Rev your Marketing Engine: Ensure Hyper-Efficient Marketing Performance with Data Quality
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Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2013 Marketo, Inc. Marketo Proprietary and Confidential Rev your Marketing Engine: Ensure Hyper- Efficient Marketing Performance with Data Quality #LaunchPoint Jeff Shearer, Egencia Jaime Muirhead, RingLead Courtney McAra, Marketo
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Rev your Marketing Engine: Ensure Hyper-
Efficient Marketing Performance with Data
Quality
#LaunchPoint
Jeff Shearer, Egencia
Jaime Muirhead, RingLead
Courtney McAra, Marketo
Page
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Jeff Shearer Marketing Manager
Jaime Muirhead
Vice President, Sales Courtney McAra Marketing Operations
Manager
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides and the recording of today’s webinar
• Twitter hashtag: #LaunchPoint
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Data Integrity
Lead Record
Duplicates
Primary Product Interest
Lead Source
Geographic Segmentation
Firmographics
Language Preference
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Challenges of Duplicates
New Lead created in
Marketo
Existing Contact in
Marketo/CRM
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
New Lead, Different Email
New Lead created in
Marketo
Existing Contact in
Marketo/CRM
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Challenges of Duplicates
New Contact Created in
CRM
Existing Lead/Contact
in Marketo/CRM
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Creation in Marketo
fills out a form
Does this
already
exist?
Yes, update the
existing record
(lead/contact)
No, Create a
new lead
Identifier: Email Address
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Problem Here? Some problems caused by duplicates
21 18
Inaccurate Lead Scoring
Decreased Open Rates
Lead Routing Issues & Missed Opportunities
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About RingLead RingLead creates easy-to-use yet powerful applications that will keep each record in your database normalized, unique and complete.
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Customers of Marketo & RingLead
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Trusted Brands
Strong Brands in
Every
Established
Market
Solid Foothold in
Emerging Markets
31 Countries 33 Countries 62 Countries 67 Countries
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Our Audience
• Procurement
• Finance
• HR
Acquisition Marketing
• Travel Managers
• Travel Arrangers
• Travelers
Customer Marketing
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Solution: Expand the list of duplicate
identifiers
Email Address
Full Name
Company Name
Phone Number
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
After
fills out a form
Does this
record match
an existing
lead, contact,
OR account?
Update the
existing record
(lead/contact)
Create a new
lead
New contact
created on
existing account
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Egencia Results
• A happy, efficient sales team
• An informed and proactive account management team
• A shift from reactive to proactive duplicate management
80%
20%
New Records Run Through Ringlead in
2014 YTD
New Leads
New Contacts Matchedto Accounts
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Next for Egencia?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Next for Egencia?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Webhooks
Your Apps
Download Three Cool Things You Can Do with Marketo Webhooks
RingLead.com/MarketoWebhooks
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How it Works
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Fine tune how data is reconciled
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s happening under the hood?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Jeff Shearer Marketing Manager
Jaime Muirhead
Vice President, Sales
Courtney McAra
Marketing Operations
Manager
Page
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
