Heinz Eloqua B2B Modern Marketing Roundup Netprospex Data Benchmark Survey - mike bird
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Place image here The State of B2B Marketing Data 2013 NetProspex Marketing Data Benchmark Report #MMR
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From the 2013 B2B Modern Marketing Roundup in Seattle. Mike Bird from NetProspex shares details on their extensive Data Benchmark Survey.
Transcript of Heinz Eloqua B2B Modern Marketing Roundup Netprospex Data Benchmark Survey - mike bird
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The State of B2B Marketing Data 2013
NetProspex Marketing Data Benchmark Report
#MMR
2#MMR
Agenda
• B2B Marketing at a Glance
• NetProspex Data Health Scale
• The Survey Process
• Best Practice Areas
• Fundamentals for Improving Data Quality
• Trends to Consider/Next Steps
3#MMR
B2B Marketing at a Glance
More than
60%of companies had
an overall health scalescore of “Unreliable”
80%of companies have
“Risky” phone connectability
25%of the average B2B
database is inaccurate1
1 Sirius Decisions, “The Impact of Bad Data on Demand
Generation”
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NetProspex Data Health Scale
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The Survey Process
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Best Practice Areas
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Record Duplication
Average Health Score:
4.3
Bloated databaseIncreased costs
>50%have eliminated duplicates
8#MMR
Record Completeness
Average Health Score:
2.561%said 35% or more of their records were incomplete
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Email Deliverability
Average Health Score:
2.8
Missed goals
Sender reputation damage
Inability to reach customers and prospects
41% reported email deliverability below
70%
Impact = 28%
28%
Average % of Undeliverable Emails
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Phone Connectability
Average Health Score:
1.2
58%
Average % Unconnectable Phone Numbers
80%had < 50% phone connectability
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Fundamentals for Improving Data Quality
Establish company standards for completeness, validity and freshness of data; incorporate in lead scoring where appropriate.
Conduct regular (quarterly or more) cleansing of the database.
Explore methods to improve data coming from inbound sources, such as registration append services, input masks, drop down selections and progressive profiling.Employ best practices when purchasing list data.
Monitor database growth and health regularly.
Identify and evaluate all sources by which records enter the database.
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$100 if nothing is done
Why You Should 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
13#MMR
Download the Benchmark Reporthttp://bit.ly/databmr
14#MMR
Where do you stand?
Michael C. Bird
President, NetProspex
@BirdMichaelC
