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Managing Your Marketing Database: How To Get Better Results


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As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets.

What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.

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Managing Your Marketing Database: How To Get Better Results

  1. 1. Managing Your Marketing Database How To Get Better Results Marketing Evangelist
 Pardot Mathew Sweezey Co-Founder and Partner
 Brainrider Scott Armstrong
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.  
  3. 3. Managing Your Marketing Database: How To Get Better Results What determines the life, health, and value of a lead in your databases and what can you do about it?
  4. 4. Scott Armstrong Co-Founder and Partner Brainrider Mathew Sweezey Marketing Evangelist Pardot
  5. 5. Do you know your average cost per email acquisition?
  6. 6. Do you know the value of your email database?
  7. 7. Do you know how many names in your database are active?
  8. 8. Average cost per lead = $150 Average size of database =
  9. 9. 90% of B2B buyers say email is their preferred communication method!
  10. 10. Emails are the most valuable marketing asset in your control!
  12. 12. YOU LOSE ABOUT 25% EACH YEAR h#p://­‐quality-­‐s<ll-­‐a-­‐struggle-­‐for-­‐b2b-­‐marketers-­‐28012013  
  14. 14. ACQUIRE   •  Qualified Traffic •  Form Submissions •  Lists (Opt-In) THE LIFECYCLE OF AN EMAIL  
  15. 15. ENGAGE   •  Send •  Open •  Read/Click THE LIFECYCLE OF AN EMAIL  
  16. 16. CHURN   •  The Silent Filter •  Hard Bounces •  Unsubscribes •  SPAM I’m 31 years old. I’ve had professional jobs for 9 years. I’ve had over 9 different professional email addresses. THE LIFECYCLE OF AN EMAIL  
  17. 17. 3 Tactics To Manage Your Marketing Database 1.  Attract More Qualified Prospects With A Customer Focused Approach 2.  Convert Traffic Into Prospects With More CTA’s and Shorter Forms 3.  Increase Engagement and Reduce Churn Using Prospect Segmentation
  18. 18. 1. Acquire More Qualified Prospects With A Customer Focused Approach
  19. 19. It’s not just