The document discusses improving database integrity and reducing bad data. It covers Secureworks' goals of standing up a global demand infrastructure and increasing process efficiency. It then details Secureworks' challenges around having 95% of leads going directly to sales and getting executive buy-in for database integrity. The results Secureworks saw included a 54% higher revenue for marketing-contributed opportunities, a 33% marketing contribution to pipeline, and improved database integrity measures. The takeaway is to get executive support, regularly update databases, include sales in processes, and ask for help.

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
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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
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5. Closed-won deals
Opportunities
MQLs
Leads
Today’s B2B Marketing Goals
Pipeline Growth Deliver Authentic Customer Experience
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6. 6
Way Too Much Bad Info In Our Databases
Old, Inaccurate, Incomplete, Duplicate

7. Bad Data Undermines Marketing Goals
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8. Primary Causes of Bad Data
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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
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11. 11

12. Create Cleaner Databases
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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
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14. Common Causes of Low Database Integrity
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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)
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16. 16

17. Secureworks MarTech Stack
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18. Secureworks Goals
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Stand up a global
demand infrastructure
Increase process efficiency
to get more done
Needed to rebuild
relationship with sales

19. Secureworks Challenges
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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
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21. Results
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• +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)
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• +62% Win rate of marketing
contributed opportunities
• 38% Marketing contribution to
renewals
• 92 days – Average velocity to
qualify new lead

23. Takeaway
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• 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?
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