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#LLCSeries
#LLCSeries
Marke&ng	
  Data	
  Management:	
  
Squeeze	
  More	
  Revenue	
  From	
  
Your	
  Tech	
  Stack	
  	
  
SPONSORED	
  BY	
  
#LLCSeries
Follow	
  this	
  webinar	
  on	
  LinkedIn	
  &	
  Twi>er	
  
#LLCSeries	
  	
  
Demand	
  Gen	
  Report:	
  @DG_Report	
  
Dun	
  &	
  Bradstreet	
  NetProspex:	
  @NetProspex	
  
Lauren	
  Brubaker:	
  @B2BLauren	
  
#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	
  research	
  and	
  best	
  
pracKces	
  reports	
  	
  
•  New	
  audio/video	
  podcasts	
  at	
  
DemandGenReport.com	
  
@DG_Report	
  
h>p://linkd.in/DG_Specialists	
  	
  
#LLCSeries
On24	
  LogisKcs	
  	
  
• Whitepaper	
  
• Datasheet	
  
• Contact	
  Us	
  Link	
  
#LLCSeries
Panelists	
  
Lauren	
  Brubaker	
  
Director	
  of	
  Demand	
  GeneraKon
Dun	
  	
  Bradstreet	
  NetProspex	
  
	
  
MODERATOR:	
  
Carol	
  Krol	
  
Editor-­‐in-­‐Chief,	
  Demand	
  Gen	
  Report	
  
@B2BLauren	
  
lbrubaker@netprospex.com	
  
	
  
Squeeze More Revenue From
Your Tech Stack
July 20, 2015
Lauren Brubaker
7
Agenda
Squeeze More Revenue fromYourTech Stack
•  Data:	
  The	
  Pain	
  
•  Data:	
  The	
  Exercises	
  
•  Data:	
  The	
  PrevenKon	
  
Everyone Has Data Pain
9
It’s like back pain
Squeeze More Revenue fromYourTech Stack
10
Data: It’s like back pain
Squeeze More Revenue fromYourTech Stack
11
And it’s back pain everyone has…
Squeeze More Revenue fromYourTech Stack
No	
  Data	
  
Management	
  
Technology	
  
12
No, really…
Squeeze More Revenue fromYourTech Stack
No	
  Data	
  
Management	
  
Technology	
  
13
Seriously, everyone…
Squeeze More Revenue fromYourTech Stack
No	
  Data	
  
Management	
  
Technology	
  
Data Strategy = More Revenue
15
Data Management Exercises to Bring in the $$$
Squeeze More Revenue fromYourTech Stack
16
Data Management Workout Based on Buyer’s Journey
Squeeze More Revenue fromYourTech Stack
17
Data Management Workout Based on Buyer’s Journey
Squeeze More Revenue fromYourTech Stack
Workout	
  #1	
   Workout	
  #2	
   Workout	
  #3	
   Workout	
  #4	
  
Pump UpYour Inbounds
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
Strong Customization While They Are Curious
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/	
  
	
  
Ready to Convert? Fine Tune Their Profile
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	
  
Customer? Cool. Let’s Run Some Analysis
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)	
  
Put These Workouts Together to Get Results
27
Marketers are navigating more technology than ever
Squeeze More Revenue fromYourTech Stack
28
You need a process to turn tech data into dollars
Squeeze More Revenue fromYourTech Stack
29
Marketing tech should help define your ideal buyer
Squeeze More Revenue fromYourTech Stack
30
Make sure data has at least a sliver of your budget
Squeeze More Revenue fromYourTech Stack
31
Or you may end up taking a bat to your tech stack…
Squeeze More Revenue fromYourTech Stack
Questions?
#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	
  
	
  
#LLCSeries
Thanks	
  for	
  aending	
  this	
  webinar!	
  
NEXT	
  SESSION:	
  
www3.demandgenreport.com/lls15	
  	
  

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Marketing Data Management: Squeeze More Revenue From Your Tech Stack #LLCSeries

  • 1. #LLCSeries #LLCSeries Marke&ng  Data  Management:   Squeeze  More  Revenue  From   Your  Tech  Stack     SPONSORED  BY  
  • 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  research  and  best   pracKces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com   @DG_Report   h>p://linkd.in/DG_Specialists    
  • 4. #LLCSeries On24  LogisKcs     • Whitepaper   • Datasheet   • Contact  Us  Link  
  • 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    
  • 6. Squeeze More Revenue From Your Tech Stack July 20, 2015 Lauren Brubaker
  • 7. 7 Agenda Squeeze More Revenue fromYourTech Stack •  Data:  The  Pain   •  Data:  The  Exercises   •  Data:  The  PrevenKon  
  • 9. 9 It’s like back pain Squeeze More Revenue fromYourTech Stack
  • 10. 10 Data: It’s like back pain Squeeze More Revenue fromYourTech Stack
  • 11. 11 And it’s back pain everyone has… Squeeze More Revenue fromYourTech Stack No  Data   Management   Technology  
  • 12. 12 No, really… Squeeze More Revenue fromYourTech Stack No  Data   Management   Technology  
  • 13. 13 Seriously, everyone… Squeeze More Revenue fromYourTech Stack No  Data   Management   Technology  
  • 14. Data Strategy = More Revenue
  • 15. 15 Data Management Exercises to Bring in the $$$ Squeeze More Revenue fromYourTech Stack
  • 16. 16 Data Management Workout Based on Buyer’s Journey Squeeze More Revenue fromYourTech Stack
  • 17. 17 Data Management Workout Based on Buyer’s Journey Squeeze More Revenue fromYourTech Stack Workout  #1   Workout  #2   Workout  #3   Workout  #4  
  • 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
  • 20. Strong Customization While They Are Curious
  • 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/    
  • 22. Ready to Convert? Fine Tune Their Profile
  • 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  
  • 24. Customer? Cool. Let’s Run Some Analysis
  • 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)  
  • 26. Put These Workouts Together to Get Results
  • 27. 27 Marketers are navigating more technology than ever Squeeze More Revenue fromYourTech Stack
  • 28. 28 You need a process to turn tech data into dollars Squeeze More Revenue fromYourTech Stack
  • 29. 29 Marketing tech should help define your ideal buyer Squeeze More Revenue fromYourTech Stack
  • 30. 30 Make sure data has at least a sliver of your budget Squeeze More Revenue fromYourTech Stack
  • 31. 31 Or you may end up taking a bat to your tech stack… Squeeze More Revenue fromYourTech Stack
  • 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    
  • 34. #LLCSeries Thanks  for  aending  this  webinar!   NEXT  SESSION:   www3.demandgenreport.com/lls15