Slide deck for The Coffee MUG webinar held on October 30, 2019, featuring Elliott Lowe, Head of MarTech Operations at RingLead, and our own Solutions Architect, Lindsay Khan, discussing data as a foundation for growth and how to implement it effectively and efficiently to improve your marketing results. Part two of two in a series on data in scalability.

1. SEGMENTATION FOR SUCCESS
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Moderator
Jordan Resnick
Marketing Operations
Manager | Perkuto
MCE
Speaker
Elliott Lowe
Head of MarTech
Operations | RingLead
MCE, Marketo Champion
Speaker
Lindsay Khan
Solutions Architect | Perkuto
MCSA, MCE
October 30, 2019

2. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit
questions
○ Q & A time at the end
● After the presentation
○ Recording of today’s presentation
○ Slides
5

3. Appendix
Perkuto helps leading brands orchestrate memorable customer
experiences through flawless marketing operations.
40+
1000+

4. Our Speakers
7
Speaker
Elliott Lowe
Head of MarTech
Operations | RingLead
MCE, Marketo Champion
elliott@ringlead.com
Speaker
Lindsay Khan
Solutions Architect | Perkuto
MCSA, MCE
lindsay@perkuto.com

5. Data Vision
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● Data to Actionable Insight
● Determine what’s actionable
● Assemble a ‘smart’ process and team
● Focus on the right sources
● Speed and Delivery

6. Moving up the Data Hierarchy
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7. Tipping Point
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● Size of database
● Data Fill-Rate
● Data Quality

8. In Practice
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● Private Higher Education network of over 20 campuses worldwide
with varied program offerings at each campus.
GOALS:
● Personalize communication by Campus, Language, and Program of
Study interest
● Dynamic Footer Snipper for Address
● Dynamic Social Icons/links

9. Segmentation
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10. 13
Why are Segmentations Useful?
● Dynamic and constantly “running”
● Personalization
● Reporting
○ Email Reports
○ Person Reports
● Smart Lists
● Data Gauge

11. Constantly “On”
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● Apply to all records
● Why use Segmentations instead of Smart Lists?
● NOTE: Priority Order

12. ● They are a MUST
● Think outside of the Demographic rule set
● Snippets
81% of consumers want brands to understand
them better and know when and when not to
approach them. – MarTech Today
Personalization
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13. ● Email Reports
● Person Reports
● Use up to 2 Segmentations
Reporting
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14. ● Boost the power of your Smart Lists with Segment
○ Triggers
○ Filters
Smart Lists
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15. ● How large are your Default Segments?
● Which Data are you missing?
● Information > Insight > Knowledge
● Inform Product Development
88% of U.S. marketers reported seeing measurable improvements due
to personalization—with more than half reporting a lift greater than
10%. – Evergage
Data Gauge
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16. ● Personalization
● Does there seem to be a trend?
● Builds trust
● Recognizes that needs are not static
Benefits of Segmentation
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78% of consumers say personally relevant content increases their
purchase intent. – Marketing Insider Group

17. ● Create the Segmentation
● Add the Segments
● Verify your Order Priority
● Define the Segment Rules
● Approval
How to Build Segmentations in Marketo
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18. ● Identify the Segmentation you wish to create
Examples:
● Industry
● Geography/Region
● Role or Department
● Product Interest
● Prospect vs Customer
● Combine them for even more targeted Segments
Create the Segmentation
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19. ● Navigate to the Database
● Click on New > New
Segmentation
● Name the Segmentation and
click Add Segment
● Add all your Segments to the
Segmentation
● Order the Segments in Priority
Order
● Click Create
Create the Segmentation
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20. Define Segment Rules
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21. Approval
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● Once all your Segment Rules are
defined
And
● You have validated the Priority Order
You can approve your Segmentation.

22. 25

23. 26

24. 27

25. 28
● Identify your use cases
● Map out the data needed for each use case
● Validate your data set for:
○ Data Completeness and Quality
● Take Action!
You’ve Got the Power

26. Data
Normalization and
Segmentation
Elliott Lowe
Head of MarTech Operations
RingLead, Inc.
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27. What We Do
Unlocking the Value of Data
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Identify and merge
duplicate records in
Marketo and
Salesforce
Prevent duplicate
records in Marketo and
Salesforce
Match Leads to
Accounts and route to
appropriate
salespersons
Enrich and normalize
firmographic and
contact data using
industry leading data
vendors
Provide data quality
consulting services to
major enterprises such
as Moody’s, NYSE,
Spectrum, GE and HP

28. 1.Define your ICP / Personas
2.Identify Critical Data Points
3.Assess Data Quality and Accuracy
4.Analyze Fill Rates
5.Enrich Your Data
Steps 1 - 5: Building the Data Foundation
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29. •Marketo smart campaigns
•Marketo segmentations
•Data quality platform
Step 6: Normalization /Segmentation Options
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30. Step 6: Normalization Process
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31. 34

32. 35

33. •Analyze input values
•Map to output values
Step 6: Segmentation Process
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35. 38

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37. 40

38. 41
Elliott Lowe ▪ elliott@ringlead.com

39. @ success@perkuto.com
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Q & A

40. @ success@perkuto.com
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THANK YOU!