Marketing Data Automation: Avoiding the 'Garbage In-Garbage Out' Trap

Zoom Information, Inc. Confidential

Marketing Data Automation:

Avoiding the “Garbage In

─Garbage out” trap


Welcome!

▶ If you have any questions, please submit them via the Q&A

panel on the right side of your screen

▶ We’ll be starting at 2:00 pm ET

Twitter:

@ZoomInfo

@ActOnSoftware

Special Offer for Webinars

Attendees:

Stay tuned at the end of the webinar for a

special offer from ActOn & ZoomInfo.


Your Presenters

Kathy Greenler Sexton,

Vice President of

Marketing, ZoomInfo

David Appelbaum,

Chief Marketing Officer,

Act-On


Agenda

▶ Understanding Your Data and Why

Garbage Data Will Kill Your Results

▶ Using Marketing Automation to Achieve

Gold Status Best-Practices

▶ How to Buy Gold-plated Data and Keep it

“Shiny & New”

▶ Questions & Answers


Achieving Data Gold (vs. Garbage!)

and Keeping it That Way

Understanding Your

Data and Why

Garbage Data Will Kill

Your Results

Kathy Greenler Sexton, ZoomInfo


ZoomInfo at-a-glance

6

▶ Founded: 2000▶ Leading B2B directory and business

information service

▶ Sales Intelligence application

▶ Data Services offerings for marketers

▶ Lists, Appends, Cleansing

▶ Scale▶ Proprietary database of 50M employees

and 5M businesses

▶ Real-time data updates daily▶ 2K companies/25K people added

▶ 15K companies/250K people updated

http://www.zoominfo.com/business/pr-2011/297-2011-codie-winner.html


What’s going into your Database?

Your Database

Customer List

Sales Prospecting

Website(Inbound,

SEO, Content)

Promotion (Online, DM,

Social, Email)

Third Party Lists

89%

Companies who say their

customer & prospect data

may be inaccurate in

some way

Source: DMNews, May 2011 (Experian ,

"Contact Data Management Bridging the Gap")


Garbage or Gold …

Your Data will Decay

www.zoominfo.com/blog


Common “Strategies” for Data

Hygiene

9

Source: The DemandGen Report, March 2011


Why Should You Care?

26%

Companies who have lost

a potential customer due

to inaccurate data

Source: DMNews, May 2011 (Experian , "Contact Data Management Bridging the Gap")

15%

Budget lost due to

inaccurate data


Source SiriusDecisions – The Impact of Bad Data on Demand Generation

The Cost of Bad Data -

It’s All About Revenue


Mining For Gold

Top of the Sales Funnel

Nurturing & Engagement

Database Maintenance

Smart List & Data Acquisition

Smart Utilization of Marketing Automation

Smart Append & Cleansing Strategies




Marketing Automation

to Achieve Gold

Status Best-Practices

David Appelbaum, ActOn


Research Shows…

▶ Sales impact on optimized lead definition • 7% increase in sales wins

• 9.3% increase in reps meeting quota

• 16.5% increase lead to appointment conversion

• 62% vs 42% reduction in new rep ramp up

• 10% reduction in sales cycles

▶ CSO Insights, 2009


The Sales Cycle is Dramatically

Different


Best Practice 1

The Buyer’s Journey

▶ Know your best customer

▶ On-going customer value?

▶ What makes them tick?

▶ Understand the Moment of Truth

▶ Select the right metrics

▶ Zero in on buying triggers

▶ Content – content - content

▶ Measure engagement – not activity

▶ Encourage interactivity

▶ Surveys, A/B Testing, & other methods of data collection


Best Practice 2

From Leads to Dialogue

▶ Utilize Multiple Channels

▶ Key message consistency

▶ Initiate multiple touches

▶ Nurture – not Nature

▶ Customize content

▶ Leverage metrics

▶ Satisfaction Sells

▶ Build advocates

▶ Testimonials and case studies are critical


Best Practice 3

Managing that Data Gold

▶ It’s all in the Database

▶ Connect your inputs

▶ Align with campaigns

▶ Cleanliness is Next to Commerce▶ Data is the foundation for truth

▶ Refine, Aggregate, and Analyze

▶ Analysis not Paralysis

▶ Be selective in your data collection

▶ Focus on key indicators and trends

▶ Keep on Collecting

▶ Don’t stop collecting after the sale

▶ Customer data is as critical as Prospect data


Best Practice 4

Sales & Marketing Can Be Friends

▶ Tear Down the Walls

▶ Continue to track data

▶ Create the climate for fact-based conversations

▶ Telemarketing – not Inside Sales

▶ Enhanced lead quality

▶ Campaign data

▶ Closed loop processes

▶ Keep a Single Set of Books

▶ Unified metrics and analytics move things forward

▶ Create and use a common vocabulary


The Act-On Approach

▶ Demystifying Marketing Automation by

Design▶ Focus on Usability, Simplicity, and Manageability

▶ Start simple, automate at your own pace

▶ Built for the Fortune 5,000,000

▶ Integrated Marketing Platform

▶ World-class e-mail marketing core

▶ Integrated web analytics, forms, landing pages, drip programs,

lead scoring, CRM integration, …

▶ Disruptive pricing & license terms


The Act-On Platform




How to Buy Gold-

plated Data and Keep

it “Shiny & New”

