As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets. What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.

1. Managing Your Marketing Database
How To Get Better Results
Marketing Evangelist
Pardot
Mathew Sweezey
Co-Founder and Partner
Brainrider
Scott Armstrong

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3. 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?

4. Scott Armstrong
Co-Founder and Partner
Brainrider
Mathew Sweezey
Marketing Evangelist
Pardot

5. Do you know
your average
cost per email
acquisition?

6. Do you know
the value of your
email database?

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

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

9. 90% of B2B buyers
say email is their
preferred
communication
method!

10. Emails are the
most valuable
marketing asset
in your control!

11. PUT YOUR
COFFEE DOWN!

12. YOU LOSE
ABOUT 25%
EACH YEAR
h#p://www.chiefmarketer.com/b2b/data-­‐quality-­‐s<ll-­‐a-­‐struggle-­‐for-­‐b2b-­‐marketers-­‐28012013

13. ACQUIRE
ENGAGE
CHURN
THE LIFECYCLE OF AN EMAIL

14. ACQUIRE
• Qualified Traffic
• Form Submissions
• Lists (Opt-In)
THE LIFECYCLE OF AN EMAIL

15. ENGAGE
• Send
• Open
• Read/Click
THE LIFECYCLE OF AN EMAIL

16. 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

17. 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

18. 1. Acquire More Qualified Prospects
With A Customer Focused Approach

19. It’s not just
about
you.

20. Prospects
want
informaon
that
helps
them
solve
problems…
Übersuggest

21. …
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

22. …
and
with
your
objecves.
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

23. Case
Study:
Customer
Focused
Website
Redesign
Problem:
A+rac.ng
and
acquiring
more
prospects
• Drive
more
qualified
traffic.
• Convert
more
visitors
into
prospects.
• Idenfy
sales
ready
leads.
Solu.on:
Customer-­‐focused
approach
• Reorganized
navigaon
and
site
map
for
a
customer-­‐focused
user
experience.
• Designed
more
prominent
and
visible
calls-­‐to-­‐
acon.
• 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
compleons
are
up
42%.
• Website
generated
leads
are
up
156%.
Click
to
view
site

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

25. Add
More
Calls
To
Acon

26. Landing
Page
and
Form
Opmizaon
#1
#2

27. 27

28. 28
Use
Shorter
Forms

29. 29
Aren’t
Shorter
Forms
A
Missed
Opportunity?

30. Problems
With
Self-­‐Submi+ed
Data
Do
Tech
Buyers
Provide
Accurate
Informaon
During
Registraon?

31. Progressive
Profiling
In
Pardot

32. Case
Study:
Form
Landing
Page
Opmizaon
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
compleon
rates
increased
during
landing
page
test.
• Stascal
modeling
showed
a
90%
confidence
rate
that
progressive
forms
will
increase
compleon
rates
for
future
campaigns.

33. 3. Increase Engagement and Reduce
Churn Using Prospect Segmentation

34. Segment
Target
Your
Prospects
Based
On
What
They
Want
To
Know

35. Gather
Explicit
Segmentaon
Using
Form
Fields
35

36. Gather
Explicit
Segmentaon
Using
Form
Fields
36

37. Gather
Implicit
Segmentaon
Using
Behavior
Tracking
37

38. Help
Prospects
Manage
Their
Subscripon
Preferences
Tracom’s
Email
Preference
Center

39. Stream
Your
Emails
Based
On
Prospect
Preferences

40. Case
Study:
Streamed
Email
Nurturing
Problem:
Low
rates
of
email
engagement.
• Engage
and
acvate
the
prospects
in
our
database
• Do
a
be#er
job
acve
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
exisng
database
based
on
needs
and
pains.
• Implement
new
opt-­‐in
subscripon
preferences.
• Execute
a
segmented
newsle#er
program.
Results:
“we’re
engaging
with
more
prospects”
• Targeng
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.

41. QUESTIONS?
(it’s really just free advice)

42. Marketing Evangelist
Pardot
@msweezey / msweezey@salesforce.com
Mathew Sweezey
Co-Founder and Partner
Brainrider
@brainrider / scott.armstrong@brainrider.com
Scott Armstrong