Healthy Databases Makes Happy Marketers

Jessica Kao

Senior Manager, Demand Gen

Guidespark

Keeper of the Database

Companies marketing to a database that is routed through a healthy data-cleansing routine can realize

nearly 70% more revenue than an average organization, based purely on data quality.

-Sirius Decisions

State of GuideSparks Database

Data Changes Constantly

• Up to 20% of all postal addresses change every year.¹

• Up to 18% of all telephone numbers change every year.¹

• Up to 21% of all CEO’s change every year.¹

• 25-33% of email addresses will become outdated every year.²

• Up to 66% of people change companies or job functions every year!³

• In the next hour, 58 business addresses will change, 11 companies will change their names, and 41 new businesses will open¹ … not to mention how many companies will go out of business.

SOURCES:

¹D&B

²Lyris Technologies: “Guru’s Guide to Email Marketing Success”

³Sales & Marketing Institute

Database = House of Sales and Marketing

Welcome to the GuideSpark Database Club: Who are the Players?

Bouncer

Tailor

Washing

Machine

House Cleaner

Welcome to the GuideSpark Database Club: Who are the Players?

Email

Validation

Patch Data

Data

Appending

Dedupping

Who are the players for database health?

Bouncer

• Background check

• Email Verifier

Tailor

• Patches the holes

• Appends data specifically during form fills to decrease the number of required fields

Washing Machine

• Ensure you look your best before going in

• Data is cleaned, appended, standardized

House Cleaner

• Comes in weekly and maintains cleanliness

• Regular data cleanse and merging of duplicates

Data Clean Process

Email Validation

Data Appending

Marketo

SFDC

Databases Maintenance

Ongoing Dedupping

Initial Data CleanseLeads Entry

Form

All other

Data Append -Patch

Crowded MarTec Software Landscape

• Data quality variability

• Multiple data sources

• Data decay

Challenge:

How do you preserve your IP server reputation and avoid getting blocked as spam?

Verification

• Answers “Will it bounce?”

• Identifies valid inboxes if possible

• Unable to verify for “catch all” servers

Hygiene

• Identify spam traps, honey pots, bot generated, malicious domain

Solution: Email Verification and Hygiene

• Validate on form fill

• Validate on creation

• Quarterly or Semi-annual clean

• Assess quality of purchased lists

Solution: Email Validation and Hygiene

Bob the Bouncer

Why we chose them:

• Detail and granularity of validation codes

• Run Smart Campaigns based on codes ie >300 = Marketing Suspended

• Simple integration with Marketo

• Option for offline

• Great Sales and Support, very knowledgeable

Pricing and Budgeting:

• Clean DB 2-4X a year + additional new leads

• 1 cent per lead

• Saas yearly subscription

Strikeiron: Email Validation and Hygiene

Email Validation by StrikeIron

What do bounced leads look like?

Email Away . . .

• Reputable Source (ie form fill) Proceed

• Questionable Source (ie list purchase) Suspend

Approach with Caution

Stop: Don’t email

• Multiple data sources

• Lack of control of data and format

• Data appending needs to happen before entry into SFDC – lead routing triggers

• Cleaning after the fact is cumbersome

• SFDC and Marketo immediate sync

Challenge:

Incomplete and inaccurate lead data prevents timely delivery of leads to sales, targeting,

segmentation etc.

• Monthly webinars 1K-2K leads

• Manually transform the data

• Send to overseas for data appending (3-4 day Turn Around Time)

• Multiple batches and files

• Error Prone (50% accuracy)

• Resource and Time intensive

• SLA Leads to sales 6-18hrs after webinar

GuideSparks Previous State

Data Transformation

• Customized employee buckets

• Proper Case

• Address Standardization

Account Level Data Appending

• Fill in data for proper lead routing

• Add Industry for targeted campaigns

Solution: Data Appending

Washing

Machine

How do we use it:

• DB is appended twice daily

• New leads are appended before syncing to SFDC

• Flag duplicates on large list uploads

Solution: Data Appending

Why we chose them:

• Solid and thorough product, many choices

• Customization

• Integration with Marketo and append outside of SFDC

• Option for offline

• Great Sales and Support, very knowledgeable, above and beyond

Pricing and Budgeting:

• Unlimited DB clean (2X per day)

• 24-26 cent per lead

• Based on DB size

• SaaS yearly subscription

Reachforce: Data Appending

Data Quality (Before and After)

Is…

• Provides firmographicdata at the account level

• Email validation is typically included = ping server

What account level data appending is and what it isn’t

• Is not…

• Does not replace invalid emails with valid ones

• Does not verify whether the person is still there

• Does not provide direct dial phone number

• Does not provide lead level information

Rise of the direct mail campaign

Reachforce Evaluation

• Lack of data in report

• No customized transformation

• Poor experience with sales

InsideView Evaluation Report

Account

• 2X per month in SFDC

Data.com: Stare and Compare

ReachForce Data.com

Match Rate >88% 50%

Append Account Level ✔ ✔

Append Contact and Lead Level ✔ ✔

Append prior to entering DB ✔ ✖

Marketo Integration ✔ ✖

Data Standardization ✔ ✖

Customize data fields to GS requirements

✔ ✖

Provide Data Confidence Score ✔ ✖

On-Demand Single Record Clean (Stare and Compare)

✖ ✔

• Obtain minimum info

• Increase landing page conversion rate

• Requirements from sales and product marketing

Challenge:

Increase lead acquisition from website by decrease form fields and gather all required

information.

Solution: Reduce Form Friction

• Minimum information • First Name

• Last Name

• Email

• Company

• User to choose company and site

• Appends information on form submission

Solution: Smart Forms

Tailor

Why we chose them:

• Customization – can choose what data to append

• Data transformation – employee bucket size changes

• Choose which forms to implement

• Simple Integration with Marketo and append outside of SFDC

Pricing and Budgeting:

• Same DB as RF cDQM

• Cost per form submission

• Inexpensive

• SaaS yearly subscription

Reachforce: Smart Forms

• Automation friendly

• Dedupe prior to entering SFDC

Challenge:

Duplicate leads and contacts generated from different email addresses leads to confusion

from the sales side and inaccurate data.

Solution:

• Dedupe 1X per month

• Evaluated RingLead vs LeanData

• Cheaper and friendlier

• Integrates with SFDC

• Stare and Compare View in SFDC

Currently Use LeanData

• Doesn’t integrate with Marketo

• Not automation friendly

• No Flagged field

• Manual process

• 7000 duplicates still in Marketo

LeanData Challenges

Manual Review of 16 categories of dupes

Manual review of duplicates

MarketoIntegration

SFDC Integration

EmailVerification

Data Appending

Flags Duplicates

Merging

Strikeiron X X X *

Reachforce X X X X X

Lean Data X X X

Marketing Tech Stack

• What is the source of your data?

• How often is it updated?

• How do you indicate data quality?

• Is it automation friendly?

• Submit sample data for analysis to see what % they can append.

• Submit sample data for appending to see the data.

• Blinded Test• Good Lead List – randomize, don’t use the oldest leads which have the lowest

Marketo ID number

• Bounced = true list

• Purchased list

• 1-2 examples of actual lists

Questions to ask during evaluation

• Open Dialogue between you and Sales Ops

• Determine what you business needs

• During evaluation, ask vendors to demonstrate what they can do with YOUR data

• Think holistically – how will all the pieces of software work together

Wrap Up

Questions

Jessica Kao, PhD@spunkyscientistjkao@guidespark.comSenior Manager, Demand GenGuidespark