4 Ways to Dominate Your B2B Marketing Database: Marketing's Greatest Asset
1. Four
Ways
to
Dominate
Your
B2B
Marke5ng
Database:
Marke5ng's
Greatest
Asset
Mathew
Sweezey
-‐
Salesforce
Marke3ng
Evangelist
@msweezey
Forest
Baker
-‐
Linkedin
Former
Head
of
Insights
for
Linkedin
@forest415
2. Safe
Harbor
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@msweezey & @forest415!
3. 50,000 !
The average size of a B2B marketing lead
database.
!
!
!
@msweezey & @forest415!
4. $150.00!
Average cost of acquiring a new email
address.
!
!
!
!
@msweezey & @forest415!
5. $7.5 million!
But what do you know about it?
!
!
!
!
@msweezey & @forest415!
6. Our goal!
Use data to help us better understand and
manage this asset. So we did some
research.
!
!
!
@msweezey & @forest415!
7. @msweezey & @forest415!
Forest Baker: !
Sales & Data Junky
Linkedin.com
-Account Executive (Higher Education)
-Former Head of Insights at LinkedIn
-Former behavioral economist
-Bikepacking Triple Crown Winner
!
9. Four Ways To Dominate !
!
-Understand the churn of your database (New Data)
-What does it mean for your forms
-How to evaluate your email database
-How to tactically use the data with sales
!
!
@msweezey & @forest415!
11. Question: !
What is the life cycle of a B2B email
address?
@msweezey & @forest415!
!
!
!
!
!
12. Begins!!
A new email address is issued for each new
employee at a company. Email addresses
follow a naming convention.
@msweezey & @forest415!
!
!
!
!
13. Ends!
The email address for a B2B lead dies
when the employee leaves the company, or
takes a role outside of your buying process
at the company.
@msweezey & @forest415!
!
!
!
!
!
14. 22%! !
Annual churn rate for US workers age
16+ US Department of Labor 2012!
@msweezey & @forest415!
33. Get the data!
www.slideshare.net/forestbaker/expected-1-
year-churn-rate
@msweezey & @forest415!
!
!
!
!
!
34. What else does!
this mean?!
So if email churns is it still worth it to obtain?
What else would we ask for to communicate?
What are benefits of asking for social handles?
How can we use this data to determine the health of our
email database?
@msweezey & @forest415!
35. Is it worth it?!
@msweezey & @forest415!
!
!
The average cost of an email address is $150.00. The
average cost of a paid social engagement is $0.50 So why
spend the money on acquiring an email address?
36. Social LTV: !
@msweezey & @forest415!
!
Social handles have a! much lower churn,
more targeted approach, and be more
valuable than spending time on email
acquisition. Follower churn is 10% per year.
37. Bonuses !
Social fans allow for Look Alike campaigns.
@msweezey & @forest415!
!
!
38. Email is still
king!
Despite the increase in paid
social advertising, email is
still the number one driver
@msweezey & @forest415!
!
!
for many campaigns. However not all
engagements require an email address.
Know what you plan to do with it before you
get it.
43. Health of your!
database!
This data gives you way to now judge your largest asset
@msweezey & @forest415!
44. Penetration!
@msweezey & @forest415!
!
!
Total Database
Potential DB
Linkedin provides this
data thought
their
Sales
Navigator
Product
45. Growth Score!
!
! Total Net New Email Addresses
(Possible DB x % Growth) – (Possible DB x % decay)
@msweezey & @forest415!
46. New Ideas!
Targeting the time of churn. This means for each person
who churns, there is a new opportunity with the existing
company and the company they go to.
@msweezey & @forest415!
47. Data for sales!
Job change alerts are the best way for
sales to keep up with change. They can
reach out via inMail in Linkedin.
@msweezey & @forest415!
!
!
