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Where’s Your Cape? Defeating the Top 5 Data VillainsWhere’s Your Cape? Defeating the Top 5 Data VillainsSean T. CrowleyDirector – Product & Customer Marketing, D&B NetProspexFebruary 18, 2015

Sean T. CrowleyDirector – Product & Customer Marketing, D&B NetProspexFebruary 18, 2015

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We’re here to talk about B2B marketing data, because D&B NetProspex is obsessed with it

Source: Ice Age Wiki

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Data is a critical cog in successfully driving demand

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Engaged, interested individuals that: Fit your target profile Are ready to engage with sales

Historical Data

Website/Inbound

Programs

Events

PPC/SEM

Your Target Buyers

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Unfortunately, the state of B2B marketing data is… not great

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Be vigilant in defending the quality of your contact records – danger lurks everywhere

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Data Villain #1: Inaccuracy• Spreads like a vine through

your database – up to 36%/year

• You can’t segment the good from the bad

• Will clog up your demand gen funnel in no time

• Scratching the surface only makes it worse – you need to eradicate it

Source: DC Comics

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Data Villain #2: Inconsistency• Partners frequently with

Duplication to cause account confusion

• Content personalization becomes a joke – not a lead

• YOU don’t KNOW what’s right and what’s wrong

• You need to cut through the smoke to see what’s really there Source: DC Comics

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Data Villain #3: Incompleteness• Wreaks havoc in marketing

& sales funnels

• Poor segmentation, broad-brush targeting and generic messaging lowers conversion rates

• Less effective lead scoring: “Why did you send me a lead that doesn’t have a phone number?”

• Accurate data is the best antidote

Source: DC Comics

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Data Villain #4: Undeliverability

• Can freeze a program in its tracks

• Creates a slippery slope with your Marketing Automation partner

• Causes lead/revenue projections to be brittle instead of rock solid

• Turn up the heat and wash those records from your database

Source: DC Comics

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Data Villain #5: Duplication

• Frequently partners with Incompleteness & Inconsistency

• Kills personalization and content customization

• Damages sender reputation and customer goodwill

• You need to identify the good and the bad data and move forward with a single master record

Source: DC Comics

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Adopt good governance processes, including de-

duping and removing hard bounces Regularly validate and

enrich records

Assign priority to completing the most

valuable fields

How do you win against this band of bad guys?

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86% decrease in Email Threat

Risk 62% increase

in New

Opportunities Created Weekly

71% increase in Qualified

Sales Accepted

Leads

Win the battle across the entire demand gen waterfall

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• Apply our data management expertise to your data

• Unlock value in the data you already have

• Improve results across your marketing mix

• Focus on identifying your key markets and buying centers

• Empower your sales and marketing teams to beat their goals!

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Our goal: To help you market smarter with better data

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Thank You!• Come by the D&B

NetProspex Booth #18• Tell us your best data

management defense moves and get a free t-shirt!

• Or, join the conversation @NetProspex #marketinghero