3 Steps to Fuel Your Data Strategy - Tim Thorpe of Black & Veatch with InsideView
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Tim Thorpe, Director of Digital Content, Global Marketing & Communications, at Black & Veatch, shares how they built a well-oiled data machine to power their sales and marketing efforts. In this presentation you’ll get actionable tips for building your own data strategy, including how to - Use data to outperform your competition. Grow your existing database while increasing its effectiveness. Reduce data gaps and drive efficient revenue growth.
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3 Steps to Fuel Your Data Strategy - Tim Thorpe of Black & Veatch with InsideView
- 1. 3 Steps to Fuel Your Data Strategy Director of Digital Content, Global Marketing & Communications Black & Veatch Tim Thorpe GUEST SPEAKER
- 2. Audience poll… What department do you work in? Marketing Sales Operations Other #datadriven
- 3. Poll Results What department do you work in? #datadriven Marketing Sales Operations Other 30% 44% 16% 10%
- 4. Audience poll… How defined is your existing sales and marketing data strategy? Very defined (well documented, with ownership) Somewhat defined (loosely agreed-upon processes) Needs work (minimal definition, no ownership) We don’t have a strategy in place #datadriven
- 5. Poll Results How defined is your existing sales and marketing data strategy? #datadriven Very defined Somewhat defined Needs work We don’t have a strategy in place 17% 38% 35% 10%
- 6. 3 Steps to Fuel Your Data Strategy Director of Digital Content, Global Marketing & Communications Black & Veatch Tim Thorpe GUEST SPEAKER
- 7. Black & Veatch by the Numbers 7,000+ Active Global Projects $3B 2014 Revenue 110+ Offices Worldwide 10,000 Global Workforce 100Countries Projects in Founded in 1915 #datadriven
- 8. 13th largest majority employee-owned company in the Unites States Listed 128th of America’s Largest Private Companies
- 9. Powering the Charge for Electric Cars Black & Veatch partners with Tesla to construct the largest contiguous electric vehicle charging system in the world.
- 10. About Black & Veatch Digital Content Team • Websites (bv.com) • SEO/SEM • Marketing Automation (Marketo) • Market Research/Surveys • Social Media • Microsoft Dynamics CRM (SFA) • Mobile Marketing Apps (iPad) #datadriven
- 11. Fundamentals of a Data Quality Strategy • Data quality will always be a conundrum. • An organizational owner and appropriate resources are a necessity. • Data quality is a long-term process. • Design, implementation and operation need data quality focus. #datadriven
- 13. 3 Steps to Fuel Your Data Strategy #datadriven
- 14. 3 Steps to Fuel Your Data Strategy Enable your sales team Enrich your data Segment for success #datadriven
- 15. • Build and nurture relationships within your sales organization. • Create “one place” for sales to get information. • Remove barriers that prevent your sales team from getting the CRM data they need. • Add automation to import data and eliminate manual steps. Enable Your Sales Team #datadriven
- 16. • Simplify the initial data entry step. • Use automated enrichment to further “fill out” registration forms for marketing automation. • Company and contact records in CRM can be enriched to build a more complete lead picture. • Automate the process! Enrich Your Data #datadriven
- 17. • Focused data is key to effective sales and marketing campaigns. • Data must be segmented enough to drill into key filters for industry, geography or business role. • A partner can help you automate the process of segmenting the data in your systems. Segment for Success #datadriven
- 18. 3 Steps to Fuel Your Data Strategy Enable your sales team Enrich your data Segment for success #datadriven
- 19. Wrap Up #datadriven • Tweet about this webinar using: #datadriven, @InsideView, and @timnthorpe • Want to schedule a data strategy consultation? Email Alex Taylor at Alex.taylor@insideview.com • Follow up recording and slide deck will be emailed
- 21. Connect with Us ON THE WEB www.timthorpe.org www.slideshare.net/timthorpe www.bv.com www.insideview.com www.vimeo.com/insideviewcrm ON SOCIAL MEDIA @timnthorpe @black_veatch facebook.com/blackveatch @insideview facebook.com/sales.intelligence #datadriven
Editor's Notes
- 3 Steps to Fuel Your Data Strategy Hosted by InsideView November 3, 2015 Guest Speaker: Tim Thorpe Director of Digital Content, Global Marketing & Communications Black & Veatch
- Audience Poll: What department do you work in? Marketing Sales Operations Other
- Poll Results: What department do you work in? Marketing (30%) Sales (44%) Operations (16%) Other (10%)
- Audience Poll: How defined is your existing sales and marketing data strategy? Very defined (well documented, with ownership) Somewhat defined (loosely agreed-upon processes) Need work (minimal definition, no ownership) We don’t have a strategy in place
- Poll Results: How defined is your existing sales and marketing data strategy? Very defined (17%) Somewhat defined (38%) Need work (35%) We don’t have a strategy in place (10%)
- Black & Veatch by the Numbers Founded in 1915. Global workforce of more than 10,000. $3 billion in annual revenues in 2014. More than 110 offices worldwide. Completed projects in more than 100 countries. Conduct 7,000+ active projects globally at any one time
- 13th largest majority employee-owned company in the United States – rankings of National Center for Employee Ownership (NCEO); August 2014. Ranked on Forbes magazine’s “America’s Largest Private Companies” listing (#128; Forbes.com; October 2014). Black & Veatch was recently named to the InformationWeek Elite 100 list of innovative users of business technology. The company’s application of drone technology to reduce the risks and costs of equipment tower inspections was also recognized as one of the 20 Great Ideas for 2015 by the editors.
