Demand Gen Report's Lead LifeCycle Series presented by ReachForce #LLCSeries

1. Session sponsored by!
#LLCseries
How Data Quality
Impacts The Entire
Lead Lifecycle !
!

2. #LLCseries
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

3. #LLCseries
Follow
this
webinar
on
Twi>er
#LLCseries
Demand
Gen
Report:
@DG_Report
ReachForce:
@ReachForce
David
Raab:
@draab

4. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

5. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracQces
in
lead
generaQon
• Newsle>er
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracQces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

6. #LLCseries
Panelists!
MODERATOR:
David
Raab,
Principal,
Raab
Associates
Andrew
Gaffney,
Editor,
Demand
Gen
Report

7. How
Data
Quality
Impacts
the
EnOre
Lead
Lifecycle
David
M.
Raab
Raab
Associates
July
23,
2014

8. “Everybody
talks
about
data
quality
but
few
people
do
anything
about
it.”
-­‐
Not
Mark
Twain

9. PrioriQzaQon
Things
that
ma>er
Things
we
can
change
Things
worth
doing

10. 1.
Accuracy
2.
Completeness
3.
Consistency
4.
etc.
Data
Quality
Components

11. Things
That
Ma>er:
Data
Quality
• ProspecQng:
audience
profiles
• Lead
acquisiQon:
offer
targeQng,
form
auto-­‐fill
• Lead
nurture:
offer
targeQng,
lead
scoring,
deliverability,
progressive
profiling
• Sales:
lead
rouQng,
lead
acceptance,
sales
producQvity
• Post-­‐Sales:
success
management,
offer
selecQon

12. Things
We
Can
Change:
Data
Quality
• Accuracy:
dedupe,
reference
data,
real
Qme
validaQon,
periodic
refresh
• Completeness:
progressive
profiling,
external
enrichment
• Consistency:
standardizaQon
• Etc.:
reporQng,
stewardship,
dashboards

13. One
More
Hurdle

14. Data
Quality
Impact
on
Revenue
*
“The
Impact
of
Bad
Data
on
Demand
CreaQon”
Sirius
Decisions,
2012
Following
data
quality
best
pracQces
generates
a
66%
increase
in
revenue
*
• Poor
targeQng
• Bad
lead
rouQng
• Compensate
w/
volume
Improve
data
on
entry
25%*
• Poor
quality
handed
to
sales
• Different
data
between
MAP
and
CRM
Accurate
leads
provided
to
sales
12.5%*
5%*
• Sales
has
to
fill
in
gaps
w/
their
own
research
• Valuable
sales
Qme
is
eaten
up
and
sales
doesn’t
get
to
all
leads
Sales
has
rich
info
to
engage
and
qualify
• Poor
alignment
of
contact
and
acQvity
between
MAP
and
CRM
• Sales
and
markeQng
not
on
same
page
with
late
stage
contact
of
account
Single
version
of
the
truth
–
sales
&
mktg
Poor
Data
Hygiene
Best
PracQces

15. ROI
CalculaQon
Before
AQer
Change
Leads
100,000
100,000
Close
Rate
5%
6.3%
+25%
Margin/Sale
$1,000
$1,000
=
Margin
$5,000,000
$6,250,000
$1,250,000
Waste
/
Lead
$1.00
$0.00
=
Waste
$(100,000)
0
$100,000
Quality
Cost/Lead
0
$10.00
=
Quality
Cost
0
$(1,000,000)
$(1,000,000)
=
Net
Margin
$4,900,000
$5,250,000
$350,000
ROI
35%

16. Summary
1. Data quality matters
2. Data quality can be
improved
3. ROI is high
Next step is yours

17. ABOUT:
ü Fuels
data-­‐driven
markeQng
ü Combines
data
unificaQon,
conQnuous
data
quality
management,
data
enrichment,
and
data
analyQcs
ü Unified,
cleansed
customer
lifecycle
data
provides
360
degree
view
ü Enables
rich,
complex
segmentaQon
ü Solves
tough
markeQng
a>ribuQon
problems
ü Feeds
strategic
markeQng
iniQaQves,
including
personalizaQon
and
predicQve
1. SmartForms™
2. cDQM
(Con2nuous
Data
Quality
Manager)

18. Short
Form
for
higher
conversions
Data
Required
for
nurture,
score,
route,
target,
segment
Marketo
Case
Study:
reachforce.com/soluQons/case-­‐studies/landing-­‐page-­‐opQmizaQon/

19. (Continuous Data Quality Manager)
Cloud-­‐Based
ConQnuous
Data
Quality
Management
&
Data
Enrichment
ü Data
StandardizaQon
ü Data
NormalizaQon
ü Contact
de-­‐duplicaQon
ü Data
Append
(compleQon)
ü Email
validaQon
ü Phone
number
validaQon
ü Address
cerQficaQon
ü 360
customer
view
ü Complex
segmentaQon
ü Campaign
a>ribuQon

20. GET
IT
AT:
www.reachforce.com/360

21. #LLCseries
Q&A // Panelists!
MODERATOR:
David
Raab,
Principal,
Raab
Associates
Andrew
Gaffney,
Editor,
Demand
Gen
Report

22. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

23. #LLCseries
Thanks for attending this session!!
Make
sure
to
a>end
the
next
session
in
the
Lead
LifeCycle
Series:
h>p://dg-­‐r.co/lls14