Why Effective Marketing Automation Starts with Data Enriched Inbound Leads

Trisha RandolphDirector, Marketing & Demand GenerationReachForce

Anna-Maria KrnerMarketing Manager, PerkutoDan KhanConsultant,Perkuto

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Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

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AgendaData Quality & Impact to Marketing AutomationAcquire Data Enriched Inbound LeadsEnriched Data for Effective MarketingQ&A Session

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsHow confident are you with the current state of your marketing databaseIf our database was a pop star, wed go by Beyonce. (Meaning: Very confident)Eh, Id compare our database quality to Muzak. (Meaning: Simplistic, but lacking in artistic value)Were sending a SOS to the world. (Meaning: Its a hot mess)

A Strategic ShiftProliferation of Marketing technologies requires marketers to fundamentally shift the way they think about their marketing data and how they manage it.Strategic, data-driven marketing requires marketers to put data management at the center of their marketing strategy.

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Database Health: A Common Problem

21%50%25%According to a SiriusDecisions study, 25% of the average B2B marketers database is inaccurate and 60% of companies have an overall data health that is unreliable.

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Acquire Data Enriched Inbound LeadsAccurate, complete & clean marketing data

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

ReachForce SmartForms: How does it work?

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Gain Inbound Data Insight Quickly

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Customer Adoption of ReachForce SmartForms

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

ReachForce SmartForms Successes

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Using Enriched Data for Effective MarketingEnable richer targeting, segmentation & personalization

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsDo you currently have reliable processes for data management in placeYesI wishI dont knowNo

Benefits of clean dataAccuracyValueBetter resultsImage Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Types of programs SegmentationReal-Time PersonalizationLead ScoringSales Lead RoutingImage Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Types of programs: Segmentation Think big: What are the top 5 ways to cut your database?Image Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsThink bigger than small lists of event registrants - get to know key groups in your entire database based on behaviour and demographics combined.

Types of programs: Real-Time PersonalizationThe right experience can lead to higher conversion rates

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsParallel between Beyonce and your prospects - alkaline water served with titanium straws. What keeps your prospects happy? A marketo client saw a 113% increase in conversion rates.

Types of programs: Lead Scoring Start with the data you have and growImage Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsTypically this involves a good amount of data, and the combination of behaviour and demographics. But even if you have as little as country information, that can go a long way when determining who youre ready to sell to. Someone within North America might be a priority than someone in Europe based on what you can provide.

Types of programs: Sales Lead RoutingThe right lead for the right executive can make all the difference Image Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsRound robin works in some cases, but that would depend on the size and scale of your sales team.At some point, it may be more effective to send NY leads to a NY rep, instead of dallas leads. Consider language based assignmentSeniority based assignment

Keep it cleanSimple programs you can build today to keep your data normalized and tidyInvalid email addressesCompetitor, employee, and/or partner blockingData normalizing: Country, titles, etc...Image Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Bounce and suppress 1 Hard Bounce = Suppress3 Soft Bounces within the past 90 days = Suppress Image Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Whos who?Create an updated list that tracks email domainImage Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

If this, then that!Normalize U.S, U.S.A and Murica to United States of AmericaImage Source

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

If this, then that!My favourite Silicon Valley Job Titles:Big Data Prophet = Data ScientistTwitter Disruptor = Social Media ManagerQuantification Mystic = Analyst

Source: http://siliconvalleyjobtitlegenerator.tumblr.com/

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Questions & AnswersTrisha RandolphDirector, Marketing & Demand GenerationReachForce

Trandolph@ReachForce.com@ReachForceTrish

Dan KhanConsultant,Perkuto

Dan@Perkuto.com@TheDanInsideMeAnna-Maria KrnerMarketing Manager

Anna@Perkuto.com@Annariak

Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

Other Webinars>> hello.perkuto.com/martech-bobWhy Effective Marketing Automation Starts with Data Enriched Inbound LeadsOutbound vs. Account Based Marketing: Friend or Foe?April 14, 2016Your Lack of Creativity is Costing you the Gift of Attention and SalesMay 5, 2016

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