Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

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How RingCentral Optimized Account-Based Insights
and Buyer Intelligence To Ramp Up Demand
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Speakers
David Cowings
RingCentral
Chris Lynde
SaleScout
Klaudia Tirico
Demand Gen Report

7. 7
How RingCentral Optimized Account-Based Insights
and Buyer Intelligence (to Ramp Up Demand)
July 10, 2018

8. 8
Q&A
Housekeeping
Webinar will be recorded and made
available to all participants afterwards
Type in your questions in the Q&A
panel on the right side of your screen
We will answer your questions after
today’s session

9. 9
Topics
How RingCentral optimized buyer contact data and intelligence
Introductions
The Cost of Bad Data (and the impact on your pipeline)
Q & A
Results and Pipeline Impact

10. 10
Introductions
David Cowings
Chief Marketing Data Scientist
RingCentral
At RingCentral, David leads the
Account Based Marketing (ABM) and
Sales efforts to develop best in class
marketing and sales-ops, data flows,
enrichments and optimizations
Chris Lynde
Chief Executive Officer
SaleScout Data Solutions
Chris has 30+ years of experience
in managing and growing data
driven B2B and consumer marketing
technology companies like Equifax,
Experian, and EDS/Neodata.
Klaudia Tirico
Features Editor
Demand Gen Report
Editor for Demand Gen Report and ABM In
Action, Retail TouchPoints. Coverage
includes trends in marketing, sales and
retail, and well as case studies, custom
white papers and Ebooks, and bylines

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The Cost of Bad Data
(and the impact on your pipeline)

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What do these failures have in common?
…Bad Data
New Coke Mars Orbiter Enron

13. 13
What is “bad” data?
Company Databases
Duplicate Data
• Multiple sources of data
• Multiple systems/platforms
Inaccurate Data
• Human error
• Data Decay
Incomplete Data
• CRM fill rates are low
• Inconsistencies at data vendors

14. 14
Why does data go “bad”?
3 - 5% data decay per month
8 million people
change jobs every year
75 phone numbers
change every 30 minutes
25% emails become
invalid every year
Source: GZ Consulting, RingLead, SaleScout

15. 15
88%
of Companies
affected by Bad Data
27%
of B2B Data
is Flawed
12%
of Revenue is Lost
from Bad Data
The impact of “bad” data is very high
$600 B = Cost of Bad Data for US Businesses
$3 Trillion = Cost of Bad Data for the US Economy
Source: Experian, Gartner, IDC, IBM

16. 16
The struggle to find a “single source of truth” is real
0%
20%
40%
60%
80%
Lead
Generation
Marketing Customer
Relationships
Finance
80% 66%
54%
30%
Top Areas Impacted by Inaccurate Data
%ofCompaniesImpacted
High quality data fueled RingCentral’s growth and enabled
successful ABM deployment
Source: Demand Gen Report

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How RingCentral optimized buyer
contact data and intelligence

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Background
 I am the Chief Marketing Data Scientist,
reporting into Marketing Operations
 My overarching goal is to develop a single
source of truth to use across sales,
marketing and the whole organization
 When I started at RingCentral, the focus
was to increase our average deal size and
expand our Enterprise market share
My StoryAbout RingCentral
 Global provider of cloud unified
communications and collaboration
solutions.
 Trusted by over 350,000 organizations
worldwide
 Empower today’s mobile and distributed
workforces to be connected anywhere
and on any device

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Goal: Increase our average deal size and expand
our Enterprise market share
 We deployed account based strategies across our sales and
marketing teams
 Our teams were able to collaborate on how to run plays on
both sides to sell into a company
 Key to our success: account based strategies rely on quality
data for success

20. 20
ABM Operationalization
(Methodology)
Single Source
of Truth
Build TAM
Enhance w/
Signals
Build-Test-Deploy
Score(s)
Train Sales
Build ABM Selection, Audit & Management
Define
Personas
People
Coverage

