1. Marketing Data Automation:
Avoiding the “Garbage In
─Garbage out” trap
Zoom Information, Inc. Confidential

2. Twitter:
Welcome! @ZoomInfo
@ActOnSoftware
▶ If you have any questions, please submit them via the Q&A
panel on the right side of your screen
▶ We’ll be starting at 2:00 pm ET
Special Offer for Webinars
Attendees:
Stay tuned at the end of the webinar for a
special offer from ActOn & ZoomInfo.
Zoom Information, Inc. Confidential

3. Your Presenters
Kathy Greenler Sexton, David Appelbaum,
Vice President of Chief Marketing Officer,
Marketing, ZoomInfo Act-On
Zoom Information, Inc. Confidential

4. Agenda
▶ Understanding Your Data and Why
Garbage Data Will Kill Your Results
▶ Using Marketing Automation to Achieve
Gold Status Best-Practices
▶ How to Buy Gold-plated Data and Keep it
“Shiny & New”
▶ Questions & Answers
Zoom Information, Inc. Confidential

5. Achieving Data Gold (vs. Garbage!)
and Keeping it That Way
Understanding Your
Data and Why
Garbage Data Will Kill
Your Results
Kathy Greenler Sexton, ZoomInfo
Zoom Information, Inc. Confidential

6. ZoomInfo at-a-glance
▶ Founded: 2000
▶ Leading B2B directory and business
information service
▶ Sales Intelligence application
▶ Data Services offerings for marketers
▶ Lists, Appends, Cleansing
▶ Scale
▶ Proprietary database of 50M employees
and 5M businesses
▶ Real-time data updates daily
▶ 2K companies/25K people added
▶ 15K companies/250K people updated
Zoom Information, Inc. Confidential
6

7. What’s going into your Database?
Companies who say their
customer & prospect data
Customer
List may be inaccurate in
some way
Third Party Sales
Lists Prospecting
Your
Database
Website
89%
Promotion
(Inbound,
(Online, DM,
SEO,
Social, Email)
Content)
Source: DMNews, May 2011 (Experian ,
"Contact Data Management Bridging the Gap")
Zoom Information, Inc. Confidential

8. Garbage or Gold …
Your Data will Decay
www.zoominfo.com/blog Zoom Information, Inc. Confidential

9. Common “Strategies” for Data
Hygiene
Source: The DemandGen Report, March 2011
Zoom Information, Inc. Confidential
9

10. Why Should You Care?
15%
26%
Companies who have lost Budget lost due to
a potential customer due inaccurate data
to inaccurate data
Source: DMNews, May 2011 (Experian , "Contact Data Management Bridging the Gap")
Zoom Information, Inc. Confidential

11. The Cost of Bad Data -
It’s All About Revenue
Source SiriusDecisions – The Impact of Bad Data on Demand Generation
Zoom Information, Inc. Confidential

12. Mining For Gold
Top of the Sales
Funnel
Smart List & Data Acquisition
Nurturing &
Engagement
Smart Utilization of Marketing Automation
Database
Maintenance
Smart Append & Cleansing Strategies
Zoom Information, Inc. Confidential

13. Achieving Data Gold (vs. Garbage!)
and Keeping it That Way
Marketing Automation
to Achieve Gold
Status Best-Practices
David Appelbaum, ActOn
Zoom Information, Inc. Confidential

14. Research Shows…
▶ Sales impact on optimized lead definition
• 7% increase in sales wins
• 9.3% increase in reps meeting quota
• 16.5% increase lead to appointment conversion
• 62% vs 42% reduction in new rep ramp up
• 10% reduction in sales cycles
▶ CSO Insights, 2009
Zoom Information, Inc. Confidential

15. The Sales Cycle is Dramatically
Different
Zoom Information, Inc. Confidential

16. Best Practice 1
The Buyer’s Journey
▶ Know your best customer
▶ On-going customer value?
▶ What makes them tick?
▶ Understand the Moment of Truth
▶ Select the right metrics
▶ Zero in on buying triggers
▶ Content – content - content
▶ Measure engagement – not activity
▶ Encourage interactivity
▶ Surveys, A/B Testing, & other methods of data collection
Zoom Information, Inc. Confidential

17. Best Practice 2
From Leads to Dialogue
▶ Utilize Multiple Channels
▶ Key message consistency
▶ Initiate multiple touches
▶ Nurture – not Nature
▶ Customize content
▶ Leverage metrics
▶ Satisfaction Sells
▶ Build advocates
▶ Testimonials and case studies are critical
Zoom Information, Inc. Confidential

18. Best Practice 3
Managing that Data Gold
▶ It’s all in the Database
▶ Connect your inputs
▶ Align with campaigns
▶ Cleanliness is Next to Commerce
▶ Data is the foundation for truth
▶ Refine, Aggregate, and Analyze
▶ Analysis not Paralysis
▶ Be selective in your data collection
▶ Focus on key indicators and trends
▶ Keep on Collecting
▶ Don’t stop collecting after the sale
▶ Customer data is as critical as Prospect data
Zoom Information, Inc. Confidential

19. Best Practice 4
Sales & Marketing Can Be Friends
▶ Tear Down the Walls
▶ Continue to track data
▶ Create the climate for fact-based conversations
▶ Telemarketing – not Inside Sales
▶ Enhanced lead quality
▶ Campaign data
▶ Closed loop processes
▶ Keep a Single Set of Books
▶ Unified metrics and analytics move things forward
▶ Create and use a common vocabulary
Zoom Information, Inc. Confidential

