5 Deadly Marketing Data Mistakes (And How to Avoid Them) - Slides

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Mike Turner, Webmarketing123

Anna Fisher, ZoomInfo

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1 The “Big Data” Dilemma Defining the Modern Marketing Challenge

2 5 Deadly Marketing Data Mistakes Delivering Clean Data for a Stronger Pipeline

3 Live Q&A Ask Your Toughest Digital Data Questions

On the Agenda

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Marketers have a Big Data problem.

/ The Big Data Problem

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Data is growing 40% per year worldwide.

Source: Forbes, Big Data Analytics and the Future of Marketing and Sales

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And, it lives in silos. SEO

SEM

Email

Social

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Good data is worth the headache. Companies that make data-driven decisions improve ROI by 15-20%.

Source: McKinsey, http://cmsoforum.mckinsey.com/topic/roi

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Good data is worth the headache.

1

2

3

Identify your most lucrative target market.

Close more deals faster with efficient lead nurture programs.

Facilitate better sales-marketing alignment.

4 Accurately forecast sales-marketing pipeline.

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On the Agenda

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/ 5 Deadly Marketing Data Mistakes

Bad data hygiene. How fast does turnover occur at your company?

1

Your customers have the same issues!

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Bad data hygiene. 1

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Form fields galore. 2


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Not so strategic segmentation. 3


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Tracking every metric possible. 4


“sales qualified lead” “conversion rate”

“clickthrough rate” “cost per click”

“bounce rate”

“marketing qualified lead”

“ROI” “clicks”

“visitors” “new leads” “close rate”

“impressions” “CPM”

“visitors” “new leads” “close rate”

“CPM” “Likes”

“engagement rate” “retweets” “repins”

“favorites”

“follower growth”

“quality score”

“CPV”

“visits”

“indexed pages” “# of top 10 keywords”

“traffic growth”

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$ $ $

Qualified Leads (SQL/MQL)

Sales Pipeline Opportunity

Closed Won Revenue

Organic traffic volume.

Organic traffic to preferred landing pages.

Organic keyword theme ranking.

These SEO metrics are essential.

✓

✓

✓% of keywords ranking for preferred landing pages. ✓

Conversion volume and CVR. ✓

But, take it a step further for revenue.

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Track progress with agreed upon KPIs.

Identify goals, build action plan, & assign ownership to ensure accountability.

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Reporting on leads – not revenue. 5


It’s not enough to measure leads alone.

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Reporting on leads – not revenue. 5


Close the loop by tying mobile campaigns to revenue in CRM.

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On the Agenda

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Mike Turner, Webmarketing123 Director of Business Development

Anna Fisher, ZoomInfo Marketing, Head of Lead Generation

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5 Deadly Marketing Data Mistakes (And How to Avoid Them) - Slides

Marketing

Transcript of 5 Deadly Marketing Data Mistakes (And How to Avoid Them) - Slides