b2b data: you don't have to love it, but don't ignore it
TRANSCRIPT
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B2B Data You Don’t Have to Love It, But
Don’t Ignore It!
Ruth P. Stevens
@RuthPStevens
www.ruthstevens.com
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How much attention to you pay to your data?
But, wait. It is our problem!
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The business case for complete, accurate data
1. Market coverage: Improve response, leads and sales by reaching more targets.
2. Save money: Lower costs with less waste.
3. Customer satisfaction: Address customers properly and company perception
Bad customer data costs U.S.
businesses more than $600 billiona year in wasted communications
and staff overhead—not to mention lost opportunities. --The Data Warehouse Institute
In B2B, data underlies everything
Table of Contents1 The marketing database2 Data sources
3 Data architecture
4 Person data
5 Data management
6 Data uses7 International data
8 Data-driven marketing on a
shoestring
9 Troubleshooting
10 Cases studies in data-driven marketing
11 Where B2B data-driven
marketing is headed
Download sample chapters at http://b2bdatadrivenmarketing.com/
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SOURCING DATA ABOUT CUSTOMERS AND PROSPECTS
Building your database: Have you tapped these sources of customer and prospect information?
Internal sources
• Sales contacts
• Billing systems, credit files
• Ops/fulfillment systems
• Customer service systems
• Web data, e.g. logs, social media
• Inquiry files, referrals
External sources
• Business partners/channels
• Prospect lists
– Compiled files
– Response files
– Prospecting databases
– Customized data
• Surveys
• Database append
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4 steps to strategic, cost-effective data acquisition
1. Identify the data elements you need.
– Develop a data strategy.
2. Append elements available from third-party suppliers.
3. Fill in the gaps with “data discovery.”– Outbound telephone or internet research, to
target accounts
– Probing on buying roles and contact info
4. Focus on key accounts.
Next generation data sources
• Shared contact databases generated by sales and marketing people in B-to-B
• Data generated automatically by sweeping corporate websites
• Contacts generated as look-alikes from your top accounts.
• Predictive lead scoring by modeling best customers.
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More new data sources
• Data discovery, via technology and by hand.
• Purchase intent inferred from online behavior.
• Rich contact profiles based on business people’s social media data.
• Auto populate landing page forms with account data.
Turn your website into a data source
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Supplemented by IP address identification
ProvidersVisitorTrack
VisualVisitor
DemandbaseVisistat
WhoIsVisiting
The danger in form-fill data
Source: Eloqua
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HOW CLEAN IS YOUR DATA?
Take your medicine…
Data degrades quickly
B-to-B
• Business data degrades by 4-6% per month.
Consumer
• U.S. households move at the rate of 20% per year.
The lesson?
Invest in data hygiene.
Decisions made on bad
data are more dangerous
than on no data at all.
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B-to-B data decay, in context
Source:D&B
706 firms will move 120 new businesses will open
578 businesses will change their phone numbers
60 businesses will shut down
250 business phone
numbers will be
disconnected
514 suits, liens or judgments will be filed against companies
120 D&B credit ratings will change
120 corporate CFOs will
change
60 companies will change their names
10 firms will file a bankruptcy petition
In the U.S., in the next two hours…
Data degradation in Argentina
A CEO changes every 30 months, on average.
A manager changes jobs every 18 months.
A list of CEO names will be 40% incorrect within a year.
A list of manager names will be 67% wrong after a year.
Based on input from Francisco Risso,
B2B data broker and long-time AMDIA
member.
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Decay rates differ by element
36.3%
23.9%
21.5%
21.2%
20.7%
18.0%
16.0%
17.4%
15.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Mail Address
Business Name
SIC
Phone Number
Physical
Address
CEO Name
Add'l Exec
Sales Volume
# Employees
Decay rates of
key business
data elements
over a one year period
(US data).--From an internal study
conducted by D&B.
