The State of Marketing Data 2015

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John DonlonResearch Director, Marketing [email protected]@L2R_Guy

Derek SlaytonVP of [email protected]@DerekSlayton

Today’s Presenters

#dataisgold

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Growing relationships through data

is our mission.

#dataisgold

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We deliver the largest global reach and insight into companies and the people who

run them

Accounts Contacts

#dataisgold

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The marketing technology landscape continues to expand…

Sources:1. 1DC2. Chiefmartec.com#dataisg

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Companies are focusing on quality over quantity

Sources:1. Demand Gen, 2015 Benchmark study, “What’s Working in Demand Generation”2. Annuitas, “2014 B2B Enterprise Demand Generation Survey”

#dataisgold

9PRESENTATION TITLESource: Hope as an Anchor

Be Here

Not Here

B2B marketing is fundamentally changing…

#dataisgold

Source:1. Brent Dykes, “Data–Driven Design: Dare to Wield the Sword of Data – Part I”

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Crowd

3rd Party

Royalty

Manual

Marketing Automation

& CRM

~8% “make it”250MM /yr 42M contacts | D-U-N-S Company Intelligence | 4,500+ Installed

Technologies

Seamless integration to CRM & marketing automation

Continuous Curation & Validation Process

API

So what’s our role at Dun & Bradstreet NetProspex?

#dataisgold


It all starts with our Workbench Data HealthScan

Fun Fact: We launched Workbench DHS exactly

two years ago today.

#dataisgold


2013 Benchmark

Report

<10M records

61M+ records

223M+ records

3.5x increase in records processed – Clearly marketers are leaning into data

Available Today!

#dataisgold

http://bit.ly/databmr


A quick bit on our report methodology

#dataisgold


The science behind our Health Scale rating system

15PRESENTATION TITLESource: Hope as an Anchor #dataisg

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16PRESENTATION TITLESource: Hope as an Anchor #dataisg

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Take it away John…

While acquisition and quality are important, bringing data together from disparate sources and making it easily accessible is just as critical.

Quality Unification Access

Governance & Measurement

Data Management Pillars

#dataisgold

Hot or Not Hot? – Data Quality

?

#dataisgold

Hot or Not Hot? – Data Quality

…of respondents said their ability to execute on data quality was fair or poor

46%

#dataisgold

Data Quality – Not So Hot

…of respondents said their ability to execute on data quality was fair or poor

46% NOT#dataisg

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Hot or Not Hot? – Data Unification

?

#dataisgold

Hot or Not Hot? – Data Unification

…of respondents said their ability to execute on data unification was fair or poor

48%

#dataisgold

Data Unification – Tepid

…of respondents said their ability to execute on data unification was fair or poor

48% NOT#dataisg

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Hot or Not Hot? – Data Access

?

#dataisgold

Hot or Not Hot? – Data Access

…of respondents said their ability to execute on data access was good or better

72%

#dataisgold

Data Access – Caliente

…of respondents said their ability to execute on data access was good or better

72% HOT!#dataisg

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© 2014 SiriusDecisions. All Rights Reserved 27

SiriusPerspective:

The race is on: Are you in the game?B-to-b companies are feeling confident about the growing demands

of contact data management – the question is whether they are truly prepared.

70%Expect an increase in

investment going forward

66% Will be able to better manage their contact data

84% Use readiness and impact metrics

#dataisgold

Data Management Priorities (% as Overall #1)

High

MediumLow

#dataisgold

New contacts (31%)Front-end cleanse (22%)Back-end cleanse (20%)Unification (9%)Access (2%)

Health checksPersonalization

Database hosting


Let’s dive into the details

#dataisgold


A quick look at some of the results

#dataisgold


Some of the stats are really scary…

#dataisgold



#dataisgold


Marketing databases are not complete enough to allow for effective segmentation, leading to lower conversions on nurture programs, poorly executed content, and less effective lead scoring and routing.

Don’t let this be you!

The State of Segmentation

#dataisgold


The answer is simple…


Dun & Bradstreet NetProspex Customer Results

Results from customers that have been using NetProspex Data Management for at least one year:

1.30% increase in Email Deliverability – B2B Software Solution Company

2.86% decrease in Email Threat Risk – Growing IT & Virtualization Solution Provider

3.71% increase in Qualified Sales Accepted Leads – Large CPG Company

4.171% increase in Open Rate – Enterprise Human Resources Management Provider

5.120% increase in MQL Volume & 112% increase in Marketing Generated Revenue – SaaS-based Marketing Technology Company

#dataisgold

Total Marketing Leads (Tele and Route-Arounds)Inq-AQL AQL-SAL SAL-SQL SQL-Won

Median 52% 26% 39% 20%Mean 54% 33% 45% 24%

#dataisgold

The Marketing Hero’s conclusion…


Start by running a Data HealthScan

at

www.smartmarketingdata.com

Source: Hope as an Anchor

Take your first step

#dataisgold


Great Marketing Starts with Great Data

www.netprospex.com/bmr

#dataisgold


John DonlonResearch Director, Marketing [email protected]@L2R_Guy

Derek SlaytonVP of [email protected]@DerekSlayton

Questions?

#dataisgold

The State of Marketing Data 2015

Marketing

Transcript of The State of Marketing Data 2015