MarketingProfs Webinar - B2B Data: So Fresh and So Clean

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MarketingProfs Webinar - B2B Data: So Fresh and So Clean

  1. 1. Place image here B2B Data: So Fresh and So Clean! Presented by: NetProspex #B2BData
  2. 2. Lauren Brubaker Demand Generation Manager Who Am I?: B2B marketer turned operations nerd 
 Specialties: Marketing automation, demand gen, sales and marketing alignment, persona-based marketing, messaging and content strategy 
 Background: Tech industry marketer who started out in the world of marketing automation and quickly developed a passion for making marketing technology sing 2
  3. 3. Agenda   •  Why this webinar? •  Simple data fixes •  Behavior-based cleansing •  Advanced tactics •  Ongoing maintenance •  Q&A Tweet along with me @B2BLauren using #B2BData 3
  4. 4. Why  this  webinar?     http://bit.ly/BMRwebinar 4
  5. 5. Data  Facts   80%! More than! 60%! of companies have “Risky” phone connectability of companies had an overall health scale score of “Unreliable” 25%! of the average B2B database is inaccurate1 1 Sirius Decisions, “The Impact of Bad Data on Demand Generation” 5
  6. 6. Why  care?   $1 to verify a record as it is entered $10 to cleanse and de-dupe it It is IMPERATIVE that data hygiene should be a proactive company initiative, rather than an afterthought or one-time activity. $100 if nothing is done 6
  7. 7. We’ve  all  got  it…   7
  8. 8. So  let’s  clean  it  up!   8
  9. 9. Cleaning House: 1.  Establish  benchmarks       2.  Query  out  the  junk       3.  Prioritize  your  fields   9
  10. 10. Scrub:  First  and  Last  Name! 10
  11. 11. Scrub:  Email   11
  12. 12. Scrub:  Title   12
  13. 13. Scrub:  Company  Name   13
  14. 14. Scrub:  Other  Fields   14
  15. 15. Prioritize  your  fields   15
  16. 16. Cleaning House: 4.  Create  CRM  Rules       5.  Find  non-­responders       6.  Reach  everybody     16
  17. 17. Create  CRM  Rules   17
  18. 18. Find  non-­responders   Better segmentation Re-engagement campaign New calls to action 18
  19. 19. Reach  Everybody   You get an email! You get an email! Everybody gets an email! 19
  20. 20. Cleaning House: 7.  Grade  your  database       8.  Isolate  undeliverables       9.  Fill  in  the  blanks       10.  Wash,  rinse,  repeat   20
  21. 21. Grade  your  database   21
  22. 22. Isolate  undeliverables   22
  23. 23. Fill  in  the  blanks   23
  24. 24. Wash,  Rinse,  Repeat   24
  25. 25. Need  more  answers?   http://bit.ly/cleandatawebinar 25
  26. 26. Our  Results   •  22% increase in open rates •  10% increase in deliverability •  Improved lead routing to sales 26
  27. 27. Questions?     If you use any of these tips, I’d love to hear how many records you cleaned out! Send me an email or quick tweet. 
 Lauren Brubaker
 lbrubaker@netprospex.com @B2BLauren NetProspex www.netprospex.com 27

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