Data has become the ultimate buzzword, but it lives up to the hype. But what is data really doing for you? Segmentation, automation, personalization – these are great ideas in theory but implementation can be pretty difficult. We work with powerful B2B companies every day, and we rarely see perfectly smooth data integrations. So, we’re hosting a webinar to help get you on the right track to using your powerful data. If you want to get the most out of your data, come join our Head of Operations Andrew Seidman on July 25th to discuss how to transform your inbound traffic sources. During this Web Clinic, we’ll cover: How to create and utilize data segments Connecting data, marketing automation, and paid ads Keeping your data fresh and clean

1. Mastering Data:
CRM, Marketing
Automation, and
Paid Ads

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
1 What is Data really?
2 Organizing Data
3 Using Data
4 Keeping Data Clean
On the Agenda

4. 4
What is Data
Really?

5. Contact: Andrew@digitalreachagency.com | Digital Reach
What is Data Really?
Data is information. Knowledge is power, right?
Some data moves.
Some data stays the same.
We’ll call this “Dynamic Data” and “Static Data”.

6. Contact: Andrew@digitalreachagency.com | Digital Reach
What makes data good or bad?
Actionability and Usability.
Some data points aren’t very
actionable. “Has seen Top Gun
eighteen times” is only useful for a
few industries.
Some data points aren’t very usable:
“Has opened more than 35 emails”
is nice to know, but not very usable.

7. Contact: Andrew@digitalreachagency.com | Digital Reach
Thinking about Data Segments
Data Segments are how we
organize our data into actionable,
usable schemes.
• Some data is more valuable than
others.
• Personas matter. “Do you want a
drill? Or do you want a hole?”
• Segment by use case and
experience, NOT abstract
segmentation

8. 8
Organizing Data

9. Contact: Andrew@digitalreachagency.com | Digital Reach
What is Alignment?
• Your CRM, Marketing Automation, Keyword Strategy, Paid Strategy,
and Sales Strategy are all using the same data
• Information is shared between disciplines and stored accurately and
cleanly

10. Contact: Andrew@digitalreachagency.com | Digital Reach
CRM Organization
CRM is Ground Zero for data structuring. It’s your friendly big
spreadsheet in the cloud.
• Clear, clean labels
• GOOD: Buyer Persona = TRUE/FALSE
• BAD: “Is interested in buying?” Text field answer: “maybe next
month”
• Clear funnel/lifeycle stages
• Action A = Stage X
• Action B = Stage Y
• Clean mapping between fields internally

11. Contact: Andrew@digitalreachagency.com | Digital Reach
Marketing Automation Organization
If CRM is home for static data, Marketing Automation bring data to
life.
• Lead Scoring
• Data Management
• Funnel Management
• Autofill important data pieces
• Notifications
It does other things too (nurtures, events, etc.)

12. Contact: Andrew@digitalreachagency.com | Digital Reach
Keyword Strategy
What does attribution data say about our personas and their experiences?
• Can we tailor content based on attribution data?
• Do we select keywords based on user experience, or based on the experience of
the marketing team?
• Do we have access to dynamic data at the keyword level?
• Do we share data between SEM, SEO, and social efforts?

13. Contact: Andrew@digitalreachagency.com | Digital Reach
Paid Strategy
Clearly data Drive Paid Strategy. Are you getting the most out of every dimension?

14. Contact: Andrew@digitalreachagency.com | Digital Reach
Paid Strategy
Integrations between marketing automation and paid ads can do amazing things.
• Are you connecting engaged leads to remarketing lists based on their experience?

15. 15
Using Data

16. Contact: Andrew@digitalreachagency.com | Digital Reach
Lead Scoring
“We don’t really use lead scoring, but we should.” Sound familiar?
• Demographic Scores
• Can often just be a “head start”
• Engagement Scores
• Include Negatives

17. Contact: Andrew@digitalreachagency.com | Digital Reach
Lead Scoring in use by sales

18. Contact: Andrew@digitalreachagency.com | Digital Reach
Build Remarketing based on Data
Remarketing is SO powerful, let’s get the most out of it.
• Segment by lead score
• Segment by lead score AND persona
• Trigger remarketing for key page visitors or people at varying
lifecycle stages based on their experience.
Thought experience: What is your key persona trying to solve at each
phase – awareness, informational, consideration, purchasing? Do your
ads reflect those processes?

19. 19
Keeping Data
Clean

20. Contact: Andrew@digitalreachagency.com | Digital Reach
Start with Clean Data from the beginning
Use a high quality data provider like DiscoverOrg to make sure your
data starts off clean.
• Gather reliable data using field validators on your forms
• Setup strong anti-duplicate rules
• Carefully monitor any uploads

21. Contact: Andrew@digitalreachagency.com | Digital Reach
Data Validation
Keep the reins on your data with tight restrictions.
• Use picklist, checkbox, or formula whenever possible
• Avoid free-form text fields (for SO many reasons)
• Consolidate columns from various data sources BEFORE uploading

22. Contact: Andrew@digitalreachagency.com | Digital Reach
Clean your data as you go
Regular refreshes from your provider +
SiftRock is an amazing combination.
• Siftrock rocks… seriously
• People change jobs a LOT! Stay on top of it.
• Setup regular processes to remove excess
fields, clean data, and update existing data
• Clearbit is another great option

23. Get a second opinion on your
SEO & Demand Generation Approach
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results from SEO now
Andrew
Seidman
Head of
Operations
Thanks for watching!
Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information