5 steps to data hygiene
1. Standardize data and train key-entry personnel.
2. Train and motivate customer-facing personnel to update the data.
3. Use data-cleansing software, internally or externally.
4. Allow customers access to their record on your web site, so they can make changes.
5. Outbound phone or email to verify, especially to top customers.
For recent white papers on data hygiene best
practices, visit ruthstevens.com/
whitepapers.
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Segment your hygiene strategy
Mrs. Beasley’s makes annual outbound calls every August to accounts who bought >$250.
Invest in clean-up on your top customers first.
HOW TO GET THE MOST VALUE FROM YOUR DATA
Two case studies
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Top database marketing applications
1. Research/analysis
– Purchase patterns, product patterns
– Trends
– Segmentation
2. Promotion
– Campaign targeting/selection
– Cross-sell/up-sell
– Reactivate dormant/lost customers
3. Measurement
– Campaign results
– ROI, optimize marketing investments
– Lifetime value, Managing customer segments
B2b data-driven techniques
SegmentationPenetration analysis
ProfilingModeling
Targeting/campaign selection
Recording results of
marketing activity
Makino caseProfile, segment and laser-target accounts.
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Makino’s database strategies
• Generate targeted demand • Makino’s key and target
accounts must be reached.• Generate leads to fuel Makino’s
continued market-share growth.
• Create consideration by owning the conversation: Thought leadership• Connect Makino users with
targets via content marketing• Align Makino with innovative
parts, products, processes and partners.
PrintMedia
WebinarProgram
Traditional PPC
SEO
SocialMedia
MediaRelations
LEAD GENERATION/ SALES ADVANCEMENT
Custom Publications
DigitalMedia
White Papers
Direct Mail
BRAND AWARENESS
SocialPPC
Trade Shows
CompetitiveTools
MakinoIMC
Box/IPad
SALES ENABLEMENT
A market leader in a changing market
• Relied primarily on trade shows and print advertising in trade pubs. In 2004, Makino Americas understood it needed to change.– Turned to digital and database marketing
• Built a database in Saleslogix organized by rep territory.– 15 years of customer data– Subscribers to their 4 custom pubs– Imported trade pub subscriber files– Total: 6,000 accounts
• Analyzed total metal cutting market: 55,000 accounts.– Identified buyers based on UCC filings and government records.– Sales team identified target accounts.– Marquee accounts like GE and Caterpillar.– Total: 8,000 accounts, with 2-30 contacts per account.
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Data combined with content
An unusual focus on social media
• 74,000+ Facebook page Likes/Fans
• 6,012 LinkedIn Followers
• 1,802 YouTube Subscribers
• 5,305 Twitter Followers
• Messages drive to deep content at Makino.com
• Goal is conversions/Lead generation
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Data-driven marketing ROI
• 200% increase in social media audience
• Web traffic up 18%
• Record lead creation in 2014
– RFQ’s average 2-3 per day
• 4 record sales years in a row
• Market share growth
• Marketing expense as a % of sales declining
Marketing expense as % of sales
0.00.51.01.52.02.53.03.54.0
Five9 caseLook-alike modeling for prospects.
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Database strategy
• “First, we target the right accounts. We look at past wins, and the attributes of those customers. We examine those who buy and later become long-term clients.” --Doug Sechrist
• Look-alike modeling identified 6,000-7,000 prospects. All demand gen efforts are focused there.
Key variables in the model
• Number of employees in the call center.
• Presence of a customer service or outbound sales and marketing team.
• Use of an outbound collections department internally.
• Use of similar technologies, whether SaaS or on premise.
• Past purchase of cloud-based software.
• Competitive technologies installed.
• Use of “adjacent” or complementary technologies, like a workflow management system.
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Marketing strategies
• Developed individual personas based on existing top buyers, using details from LinkedIn and other social sites.
• Built a tiered system of lead distribution, giving hottest leads to top reps.
– Uses outsourced appointment setting vendors to help qualify leads and develop new contacts in key accounts.
Ready to focus on your data?
@RuthPStevens
Thank you