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Webinar tech. that drives modern mktg department - part 1


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Webinar tech. that drives modern mktg department - part 1

  1. 1. The Technology that Drives the Modern Marketing Department Thursday, February 13th 2014 #B2BBrains
  2. 2. Topics for Today’s Session ● How has the role of marketing changed in the past 10 years? How will it change in the future? ● Traditional “data-think” will not be adequate to prepare for the future of marketing ● How marketers can leverage new technologies to engage in conversational marketing with prospects & customers ● How to develop processes, personas and messages that resonate with your target prospects. #B2BBrains
  3. 3. The Modern Marketer #B2BBrains
  4. 4. Prepare for the coming revolution! Phase 1: Inspect and Correct your Foundation: Put Data First! Phase 2: Develop your Processes, Personas and Message. #B2BBrains
  5. 5. About the Speakers Justin Gray CEO & Chief Marketing Evangelist, LeadMD @jgraymatter Donato Diorio CEO, RingLead @idonato #B2BBrains
  6. 6. The Data decision: It starts with a clear vision #B2BBrains
  7. 7. Turn left or turn right? #B2BBrains
  8. 8. Left 1 contact with: • company name • name • title • email • phone #B2BBrains Right Multiple contacts with: • company name • name • title • title level • department • email • verified email • phone • company sector • company description • bio
  9. 9. 1 flavor ● ● ● ● Generic campaign List fatigue High unsubscribes No segmentation #B2BBrains Multiple • • • • Targeted campaign Fresh data Growing interest Ability to segment
  10. 10. The 3 P’s and the Foundations of Data ● Data Planning - what are my goals? ● Data Potential - what is possible? ● Data Philosophy - how to achieve it? Data powers your CRM and marketing automation platform #B2BBrains
  11. 11. Upgrade your Data-Think #B2BBrains
  12. 12. How do I build a great database? #B2BBrains
  13. 13. The Foundations of Data Execution Without… Clean Protect #B2BBrains Enhance Enhanc e
  14. 14. The Foundation: Good Campaign Data Without… Clean Protect Without performing a comprehensive data cleanse, the foundation is weak #B2BBrains Poor foundation Enhance Enhanc e
  15. 15. The Foundation: Good Campaign Data Without a protection Without… strategy, your data will continually decay Clean Decaying data Protect #B2BBrains Enhance Enhanc e
  16. 16. The Foundation: Good Campaign Data Without enhancing your existing data you limit your “data potential” Without… Clean Limited potential Protect #B2BBrains Enhance Enhanc e
  17. 17. Is it OK to delete data? #B2BBrains
  18. 18. Never delete CRM data - Score it Instead! Notes: 11/21/13: 06/15/13: 04/10/13: 03/19/11: #B2BBrains Donato is the decision maker for CRM Add ons Dan went to Kansas State, played football April is Donato’s assistant Matt Smith is the new Doctor, Donato is Dr. Who fan
  19. 19. Scoring Data: Focus on Good Data Notes: 11/21/13: 06/15/13: 04/10/13: 03/19/11: #B2BBrains Donato is the decision maker for CRM Add ons Dan went to Kansas State, played football April is Donato’s assistant Matt Smith is the new Doctor, Donato is Dr. Who fan
  20. 20. What can we learn/derive from the existing data? • • • • • • • • • Domain is Email pattern in first-initial(.)last-name April reports to Donato On, there are 15 additional contacts Notes on Donato are 1 month old Notes on April are 8 months old Natalie is no longer at the company “The Doctor” is a fictional character Natalie is now a VP at another company - and an additional prospect! #B2BBrains
  21. 21. How can I enforce data quality best practices? #B2BBrains
  22. 22. Both Carrot and Stick work • Determine carrot and/or stick on field basis, not object • Educate users on the importance of everything you ask of them (focus on selfish reasons) • Don’t ask what they don’t know #B2BBrains
  23. 23. Can training help enforce data standards? #B2BBrains
  24. 24. #B2BBrains
  25. 25. Enforcing Data Standards is Optimal #B2BBrains
  26. 26. How complete is my data? #B2BBrains
  27. 27. My Data is Fairly Complete • Superstition or fact? Find out! #B2BBrains
  28. 28. My Data is Fairly Complete #B2BBrains
  29. 29. Shouldn’t I buy as much data as I can all at once? #B2BBrains
  30. 30. Data decay happens • Change in title, promotion • Change of department • Change in working location • Change of area code • Change of phone number • Change of email format • Add mobile phone number • Merger or acquisition #B2BBrains
  31. 31. #B2BBrains
  32. 32. Isn’t bad data IT’s problem? #B2BBrains
  33. 33. Company Based Changes Decade Multi year Year Contact based Event & Activity Based Quarter Month Day Static Data types Acquisition method URL Database merging + algorithm Update strategy #B2BBrains Hour Dynamic Corp Name City State Address Zip Phone Competitors Editorial & Aggregation Revenue Employees Products Services Financials Editorial + SEC spidering Static, compiled and online databases Names Titles Emails address Phone Biographies Social Network Links Real time content spidering News Email content Blogs Net links social networks newsgroups Tweet Check-In’s Proximity Website visits Email reads Semantic monitoring services Real time API’s Real time
