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B2B Data: So Fresh and So Clean!

Presented by: NetProspex #B2BData

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Lauren Brubaker�Demand Generation Manager Who Am I?: B2B marketer turned operations nerd

Specialties: Marketing automation, demand gen, sales and marketing alignment, persona-based marketing, messaging and content strategy

Background: Tech industry marketer who started out in the world of marketing automation and quickly developed a passion for making marketing technology sing

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Agenda  •  Why this webinar?

•  Simple data fixes

•  Behavior-based cleansing

•  Advanced tactics

•  Ongoing maintenance

•  Q&A

Tweet along with me @B2BLauren using #B2BData

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Why  this  webinar?    

http://bit.ly/BMRwebinar

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Data  Facts  More than!

60%!of companies had

an overall health scale score of “Unreliable”

80%!of companies have

“Risky” phone connectability

25%!of the average B2B

database is inaccurate 1

1 Sirius Decisions, “The Impact of Bad Data on Demand Generation”

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$100 if nothing is done

Why  care?  

$10 to cleanse and de-dupe it

It is IMPERATIVE that data hygiene should be a proactive company initiative, rather than an afterthought or one-time activity.

$1 to verify a record as it is entered

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We’ve  all  got  it…  

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So  let’s  clean  it  up!  

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1.  Establish  benchmarks      2.  Query  out  the  junk      3.  Prioritize  your  fields  

Cleaning House:

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Scrub:  First  and  Last  Name!

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Scrub:  Email  

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Scrub:  Title  

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Scrub:  Company  Name  

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Scrub:  Other  Fields  

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Prioritize  your  fields  

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4.  Create  CRM  Rules      5.  Find  non-­responders      6.  Reach  everybody    

Cleaning House:

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Create  CRM  Rules  

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Find  non-­responders  

Better segmentation Re-engagement campaign

New calls to action

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Reach  Everybody  You get an email!

You get an email!

Everybody gets� an email!

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7.  Grade  your  database      8.  Isolate  undeliverables      9.  Fill  in  the  blanks      10.  Wash,  rinse,  repeat  

Cleaning House:

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Grade  your  database  

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Isolate  undeliverables  

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Fill  in  the  blanks  

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Wash,  Rinse,  Repeat  

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Need  more  answers?   http://bit.ly/cleandatawebinar

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Our  Results  •  22% increase in open rates

•  10% increase in deliverability

•  Improved lead routing to sales

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Questions?    If you use any of these tips, I’d love to hear how many records you cleaned out! Send me an email or quick tweet.

Lauren Brubakerlbrubaker@netprospex.com @B2BLauren

NetProspex www.netprospex.com