Six Steps to Data Strategy Success

By | April 30, 2015

What does a successful data strategy mean to you? As a member of the Customer Success team at Dun & Bradstreet NetProspex, I talk to clients every day. During these conversations, I’ve found that our clients each have varying definitions. I’ve also noticed that the organizations that have developed a successful data strategy are taking similar steps to move the needle. By sharing these insider tips with you, my hope… Read More »

How to Create a Well-Oiled Data Machine

By | April 28, 2015

As a B2B marketer, your contact database is the center of gravity for all your prospect and customer communication. It serves as an important resource for segmentation, targeting and buyer engagement strategies, but it’s also your biggest pain. Let’s face it; marketing data management is a challenge for all B2B marketers. Just take a look at some of the findings from our “2015 State of Marketing Data Report”: At least… Read More »

Stop Playing 20 Questions With Your Prospects

By | April 23, 2015

Raise your hand if you’ve ever abandoned a site after being asked to fill out 20 fields just because you wanted to access a piece of content. Chances are your hand is raised high above your head; I know mine is. While frustrating, it’s easy to understand why marketers create these mile-long lead forms. After all, the more information they have about prospects—for example, business size, job title and annual… Read More »

Is Your Data So Last Year?

By | April 21, 2015

Did you know that more than one in three people plan to change jobs this year? According to a recent survey by the Institute of Leadership and Management, 37% of workers and managers plan to leave their current jobs, which means Joe from accounting and Kristin from HR could be updating their resumes as we speak. Thousands of people quit, retire, or change jobs every year. So, what’s the big… Read More »

Marketing Database Management Is Not a One-and-Done Deal

By | April 16, 2015

As a big enthusiast of aquariums and marine life, I thought it would be great to have a fish tank for my Customer Success department to share. Having something we can collectively create, maintain, enjoy and be proud of has been awesome. During our monthly water change, I came to realize how closely managing the success of our tank relates to good marketing database management. Just like cleaning a fish… Read More »

The 5-Step Process for Building a Marketing Automation Business Case

By | April 14, 2015

As many of you may know, the Marketo Marketing Nation Summit 2015 (#MKTGNATION) is this week. As I was preparing for my trip, I started thinking about the importance of marketing automation and the challenges we face as marketers when trying to express just how essential it really is. The benefits of marketing automation are obvious—well, at least they are to you. Your boss, on the other hand, may still be on the… Read More »

The Time is Now: Let Data Take Center Stage

By | April 9, 2015

As each day passes, there’s a ton of new data entering your marketing ecosystem: Web registrations, trade shows lists, pay per click campaigns, events…and the list of sources keeps getting longer. While all of this marketing data can be an asset to your programs, it can also be a liability. Inaccurate or outdated data can cause unnecessary bottlenecks and weaken marketing effectiveness, leading to missed sales opportunities and higher customer… Read More »

What do 223 million contact records have in common?

By | March 17, 2015

A lot, as it turns out. But before we dive into that, let me first say that today is an extremely exciting day for us here at Dun & Bradstreet NetProspex. And not just because it’s St. Patrick’s Day (even if we are feeling the luck-of-the-Irish since it hasn’t snowed in Boston since, oh, Sunday…). Today is a huge day because we are officially sharing our 3rd Annual State of… Read More »

B2B Spring Cleaning is Upon Us

By | March 13, 2015

  It has been a long winter here in Boston. Two more inches of snow and we will have had the snowiest winter in city history… a record I am certainly not hoping to break. With multiple feet of snow on the ground and 30-degree days being considered “warm”, spring cleaning had not crossed my mind. At least, not until last weekend when I was searching for the TV remote… Read More »

Should Marketers Question the Quality of Ad-Targeting Data Providers?

By | February 27, 2015

An article appeared recently in the WSJ entitled “Marketers Question Quality of Ad-Targeting Data Providers”. The main premise was that marketers have serious doubts about the accuracy of some of the data quality they purchase from 3rd party data companies. Full Disclosure: I work for one of those companies, namely Dun & Bradstreet. This gives me a unique view of data quality (or lack thereof) within the AdTech ecosystem, as… Read More »