Why is the relationship between marketing automation and marketing data so important? Many B2B marketers consider marketing automation a must-have for filling their sales pipeline, effectively nurturing prospects, and passing the most qualified leads to sales. After all, a marketing automation platform can serve as a high-powered marketing engine. Unfortunately, many marketing automation systems are hampered by data limitations – whether a lack of quality or completeness. In this webinar you’ll learn how to: - Acquire "high-quality fuel” in the form of accurate, clean and complete data - Use this data to enable richer targeting, segmentation and personalization - Achieve true marketing campaign success

1. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Presented by
Why Effective Marketing Automation Starts with Data
Enriched Inbound Leads
Trisha Randolph
Director, Marketing &
Demand Generation
ReachForce
Anna-Maria Kröner
Marketing Manager,
Perkuto
Dan Khan
Consultant,
Perkuto

2. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
MarTech Best-of-Breed
Helping you cut through the chaos of
3,874 marketing technology solutions!

3. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Agenda
Data Quality & Impact to Marketing Automation
Acquire Data Enriched Inbound Leads
Enriched Data for Effective Marketing
Q&A Session

4. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

5. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
A Strategic Shift
Proliferation of Marketing technologies requires marketers to fundamentally shift
the way they think about their marketing data and how they manage it.
Strategic, data-driven marketing requires marketers to put data management at
the center of their marketing strategy.

6. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Database Health: A Common Problem
21% 50% 25%
According to a SiriusDecisions study, 25% of the average B2B marketer’s database is
inaccurate and 60% of companies have an overall data health that is unreliable.

7. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Acquire Data Enriched Inbound Leads
Accurate, complete & clean marketing data

8. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
ReachForce SmartForms: How does it work?

9. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

10. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

11. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

12. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Gain Inbound Data Insight Quickly

13. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Customer Adoption of ReachForce SmartForms

14. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
ReachForce SmartForms Successes

15. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Using Enriched Data for Effective Marketing
Enable richer targeting, segmentation & personalization

16. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads

17. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Benefits of clean data
Accuracy
Value
Better results
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18. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Types of programs
Segmentation
Real-Time Personalization
Lead Scoring
Sales Lead Routing
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19. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Types of programs: Segmentation
Think big: What are the top 5
ways to cut your database?
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20. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Types of programs: Real-Time Personalization
The right experience can lead to
higher conversion rates

21. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Types of programs: Lead Scoring
Start with the data you have and grow
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22. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Types of programs: Sales Lead Routing
The right lead for the right executive
can make all the difference
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23. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Keep it clean
Simple programs you can build today to keep your
data normalized and tidy
Invalid email addresses
Competitor, employee, and/or partner blocking
Data normalizing: Country, titles, etc...
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24. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Bounce and suppress
1 Hard Bounce = Suppress
3 Soft Bounces within the past 90 days = Suppress
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25. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Who’s who?
Create an updated list that tracks
email domain
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26. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
If this, then that!
Normalize U.S, U.S.A and ‘Murica to
“United States of America”
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27. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
If this, then that!
My favourite Silicon Valley Job Titles:
Big Data Prophet = Data Scientist
Twitter Disruptor = Social Media Manager
Quantification Mystic = Analyst
Source: http://siliconvalleyjobtitlegenerator.tumblr.com/

28. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
Questions & Answers
Trisha Randolph
Director, Marketing &
Demand Generation
ReachForce
Trandolph@ReachForce.com
@ReachForceTrish
Dan Khan
Consultant,
Perkuto
Dan@Perkuto.com
@TheDanInsideMe
Anna-Maria Kröner
Marketing Manager
Anna@Perkuto.com
@Annariak

29. Presented byWhy Effective Marketing Automation Starts with Data Enriched Inbound Leads
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