  34. 34. How good is my vendor’s data? #B2BBrains
  35. 35. Data industry processes •Buy data from multiple sources •Refresh top companies with editors •6 month cycle (top 10K companies) •6-12 month (next 40K companies) •24 month cycle on the next 2 million •Nothing past the top 2 million •Add social data (good for top 10%) •Add news feeds (good for top 5%) •Mob source #B2BBrains
  36. 36. Buying data...why, how and gotchas How recent is the list as whole? How quickly was the list produced? Different from record freshness. Contact data degrades 3% per month (5% in a stressed economy). A list of 1000 records can be built over 60 days. In the case below, the first 500 records are 8 weeks old (5.68% inaccurate) upon list delivery. 96.8% #B2BBrains
  37. 37. Buying data...why, how and gotchas 86.5% #B2BBrains 59.5%
  38. 38. Your data vs. your vendor’s • Your data is less complete • Your data has a better competitive advantage • Use their data to fill in your data #B2BBrains
  39. 39. How good is my data? #B2BBrains
  40. 40. CRM Data Quality Points 4 3 2 1 Fresh <30 days <60 days <90 days <180 days Accurate 95.00% 80% + 70% + 60% + Multi-venue All available Basic + 2 social Basic + 1 social Basic (email+phone) Built fast <14 days < 60 days < 90 days < 180 days Normalized Enforced Plan + culture Has plan no Scored Custom rules Accessible rules white box scoring black box scoring Factors Total data quality score: #B2BBrains Your score
  41. 41. CRM Competitive Advantage Points 4 3 2 1 target by self description hand built keywords SIC code built on-demand mashed from many sources pulled from larger sample Complete 95%+ 80.0% 60.0% 40.0% Exclusive no competitors limited access anyone can buy access free Sources transparent sources known sources available By a person Marketing automation email Factors Targeted Custom Transparent Verified Total competitive advantage score: #B2BBrains Your score
  42. 42. Where is your CRM data? Competitive Advantage 24 12 0 12 Data Quality #B2BBrains 24
  43. 43. What is your data potential? Qualitative / Event-Driven Qualitative Cyclic Quantitative / Cyclic Quantitative/ commodity Competitive Advantage Quadrant Key 24 Influence Relationship m o a 12 ng ti ke ar ut a on ti CRM+ 90 days CRM+ 180 m CRM+ days 360 days Cold Call 0 new CRM lead Warm call 12 Data Quality #B2BBrains 24
  44. 44. Can I Prevent Duplicate Records Based on Email Address? #B2BBrains
  45. 45. Prevent duplicate based on email? ● No. Email addresses are not social security numbers ● I have five current email addresses ■ ■ ■ ■ ■ ● I get duplicate emails to (four) emails. #B2BBrains
  46. 46. Does my marketing team know what they need? #B2BBrains
  47. 47. The Evolution of Marketing Desire I want...More data (lists) I want... Better selection (databases) I want... More contacts per company (zoom) I want... Fresher contacts(Jigsaw) I want... More information (LinkedIn) I want... More knowledge (many sources) I want... More process (crm) I want... Sustainable process Data #B2BBrains Information Knowledge Process
  48. 48. So What’s the Next Step in That Evolution? CONVERSATION #B2BBrains
  49. 49. Science shifts to Art #B2BBrains
  50. 50. Demographics • The Building Blocks Standardize Normalize #B2BBrains “Buyerize”
  51. 51. Firmographics • The Blueprint – Revenue Bands – Purchasing Profiles #B2BBrains
  52. 52. Psychographics • Buyer Personas – Need – Pain – Motivation #B2BBrains
  53. 53. The Result #B2BBrains
  54. 54. Behaviors • The Craft – Behavior is 60% of the equation – “Lead” and the fallacy of data – If you wield it, they will come #B2BBrains
  55. 55. The Conversation is Born #B2BBrains
  56. 56. Apply the Science to make Art • Inputs • Processes • Revenue Path #B2BBrains
  57. 57. Buyer Personas • Think of Data as Conversation Queues • Route “leads” based on commonality • Communicate based on: – Recency – Felt Need – Pain #B2BBrains
  58. 58. Engage with Process! • Bring everything together • Build a success path • Measure success – Time – Progression – Result #B2BBrains
  59. 59. Watch Out Though • Automation increases the probability of – Mistakes – Duplicates – Rogue messages #B2BBrains
  60. 60. #B2BBrains
  61. 61. Pitfalls to Avoid • Overwriting Key Data – Lead Source – Original Search Terms • Channel Fatigue • Data Maintenance & Purge • Record Types #B2BBrains
  62. 62. How Does Success Look? #B2BBrains
  63. 63. Le ar n M or e! How can data quality create a competitive advantage for you? Download our free whitepaper, Put Data First #B2BBrains
  64. 64. Q& Questions? Need help getting your data in order? Contact RingLead 1.888.240.8088 Need help building a worldclass revenue engine? Contact LeadMD 1.888.294.9854 #B2BBrains A Join the RingLead Usergroup Follow RingLead on Twitter @ringlead @iDonato @JgrayMatter @myleadmd Become a Fan on Facebook