This document summarizes a webinar about squeezing more revenue from marketing technology stacks through effective data management. It discusses common data management challenges companies face and provides four exercises to improve data strategies: 1) enriching leads from events with a data partner, 2) customizing content using data fields, 3) verifying lead profiles ready for sales, and 4) analyzing customer data to define target audiences. The webinar emphasizes having a process to leverage technology data for business goals and ensuring data receives budget to properly define buyers.
2. #LLCSeries
Follow
this
webinar
on
LinkedIn
&
Twi>er
#LLCSeries
Demand
Gen
Report:
@DG_Report
Dun
&
Bradstreet
NetProspex:
@NetProspex
Lauren
Brubaker:
@B2BLauren
3. #LLCSeries
About
Demand
Gen
Report
• Launched
in
2007
to
track
best
pracKces
in
lead
generaKon
• Newsle>er
has
grown
to
more
than
30,000
readers
• We
also
offer
a
menu
of
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and
best
pracKces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
h>p://linkd.in/DG_Specialists
5. #LLCSeries
Panelists
Lauren
Brubaker
Director
of
Demand
GeneraKon
Dun
Bradstreet
NetProspex
MODERATOR:
Carol
Krol
Editor-‐in-‐Chief,
Demand
Gen
Report
@B2BLauren
lbrubaker@netprospex.com
19. 19
Exercise #1
EVENTS REVIEW - MAY 2015
Use
a
data
partner
to
enrich
those
TOFU
leads
immediately
• Buyer’s
move
fast.
There
isn’t
always
Kme
to
wait
for
a
progressive
profiling/lead
scoring
approach
to
work
• If
someone
is
visits
your
website
and
downloads
a
piece
of
content,
you
may
want
to
share
that
informaKon
with
your
sales
team
immediately
• But
sharing
name
and
email
address
isn’t
enough.
If
you
can
show
sales
the
company
name,
industry,
revenue
range,
and
more,
they
can
prioriKze
their
daily
call
strategy
Learn
More:
netprospex.com/eloqua-‐connector/
netprospex.com/marketo-‐connector/
Squeeze More Revenue fromYourTech Stack
21. 21
Exercise #2
Squeeze More Revenue fromYourTech Stack
Customize
Your
Content
Using
Data
Fields
• If
someone
is
curious
enough
about
your
business
to
share
their
email
address,
make
sure
the
next
emails
and
pieces
of
content
they
receive
speak
exactly
to
who
they
are
• “MarkeKng
Data
Tips”
isn’t
going
to
perform
as
well
as
“MarkeKng
Data
Tips
for
Tech
Industry
CMOs”
• Most
markeKng
automaKon
tools
offer
easy
ways
to
insert
dynamic
content.
Use
it
• If
you
don’t
trust
those
fields,
you
can
perform
your
own
data
audit
to
see
how
complete
and
accurate
those
fields
are.
Your
sales
team
can
help
too!
• To
enhance
the
enKre
database,
partner
with
a
data
company
to
batch
enrich
your
records
Learn
More:
netprospex.com/data-‐enhancement/
23. 23
Exercise #3
Squeeze More Revenue fromYourTech Stack
Ready
to
convert?
Then
ASK
if
their
profile
informaon
is
correct
• Take
all
leads
that
are
close
to
being
ready
to
talk
to
sales
• Send
an
email
asking
them
to
verify
their
current
profile
informaKon
• Put
the
fields
directly
within
the
email
• A
majority
of
people
hate
seeing
incorrect
or
blank
informaKon
and
will
feel
compelled
to
fix
it
25. 25
Exercise #4
Squeeze More Revenue fromYourTech Stack
Evaluate
your
ideal
target
audience
based
on
your
customer
data
• MarkeKng
should
own
defining
the
true
target
audience
for
a
business
• Everything
starts
with
the
sales
data
• To
pinpoint
which
industries
are
most
profitable
or
which
job
Ktles
have
the
highest
propensity
to
buy,
that
data
needs
to
exist
in
your
CRM
and
it
needs
to
be
precise
• Before
doing
any
market
analysis,
conduct
a
batch
enrichment
of
your
database
• If
you’re
not
ready
to
make
an
investment
in
a
data
management
partner
yet,
require
industry,
job
Ktle,
etc.
from
your
sales
team
on
every
opportunity
that
closes
• Use
this
informaKon
to
fuel
the
technology
you
use
for
content
creaKon,
display
ad
targeKng,
website
personalizaKon,
etc.
Learn
More:
slideshare.net/NetProspex
(Increase
Market
Penetra-on
with
Con-nuous
Data
Management)
33. #LLCSeries
Q
A
//
Panelists
Lauren
Brubaker
Director
of
Demand
GeneraKon
Dun
Bradstreet
NetProspex
Download The State of B2B Marketing Data at netprospex.com/bmr
MODERATOR:
Carol
Krol
Editor-‐in-‐Chief,
Demand
Gen
Report
@B2BLauren
lbrubaker@netprospex.com