NetProspex & The Stevie Awards: Twice as Nice in 2014

Stevie-Awards-NetProspex

The NetProspex team is excited to announce the latest additions to our trophy case: two Stevie Awards for Sales & Customer Service. NetProspex won bronze awards in two categories in this year’s program: SalesProspex was recognized as best new Sales Automation Solution and Workbench was lauded for best new version of a solution in the Marketing Solution category. This is second year in a row NetProspex has won, taking home a single award for Workbench in last year’s program.

The Stevie Awards for Sales & Customer Service are the world’s top sales awards, contact center awards, and customer service awards.  More than 1,500 nominations from organizations of all sizes and in virtually every industry were evaluated in this year’s competition, the eighth annual. The awards were presented during a gala banquet on Friday, Feb. 21 in Las Vegas.

We are thrilled to celebrate 2x the awards in this year’s program, and view our growing success as yet another proof point that marketing and sales teams can benefit tremendously form solutions that help them with the often-daunting task of marketing data management. Both SalesProspex and Workbench play an important role in helping teams maintain their marketing and sales databases, add important segmentation data to drive more targeted programs, and continually ensure data does its job contributing to revenue goals.

NetProspex Named a Finalist for Two 2014 CoDie Awards

Screen Shot 2013-12-17 at 5.49.46 PM

NetProspex is thrilled to announce that it has once again been selected as a finalist in two categories for the 2014 CODiE Awards, a top annual program put on by the Software & Information Industry Association (SIIA) to recognize the information industry’s best products, technologies, and services created by or for media, publishers, and information services providers.

NetProspex’s B2B Database will be competing in the Best Crowd Sourced Solution category, and its Business Directory is vying for a winning spot in the Best Business Directory category.

According to the Kathleen Greenler Sexton, VP and Manager of the SIIA Content Division, “The CODiE Awards competition was extremely competitive this year and our finalists set the standard for innovation and quality in the media, publishing and information service markets. Each and every finalist should be commended for their innovation and market-leading products and services.”

If history repeats itself, this will be the third year in a row NetProspex will come home with a CODiE award. Earlier this year, the company won Best Business Directory, and in early 2012, it was recognized with Best Lead Generation Service and Best Solution Integrating Content into Workflow.

Details on the award and the finalists can be found here, and check out the CODiE Awards showcase, held on Jan. 29 and 30, 2014 in New York City to wish us luck!

Secrets to Scale: How One Customer Catalyzed a Company’s Growth

Boston Inno Logo

NetProspex has received coverage from BostInno. You can see the article live by clicking here. Or feel free to check it out below!

–Full Article–

Kickstarting a company’s growth is tough, and unfortunately there’s no fit-all formula for success. In order to ease the process, BostInno is introducing “Secrets to Scale,” a series devoted to giving you tricks of the trade to take your business to the next level.

“The customer is always right.”

For Waltham-based B2B marketing data management firm NetProspex, the old saying was particularly true – and led to a new product feature, a $7 million Series B round and a 114-person team.

The story begins in 2011. Started in 2006, the company had been building out quickly, doubling in size nearly every year. NetProspex’s original five-person team had grown to around 55 employees. Clients were being signed on to use the company’s highly efficient contact data cleansing and sorting system regularly. Scaling was going according to plan.

“We had applied some levels of processes to cleanse and validate the files. Though we had a smaller number of clients, we had a higher degree of quality,” said Chief Marketing Officer Derek Slayton, on NetProspex’s first stage of growth. The company soon saw revenues rocket to around $10 million.

Then one day in 2011, one of NetProspex’s largest customers posed a singular, simple question to the company.

“The story goes that she said, ‘I love you guys, and when I buy contact data from you it’s better than what I get from anyone else. But how do you get it?'” explained Slayton.

After a representative showed the client the relative ins and outs of the platform, she then asked if there was any way she could run the company’s contact data through the system, as well.

“That’s when the lightbulbs went off,” said Slayton.

To match the demand, NetProspex’s engineering team went to work adding on an entirely new layer of tech atop the company’s existing offering, exposing the platform’s analyses and giving customers the opportunity to leverage the NetProspex system to run their own data in-house. To support the new effort, the company took a chunk of Series B capital worth $7 million in the summer of 2012. The team more than doubled in size, bringing on a slew of engineers and marketing folks.

