Jow Mckenna and Eileen Chow presented "5 Hacks for Getting Down and Dirty with Data: How Evergage Uses Synthio" at the #FlipMyFunnel Atlanta 2016 conference

1. #FlipMyFunnel Atlanta:
5 Hacks for Getting Down and Dirty
with Data: How Evergage Uses Synthio

2. #FlipMyFunnel #ABM@Synthio_
Eileen Chow
Demand Gen & Marketing
Ops Manager
Joe Mckenna
Director of Sales Ops &
Business Development
@Evergage
Presenters

3. #FlipMyFunnel #ABM
Scaling Mountains
@Synthio_ @Evergage
• Expand B2B database to support rapid growth
• Acquire quality Account/Contact data
• Enrich data for ABM & Personalization
• Identify high value prospects for Events
• Update out-of-date Contact data

4. #FlipMyFunnel #ABM
Expand B2B Database to
Support Rapid Growth
Acquire & Maintain Best
Account/Contact Data
Enrich Data for ABM &
Personalization
Identify High Value
Prospects for Events
Update Out-of-Date Data
Granular Contact Search
Abilities
Automatic Email Validation &
Year-long Assurance
Socially & Firmographic Rich
Contact Database
Multiple Ways to Source
Target Contacts
Robust Match & Append
…With Help
@Synthio_ @Evergage

5. #FlipMyFunnel #ABM
Start with What You’ve Got…Just Go Deeper
• Most people already have at least
some relatively good data, they just
need to add depth to it and clean it up
• REMEMBER: The more you know
about your audience, the better you
can market to them
@Synthio_ @Evergage

6. #FlipMyFunnel #ABM
Evergage Examples:
• Matched an average of a third of our
existing contacts and enriched (more
depending on list)
• Provide Sales/BDRs with additional social
interests for them to reach out on
• Able to prospect more specifically based
on updated industry, title/persona information
@Synthio_ @Evergage
Start with What You’ve Got…Just Go Deeper

7. #FlipMyFunnel #ABM
Know that You Can’t Do it Alone
• Find the right data partner(s)
• Train and empower Sales & BDRs
• Culture of quality, not quantity
@Synthio_ @Evergage

8. #FlipMyFunnel #ABM
Know that You Can’t Do it Alone
@Synthio_ @Evergage
Evergage Examples:
• Negotiated SLAs on our “Source(s) of Truth”
• Empowered Sales & BDRs to easily update information through
automation, integrated tools, and new fields
• Implemented lead scoring and raised the bar for qualified leads

9. #FlipMyFunnel #ABM
Make the Data Count
• Personalize the journey as much as possible
• Do an inventory of fields and leverage as many
of them as possible
• Get creative
• Have more sophisticated lead scoring/grading
programs
…All of the above depends on having good data 
@Synthio_ @Evergage

10. #FlipMyFunnel #ABM
Make the Data Count
• Used social skills and group memberships to
segment audience by interests
• Included profile and behavior in lead scoring,
differentiated between decision-makers,
company size, target industry
@Synthio_ @Evergage

11. #FlipMyFunnel #ABM
Create a Technology Harmony
• We all have different needs and unfortunately all of those needs can’t be
addressed by one single software
• Find out how your prospects are creating their tech stacks – this data point is
priceless!
@Synthio_ @Evergage

12. #FlipMyFunnel #ABM
Create a Technology Harmony
@Synthio_ @Evergage
v
v
v v
v
vDATA PROVIDERS
CRM
WEB CONTENT
MANAGEMENT
ANALYTICS AD NETWORKS
MARKETING
AUTOMATION
vCONTENT SYNDICATION
vEVENT
MANAGEMENT
vPROJECT MGMT
vCHAT/MESSAGING
vVIDEO HOSTING
vCREATIVE/DESIGN
v
SALES ENABLEMENT
v
PERSONALIZATION
(For Sales)
vPEOPLE MGMT
vSOCIAL

13. #FlipMyFunnel #ABM
ABC - Always be Cleaning
@Synthio_ @Evergage
• Contact data expires faster than any other kind of data
• Our workforce is more transient than ever before
• Consider how data enters your CRM/MAP – data
entry errors?

14. #FlipMyFunnel #ABM
ABC - Always be Cleaning
@Synthio_ @Evergage
• Updated 1.78 contacts for every contracted contact
• Same list, one month later 7% had changed companies

15. #FlipMyFunnel #ABM
Results
• Doubled our mailable contacts for email marketing
• 20% increase in CTR from using social information to send more relevant topic
emails
• 2,736 identified event prospects
• 10% increase in marketing sourced opportunities
• More accurate lead scoring and routing (time saved)
@Synthio_ @Evergage

16. #FlipMyFunnel #ABM
Q&A
@Synthio_ @Evergage

17. #FlipMyFunnel #ABM@Synthio_ @Evergage