Kathy Greenler Sexton, ZoomInfo


Strategies for

Buying & Maintaining Data

External Lists

Append-ing

Cleans-ing/

Matching


Tips for Buying & Maintaining Data

1. Make sure your list/cleaning/appending source owns its data ▶ Owners are responsible for updating and maintenance. Find out how often this occurs.

2. Get a sample before you buy data ▶ Make sure it has all the selects you need for each step of your multi-touch

campaign (i.e., address, email and phone).

▶ Ask your list vendor for help choosing selects

▶ Consider keyword techniques to capture additional results that meet your

targeting criteria.

▶ Test ―mini-campaigns‖ using sample lists from various vendors and compare

results.

3. Buy from sources that guarantee minimum results ▶ Ask for average rates for bounce-backs and other key metrics.

▶ Find out how they handle make-goods.

▶ Track and measure your campaign at each conversion point — you may need

this information to hold your list vendor to their guarantees should the list not

perform as expected.

3TOP


Data Service Providers:

List/Data Owners

▶ The Good:

▶ The ultimate source of the individual or company whose

information appears in your list — the more accurate the data

will be.

▶ Intimately familiar with every aspect of information-gathering and

verification processes. Ask them. They should be more than

willing to provide specifics.

▶ Usually quick to resolve any problems and they’ll have the most

flexibility for negotiating make-goods.

▶ The Bad:

▶ Many (a professional association that sells its membership list,

for example) do not use other sources against which data can be

verified.



Brokers & Resellers

▶ The Good:

▶ Offer value-added services for clients, including special tools for

uploading and managing data, and dedicated account managers.

▶ Keep in mind that part of your purchase price covers these services,

whether or not you need or use them.

▶ The Bad:

▶ General lack of familiarity with the data. They may not know how often

their list sources update or verify information, if at all.

▶ Data accuracy may be questionable because the broker has no

accountability for the data quality.

▶ These data sellers must also mark up list costs to drive their profits. So

the same data you’d buy from an owner for $X/name may cost you $X +

X%/name via a broker or reseller.



Aggregators/Compilers

▶ The Good:

▶ You can buy boatloads of data, expanding your ability to reach

large amounts of your target market

▶ The Bad:

▶ There are often duplicate or conflicting records between

aggregated sources, which can dramatically reduce your

campaign’s success metrics.

▶ Aggregators are often restricted in what they can sell. (This is

also true for brokers and resellers.) as the aggregator may not

have the rights to provide specific data as an individual select.

▶ Aggregators may also have minimum purchase requirements,

and are generally less flexible in their ability to negotiate pricing.


The ONLY Strategy for Lists, Appends or

Cleansing?

Test Before You Buy!

The three “S”s of smart sampling:

▶ Size:▶ Size of sample lists should be about one percent of the total size of list

you intend to buy.

▶ Selects:▶ Make sure your list samples include a select for each type of touch (for

example, email, phone and mailing address). This can also help you

uncover any ―hidden‖ costs you may incur later, as some vendors

charge differently for different selects.

▶ Send: ▶ Test each of the contact methods you intend to use.

▶ Track the results and compare them to see if your vendors’ delivery

rates are on target with their guarantees. Then determine which list

performs the best against your campaign’s goal metrics.


▶ Special Offers:

▶ After the webinar you will receive an email

from ZoomInfo to qualify for a list of 500

free contacts. Please fill out the short

form and an account rep will be in touch

within 24-hours.

▶ Act-On is also offering anyone who

purchases their system by June 30th, an

additional contact list of 2,000 names from

ZoomInfo.

Before We Jump into Questions ..


Questions?

Kathy Greenler Sexton,

Vice President,

Marketing, ZoomInfo

Email: [email protected]

Phone: 781-693-7584

Twitter: @KGSexton

David Appelbaum,

Chief Marketing Officer, Act-On

Email: [email protected]

Phone: 415-233-6604


▶ Special Offers:

▶ After the webinar you will receive an email

from ZoomInfo to qualify for a list of 500

free contacts. Please fill out the short

form and an account rep will be in touch

within 24-hours.

▶ Act-On is also offering anyone who

purchases their system by June 30th, an

additional contact list of 2,000 names from

ZoomInfo.

THANK YOU!

Marketing Data Automation: Avoiding the 'Garbage In-Garbage Out' Trap

Technology

Transcript of Marketing Data Automation: Avoiding the 'Garbage In-Garbage Out' Trap