Rev your Marketing Engine: Ensure Hyper-Efficient Marketing Performance with Data Quality
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Rev your Marketing Engine: Ensure Hyper-Efficient Marketing Performance with Data Quality
- 1. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Marketo, Inc. Marketo Proprietary and Confidential Rev your Marketing Engine: Ensure Hyper- Efficient Marketing Performance with Data Quality #LaunchPoint Jeff Shearer, Egencia Jaime Muirhead, RingLead Courtney McAra, Marketo
- 2. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Jeff Shearer Marketing Manager Jaime Muirhead Vice President, Sales Courtney McAra Marketing Operations Manager
- 3. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides and the recording of today’s webinar • Twitter hashtag: #LaunchPoint
- 4. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Data Integrity Lead Record Duplicates Primary Product Interest Lead Source Geographic Segmentation Firmographics Language Preference
- 5. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Challenges of Duplicates jshearer@egencia.com New Lead created in Marketo jshearer@egencia.com Existing Contact in Marketo/CRM
- 6. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Lead, Different Email jshearer@egencia.com New Lead created in Marketo jshearer@expedia.com Existing Contact in Marketo/CRM
- 7. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Challenges of Duplicates jshearer@egencia.com New Contact Created in CRM jshearer@expedia.com Existing Lead/Contact in Marketo/CRM
- 8. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Creation in Marketo Jane@company.com fills out a form Does this email already exist? Yes, update the existing record (lead/contact) No, Create a new lead Identifier: Email Address
- 9. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s the Problem Here? Some problems caused by duplicates 21 18 Inaccurate Lead Scoring Decreased Open Rates Lead Routing Issues & Missed Opportunities
- 10. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential About RingLead RingLead creates easy-to-use yet powerful applications that will keep each record in your database normalized, unique and complete.
- 11. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customers of Marketo & RingLead
- 12. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Trusted Brands Strong Brands in Every Established Market Solid Foothold in Emerging Markets 31 Countries 33 Countries 62 Countries67 Countries
- 13. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Our Audience • Procurement • Finance • HR Acquisition Marketing • Travel Managers • Travel Arrangers • Travelers Customer Marketing
- 14. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 15. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Solution: Expand the list of duplicate identifiers Email Address Full Name Company Name Phone Number
- 16. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential After Jane@company.com fills out a form Does this record match an existing lead, contact, OR account? Update the existing record (lead/contact) Create a new lead New contact created on existing account
- 17. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Egencia Results • A happy, efficient sales team • An informed and proactive account management team • A shift from reactive to proactive duplicate management 80% 20% New Records Run Through Ringlead in 2014 YTD New Leads New Contacts Matched to Accounts
- 18. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s Next for Egencia?
- 19. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s Next for Egencia?
- 20. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Webhooks Your Apps Download Three Cool Things You Can Do with Marketo Webhooks RingLead.com/MarketoWebhooks
- 21. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential How it Works
- 22. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Fine tune how data is reconciled
- 23. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s happening under the hood?
- 24. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
- 25. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential Jeff Shearer Marketing Manager Jaime Muirhead Vice President, Sales Courtney McAra Marketing Operations Manager
- 26. Page © 2013 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!