how data as a service can make your campaigns more successful - dun and bradstreet
DESCRIPTION
Many organisations have invested in technology to help with their lead generation programmes. However, this often has not delivered the anticipated benefits and as a result, a high proportion of marketing generated leads are not worked by sales, wasting valuable budget. Sales and marketing alignment seems as far away as ever. New Data as a Service (DaaS) based solutions allow you to integrate real time external data, directly into your marketing and sales automation systems to transform your campaigns, access insights not previously available and generate the right leads for your business. In this session you will learn: What DaaS is and how it works How to generate the right leads to drive sales and marketing alignment Know all about your inbound leads, in an instant Tailor your conversations to accelerate the sales cycle How you can link social media data into your CRMTRANSCRIPT
How Data as a Service can make your campaigns more successful Neil Hudson
Data is a commodity
Do commodities have a value?
Do commodities have a value?
Do commodities have a value?
LOW RESLOW RES
Data is a precious resource
Exabytes2,000
500
1,000
1,500
2006 2007 2008 2009 2010 2011
1,800 Exabytes(1,800 Million Terabytes)
Source: IDC
Unstructured
Structured
The volume and different types of data available has become overwhelming
Tenfold Growth in Five Years
Is the source pure?
Technology alone is not the answer
Bad data is the #1 cause of CRM failure
42% of CRM failures are due to bad data
DuplicatesLack of Information
Data Entry Data Erosion
Implications are costly
LeadsCampaignsCosts RevenueInsights
Bad data is the #1 cause of CRM failure
42% of CRM failures are due to bad data
DuplicatesLack of Information
Data Entry Data Erosion
Purity of source is critical
D&B
LOW RESLOW RES
The foundation of what D&B provides is DUNSRight®, our proprietary process for transforming informationinto quality insight
DUNSRight
Global Data Collection
Entity Matching
D-U-N-S Number
Corporate Linkage
Predictive Indicators
The five essential elements of insight:
DaaS
Data as a Service
Webform data capture
The intelligence multiplier
What if you could…
• Identify whether the lead is something you are already working on?
• Highlight the lead as an existing customer?
• Determine whether you are already doing business with a different part of the group?
CRM – prospects at your fingertips
• Access to quality, accurate data for your prospect campaigns:• Build lists of prospects• Access to ‘Family tree’s’ – showing where you have existing relationships and opportunity• Look a like companies of your best customers• Add decision makers contact details
• Inbuilt data quality – duplicate detection, one click record creation and data refresh• Complete customer data, segment ready• Tools to help sales close better:
• Social media activity on an individual / company
Bad data is the #1 cause of CRM failure
• Data is a precious commodity
• Improved ROI on CRM and Marketing Automation investment
• Tap into enormous ‘Big Data’ insights not previously available
• Better more targeted campaigns and increased response rates
• More higher quality leads for sales
• Sales and marketing alignment
• Core competence focus
Returns on Purity
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