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47%
10%
27%
14%
18%
22%
8%
36%
2%
18%
0%
20%
40%
60%
80%
100%
# of Accounts Scoring Model
Revenue Potential
Account based strategies rely on reaching the right
decision makers at your target accounts
1
2
3
Define Personas and Find the Right People
Find Your Target Accounts
Grade your TAM with multiple buyer signals
Optimize Your Contact Data
Human verified data improves reach and efficiency
A
B
C
D

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Define Personas and Find the Right People
1. Don’t strictly adhere to titles (many vendors are very literal)
• EX: We got “Professors of Sociology” when we asked for “CIO”
2. Decision makers reside across multiple departments: try to
identify job functions and job roles not just job titles
3. Be flexible: buyer personas can change across different
industries and verticals
4. Find a data vendor (like SaleScout) with Title Normalization
services
1

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We used buyer signals to grade accounts from “A” to “D” with “A” as the best fit:
Find Your Target Accounts
Grade your TAM with multiple buyer signals
2
GROWTHALERT
Rapid growth in acompany’sheadcountor
revenue
RELOCATION
A company’sHQor branchis
changinglocations
CLOUDSERVICES
CloudcomputingandSaaS
ENGAGEMENT
Email andWeb
TELECOM& UC
On-siteVOIP,MPLS,PBX
AWARENESS
3rd Party Signals
Buyer Signals
Installed Technology Growth Signals Behavioral Signals

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Optimize Your Contact Data
Human verified data improves reach and efficiency
Standardize your data
(lots of blended titles)
3
Filling in the “white” space
for leads and to find lookalikes
Contact-ability: right phone
number, email, address

25. 25
Results
 Higher Accuracy
 Other vendors: 15-20% of titles drop out (don’t pass quality control)
 SaleScout: really low level of fallout and high level of accuracy
 SaleScout: alignment to RingCentral’s TAM increases operational efficiency
 Funnel Metrics
 95% deliverability
 3-4% lift in click through rates
 5-10% lift from MQL to SQL
 Higher rate of Sales Accepted Leads (SALs)
With higher quality leads, we developed greater trust between Sales and Marketing

26. 26
Buyer Signals: Impact on Pipeline
83%
increase
in MRR
12%
decrease
in Cost/MRR
 330% above average in 12-month bookings
 66% improvement on Opportunity-to-Close Won
 5X typical LTV Per Close Won
 16% above average in fCPA* Per LTV
*Fully Loaded Cost Per Acquisition

27. 27
Q&A

28. 28
Company Overview
RingCentral, Inc. is an award-winning global
provider of cloud unified communications and
collaboration solutions.
Trusted by over 350,000 organizations
worldwide, RingCentral solutions empower
today’s mobile and distributed workforces to
be connected anywhere and on any device
through voice, video, team messaging,
collaboration, SMS, conferencing, online
meetings, contact center, and fax.
SaleScout Data Solutions is a B2B sales
intelligence and lead data provider to some of
the nation’s most recognized brands, including
RingCentral, CenturyLink, Iron Mountain,
MongoDB, and WeWork.
Using proprietary technologies, exclusive data
sources, and human verification, SaleScout
enables sales acceleration and rapid revenue
growth by delivering the most accurate and
qualified B2B sales and marketing solutions in
the market today.

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Connect with us
Chris Lynde
Chief Executive Officer
SaleScout Data Solutions
salescoutdata.com
Email: clynde@salescoutdata.com
linkedin.com/in/clynde/
David Cowings
Chief Marketing Data Scientist
RingCentral
ringcentral.com
linkedin.com/in/david-cowings-858865/
Klaudia Tirico
Features Editor
Demand Gen Report
Demandgenreport.com
linkedin.com/in/klaudiatirico/

30. 30
THANK YOU

31. #bii18
Q&A / Speakers
David Cowings
RingCentral
Chris Lynde
SaleScout
Klaudia Tirico
Demand Gen Report

32. #bii18
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