- Client: Tesla Motors, Inc. Project: Tesla Supercharger U.S. Build-Out Location: Nationwide, United States Tesla Motors manufactures the Tesla Model S, the all-electric car that won the Motor Trend 2013 Car of the Year award. While developing the car, Tesla launched a program to aggressively deploy high-power, fast-charging stations — “Superchargers” — along major travel corridors throughout the United States. Tesla awarded Black & Veatch a contract to design and construct pilot sites in the Supercharger network. The Tesla Supercharger U.S. Build-Out is the Black & Veatch Smart Integrated Infrastructure team’s largest project to date. Services include engineering, site assessment, and permitting and construction services for Tesla’s charging stations.
- About Black & Veatch Digital Content Team (tools used) Websites (conductor, webtrends) SEO/SEM (conductor) Marketing Automation (Marketo) Market Research/Surveys (Qualtrics) Social Media (Sprout Social) Microsoft Dynamics CRM (SFA) Mobile Marketing Apps (iPad)
- Fundamentals of a Data Quality Strategy Data quality will always be a conundrum with software applications – must have a long-term strategy to make data as actionable as possible. An organizational owner and appropriate resources are a necessity. Data quality is a long-term process. Design, implementation and operation need data quality focus. A common mistake that is made with CRM implementations is to simply translate processes from the old system to the new one – instead, take a hard look at your existing processes. What data capture can be eliminated or be optional? Can overall processes be shortened or streamlined?
- Tools and Integrations Integrations are the future for successful marketing and sales efforts. When Black & Veatch implemented Dynamics CRM it was made a “master data repository” for company/contact records. Dynamics CRM is the “system of record” that feeds many downstream systems. As a result, the quality of the data in CRM becomes more and more important over time as it feeds key company data to other applications. Having a strategy in place to make the data as good as possible is important.
- 3 Steps to Fuel Your Data Strategy Enable your sales team Enrich your data Segment for success
- Enable Your Sales Team CRM and sales process can be like a tax on sales teams. There are different things you can do to give your sales organization a tax credit to make their life easier. Building a strong relationship and creating a Center of Expertise Team for sales tools is a key way that you can enable your teams long-term. Create that “one place” that sales can go and get really good information is important. Integrating CRM, marketing automation and sales intelligence tools like InsideView is a way to create this destination. Make it easy. Remove barriers that prevent your sales team from getting the CRM data that they need. Minimize manual work where possible. Add automation and minimize manual work where possible. Everything you can do to give a “tax credit” back to your sales organization is going to ultimately increase the accuracy and breadth of data that will be loaded into CRM. Automation is a good segue into our next topic of data enrichment.
- Enrich Your Data Simplify the initial data entry step. Minimize form fields when entering a lead in CRM - capturing registrations in Marketo or other data submission steps - the goal is to require the minimum amount of data to increase the data that will get into the system. Basic information will be captured, but will be less complete than desired. Automated data enrichment is the bridge from basic data to rich data in your systems. Marketing automation can use data enrichment to “fill out” registration forms. CRM can use data enrichment to build a more complete lead picture within CRM. Automation makes this a huge efficiency gain and contributes to both a larger percentage of visitors that will register for thought leadership materials from Black & Veatch, and more robust lead data in CRM. We enrich with the data fields that are most actionable for Black & Veatch such as the industry identifier. Which brings us to our next point…
- Segment for Success For data to be most useful it needs to be focused. Black & Veatch conducts corporate research surveys that serve as the foundation for thought leadership content published throughout each year. Focusing on the audience for a specific market segment is foundational to the success of these surveys. Data must be segmented enough to drill into key filters such as the right “target” industry, geography or corporate role for research participation. A focused approach with this data helps us see a higher participation rate in our research surveys and better thought leadership content. This is not easy to do and partnering with someone like InsideView can help you get to this level of segmentation. Black & Veatch uses InsideView to help us focus our data. We use InsideView as a self-service data platform. We are able to be in the “driver’s seat” and get into the data when we need to and target in the best way to meet our business needs.
- In summary… Enable Your Sales Team Make it easy for the Sales team with “one place” to get the data they need. Remove as many manual “taxes” as possible that will help Sales view CRM as a system that gives back to them. Enrich Your Data Make it simple, inbound data to come into your systems. Minimize form fields, then enrich with more detailed information once the data enters your CRM or Marketing Automation tool. Segment for Success Your sales and marketing programs will always be more successful when you can target and focus your message. Take control over how you segment your data by working with a data platform that puts you in the driver’s seat. Partnered with InsideView across all three of these areas
- Wrap Up If you enjoyed today’s webinar, we invite you to tweet about it using the hashtag #datadriven. Be sure to use our handles, too. If you’d like to schedule a data strategy consultation with InsideView, please email Alex Taylor. We’ll be sending everyone the webinar recording and slide deck via email