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Managing Your Marketing Database How To Get Better Results
Marketing EvangelistPardot
Mathew Sweezey
Co-Founder and PartnerBrainrider
Scott Armstrong
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Managing Your Marketing Database: How To Get Better Results
What determines the life, health, and value of a lead in your databases and
what can you do about it?
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Scott Armstrong Co-Founder and Partner
Brainrider
Mathew Sweezey Marketing Evangelist
Pardot
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Do you know your average cost per email acquisition?
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Do you know the value of your email database?
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Do you know how many names in your database are active?
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Average cost per lead = $150 Average size of database =
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90% of B2B buyers say email is their preferred communication method!
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Emails are the most valuable marketing asset in your control!
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PUT YOUR COFFEE DOWN!
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YOU LOSE ABOUT 25% EACH YEAR
h#p://www.chiefmarketer.com/b2b/data-‐quality-‐s<ll-‐a-‐struggle-‐for-‐b2b-‐marketers-‐28012013
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ACQUIRE
ENGAGE
CHURN
THE LIFECYCLE OF AN EMAIL
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ACQUIRE • Qualified Traffic • Form Submissions • Lists (Opt-In)
THE LIFECYCLE OF AN EMAIL
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ENGAGE • Send • Open • Read/Click
THE LIFECYCLE OF AN EMAIL
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CHURN • The Silent Filter • Hard Bounces • Unsubscribes • SPAM I’m 31 years old. I’ve had
professional jobs for 9 years. I’ve had over 9 different professional email addresses.
THE LIFECYCLE OF AN EMAIL
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3 Tactics To Manage Your Marketing Database
1. Attract More Qualified Prospects With
A Customer Focused Approach
2. Convert Traffic Into Prospects With More CTA’s and Shorter Forms
3. Increase Engagement and Reduce Churn Using Prospect Segmentation
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1. Acquire More Qualified Prospects With A Customer Focused Approach
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It’s not just ���about ���you.
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Prospects want informa<on that helps them solve problems…
Übersuggest
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… aligned to their buying decision. If your
customer is asking:
What’s my problem?
How do I fix my problem?
Are you right for me?
They want:
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How to choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • Working with us • How to buy
Download this chart at www.Brainrider.com/b2b-‐cheatsheets
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… and with your objec<ves. If your
customer is asking:
What’s my problem?
How do I fix my problem?
Are you right for me?
They want:
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How to choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • Working with us • How to buy
Program Objective:
ACQUIRE PROSPECTS
NURTURE PROSPECTS
DETERMINE SALES-‐READINESS
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Case Study: Customer Focused Website Redesign
Problem: A+rac.ng and acquiring more prospects • Drive more qualified traffic. • Convert more visitors into prospects. • Iden<fy sales ready leads.
Solu.on: Customer-‐focused approach • Reorganized naviga<on and site map for a
customer-‐focused user experience. • Designed more prominent and visible calls-‐to-‐
ac<on. • Added content and offers to a#ract and acquire,
nurture, and qualify sales readiness. • Implemented Buyer Focused SEO.
Results: “more qualified leads.” • Unique site visitors are up 25%. • Phone calls are up 286% while form comple<ons
are up 42%. • Website generated leads are up 156%.
Click to view site
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2. Acquire More Prospects With More CTA’s and Shorter Forms
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Add More Calls To Ac<on
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Landing Page and Form Op<miza<on
#1
#2
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Use Shorter Forms
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Aren’t Shorter Forms A Missed
Opportunity?
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Problems With Self-‐Submi+ed Data
Do Tech Buyers Provide Accurate Informa<on During Registra<on?
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Progressive Profiling In Pardot
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Case Study: Form & Landing Page Op<miza<on
Problem: Be+er prospect acquisi.on & profiling • Convert more traffic into leads. • Capture more complete prospect profiles.
Solu.on: Redesigned landing pages and progressive forms. • Redesigned Landing Pages to increase
conversion. • Used shorter forms and progressive
profiling.
Results: “38.6% increase in prospect acquisi7on” • Total prospects captured and comple<on rates
increased during landing page test. • Sta<s<cal modeling showed a 90% confidence rate
that progressive forms will increase comple<on rates for future campaigns.
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3. Increase Engagement and Reduce Churn Using Prospect Segmentation
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Segment & Target Your Prospects
Based On What They Want To Know
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Gather Explicit Segmenta<on Using Form Fields
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Gather Explicit Segmenta<on Using Form Fields
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Gather Implicit Segmenta<on Using Behavior Tracking
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Help Prospects Manage Their Subscrip<on Preferences
Tracom’s Email Preference Center
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Stream Your Emails Based On Prospect Preferences
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Case Study: Streamed Email Nurturing
Problem: Low rates of email engagement. • Engage and ac<vate the prospects in our database • Do a be#er job ac<ve leads.
Solu.on: New segments, new newsle+ers, new opt-‐in categories. • Create content categories aligned with real customer needs
and pains. • Segment Tracom’s exis<ng database based on needs and
pains. • Implement new opt-‐in subscrip<on preferences. • Execute a segmented newsle#er program.
Results: “we’re engaging with more prospects” • Targe<ng 25% of their database each month with segmented
messaging. • Click-‐through rates have increased to between 10%-‐20%
across all segments. • Email bounces and unsubscribes deliver ongoing database
hygiene.
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QUESTIONS? (it’s really just free advice)
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Marketing EvangelistPardot
@msweezey / [email protected]
Mathew Sweezey
Co-Founder and PartnerBrainrider
@brainrider / [email protected]
Scott Armstrong
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