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.
Managing Your Marketing Database: How To Get Better Results
1. Managing Your Marketing Database
How To Get Better Results
Marketing Evangelist
Pardot
Mathew Sweezey
Co-Founder and Partner
Brainrider
Scott Armstrong
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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?
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. 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. 1. Acquire More Qualified Prospects
With A Customer Focused Approach
21. …
aligned
to
their
buying
decision.
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education
Benchmarks
Solution Options
Product Suitability
Proof Points
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness suitability
assessments
• How to choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• Working with us
• How to buy
Download
this
chart
at
www.Brainrider.com/b2b-‐cheatsheets
22. …
and
with
your
objecves.
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education
Benchmarks
Solution Options
Product Suitability
Proof Points
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness suitability
assessments
• How to choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• Working with us
• How to buy
Program
Objective:
ACQUIRE
PROSPECTS
NURTURE
PROSPECTS
DETERMINE
SALES-‐READINESS
23. Case
Study:
Customer
Focused
Website
Redesign
Problem:
A+rac.ng
and
acquiring
more
prospects
• Drive
more
qualified
traffic.
• Convert
more
visitors
into
prospects.
• Idenfy
sales
ready
leads.
Solu.on:
Customer-‐focused
approach
• Reorganized
navigaon
and
site
map
for
a
customer-‐focused
user
experience.
• Designed
more
prominent
and
visible
calls-‐to-‐
acon.
• Added
content
and
offers
to
a#ract
and
acquire,
nurture,
and
qualify
sales
readiness.
• Implemented
Buyer
Focused
SEO.
Results:
“more
qualified
leads.”
• Unique
site
visitors
are
up
25%.
• Phone
calls
are
up
286%
while
form
compleons
are
up
42%.
• Website
generated
leads
are
up
156%.
Click
to
view
site
32. Case
Study:
Form
Landing
Page
Opmizaon
Problem:
Be+er
prospect
acquisi.on
profiling
• Convert
more
traffic
into
leads.
• Capture
more
complete
prospect
profiles.
Solu.on:
Redesigned
landing
pages
and
progressive
forms.
• Redesigned
Landing
Pages
to
increase
conversion.
• Used
shorter
forms
and
progressive
profiling.
Results:
“38.6%
increase
in
prospect
acquisi7on”
• Total
prospects
captured
and
compleon
rates
increased
during
landing
page
test.
• Stascal
modeling
showed
a
90%
confidence
rate
that
progressive
forms
will
increase
compleon
rates
for
future
campaigns.
40. Case
Study:
Streamed
Email
Nurturing
Problem:
Low
rates
of
email
engagement.
• Engage
and
acvate
the
prospects
in
our
database
• Do
a
be#er
job
acve
leads.
Solu.on:
New
segments,
new
newsle+ers,
new
opt-‐in
categories.
• Create
content
categories
aligned
with
real
customer
needs
and
pains.
• Segment
Tracom’s
exisng
database
based
on
needs
and
pains.
• Implement
new
opt-‐in
subscripon
preferences.
• Execute
a
segmented
newsle#er
program.
Results:
“we’re
engaging
with
more
prospects”
• Targeng
25%
of
their
database
each
month
with
segmented
messaging.
• Click-‐through
rates
have
increased
to
between
10%-‐20%
across
all
segments.
• Email
bounces
and
unsubscribes
deliver
ongoing
database
hygiene.