Must-See Data Practices in Marketing Automation

[email protected] (212) 390-0082 linkedin.com/ingaromanoff @ingaroma

Must-‐See Data Prac.ces in Marke.ng Automa.on

[email protected] (212) 390-0082 linkedIn.com/in/ingaromanoff @ingaroma

April 8, 2015


OUR AGENDA Must-‐See Data Prac.ces in Marke.ng Automa.on

Why Should I Care About Data Quality

Data Horror Stories

6-‐Step Program to Data Quality

Preview of Marketo Tips & Tricks

#dataquality


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Why Should I Care About Data Quality?

“25 percent of the average B2B marketer’s database contains cri.cal data errors”

“…a strong organiza.on will realize nearly 70 percent more revenue than an average organiza.on purely based on data quality”

-‐ SiriusDecisions study

1 2015 Experian The data quality benchmark report 2 Ascend2 Marke.ng Automa.on Benchmark Survey, July 2014 3 2014 Netprospex Annual Marke.ng Data Benchmark Report

COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY1

74%

MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS

36%

COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS1

53%

RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA3

88%

Data Quality Facts

#dataquality


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Why Should I Care About Data Quality?

Total Leads 250,000 Bad Data ~25% @ average CPL $50 Cost of Bad Data > $3,000,000

COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY1

74%

MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS

36%

COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS1

53%

RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA3

88%

Data Quality Facts

1 2015 Experian The data quality benchmark report 2 Ascend2 Marke.ng Automa.on Benchmark Survey, July 2014 3 2014 Netprospex Annual Marke.ng Data Benchmark Report

#dataquality


Data Horror Stories

#dataquality


Internal Data Quality Issues • Launch of personalization • First Name values

•  “Idiot” •  “No Longer with Company” •  “Changed Jobs” •  “Difficult” •  “Do Not Call”

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#dataquality


External Data Quality Issues • New Form with two fields

•  Email Address •  Zip Code

• Perceived by prospects as a LOGIN page

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#dataquality


“Quality is never an accident…” ~Will A. Foster

Tweet #dataquality

#dataquality


9 6-‐Step Program to

Data Quality

1. Perform data audit

2. Perform systems audit

3. Revise data capture processes

4. Correct data errors

5. Implement email alerts and reports

6. Manage data quality across the

organization

#dataquality


Tips and Tricks

Tweet #dataquality

#dataquality


External Data Capture • Restrict data inputs • Use values pre-population • Turn on field validation • Don’t allow the update of the

email address on the form

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#dataquality


Sales Inputs • Conduct training • Capture fields needed for

marketing • Avoid text fields • Use picklists

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#dataquality


CRM Sync Failures • Automated Marketo alerts in

Notifications section • Trigger campaigns to track and re-

try CRM sync

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#dataquality


CRM Sync – Error Reports 14


CRM Sync -‐ Failure Alert Email 15

#dataquality


Duplicate Records • Email notifications • Weekly reports • Mass merging with

Marketo Easy Merge

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#dataquality


Duplicate Records -‐ Alerts 17

#dataquality


Duplicate Records • Email notifications • Weekly reports • Mass merging with

Marketo Easy Merge

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#dataquality


Data Normaliza.on •  First letter of First and Last

Name • Country •  State

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#dataquality


Data Normaliza.on •  First letter of First and Last

Name • Country •  State

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#dataquality


Summary

Audit Clean-Up

Prevent Sustain

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#dataquality


Thank You

Tweet #dataquality


Inga Romanoff is a mul.-‐year Marketo Champion, an award-‐winning Marke.ng Automa.on consultant, Marketo-‐cer.fied with advanced specializa.on in Advanced Analy.cs. She is a Global Marke.ng Professional with 15+ years of success in driving growth in B2B and B2C environment. Inga serves as a Marketo User Group leader in New York.

Core Competencies • Marke.ng Automa.on & Demand Genera.on •  Sales Enablement •  Data and Systems Architecture • Measurable Demand Genera.on Programs •  Complex Lead Nurturing Campaigns •  Lead qualifica.on and Sales Funnel Op.miza.on •  Email Marke.ng Strategy •  Sales and marke.ng KPIs and dashboards

Q&A

Inga Romanoff President/CEO

Romanoff Consul.ng www.ingaromanoff.com

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Must-See Data Practices in Marketing Automation

Marketing

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