Webinar tech. that drives modern mktg department - part 1

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  • 1. The Technology that Drives the Modern Marketing Department Thursday, February 13th 2014 #B2BBrains
  • 2. Topics for Today’s Session ● How has the role of marketing changed in the past 10 years? How will it change in the future? ● Traditional “data-think” will not be adequate to prepare for the future of marketing ● How marketers can leverage new technologies to engage in conversational marketing with prospects & customers ● How to develop processes, personas and messages that resonate with your target prospects. #B2BBrains
  • 3. The Modern Marketer #B2BBrains
  • 4. Prepare for the coming revolution! Phase 1: Inspect and Correct your Foundation: Put Data First! Phase 2: Develop your Processes, Personas and Message. #B2BBrains
  • 5. About the Speakers Justin Gray CEO & Chief Marketing Evangelist, LeadMD @jgraymatter Donato Diorio CEO, RingLead @idonato #B2BBrains
  • 6. The Data decision: It starts with a clear vision #B2BBrains
  • 7. Turn left or turn right? #B2BBrains
  • 8. Left 1 contact with: • company name • name • title • email • phone #B2BBrains Right Multiple contacts with: • company name • name • title • title level • department • email • verified email • phone • company sector • company description • bio
  • 9. 1 flavor ● ● ● ● Generic campaign List fatigue High unsubscribes No segmentation #B2BBrains Multiple • • • • Targeted campaign Fresh data Growing interest Ability to segment
  • 10. The 3 P’s and the Foundations of Data ● Data Planning - what are my goals? ● Data Potential - what is possible? ● Data Philosophy - how to achieve it? Data powers your CRM and marketing automation platform #B2BBrains
  • 11. Upgrade your Data-Think #B2BBrains
  • 12. How do I build a great database? #B2BBrains
  • 13. The Foundations of Data Execution Without… Clean Protect #B2BBrains Enhance Enhanc e
  • 14. The Foundation: Good Campaign Data Without… Clean Protect Without performing a comprehensive data cleanse, the foundation is weak #B2BBrains Poor foundation Enhance Enhanc e
  • 15. The Foundation: Good Campaign Data Without a protection Without… strategy, your data will continually decay Clean Decaying data Protect #B2BBrains Enhance Enhanc e
  • 16. The Foundation: Good Campaign Data Without enhancing your existing data you limit your “data potential” Without… Clean Limited potential Protect #B2BBrains Enhance Enhanc e
  • 17. Is it OK to delete data? #B2BBrains
  • 18. Never delete CRM data - Score it Instead! Notes: 11/21/13: 06/15/13: 04/10/13: 03/19/11: #B2BBrains Donato is the decision maker for CRM Add ons Dan went to Kansas State, played football April is Donato’s assistant Matt Smith is the new Doctor, Donato is Dr. Who fan
  • 19. Scoring Data: Focus on Good Data Notes: 11/21/13: 06/15/13: 04/10/13: 03/19/11: #B2BBrains Donato is the decision maker for CRM Add ons Dan went to Kansas State, played football April is Donato’s assistant Matt Smith is the new Doctor, Donato is Dr. Who fan
  • 20. What can we learn/derive from the existing data? • • • • • • • • • Domain is broadlook.com Email pattern in first-initial(.)last-name April reports to Donato On broadlook.com, there are 15 additional contacts Notes on Donato are 1 month old Notes on April are 8 months old Natalie is no longer at the company “The Doctor” is a fictional character Natalie is now a VP at another company - and an additional prospect! #B2BBrains
  • 21. How can I enforce data quality best practices? #B2BBrains
  • 22. Both Carrot and Stick work • Determine carrot and/or stick on field basis, not object • Educate users on the importance of everything you ask of them (focus on selfish reasons) • Don’t ask what they don’t know #B2BBrains
  • 23. Can training help enforce data standards? #B2BBrains
  • 24. #B2BBrains
  • 25. Enforcing Data Standards is Optimal #B2BBrains
  • 26. How complete is my data? #B2BBrains
  • 27. My Data is Fairly Complete • Superstition or fact? Find out! #B2BBrains
  • 28. My Data is Fairly Complete #B2BBrains
  • 29. Shouldn’t I buy as much data as I can all at once? #B2BBrains
  • 30. Data decay happens • Change in title, promotion • Change of department • Change in working location • Change of area code • Change of phone number • Change of email format • Add mobile phone number • Merger or acquisition #B2BBrains
  • 31. #B2BBrains
  • 32. Isn’t bad data IT’s problem? #B2BBrains
  • 33. Company Based Changes Decade Multi year Year Contact based Event & Activity Based Quarter Month Day Static Data types Acquisition method URL Database merging + algorithm Update strategy #B2BBrains Hour Dynamic Corp Name City State Address Zip Phone Competitors Editorial & Aggregation Revenue Employees Products Services Financials Editorial + SEC spidering Static, compiled and online databases Names Titles Emails address Phone Biographies Social Network Links Real time content spidering News Email content Blogs Net links social networks newsgroups Tweet Check-In’s Proximity Website visits Email reads Semantic monitoring services Real time API’s Real time
