Mastering The Data Trifecta: How To Inject Campaigns With Flawless Data
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The document outlines the importance of accurate data in marketing campaigns, emphasizing that poor data quality can lead to significant revenue losses. It introduces the concept of the 'data trifecta'—accuracy, comprehensiveness, and freshness—as essential components for effective data management. Key takeaways include addressing foundational data gaps and evolving data strategies over time to improve campaign engagement and ROI.
Mastering The Data Trifecta: How To Inject Campaigns With Flawless Data
- 3. #COSeries Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And second entry when you attend live. • Register & tune-in to all #COSeries live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #COSeries About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 8. Mastering The Data Trifecta: How To Inject Campaigns With Flawless Data John Hurley, Sr. Director of Demand & Content Marketing
- 9. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. CMOs aren’t hitting targets Sources: Xactly May 2014, 614Group July 2014 CROs don’t know where their revenue will come from Revenue success is hard 79% 66%
- 10. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Source: Gartner 8.8M Cost of Bad Data on Average Per Year for a Company Duplicate data. Incomplete data. Inaccurate data. Outdated data. These systems of record suffer from a “Data Quality Crisis”: Bad data is not only hindering revenue success but also costly $
- 11. © Radius Intelligence, all rights reserved. Network effects are the revenue foundation for many companies
- 12. © Radius Intelligence, all rights reserved. Precision Consumer Targeting Recommendation Engine $27.6B in advertising revenue (2016) ~40% of $136B revenue (2016) Revenue Impact
- 13. © Radius Intelligence, all rights reserved.
- 14. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Data is king Garbage Data Perfect Model Perfect Campaign Garbage Results “Garbage In–Garbage Out Paradigm”
- 15. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Your “System of Record” is to blame... With a system of record Limited Duplicate Incomplete Stale With The Network of Record Comprehensive Unique Accurate Up to date Eliminate bad data and gain a single source of data truth
- 16. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Data networks lead to better decisions Credit Consortium founded on credit information bureau. CRM Consortium founded on network effect. more accurate consumer financial data ⇓ more accurate credit worthiness ⇓ better credit decisions more accurate account & contact data ⇓ more accurate insights ⇓ better go-to-market decisions
- 17. Taking B2B Data Into the Age of Intelligence Manual Data Collection Data Vendors Today - Digital Data Collection With Network Effects Data Decays Within Months No Source of Truth Low Fill Rates
- 18. © Radius Intelligence, all rights reserved. The Data Trifecta Accuracy Comprehensiveness Freshness
- 19. © Radius Intelligence, all rights reserved. Accuracy Accuracy Improvements with Customer Network Effects 1
- 20. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. The Impact on Accuracy on Campaign Engagement On average, increase contactability (accuracy) by: 6.5% compared to next best data providers 33% increase compared to the average accuracy of client CRM. Accuracy Improvements with Customer Network Effects
- 21. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. The Impact on Accuracy on Campaign Bottom-line 5% increase in data quality = 10% increase in ROI
- 22. Comprehensiveness 2 © Radius Intelligence, all rights reserved.
- 23. © Radius Intelligence, all rights reserved. On average, companies only have... 2/3 of the essential firmographic & contact data points available Comprehensiveness consists of firmographic attributes (including revenue, industry, employee count, and location) and contact attributes (including name, title, and phone number Without the Customer Network With 10 Companies In the Customer Network With 50 Companies In the Customer Network
- 24. www.radius.com© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.24 Account 1 Account 2 Account 3 Industry: Finance Finance Insurance Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 250-500 250-500 250-500 Revenue: $50M to $100M $50M to $100M $50M to $100M Current Product: Sales Cloud Sales Cloud Sales Cloud Upsell Success Rate 8% 8% 4%
- 25. www.radius.com© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.25 Account 1 Account 2 Account 3 Industry: Finance Finance Insurance Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 250-500 250-500 250-500 Revenue: $50M to $100M $50M to $100M $50M to $100M Current Product: Sales Cloud Sales Cloud Sales Cloud Advertising Online Yes No Yes Currently Using Marketo Yes No Yes (Events) VP of CMO - Hiring Yes No Yes Searching “Marketing Automation” Yes No Yes Upsell Success Rate 22% 4% 17% Accounts 1750 Accounts 1230 Accounts 949 Accounts
- 26. www.radius.com© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.26 Account 1 Account 2 Account 3 Industry: Finance Finance Insurance Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 250-500 250-500 250-500 Revenue: $50M to $100M $50M to $100M $50M to $100M Current Product: Sales Cloud Sales Cloud Sales Cloud Advertising Online Yes No Yes Currently Using Marketo Yes No Yes (Events) VP of CMO - Hiring Yes No Yes Searching “Marketing Automation” Yes No Yes Upsell Success Rate 22% 4% 17% Accounts 1750 Accounts 1230 Accounts 949 Accounts Tier A 2.6x Tier D 0.6x Tier B 1.8x
- 27. © Radius Intelligence, all rights reserved. Freshness 3 Data is Refreshed Up to 10 Times Faster Traditional Methods With Data Science and Customer Network Effects
- 28. © Radius Intelligence, all rights reserved. In the next three months: • 2.1% of phones will be disconnected • 2.5% of emails will be invalid • 4.2% of phones will have changed • 5.9% of postal addresses will be invalid • 7.6% of contacts will be unreachable Sales connect rates Direct mail returns Response Rates & Reach Pipeline Conversions Campaign ROI Conversions Email deliver- ability
- 29. © Radius Intelligence, all rights reserved. Digital Reach 4 Low match rates on B2B data means that a large portion of our customer's target audience data is not being activated.
