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HOW TO CLEAN UP YOUR
MARKETING AUTOMATION DATABASE
Hana Abaza
VP Marketing
Uberflip
#uberwebinar
Francois Mathieu
Inbound ...
@HanaAbaza@Uberflip#uberwebinar @francoismat
Stick around to see how Uberflip integrates with marketing automation!
@HanaAbaza@Uberflip#uberwebinar @francoismat
WHAT’S THE DEAL WITH
DATA QUALITY?
@HanaAbaza@Uberflip#uberwebinar @francoismat
Data quality benchmarks
• U.S. companies believe 32% of their data
is inaccur...
@HanaAbaza@Uberflip#uberwebinar @francoismat
1. Clean up your database
2. Automate the process for next time
3. Enhance yo...
@HanaAbaza@Uberflip#uberwebinar @francoismat
LET’S CLEAN UP YOUR
DATABASE!
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your contacts
(Extra carefully) clean up opt-outs
(Carefully)...
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your fields
Apply the rule: one field, one purpose
Hunt for u...
@HanaAbaza@Uberflip#uberwebinar @francoismat
@HanaAbaza@Uberflip#uberwebinar @francoismat
How to clean up your lists & flows
Use a standard naming convention
Verify wh...
@HanaAbaza@Uberflip#uberwebinar @francoismat
LET’S MAKE THINGS EASIER
FOR NEXT TIME!
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
...
@HanaAbaza@Uberflip#uberwebinar @francoismat
Automate the process
• Convert text fields to drop-
down menus when possible
...
@HanaAbaza@Uberflip#uberwebinar @francoismat
ENHANCE YOUR DATABASE
TO BETTER NURTURE LEADS
@HanaAbaza@Uberflip#uberwebinar @francoismat
Sync internal data
• From your CRM (Salesforce.com)
• From surveys (SurveyMon...
@HanaAbaza@Uberflip#uberwebinar @francoismat
Enrich data
• Manual (Rapportive, LinkedIn,
Ghostery)
• Automated (Datanyze)
@HanaAbaza@Uberflip#uberwebinar @francoismat
THANK YOU!
#uberwebinar
23
UBERFLIP INSIGHTS
24
UBERFLIP INSIGHTS
25
UBERFLIP INSIGHTS
26
UBERFLIP INSIGHTS
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How to Clean Up Your Marketing Automation Database

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Data quality is integral to a successful marketing automation campaign. With efficient processes, refined workflows, and a focus on data quality, you can feed better leads to your Sales team.

Published in: Marketing
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How to Clean Up Your Marketing Automation Database

  1. 1. HOW TO CLEAN UP YOUR MARKETING AUTOMATION DATABASE Hana Abaza VP Marketing Uberflip #uberwebinar Francois Mathieu Inbound Marketing Manager Uberflip
  2. 2. @HanaAbaza@Uberflip#uberwebinar @francoismat Stick around to see how Uberflip integrates with marketing automation!
  3. 3. @HanaAbaza@Uberflip#uberwebinar @francoismat WHAT’S THE DEAL WITH DATA QUALITY?
  4. 4. @HanaAbaza@Uberflip#uberwebinar @francoismat Data quality benchmarks • U.S. companies believe 32% of their data is inaccurate (#1 cause is human error) • They also believe 23% of their revenue is wasted because of inaccurate data • 36% of companies say email is the most important communication channel • 78% of had email deliverability issues in the last year due to poor list hygiene Source: Experian data quality benchmark report 2015
  5. 5. @HanaAbaza@Uberflip#uberwebinar @francoismat 1. Clean up your database 2. Automate the process for next time 3. Enhance your lead intelligence Agenda
  6. 6. @HanaAbaza@Uberflip#uberwebinar @francoismat LET’S CLEAN UP YOUR DATABASE!
  7. 7. @HanaAbaza@Uberflip#uberwebinar @francoismat
  8. 8. @HanaAbaza@Uberflip#uberwebinar @francoismat
  9. 9. @HanaAbaza@Uberflip#uberwebinar @francoismat How to clean up your contacts (Extra carefully) clean up opt-outs (Carefully) clean up bounced emails Find and merge duplicates Identify and label your current customers
  10. 10. @HanaAbaza@Uberflip#uberwebinar @francoismat
  11. 11. @HanaAbaza@Uberflip#uberwebinar @francoismat How to clean up your fields Apply the rule: one field, one purpose Hunt for unauthorized values Delete useless fields
  12. 12. @HanaAbaza@Uberflip#uberwebinar @francoismat
  13. 13. @HanaAbaza@Uberflip#uberwebinar @francoismat How to clean up your lists & flows Use a standard naming convention Verify when a contact was last added Sort lists & flows by date created
  14. 14. @HanaAbaza@Uberflip#uberwebinar @francoismat LET’S MAKE THINGS EASIER FOR NEXT TIME!
  15. 15. @HanaAbaza@Uberflip#uberwebinar @francoismat Automate the process
  16. 16. @HanaAbaza@Uberflip#uberwebinar @francoismat Automate the process • Convert text fields to drop- down menus when possible
  17. 17. @HanaAbaza@Uberflip#uberwebinar @francoismat Automate the process • Convert text fields to drop- down menus when possible • Setup workflows to clean up typical errors
  18. 18. @HanaAbaza@Uberflip#uberwebinar @francoismat Automate the process • Convert text fields to drop- down menus when possible • Setup workflows to clean up typical errors • Create a smart list of contacts who need manual clean up
  19. 19. @HanaAbaza@Uberflip#uberwebinar @francoismat ENHANCE YOUR DATABASE TO BETTER NURTURE LEADS
  20. 20. @HanaAbaza@Uberflip#uberwebinar @francoismat Sync internal data • From your CRM (Salesforce.com) • From surveys (SurveyMonkey, Qualaroo) • From support chat (Olark, LiveChat) No integration? Try Zapier!
  21. 21. @HanaAbaza@Uberflip#uberwebinar @francoismat Enrich data • Manual (Rapportive, LinkedIn, Ghostery) • Automated (Datanyze)
  22. 22. @HanaAbaza@Uberflip#uberwebinar @francoismat THANK YOU! #uberwebinar
  23. 23. 23 UBERFLIP INSIGHTS
  24. 24. 24 UBERFLIP INSIGHTS
  25. 25. 25 UBERFLIP INSIGHTS
  26. 26. 26 UBERFLIP INSIGHTS

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