EBOOK IN DEFENSE OF DATA

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1 EBOOK IN DEFENSE OF DATA How third-party data management tools hold the key to unlocking Marketo s full potential

2 Contents The Dirty Data Dilemma - A Matter of Time and Money 3 Mo Data, Mo Problems 4 Missing the Mark 5 Data Appending and Cleansing on-demand 6 Clean Data in Action 7 (Data) Cleanliness is Next to Godliness 8 Introduction The digital marketing space is crowded and noisy. As more businesses flood every digital channel with more content, the chances of their message cutting through the static to reach the right audience at the right time greatly diminish. So, they turn to performance data for insight and ideas on how to increase engagement, only to find that compiling data from systems like their Marketo instance, CRMs, or other analytics tools requires more time than they have to spare. Worse, manually aggregating and organizing marketing data is error-prone. Existing data sources are often already dirty, new ones following existing data processes will be too. And even one wrong field can throw off an entire data set and mean the difference between a high-performance campaign and a waste of valuable resources. This guide is designed for the overworked marketing leader, with zero time to manipulate data and ensure bulletproof data accuracy before pushing the go-button on the next marketing campaign. It will give you all the information and actionable steps for building a completely seamless, end-to-end marketing data management pipeline with essential systems you already own, like Marketo. Automatically. 2

3 The Dirty Data Dilemma A Matter of Time and Money Marketers across the board are embracing data-driven business, with nearly 70% of marketing leaders expecting the majority of their decisions to be driven by data. 1 In fact, among the most successful marketing teams, more than 85% already actively measure their content ROI. 2 As a Marketo user, you re probably familiar with the number of built-in campaign performance tools that track metrics like campaign deliverability, opt-outs, pipeline contribution, and others. It s helpful data for creating more personalized, targeted campaigns that hopefully will convert more frequently and generate higher quality leads. Companies plan to increase budgets for marketing analytics over the next three years by 198%. 3 Marketing Data By the Minute 120 new profiles on LinkedIn 473,400 tweets posted 3.8 million Google searches 1,944 comments on Reddit Source: Data Never Sleeps 6.0. Infographic by Domo. But data is only useful when it s complete, timely, and accurate. As the sheer volume of data continues to grow the average enterprise sources information from more than 90 marketing apps or services 4 ensuring the quality of all the data your organization uses to drive its marketing activities will become increasingly challenging, bordering on impossible. 1 Kune, Lizzy Foo. Gartner 2018 Marketing Analytics Survey. Gartner.com. May 16, Handley, Ann and Beets, Lisa Murton. B2B Content Marketing 2018: Benchmarks, Budgets, and Trends North America Content Marketing Institute and MarketingProfs, sponsored by Brightcove The CMO Survey Survey conducted in conjunction with Deloitte, Duke University Fuqua School of Business, and American Marketing Association. CMOSurvey.org. February, Brinker, Scott. The average enterprise uses 91 marketing cloud services. ChiefMartech. com. June 12,

4 Mo Data, Mo problems One of the biggest downsides of having such a tremendously vast pool of data is deciding how much of your limited time to spend updating and modifying each data set. There s only so much time in a given day or week to dedicate to data management. So, while you re busy pulling out duplicate addresses or correcting salutations (Mr. vs. Mrs. vs. Ms.) for use in a specific campaign, you ll be unable to address a larger and more costly issue for Marketo users: complying with your contracted database limit. Marketing analysts or other team members can spend up to 30 hours per week just collecting and organizing marketing data. 5 Virtually every Marketo account includes a contracted maximum number of contacts and exceeding that contact limit will cost you some additional funds when it comes time to renew. And in their haste to fall back below the database limit, many marketing teams will move otherwise perfectly valid contacts to another job or remove them altogether. They do so knowing full well that there are probably other records that are truly outdated and should be removed, but there s simply not enough time to take an inventory and decisive, appropriate action. 5 Kune, Lizzy Foo. Gartner 2018 Marketing Analytics Survey. Gartner.com. May 16,

