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)


ENGAGE •  Send •  Open •  Read/Click


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.


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

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 / [email protected]

Mathew Sweezey

Co-Founder and PartnerBrainrider

@brainrider / [email protected]

Scott Armstrong