20. The Act-On Approach
▶ Demystifying Marketing Automation by
Design
▶ Focus on Usability, Simplicity, and Manageability
▶ Start simple, automate at your own pace
▶ Built for the Fortune 5,000,000
▶ Integrated Marketing Platform
▶ World-class e-mail marketing core
▶ Integrated web analytics, forms, landing pages, drip programs,
lead scoring, CRM integration, …
▶ Disruptive pricing & license terms
Zoom Information, Inc. Confidential

21. The Act-On Platform
Zoom Information, Inc. Confidential

22. Achieving Data Gold (vs. Garbage!)
and Keeping it That Way
How to Buy Gold-
plated Data and Keep
it “Shiny & New”
Kathy Greenler Sexton, ZoomInfo
Zoom Information, Inc. Confidential

23. Strategies for
Buying & Maintaining Data
Cleans-
ing/
Matching
Append-
ing
External Lists
Zoom Information, Inc. Confidential

24. Tips for Buying & Maintaining Data
1. Make sure your list/cleaning/appending source owns its data
▶ Owners are responsible for updating and maintenance. Find out how often this occurs.
2. Get a sample before you buy data
▶ Make sure it has all the selects you need for each step of your multi-touch
TOP campaign (i.e., address, email and phone).
3 ▶
▶
▶
Ask your list vendor for help choosing selects
Consider keyword techniques to capture additional results that meet your
targeting criteria.
Test ―mini-campaigns‖ using sample lists from various vendors and compare
results.
3. Buy from sources that guarantee minimum results
▶ Ask for average rates for bounce-backs and other key metrics.
▶ Find out how they handle make-goods.
▶ Track and measure your campaign at each conversion point — you may need
this information to hold your list vendor to their guarantees should the list not
perform as expected.
Zoom Information, Inc. Confidential

25. Data Service Providers:
List/Data Owners
▶ The Good:
▶ The ultimate source of the individual or company whose
information appears in your list — the more accurate the data
will be.
▶ Intimately familiar with every aspect of information-gathering and
verification processes. Ask them. They should be more than
willing to provide specifics.
▶ Usually quick to resolve any problems and they’ll have the most
flexibility for negotiating make-goods.
▶ The Bad:
▶ Many (a professional association that sells its membership list,
for example) do not use other sources against which data can be
verified.
Zoom Information, Inc. Confidential

26. Data Service Providers:
Brokers & Resellers
▶ The Good:
▶ Offer value-added services for clients, including special tools for
uploading and managing data, and dedicated account managers.
▶ Keep in mind that part of your purchase price covers these services,
whether or not you need or use them.
▶ The Bad:
▶ General lack of familiarity with the data. They may not know how often
their list sources update or verify information, if at all.
▶ Data accuracy may be questionable because the broker has no
accountability for the data quality.
▶ These data sellers must also mark up list costs to drive their profits. So
the same data you’d buy from an owner for $X/name may cost you $X +
X%/name via a broker or reseller.
Zoom Information, Inc. Confidential

27. Data Service Providers:
Aggregators/Compilers
▶ The Good:
▶ You can buy boatloads of data, expanding your ability to reach
large amounts of your target market
▶ The Bad:
▶ There are often duplicate or conflicting records between
aggregated sources, which can dramatically reduce your
campaign’s success metrics.
▶ Aggregators are often restricted in what they can sell. (This is
also true for brokers and resellers.) as the aggregator may not
have the rights to provide specific data as an individual select.
▶ Aggregators may also have minimum purchase requirements,
and are generally less flexible in their ability to negotiate pricing.
Zoom Information, Inc. Confidential

28. The ONLY Strategy for Lists, Appends or
Cleansing?
Test Before You Buy!
The three “S”s of smart sampling:
▶ Size:
▶ Size of sample lists should be about one percent of the total size of list
you intend to buy.
▶ Selects:
▶ Make sure your list samples include a select for each type of touch (for
example, email, phone and mailing address). This can also help you
uncover any ―hidden‖ costs you may incur later, as some vendors
charge differently for different selects.
▶ Send:
▶ Test each of the contact methods you intend to use.
▶ Track the results and compare them to see if your vendors’ delivery
rates are on target with their guarantees. Then determine which list
performs the best against your campaign’s goal metrics.
Zoom Information, Inc. Confidential

29. Before We Jump into Questions ..
▶ Special Offers:
▶ After the webinar you will receive an email
from ZoomInfo to qualify for a list of 500
free contacts. Please fill out the short
form and an account rep will be in touch
within 24-hours.
▶ Act-On is also offering anyone who
purchases their system by June 30th, an
additional contact list of 2,000 names from
ZoomInfo.
Zoom Information, Inc. Confidential

30. Questions?
Kathy Greenler Sexton,
Vice President, David Appelbaum,
Marketing, ZoomInfo Chief Marketing Officer, Act-On
Email: kathy.sexton@zoominfo.com Email: david.appelbaum@act-on.net
Phone: 781-693-7584 Phone: 415-233-6604
Twitter: @KGSexton
Zoom Information, Inc. Confidential

31. THANK YOU!
▶ Special Offers:
▶ After the webinar you will receive an email
from ZoomInfo to qualify for a list of 500
free contacts. Please fill out the short
form and an account rep will be in touch
within 24-hours.
▶ Act-On is also offering anyone who
purchases their system by June 30th, an
additional contact list of 2,000 names from
ZoomInfo.
Zoom Information, Inc. Confidential