View the full webcast on demand here: https://dg-r.co/2qBbD4L This session will present use cases and prescriptive recommendations on how data cleansing and enrichment tools and tactics help companies evaluate and enrich leads sourced from registration forms, events, and other sources. It will also reveal how that accurate data is impacting campaign performance at all stages. The presentation will address how companies are addressing challenges, such as: • Incomplete lead capture forms;
 • Leads with personal emails; and
 • Inaccurate company and contact records. Attendees will see how leading companies tackle these and other data challenges in real time at the point of capture, and how this is positioning them for success with other emerging strategies and applications such as ABM, AI, predictive and intent data. Presenters will also share examples of how companies are dealing with data issues on a global scale.

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How Current & Complete Data Drives
Higher Campaign Conversions And
Actionable Demand
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Demand Gen Report: @DG_Report
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The Pedowitz Group: @revenuemarketer
Debbie Qaqish : @DebbieQaqish
Selling Simplified: @sellsimplified

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generation & marketing tech since 2007
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today’s resources
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How Are We Doing?

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Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Debbie Qaqish
Principal & Chief Strategy Officer
The Pedowitz Group
@DebbieQaqish
Vincent Fontana
VP Global Marketing
Selling Simplified
@sellsimplified

8. 4 Profiles of a Datanista
Debbie Qaqish
Chief Strategy Officer
April 2018

9. 9The Pedowitz Group – 2018 Confidential
The data tsunami is here!
Datanista Presentation Tsunami

10. 10The Pedowitz Group – 2018 Confidential
1. The Blissfully Ignorant
2. The Data Bug
3. The Triple D
4. The Psychic
Your Datanista profile corresponds to the state of your data, your
campaign structure and your customer insights
Datanista Presentation 4 Datanista Profiles

11. 11The Pedowitz Group – 2018 Confidential
Campaign Impact
• Reactive
• One-off
• Not measured
• Not customer
focused
• Company/product
focused
• Disruptive
• Single channel
• Poor results
Datanista profile #1 is the Blissfully Ignorant
Datanista Presentation Datanista Profile 1 Blissfully Ignorant
“I’d rather
be standing
in a cold
shower
tearing up
$100 bills
than to be
thinking
about
data.”
Customer Insight Impact
• No customer insights
from marketing
• Blindly follow what sales
says about the customer
The Data State
• Disorganized
• Dysfunctional
• Siloed
• Dirty
• Ignored

12. 12The Pedowitz Group – 2018 Confidential
Campaign Impact
• Track & measure
campaigns
• Testing &
Optimization
• Some
personalization
• Some triggers
• Basic campaigns
with revenue
oriented KPIs - # of
leads, conversion
rate
Datanista profile #2 is the Data Bug
Datanista Presentation Datanista Profile 2 Data Bug
“OMG!
Who knew
data could
actually
help us do
our job
better?”
Customer Insight Impact
• Tracks basic customer
data such as webpages
visited, time on site,
opens and click-
throughs
• BUT, does not
proactively mine or
enrich this data to learn
more about the
customer in order to
create sharable
customer insights
The Data State
• Uses basic data
• Campaign
performance
driven
• Some data clean-
up/enrichment by
project
• Data lives in silos
across functions
• Early integration
with CRM

13. 13The Pedowitz Group – 2018 Confidential
Campaign Impact
• Data driven
campaign decisions
• Campaigns are right
time, right
message, right
customer
• Campaign metrics
are revenue based
• More sophisticated
campaigns such as
ABM
• Buyer centric
approach to
customer
engagement
Datanista profile #3 is the Triple D – Data-Driven
Decision Maker
Datanista Presentation Datanista Profile 3 Triple D
“Who
knew
data
was
power?”
Customer Insight Impact
• Marketing is becoming
the source of truth
about the customer
• Collects and analyzes
data to create
actionable insights
shared with sales,
product marketing and
executives
The Data State
• Lives, breaths, eats,
and sleeps data
• Full data governance
in marketing
• Full data integration
in marketing
• Data siloes and
functions are
breaking down to
create one view of
the customer
• Paves the way for the
use of more
sophisticated
technology such as
ABM and AI

14. 14The Pedowitz Group – 2018 Confidential
Campaign Impact
• Predicts campaign
performance,
conversions and
actionable
outcomes
• Sophisticated
multi-channel
campaigns & ABM
• Lives for customer
engagement
• Marketing
becomes a
resource for
customer
communications
to other functions
Datanista profile #4 is the Psychic
Datanista Presentation Datanista Profile 4 Psychic
“I have a
seat and a
voice at
the table.”
Customer Insight Impact
• One holistic customer
journey
• Marketing provides
customer insights in
real-time that allow for
quick action and
decision making for all
customer-facing parts
of the company
The Data State
• Networked data
sources
• Data governance and
data normalization for
networked data
• A customer data czar
in place
• Uses data to analyze
the past and predict
the future
• B2B working like B2C
• AI

15. 15The Pedowitz Group – 2018 Confidential
1. The Blissfully Ignorant
2. The Data Bug
3. The Triple D
4. The Psychic
What kind of Datanista are you?
Datanista Presentation What kind of Datanista are you?

17. 49% of B2B companies said that improving the
depth and accuracy of their database is a
priority for 2017
2017 Demand Gen Report Benchmark Survey Report
42% of marketers said their database makes
performance measurement more challenging
Demand Gen Report’s Marketing Measurement & Attribution Report

18. 40% of Marketing
& CRM data is of
poor quality
Sirius Decisions
Up to 60% of
Marketing & CRM
data is of poor quality
SSG
30% of corporate
America changes
jobs annually
US Dept. of Labor &
Statistics
43% of phone
numbers change
annually
Gartner
37% of email
addresses change
annually
Gartner
64% of inbound
leads contain
missing fields of
information
D&B
11-25% increase in
martech spend in
2018
HBR
80%
implemented 1-5
new technologies
in 2017
HBR

26. VINCENT FONTANA
VP Global Marketing
vfontana@ssgcorp.com
+1 510 388-2796
say hello
AMERICAS: +1-720-638-8500
EMEA: +44 (0) 207 566 1000
APAC: +65 8354 6054
AUS: +61 029 934 8400
Email: sales@ssgcorp.com

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How Are We Doing?

28. #COSeries
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Debbie Qaqish
Principal & Chief Strategy Officer
The Pedowitz Group
@DebbieQaqish
Vincent Fontana
VP Global Marketing
Selling Simplified
@sellsimplified

29. #COSeries
Thank You For Attending
http://webinars.demandgenreport.com/campaign-optimization-series/2018/
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