Managing Your Marketing Database: How To Get Better Results

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?

Scott Armstrong Co-Founder and Partner

Brainrider

Mathew Sweezey Marketing Evangelist

Pardot

Do you know your average cost per email acquisition?

Do you know the value of your email database?

Do you know how many names in your database are active?

Average cost per lead = $150 Average size of database =

90% of B2B buyers say email is their preferred communication method!

Emails are the most valuable marketing asset in your control!

PUT YOUR COFFEE DOWN!

YOU LOSE ABOUT 25% EACH YEAR

h#p://www.chiefmarketer.com/b2b/data-­‐quality-­‐s<ll-­‐a-­‐struggle-­‐for-­‐b2b-­‐marketers-­‐28012013  

ACQUIRE  

ENGAGE  

CHURN  

THE LIFECYCLE OF AN EMAIL  

ACQUIRE   •  Qualified Traffic •  Form Submissions •  Lists (Opt-In)

THE LIFECYCLE OF AN EMAIL  

ENGAGE  •  Send •  Open •  Read/Click

THE LIFECYCLE OF AN EMAIL  

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  

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

1. Acquire More Qualified Prospects With A Customer Focused Approach

It’s not just ���about ���you.

Prospects  want  informa<on  that    helps  them  solve  problems…  

Übersuggest

…  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  

…  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  

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  

2. Acquire More Prospects With More CTA’s and Shorter Forms

Add  More  Calls  To  Ac<on  

Landing  Page  and  Form  Op<miza<on  

#1  

#2  

27  

28  

Use  Shorter  Forms  

29  

Aren’t  Shorter  Forms  A  Missed  

Opportunity?  

Problems  With  Self-­‐Submi+ed  Data    

Do  Tech  Buyers  Provide  Accurate  Informa<on  During  Registra<on?  

Progressive  Profiling  In  Pardot  

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.  

3. Increase Engagement and Reduce Churn Using Prospect Segmentation

Segment  &  Target  Your  Prospects  

Based  On  What  They  Want  To  Know  

Gather  Explicit  Segmenta<on    Using  Form  Fields  

35  

Gather  Explicit  Segmenta<on    Using  Form  Fields  

36  

Gather  Implicit  Segmenta<on    Using  Behavior  Tracking  

37  

Help  Prospects  Manage  Their  Subscrip<on  Preferences  

Tracom’s  Email  Preference  Center  

Stream  Your  Emails  Based  On  Prospect  Preferences  

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.  

QUESTIONS? (it’s really just free advice)

Marketing EvangelistPardot

@msweezey / msweezey@salesforce.com

Mathew Sweezey

Co-Founder and PartnerBrainrider

@brainrider / scott.armstrong@brainrider.com

Scott Armstrong