Increasing Market Penetration through Continuous Marketing Data Management

Transformative Marketing:

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Organizations are investing in marketing technology at an accelerating rate

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The shift to digital marketing strategies necessitates a clear understanding of your target profile

Source: IDC

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Demand Gen teams looking for greater efficiency in market penetration recognize the need for complete & accurate data

Source:1 – Demand Gen

1

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Unfortunately, the State of Marketing data is…not great

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To facilitate stronger relationships, marketing data management supports critical sales & marketing processes

• Baseline Your Data Quality

• Target Market Analysis

• Market Coverage and Penetration

• Segmentation, Targeting & Content Alignment

• Lead Scoring & Routing

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Those companies that make data management a priority will quickly distance themselves from their competitors

• Better targeting & segmentation

• Improved response rates• Accelerated MQL generation

N=412 Source: Aberdeen Group

64

349

622

Best-in-class

Industry average

Laggards

Marketing responses to generate one customer

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Dun & Bradstreet NetProspex delivers the largest global reach and insight into companies and the people who run them

Accounts Contacts

Empowering marketers to drive predictable and repeatable business results through the use of richer, more targeted, better maintained marketing data

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The NetProspex B2B Data Factory

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Crowd

3rd Party

Royalty

Manual

Marketing Automation

& CRM

~8% “make it”250MM /yr 42M contacts | D-U-N-S Company Intelligence | 4,500+ Installed Technologies

Seamless integration to CRM & marketing automation

Continuous Curation & Validation Process

API

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Workbench Data Platform – a broad platform of data services that drive smarter marketing

Analytics & Insight• Audience validation / Risk

Assessment• Audience profile & segmentation

analysis• Target market and white space

analysis• Data quality & completeness

reports Inbound Intelligence• Short-form data enrichment for

contact & company details• Real-time data cleansing & junk

detection

Targeting & Audience Acquisition• Source targeted net-new contact

and company records• Company targeting and triggered

contact outreach

Continuous Data Management• Contact & Company validation and

enrichment• Risk & duplicate identification• Data cleansing, junk detection,

normalization

Case Study – Danaher/Fluke IG

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Danaher Family of Brands

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Diagnostics

Building a global science and technology company

DentalLife Sciences & Diagnostics

Test & Measurement

Industrial Technologies

Environmental

Communications

Water Quality

Gilbarco Veeder-Root

Instruments

Dental Product ID

AutomationLife Sciences

Danaher Family of Brands

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Analysis and Diagnostics Tools

(ADT)

Process Calibration ToolsPower QualityScopemeters

VibrationThermography

Service and Installation Tools

(SIT)

Digital MultimetersClamp Meters

Electrical testersThermometers

Indoor Air DiagnosticsPomona brand

Fluke Industrial Group

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Danaher’s Philosophy

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Kaizen is continuous improvement that is based on certain guiding principles:

• Good processes bring good results

• Go see for yourself to grasp the current situation

• Speak with data, manage by facts

• Take action to contain and correct root causes of problems

• Work as a team

• Kaizen is everybody’s business

• Big results come from many small changes accumulated over time

Changing for the Better through Kaizen

KAI = CHANGE

ZEN = GOOD

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Transformative Marketing

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Step 1: Size your market

Step 2: Develop target profile

Step 3: Assess your current visibility

Step 4: Prioritize actions to close gaps

Step 5: Sustain and Gain

Starting with the Market

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Sizing the market

Stream SIC Description, Sub-Code, SIC

Estimated Total Sites

in the Universe

Ave # T&M users per

targeted site

Targeted Sites based

on Filter Criteria

Total Contacts Targeted

Oil and Gas Extraction - 13 1311/1321Crude Petroleum and Natural Gas/Natural Gas Liquids

6,732 6.4 2,158 13,892

Oil and Gas Extraction - 13 1381/1382/1389

Drilling Oil and Gas Wells/Oil and Gas Field Exploration Services/Oil and Gas Field Services, Not Elsewhere Classified

21,121 3.0 6,908 20,871

Petroleum Refining And Related Industries - 29

2911/2999Petroleum Refining/Products of Petroleum and Coal, Not Elsewhere Classified

1,918 11.5 626 7,196

Petroleum Refining And Related Industries - 29

2951/2992Asphalt Paving Mixtures and Blocks/Lubricating Oils and Greases

2,183 2.3 856 2,010

Pipelines, Except Natural Gas - 46

4612/4613/4619Crude Petroleum Pipelines/Refined Petroleum Pipelines/Pipelines, Not Elsewhere Classified

1,257 12.0 192 2,306

Electric, Gas, And Sanitary Services - 49

4925/4932Mixed, Manufactured, or Liquefied Petroleum Gas Production/Gas and Other Services Combined

1,444 5.3 263 1,400

Wholesale Trade-non-durable Goods - 51

5171/5172

Petroleum Bulk stations and Terminals/Petroleum and Petroleum Products Wholesalers, Except Bulk Stations and Terminals

16,029 2.2 4,798 10,450

    Total Sites 50,684 Targeted

Site/Contacts 15,801 58,124

Foundational building block – knowing how big your target market should be.

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How do we identify it?• Addressable – Do we know their name? • Contactable – Do we have an email, phone, or location?• Relevant – Do we know what company and industry?• Actionable – Do we know what they do, their role in decision making?

How do we measure it?

Develop the target profile

# Contacts with all “must-haves”

# Contacts in Target Market

Visibility % =

Driven by Marketing Mix

Driven by Focus Industries

Assess the current visibility

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Acquisition and Organic Growth

WHAT YOU WANTKeyword Inclusion:• Facilities, Plant, Manager, Engineer, I & E,

Reliability, Service, Mechanic, Mechanical Tech, Safety, Operations, Foreman, Supervisor, Energy, E & C, Field Engineer, QC, Maintenance… and more.

WHAT YOU DON’T WANTKeyword Exclusion:• VP, Legal, IT, Payroll, Accounting, Sales,

Shipping, Support, Tax, Training, Web, Marketing, Planner, Network, Office, Admin, Secretary, Loss Prevention, Receptionist, Store, Clerk, Cashier, Supply Chain… and more.

To build a database against aggressive goals, prospect acquisition becomes critical. Add only relevant company contacts, within focus industries, with specific titles.

57 “Include” keywords303 “Exclude” keywords

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Closing the Gaps

Size the Marketing

Hoover’sand D&B

US Census Data

Acquiring and Qualifying Prospects

NetProspex DataHealth

Data Enhance

Outbound Calling

Cleanse and Append

NetProspex Workbench

NetProspex Connector

Partnering for perfection

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Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

SST Growth and Quality Metrics

Total Number of contacts Number of Contacts with IndustryNumber of Contacts with V- Target Profile

70% to Universe Goal

Data Merge

IndustryUpdate

JOP

DataCleanse

DataCleanse

JOP vs Goal Tracking

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Lessons Learned

• Pre-launch alignment is critical – sales, marketing and IT collaboration

• Infrastructure will always be a factor – prepare early and often

• Good data comes at a price – assess and decide on risk vs. reward vs. cost

• Halo effect presents itself very early – >100% increases in promotional response

• Account or Contact? Two very different approaches, with independent action plans – and requirements

• Plan for higher risk activity

• IP allocation to keep scoring high and avoid blacklists

• Establish new opt-out criteria for profile acquisition – socialize early

• Determine the proper warming techniques based on the marketing mix

• Test and pilot to learn more

Thank You