  • 34. How good is my vendor’s data? #B2BBrains
  • 35. Data industry processes •Buy data from multiple sources •Refresh top companies with editors •6 month cycle (top 10K companies) •6-12 month (next 40K companies) •24 month cycle on the next 2 million •Nothing past the top 2 million •Add social data (good for top 10%) •Add news feeds (good for top 5%) •Mob source #B2BBrains
  • 36. Buying data...why, how and gotchas How recent is the list as whole? How quickly was the list produced? Different from record freshness. Contact data degrades 3% per month (5% in a stressed economy). A list of 1000 records can be built over 60 days. In the case below, the first 500 records are 8 weeks old (5.68% inaccurate) upon list delivery. 96.8% #B2BBrains
  • 37. Buying data...why, how and gotchas 86.5% #B2BBrains 59.5%
  • 38. Your data vs. your vendor’s • Your data is less complete • Your data has a better competitive advantage • Use their data to fill in your data #B2BBrains
  • 39. How good is my data? #B2BBrains
  • 40. CRM Data Quality Points 4 3 2 1 Fresh <30 days <60 days <90 days <180 days Accurate 95.00% 80% + 70% + 60% + Multi-venue All available Basic + 2 social Basic + 1 social Basic (email+phone) Built fast <14 days < 60 days < 90 days < 180 days Normalized Enforced Plan + culture Has plan no Scored Custom rules Accessible rules white box scoring black box scoring Factors Total data quality score: #B2BBrains Your score
  • 41. CRM Competitive Advantage Points 4 3 2 1 target by self description hand built keywords SIC code built on-demand mashed from many sources pulled from larger sample Complete 95%+ 80.0% 60.0% 40.0% Exclusive no competitors limited access anyone can buy access free Sources transparent sources known sources available By a person Marketing automation email Factors Targeted Custom Transparent Verified Total competitive advantage score: #B2BBrains Your score
  • 42. Where is your CRM data? Competitive Advantage 24 12 0 12 Data Quality #B2BBrains 24
  • 43. What is your data potential? Qualitative / Event-Driven Qualitative Cyclic Quantitative / Cyclic Quantitative/ commodity Competitive Advantage Quadrant Key 24 Influence Relationship m o a 12 ng ti ke ar ut a on ti CRM+ 90 days CRM+ 180 m CRM+ days 360 days Cold Call 0 new CRM lead Warm call 12 Data Quality #B2BBrains 24
  • 44. Can I Prevent Duplicate Records Based on Email Address? #B2BBrains
  • 45. Prevent duplicate based on email? ● No. Email addresses are not social security numbers ● I have five current email addresses ■ ddiorio@broadlook.com ■ dd@broadlook.com ■ donato@broadlook.com ■ dd@ringlead.com ■ donato.diorio@gmail.com ● I get duplicate emails to (four) emails. #B2BBrains
  • 46. Does my marketing team know what they need? #B2BBrains
  • 47. The Evolution of Marketing Desire I want...More data (lists) I want... Better selection (databases) I want... More contacts per company (zoom) I want... Fresher contacts(Jigsaw) I want... More information (LinkedIn) I want... More knowledge (many sources) I want... More process (crm) I want... Sustainable process Data #B2BBrains Information Knowledge Process
  • 48. So What’s the Next Step in That Evolution? CONVERSATION #B2BBrains
  • 49. Science shifts to Art #B2BBrains
  • 50. Demographics • The Building Blocks Standardize Normalize #B2BBrains “Buyerize”
  • 51. Firmographics • The Blueprint – Revenue Bands – Purchasing Profiles #B2BBrains
  • 52. Psychographics • Buyer Personas – Need – Pain – Motivation #B2BBrains
  • 53. The Result #B2BBrains
  • 54. Behaviors • The Craft – Behavior is 60% of the equation – “Lead” and the fallacy of data – If you wield it, they will come #B2BBrains
  • 55. The Conversation is Born #B2BBrains
  • 56. Apply the Science to make Art • Inputs • Processes • Revenue Path #B2BBrains
  • 57. Buyer Personas • Think of Data as Conversation Queues • Route “leads” based on commonality • Communicate based on: – Recency – Felt Need – Pain #B2BBrains
  • 58. Engage with Process! • Bring everything together • Build a success path • Measure success – Time – Progression – Result #B2BBrains
  • 59. Watch Out Though • Automation increases the probability of – Mistakes – Duplicates – Rogue messages #B2BBrains
  • 60. #B2BBrains
  • 61. Pitfalls to Avoid • Overwriting Key Data – Lead Source – Original Search Terms • Channel Fatigue • Data Maintenance & Purge • Record Types #B2BBrains
  • 62. How Does Success Look? #B2BBrains
  • 63. Le ar n M or e! How can data quality create a competitive advantage for you? Download our free whitepaper, Put Data First www.RingLead.com/putdatafirst #B2BBrains
  • 64. Q& Questions? Need help getting your data in order? Contact RingLead www.RingLead.com sales@ringlead.com 1.888.240.8088 Need help building a worldclass revenue engine? Contact LeadMD www.LeadMD.com/pigsfly 1.888.294.9854 #B2BBrains A Join the RingLead Usergroup RingLead.com/LinkedIn Follow RingLead on Twitter @ringlead @iDonato @JgrayMatter @myleadmd Become a Fan on Facebook Facebook.com/RingLeadInc Facebook.com/LeadMD