SlideShare a Scribd company logo
Housekeeping
• We’ll send the recording out following the
webinar along with a copy of new report:
“The Cost of a Bad Lead.”
• You can submit questions in the questions
pane, we will answer them in the Q&A at
the end of the webinar
2
What We’ll Cover
• The problem: Too much bad data
• The consequences: How this problem is
affecting B2B marketing efforts
• Ways to prevent poor database integrity
• What Secureworks has done and their
results to date
3
Closed-won deals
Opportunities
MQLs
Leads
Today’s B2B Marketing Goals
Pipeline Growth Deliver Authentic Customer Experience
5
6
Way Too Much Bad Info In Our Databases
Old, Inaccurate, Incomplete, Duplicate
Bad Data Undermines Marketing Goals
7
Primary Causes of Bad Data
8
Analyzed 3.6 million
B2B leads processed
through the Integrate
platform between
September 1, 2016
and August 31, 2017.
9
Live Audience Poll Results
10
11
Create Cleaner Databases
12
Consequences of Dirty Databases
• Wasted budget & resources
• Increased database usage
& costs
• Ineffective program
measurement
• Slow lead velocity
• Injured sales-marketing
relationship
• Inability to hit pipeline &
revenue goals
13
Common Causes of Low Database Integrity
14
Becoming a Hygienist
• Automate data normalization &
standardization
• Automate enrichment
• Control the flow of data entering your
marketing automation system & CRM
• Audit your MarTech system integration
points quarterly
• Keep your MA and CRM systems in sync
• Document core CRM adoption use cases
with sales operations and train (retrain)
15
16
Secureworks MarTech Stack
17
Secureworks Goals
18
Stand up a global
demand infrastructure
Increase process efficiency
to get more done
Needed to rebuild
relationship with sales
Secureworks Challenges
19
Marketing was sending 95%
of leads directly to sales
team.
Convincing the c-level
execs about the need to
focus on database
integrity.
Compliance issues
heightened due to being
in security industry and
GDPR on horizon.
Process inefficiency due
to manual lead
aggregation, scrubbing,
importation & reporting.
What we did to improve database integrity
20
Results
21
• +54% Higher revenue for a
marketing contributed opportunity
versus a purely sales on
• 33% Marketing contribution to
pipeline
• 39% Marketing contribution to
overall revenue
Results (continued)
22
• +62% Win rate of marketing
contributed opportunities
• 38% Marketing contribution to
renewals
• 92 days – Average velocity to
qualify new lead
Takeaway
23
• Get executive buy-in – be prepared
to show the value
• Schedule periodic updates of
database
• Include sales and sales operations
in the process
• Don’t be afraid to ask for help!
The Cost of Bad Leads
This report synthesizes the latest third-party
research with an analysis of over 3.6 million B2B
leads to answer three questions:
 What are the most common types of bad leads?
 Can we estimate the costs of these bad leads?
 What can marketing teams do to improve lead
quality and database integrity?
24
How to Take a Proactive Approach to Increasing Marketing Database Integrity

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How to Take a Proactive Approach to Increasing Marketing Database Integrity

  • 1.
  • 2. Housekeeping • We’ll send the recording out following the webinar along with a copy of new report: “The Cost of a Bad Lead.” • You can submit questions in the questions pane, we will answer them in the Q&A at the end of the webinar 2
  • 3. What We’ll Cover • The problem: Too much bad data • The consequences: How this problem is affecting B2B marketing efforts • Ways to prevent poor database integrity • What Secureworks has done and their results to date 3
  • 4.
  • 5. Closed-won deals Opportunities MQLs Leads Today’s B2B Marketing Goals Pipeline Growth Deliver Authentic Customer Experience 5
  • 6. 6 Way Too Much Bad Info In Our Databases Old, Inaccurate, Incomplete, Duplicate
  • 7. Bad Data Undermines Marketing Goals 7
  • 8. Primary Causes of Bad Data 8 Analyzed 3.6 million B2B leads processed through the Integrate platform between September 1, 2016 and August 31, 2017.
  • 9. 9
  • 10. Live Audience Poll Results 10
  • 11. 11
  • 13. Consequences of Dirty Databases • Wasted budget & resources • Increased database usage & costs • Ineffective program measurement • Slow lead velocity • Injured sales-marketing relationship • Inability to hit pipeline & revenue goals 13
  • 14. Common Causes of Low Database Integrity 14
  • 15. Becoming a Hygienist • Automate data normalization & standardization • Automate enrichment • Control the flow of data entering your marketing automation system & CRM • Audit your MarTech system integration points quarterly • Keep your MA and CRM systems in sync • Document core CRM adoption use cases with sales operations and train (retrain) 15
  • 16. 16
  • 18. Secureworks Goals 18 Stand up a global demand infrastructure Increase process efficiency to get more done Needed to rebuild relationship with sales
  • 19. Secureworks Challenges 19 Marketing was sending 95% of leads directly to sales team. Convincing the c-level execs about the need to focus on database integrity. Compliance issues heightened due to being in security industry and GDPR on horizon. Process inefficiency due to manual lead aggregation, scrubbing, importation & reporting.
  • 20. What we did to improve database integrity 20
  • 21. Results 21 • +54% Higher revenue for a marketing contributed opportunity versus a purely sales on • 33% Marketing contribution to pipeline • 39% Marketing contribution to overall revenue
  • 22. Results (continued) 22 • +62% Win rate of marketing contributed opportunities • 38% Marketing contribution to renewals • 92 days – Average velocity to qualify new lead
  • 23. Takeaway 23 • Get executive buy-in – be prepared to show the value • Schedule periodic updates of database • Include sales and sales operations in the process • Don’t be afraid to ask for help!
  • 24. The Cost of Bad Leads This report synthesizes the latest third-party research with an analysis of over 3.6 million B2B leads to answer three questions:  What are the most common types of bad leads?  Can we estimate the costs of these bad leads?  What can marketing teams do to improve lead quality and database integrity? 24

Editor's Notes

  1. Duplicates and invalid leads a huge problem. Invalid formatting would be a bigger issue if the system didn’t help correct that
  2. Notes: Cut down 25% of leads going to sales. Still had over 1/3 going untouched The was magnified as we scaled globally Brought in third-party consultant to highlight the issues we had with data, the ability to report on success of marketing channels, etc. People are not trusting, moved to opt-in for all marketing communications