Heinz Eloqua B2B Modern Marketing Roundup Netprospex Data Benchmark Survey - mike bird

Place image here

The State of B2B Marketing Data 2013

NetProspex Marketing Data Benchmark Report

#MMR

2#MMR

Agenda

• B2B Marketing at a Glance

• NetProspex Data Health Scale

• The Survey Process

• Best Practice Areas

• Fundamentals for Improving Data Quality

• Trends to Consider/Next Steps

3#MMR

B2B Marketing at a Glance

More than

60%of companies had

an overall health scalescore of “Unreliable”

80%of companies have

“Risky” phone connectability

25%of the average B2B

database is inaccurate1

1 Sirius Decisions, “The Impact of Bad Data on Demand

Generation”

4#MMR

NetProspex Data Health Scale

5#MMR

The Survey Process

6#MMR

Best Practice Areas

7#MMR

Record Duplication

Average Health Score:

4.3

Bloated databaseIncreased costs

>50%have eliminated duplicates

8#MMR

Record Completeness

Average Health Score:

2.561%said 35% or more of their records were incomplete

9#MMR

Email Deliverability

Average Health Score:

2.8

Missed goals

Sender reputation damage

Inability to reach customers and prospects

41% reported email deliverability below

70%

Impact = 28%

28%

Average % of Undeliverable Emails

10#MMR

Phone Connectability

Average Health Score:

1.2

58%

Average % Unconnectable Phone Numbers

80%had < 50% phone connectability

11#MMR

Fundamentals for Improving Data Quality

Establish company standards for completeness, validity and freshness of data; incorporate in lead scoring where appropriate.

Conduct regular (quarterly or more) cleansing of the database.

Explore methods to improve data coming from inbound sources, such as registration append services, input masks, drop down selections and progressive profiling.Employ best practices when purchasing list data.

Monitor database growth and health regularly.

Identify and evaluate all sources by which records enter the database.

12#MMR

$100 if nothing is done

Why You Should Care

$10 to cleanse and de-dupe it

It is IMPERATIVE that data hygiene should be a proactive company initiative, rather than an afterthought or one-time activity.

$1 to verify a record as it is entered

13#MMR

Download the Benchmark Reporthttp://bit.ly/databmr

14#MMR

Where do you stand?

Michael C. Bird

President, NetProspex

mbird@netprospex.com

@BirdMichaelC