Managing Your Marketing Database: How To Get Better Results
 

Managing Your Marketing Database: How To Get Better Results

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As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but ...

As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets.

What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.

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Managing Your Marketing Database: How To Get Better Results Managing Your Marketing Database: How To Get Better Results Presentation Transcript

  • Managing Your Marketing Database How To Get Better Results Marketing Evangelist
 Pardot Mathew Sweezey Co-Founder and Partner
 Brainrider Scott Armstrong
  • Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.  
  • Managing Your Marketing Database: How To Get Better Results What determines the life, health, and value of a lead in your databases and what can you do about it?
  • Scott Armstrong Co-Founder and Partner Brainrider Mathew Sweezey Marketing Evangelist Pardot
  • Do you know your average cost per email acquisition?
  • Do you know the value of your email database?
  • Do you know how many names in your database are active?
  • Average cost per lead = $150 Average size of database =
  • 90% of B2B buyers say email is their preferred communication method!
  • Emails are the most valuable marketing asset in your control!
  • PUT YOUR COFFEE DOWN!
  • YOU LOSE ABOUT 25% EACH YEAR h#p://www.chiefmarketer.com/b2b/data-­‐quality-­‐s<ll-­‐a-­‐struggle-­‐for-­‐b2b-­‐marketers-­‐28012013  
  • ACQUIRE   ENGAGE   CHURN   THE LIFECYCLE OF AN EMAIL  
  • ACQUIRE   •  Qualified Traffic •  Form Submissions •  Lists (Opt-In) THE LIFECYCLE OF AN EMAIL  
  • ENGAGE   •  Send •  Open •  Read/Click THE LIFECYCLE OF AN EMAIL  
  • CHURN   •  The Silent Filter •  Hard Bounces •  Unsubscribes •  SPAM I’m 31 years old. I’ve had professional jobs for 9 years. I’ve had over 9 different professional email addresses. THE LIFECYCLE OF AN EMAIL  
  • 3 Tactics To Manage Your Marketing Database 1.  Attract More Qualified Prospects With A Customer Focused Approach 2.  Convert Traffic Into Prospects With More CTA’s and Shorter Forms 3.  Increase Engagement and Reduce Churn Using Prospect Segmentation
  • 1. Acquire More Qualified Prospects With A Customer Focused Approach
  • It’s not just about  you.
  • Prospects  want  informa<on  that     helps  them  solve  problems…   Übersuggest
  • …  aligned  to  their  buying  decision.   If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy Download  this  chart  at  www.Brainrider.com/b2b-­‐cheatsheets  
  • …  and  with  your  objec<ves.   If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy Program Objective: ACQUIRE  PROSPECTS   NURTURE  PROSPECTS   DETERMINE  SALES-­‐READINESS  
  • Case  Study:     Customer  Focused  Website  Redesign   Problem:  A+rac.ng  and  acquiring  more   prospects     •  Drive  more  qualified  traffic.   •  Convert  more  visitors  into  prospects.   •  Iden<fy  sales  ready  leads.   Solu.on:  Customer-­‐focused  approach   •  Reorganized  naviga<on  and  site  map  for  a   customer-­‐focused  user  experience.   •  Designed  more  prominent  and  visible  calls-­‐to-­‐ ac<on.   •  Added  content  and  offers  to  a#ract  and  acquire,   nurture,  and  qualify  sales  readiness.   •  Implemented  Buyer  Focused  SEO.   Results:  “more  qualified  leads.”   •  Unique  site  visitors  are  up  25%.   •  Phone  calls  are  up  286%  while  form  comple<ons   are  up  42%.   •  Website  generated  leads  are  up  156%.   Click  to  view  site  
  • 2. Acquire More Prospects With More CTA’s and Shorter Forms
  • Add  More  Calls  To  Ac<on  
  • Landing  Page  and  Form  Op<miza<on   #1   #2  
  • 27  
  • 28   Use  Shorter   Forms  
  • 29   Aren’t  Shorter   Forms  A   Missed   Opportunity?  
  • Problems  With  Self-­‐Submi+ed  Data     Do  Tech  Buyers  Provide  Accurate   Informa<on  During  Registra<on?  
  • Progressive  Profiling  In  Pardot  
  • Case  Study:     Form  &  Landing  Page  Op<miza<on   Problem:    Be+er  prospect  acquisi.on     &  profiling   •  Convert  more  traffic  into  leads.   •  Capture  more  complete  prospect  profiles.   Solu.on:  Redesigned  landing  pages     and  progressive  forms.   •  Redesigned  Landing  Pages  to  increase     conversion.   •  Used  shorter  forms  and  progressive     profiling.   Results:  “38.6%  increase  in  prospect   acquisi7on”   •  Total  prospects  captured  and  comple<on  rates     increased  during  landing  page  test.   •  Sta<s<cal  modeling  showed  a  90%  confidence  rate     that  progressive  forms  will  increase  comple<on     rates    for  future  campaigns.  
  • 3. Increase Engagement and Reduce Churn Using Prospect Segmentation
  • Segment  &  Target  Your  Prospects   Based  On  What  They  Want  To  Know  
  • Gather  Explicit  Segmenta<on     Using  Form  Fields   35  
  • Gather  Explicit  Segmenta<on     Using  Form  Fields   36  
  • Gather  Implicit  Segmenta<on     Using  Behavior  Tracking   37  
  • Help  Prospects  Manage  Their   Subscrip<on  Preferences   Tracom’s  Email  Preference  Center  
  • Stream  Your  Emails   Based  On  Prospect  Preferences  
  • Case  Study:   Streamed  Email  Nurturing   Problem:  Low  rates  of  email  engagement.     •  Engage  and  ac<vate  the  prospects  in  our  database   •  Do  a  be#er  job  ac<ve  leads.   Solu.on:  New  segments,  new  newsle+ers,  new   opt-­‐in  categories.   •  Create  content  categories  aligned  with  real  customer  needs   and  pains.     •  Segment  Tracom’s  exis<ng  database  based  on  needs  and   pains.   •  Implement  new  opt-­‐in  subscrip<on  preferences.   •  Execute  a  segmented  newsle#er  program.   Results:  “we’re  engaging  with  more  prospects”   •  Targe<ng  25%  of  their  database  each  month  with  segmented   messaging.   •  Click-­‐through  rates  have  increased  to  between  10%-­‐20%   across  all  segments.   •  Email  bounces  and  unsubscribes  deliver  ongoing  database   hygiene.  
  • QUESTIONS? (it’s really just free advice)
  • Marketing Evangelist
 Pardot
 @msweezey / msweezey@salesforce.com Mathew Sweezey Co-Founder and Partner
 Brainrider
 @brainrider / scott.armstrong@brainrider.com Scott Armstrong