5 Missing the Mark Operationally, the deluge of data makes it extremely difficult for marketing teams to connect the dots and accurately predict whether their content will reach their intended target and if it ll resonate when it does. Modeling accurate buyer personas, mapping an ideal customer journey, and strategically segmenting customers are cornerstones of effective demand generation and contentbased marketing efforts. But they all depend on a steady stream of constantly updated information demographic, psychographic, and firmographic to create detailed profiles that lead to more targeted and better performing campaigns. Data mistakes that impact content deliverability Inaccurate information from web form Key data points for enrichment Demographic Psychographic Profession Purchasing habits Household income Lifestyle/activity preferences Marital status Attitudes and motivations Educational background Commute/travel patterns Ethnicity Firmographic Industry Annual revenue/average sales cycles Number of employees Executives Locations Miskeyed fields from web form to database Discontinued/invalid addresses The harsh reality is that while those steady streams of data are readily available, conventional data enrichment and validation is a time-consuming manual process. Teams are forced to use whatever data they can append on their own manually and focus more of their attention on the creative process. Unknown/unlisted alternate primary addresses But seeing as how quickly contact information can change because the average employee switches jobs every four years, 6 there s a good chance that the content won t even reach the intended audience. 6 Employee Tenure Survey. U.S. Bureau of Labor Statistics. BLS.gov. September 20,

6 Marketo + Integrated Data Appending = Data Management Heaven Personalization becomes easy and effective Decisions are based on concrete data Customer journeys become clearer Data leads to better understanding of ROI Without accurate data and customer intelligence, it won t matter how compelling the copy, how beautiful the design, or how interactive the content is because no one will be on the other end to read it. And the results are predictable: Lower engagement and conversion rates, fewer qualified leads, and a significant reduction in revenue attributed to marketing. Data Appending and Cleansing on Steroids The gateway to better data and more conversions in less time Agility is the name of the marketing game. Marketers need immediate, reliable access to clean and enriched marketing data and effortless ways to convert that data into insight and action as quickly as possible. With so many successful marketing teams using Marketo as the center of their marketing operations and engagement universe, it s a good idea to find a data appending and cleansing provider who has been thoroughly vetted by and integrates seamlessly with Marketo. Incorporating a data appending and enrichment tool with custom connectors for Marketo into your marketing tech stack is the simplest path to seamless data management at scale, speed, and efficiency for today s marketers demand. Choosing a tool that automates the data workflow will unburden your team of hands-on enrichment and cleansing. Plus, it enables real-time and contact validation to improve deliverability and reach while also giving you complete control over the types, volume, and sources of data entering your database. You can virtually eliminate inaccurate data that ll render even your most inventive marketing campaigns a colossal disappointment. 6

7 Clean Data in Action Common use cases for clean marketing data Demand Generation Your team invests so much time and effort into developing the processes, concepts, and content to attract new business you don t want it going to waste. Clean, accurate, and complete data ensures you re selecting exactly the right audience for each campaign, that every recipient s address is current and accurate, and that you can send assets at every stage of a campaign with the confidence. Marketing Operations Marketing teams get data from seemingly everywhere. Automating the aggregation, cleansing, and orchestrating data from multiple sources like Salesforce, Marketo, and other systems provide the agility marketers need to quickly re-target existing content for new audiences and the confidence that only the most up-to-date data is flowing into and out of your database. Incorporate additional data points to help your team craft new, more relevant messaging that increases conversions, engagement, and sales velocity. Sales Operations The early bird gets the sales worm, so getting new sales leads to the right sales teams quickly can strongly influence sales outcomes. Knowing your data is accurate and rich makes it easier for sales to cultivate engaging relationships throughout the customer lifecycle. Continuous contact validation keeps a sales team in-the-know when a contact changes jobs - follow your champions onto their next job. 7

8 (Data) Cleanliness is Next to Godliness Data hygiene and database management is crucial to marketing success, but it doesn t have to be difficult. Become a data cleansing god or goddess by incorporating a third-party, Marketocertified data tool like Synthio to help you produce a complete, endto-end data management pipeline that drives sustainable growth and business efficiency. Join Synthio on Thursday, December 6 for an educational webinar about using integrated data tools for faster, more efficient, and higher-performing marketing campaigns. REGISTER NOW ABOUT SYNTHIO Synthio is a contact-centric database management platform that automates cleansing, standardization, and synthesis of data to make it actionable for immediate use by marketing and sales teams. Simply put, we make your data bigger, better and more accurate. Meet customers where they are - not where they were. Learn more at 8