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B2B Data: So Fresh
and So Clean!
Presented by: NetProspex
#B2BData

2. Lauren Brubaker
Demand Generation Manager
Who Am I?: B2B marketer turned operations nerd
Specialties: Marketing automation, demand gen,
sales and marketing alignment, persona-based
marketing, messaging and content strategy
Background: Tech industry marketer who started
out in the world of marketing automation and
quickly developed a passion for making marketing
technology sing
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3. Agenda
• Why this webinar?
• Simple data fixes
• Behavior-based cleansing
• Advanced tactics
• Ongoing maintenance
• Q&A
Tweet along with me @B2BLauren using #B2BData
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4. Why this webinar?
http://bit.ly/BMRwebinar
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5. Data Facts
80%!
More than!
60%!
of companies have
“Risky” phone connectability
of companies had
an overall health scale
score of “Unreliable”
25%!
of the average B2B
database is inaccurate1
1 Sirius Decisions, “The Impact of Bad Data on Demand Generation”
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6. Why care?
$1
to verify a
record as it is
entered
$10 to cleanse
and de-dupe it
It is IMPERATIVE that data
hygiene should be a
proactive company
initiative, rather than an
afterthought or
one-time activity.
$100
if nothing is done
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7. We’ve all got it…
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8. So let’s clean it up!
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9. Cleaning House:
1. Establish benchmarks
2. Query out the junk
3. Prioritize your fields
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10. Scrub: First and Last Name!
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11. Scrub: Email
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12. Scrub: Title
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13. Scrub: Company Name
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14. Scrub: Other Fields
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15. Prioritize your fields
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16. Cleaning House:
4. Create CRM Rules
5. Find non-­responders
6. Reach everybody
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17. Create CRM Rules
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18. Find non-­responders
Better segmentation
Re-engagement
campaign
New calls to action
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19. Reach Everybody
You get an email!
You get an email!
Everybody gets
an email!
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20. Cleaning House:
7. Grade your database
8. Isolate undeliverables
9. Fill in the blanks
10. Wash, rinse, repeat
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21. Grade your database
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22. Isolate undeliverables
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23. Fill in the blanks
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24. Wash, Rinse, Repeat
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25. Need more answers?
http://bit.ly/cleandatawebinar
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26. Our Results
• 22% increase in open rates
• 10% increase in deliverability
• Improved lead routing to sales
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27. Questions?
If you use any of these tips, I’d love to hear how
many records you cleaned out! Send me an email
or quick tweet.
Lauren Brubaker
lbrubaker@netprospex.com
@B2BLauren
NetProspex
www.netprospex.com
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