Ghostery)
• Automated (Datanyze)
@HanaAbaza@Uberflip#uberwebinar @francoismat
THANK YOU!
#uberwebinar
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