squeeze more revenue from your marketing technology

Squeeze More Revenue From Your Tech Stack

July 20, 2015

Lauren Brubaker

2Squeeze More Revenue from Your Tech Stack

Agenda• Data: The Pain

• Data: The Exercises

• Data: The Prevention

Everyone Has Data Pain


It’s like back pain


Data: It’s like back pain


And it’s back pain everyone has…

No Data Management Technology


No, really…



Seriously, everyone…


Data Strategy = More Revenue


Data Management Exercises to Bring in the $$$


Data Management Workout Based on Buyer’s Journey


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

http://www.netprospex.com/eloqua-connector/



http://www.netprospex.com/marketo-connector/

http://www.netprospex.com/marketo-connector/

Strong Customization While They Are Curious


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/

http://www.netprospex.com/data-enhancement/

Ready to Convert? Fine Tune Their Profile


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


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


Marketers are navigating more technology than ever


You need a process to turn tech data into dollars


Marketing tech should help define your ideal buyer


Make sure data has at least a sliver of your budget


Or you may end up taking a bat to your tech stack…

Questions?


Feel free to connect with questions!

Lauren Brubaker

Director of Demand Generation

Dun & Bradstreet NetProspex

@B2BLauren

[email protected]

Download The State of B2B Marketing Data at netprospex.com/bmr

mailto:[email protected]