- 30. © Radius Intelligence, all rights reserved. Increased Audience Reach with Digital Advertising The Network of Record Increases Audience Size on Facebook and Twitter SMB (<50 employees increase in contact reach) Mid-Market (50-249 employees increase in contact reach) Mid-Market (250-500 employees increase in contact reach) Enterprise (500+ employees increase in contact reach)
- 31. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Data Stewardship • CRM Health • Duplicate Analysis • Matching Analysis • Data Refresh • Data Append GTM Insights • Total Addressable Market • Segmentation & Targeting • Territory Planning • Ideal Customer Profile Outbound Marketing & Prospecting • Net new look a likes • Existing prospects renurture • Cross sell/Up selll • Omni channel campaigns Lead Scoring • Existing lead prioritization • Inbound prospects prioritization Applying Distinct Use Cases “How do I fix my data quality? “I need to understand my ideal market/target customer.” “How do I drive more of the right leads into my funnel?” Co Marketing • Strategic partner co marketing • Intra enterprise co marketing “How do I see overlap between two CRMs?” Account-Based Marketing • Target Account Selection • Account Segmentation • ABM Campaigns “How do I do ABM account selection?” “How do I prioritize and take action on inbound leads?”
- 32. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Evolve maturity by addressing data in stages Time RevenueImpact Data Stewardship 0-30 days • Connect to The Network of Record and understand your data’s health • Analyze, cleanse, append, and refresh your data • Establish a foundation to begin leveraging intelligence Open New Possibilities 90-180 days • Execute omni channel with predictability and spend efficiency • Expand beyond existing channels to broaden your reach • Use budget efficiently by only marketing to the prospects most likely to convert Disruptive Advantage 180+ days • Leverage capabilities such as co- marketing to expand marketing to your entire channel ecosystem • Fully leverage The Network of Record coupled with Intelligence to inform all deployments across all marketing channels • Consistently reach new prospects and close revenue before your competitionPredictable Performance 30-90 days • Optimize the top of the funnel and existing channels • Leverage information in The Network of Record to enhance existing records and identify & deploy net-new targets • Constant learning trains the models and drives increased pipeline efficiency
- 33. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Zenefits eliminates dirty data–sees 5x improvement in CPL Source: Radius and Zenefits “As most companies do, we struggled keeping our CRM and MAT data in order, which impacted our bottom line. With Radius Data Stewardship, we continuously address the gaps and inaccuracies in our data. Our sales and marketing teams are confident they’re working with the most accurate data to drive revenue.” - Viviana Faga, CMO at Zenefits Data Stewardship
- 34. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Infusionsoft targets top prospects to grow from 10% to 10x Source: DGR Predictable Performance “Our dual-threat of inbound and outbound ensures no lead is left behind. Scoring and nurtures that marry content with prospects ensure inbound leads have consistent education and cultivation, and when the moment is right, hit a threshold for sales outreach.” - Doug Sechrist, VP Demand Marketing, InfusionSoft
- 35. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Infusionsoft targets top prospects to grow from 10% to 10x Source: DGR Predictable Performance
- 36. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. POS Portal evolves and doubles close rates Source: Radius & POS Portal Open New Possibilities “Radius helps at every step, from unknown to close. At any step, my team knows via insights and scores the things that should be done to move prospects through the funnel. Specific profiles show what content and channel to apply and when they’re ready to engage with sales.” - John Johnstone, Head of Marketing, POS Portal
- 37. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. F100 FinServ firm lifts engagement 200% across channels Disruptive Advantage Increase response rates 201% & up to 40% conversion-to-customer by combining direct mail, telemarketing, and social, and applying unique customer messages.
- 38. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Key Takeaways 1. Address foundational data gaps–even the non-sexy tasks can have big campaign and customer engagement impact. 2. Herculean efforts will not fix your ‘System of Record’–loosen the status quo around addressing data issues, look to leverage network effects. 3. Think big, start small–predictive & omnichannel are powerful but aren’t a silver bullets...evolve over time. 4. Push vendors to prove value before you pay. Ask for a ‘findings report’ that analyzes your actual data.
- 39. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. that’s all folks… Q&A