Squeeze More Revenue from your Marketing Technology
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Transcript of Squeeze More Revenue from your Marketing Technology
Squeeze More Revenue From Your Tech Stack
July 20, 2015
Lauren Brubaker
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Agenda• Data: The Pain
• Data: The Exercises
• Data: The Prevention
Everyone Has Data Pain
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It’s like back pain
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Data: It’s like back pain
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And it’s back pain everyone has…
No Data Management Technology
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No, really…
No Data Management Technology
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Seriously, everyone…
No Data Management Technology
Data Strategy = More Revenue
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Data Management Exercises to Bring in the $$$
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Data Management Workout Based on Buyer’s Journey
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Data Management Workout Based on Buyer’s Journey
Workout #1 Workout #2 Workout #3 Workout #4
Pump Up Your Inbounds
14EVENTS REVIEW - MAY 2015
Exercise #1 Use a data partner to enrich those TOFU leads immediately
• Buyer’s move fast. There isn’t always time to wait for a progressive profiling/lead scoring approach to work
• If someone is visits your website and downloads a piece of content, you may want to share that information with your sales team immediately
• But sharing name and email address isn’t enough. If you can show sales the company name, industry, revenue range, and more, they can prioritize their daily call strategy
Learn More:
netprospex.com/eloqua-connector/
netprospex.com/marketo-connector/
Squeeze More Revenue from Your Tech Stack
Strong Customization While They Are Curious
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Exercise #2Customize Your Content Using Data Fields
• If someone is curious enough about your business to share their email address, make sure the next emails and pieces of content they receive speak exactly to who they are
• “Marketing Data Tips” isn’t going to perform as well as “Marketing Data Tips for Tech Industry CMOs”
• Most marketing automation tools offer easy ways to insert dynamic content. Use it• If you don’t trust those fields, you can perform your own data audit to see how complete and
accurate those fields are. Your sales team can help too!• To enhance the entire database, partner with a data company to batch enrich your records
Learn More:
netprospex.com/data-enhancement/
Ready to Convert? Fine Tune Their Profile
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Exercise #3Ready to convert? Then ASK if their profile information is correct
• Take all leads that are close to being ready to talk to sales• Send an email asking them to verify their current profile information• Put the fields directly within the email• A majority of people hate seeing incorrect or blank information and will feel compelled to fix it
Customer? Cool. Let’s Run Some Analysis
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Exercise #4Evaluate your ideal target audience based on your customer data
• Marketing should own defining the true target audience for a business• Everything starts with the sales data• To pinpoint which industries are most profitable or which job titles have the highest propensity to
buy, that data needs to exist in your CRM and it needs to be precise• Before doing any market analysis, conduct a batch enrichment of your database• If you’re not ready to make an investment in a data management partner yet, require industry, job
title, etc. from your sales team on every opportunity that closes• Use this information to fuel the technology you use for content creation, display ad targeting,
website personalization, etc.Learn More:
slideshare.net/NetProspex
(Increase Market Penetration with Continuous Data Management)
Put These Workouts Together to Get Results
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Marketers are navigating more technology than ever
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You need a process to turn tech data into dollars
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Marketing tech should help define your ideal buyer
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Make sure data has at least a sliver of your budget
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Or you may end up taking a bat to your tech stack…
Questions?
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Feel free to connect with questions!
Lauren Brubaker
Director of Demand Generation
Dun & Bradstreet NetProspex
@B2BLauren
Download The State of B2B Marketing Data at netprospex.com/bmr