Healthy Databases Makes Happy Marketers Jessica Kao Senior Manager, Demand Gen Guidespark
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• 25-33% of email addresses will become outdated every year.²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?
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
• 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@[email protected] Manager, Demand GenGuidespark