NetProspex unveiled their beta version of the upgraded platform, Workbench, in March of 2013.

Said Slayton of the new addition, “It helped take the company from five people in a garage cleansing data to a 114-person company making more than $15 million a year.”

Grade Your Marketing Data Management

DemandGen_Report

By Tamara Graves, Senior Director of Demand Generation,NetProspex

It’s probably been a few years since you were last in a classroom, taking tests and stressing out over grades. But, a little self evaluation goes a long way in keeping your marketing mojo up to snuff. With new technologies and processes such as marketing automation, data management has become more important than ever. In fact, according to SiriusDecisions, companies who effectively manage data quality see a 66% increase in revenue.

So, are you a marketing data guru? Do you understand the ins and outs of data quality and keeping it in shape? Or should you get a data management tutor? Pick the one option that best reflects your approach from the questions below, tally your score, and grade yourself or your organization on your data management savvy.

How should you decide when to grow your contact database?

  1. Based on coverage within our key segments [5]
  2. Before a big campaign, such as a webinar [3]
  3. To make up for missing revenue late in the quarter [1]
  4. Based on response rates we’ve seen in the past [5]

When should you assess the deliverability of email addresses in your database?

  1. Remove hard-bounced emails after a campaign [3]
  2. Proactively, before we send email campaigns [5]
  3. When we’re black-listed [1]
  4. Once a quarter to ensure a constant quality level [5]

How should you maintain phone number accuracy within your database?

  1. Manually, with an in-house resource validating numbers [3]
  2. Using an outside vendor to verify or append details on a consistent basis [5]
  3. Relying on sales to find the number when making calls [1]
  4. It’s not worth our time [1]

Which of the following describes your overall record completeness strategy?

  1. It’s not a priority for us — leads with missing fields are a fact of life [1]
  2. We have partners and processes in place to append information to our forms [5]
  3. We manually fill in missing fields [3]
  4. We use data appending to fill missing fields in our database [5]


How should you manage the quality of form data?

  1. Use a vendor to automatically recognize (and remove) bogus information [5]
  2. Manually identify bogus information [3]
  3. Progressive profiling [5]
  4. Tell sales to ignore bad data on leads passed [1]
  5. Add fields such as industry and company size behind-the-scenes on our forms [5]

How should you work with sales as it relates to your data quality?

  1. Have an agreement in place to dictate data entry rules [5]
  2. Offer incentives to recognize good data practices [5]
  3. Encourage sales to report bad data (but without a formal agreement) [3]
  4. Sales has no say in marketing’s data [1]

What priority should data management be for an organization’s budget?

  1. It should be a nice-to-have if we have extra dollars at the end of the quarter [3]
  2. It should be a line item to proactively plan for [5]
  3. Budget for data cleansing should be figured out only when black-listed or in serious trouble [1]

 

How should you decide on a data acquisition partner to work with?

  1. We seek a reliable quality process and replacement guarantee [5]
  2. We decide based on price and quantity, or who can get us the most names at the lowest cost [3]
  3. When we have to, we reply to the latest email from seemingly reputable data vendors overseas [1]
  4. We look for the ability to suppress existing contacts and purchase net-new names [5]

 

Answer Key

Question 1: A=5, B=3, C=1, D=5

Question 2: A=3, B=5, C=1, D=5

Question 3: A=3, B=5, C=1, D=1

Question 4: A=1, B=5, C=3, D=5

Question 5: A=5, B=3, C=5, D=1, E=5

Question 6: A=5, B=5, C=3, D=1

Question 7: A=3, B=5, C=1

Question 8: A=5, B=3, C=1, D=5


Scores

[30-40] A+ 

Great job! Gold star! Your efforts to keep a finger on the state of your constantly growing data set, implement data quality rules throughout your organization, enhance and grow your database as needed, and maintain a constant state of quality are surely having a positive impact throughout your campaigns. You’re a model of data management. Keep up the good work!

[15-29] 

Nice job. Data management is not an easy field to master, especially when juggled among all the other balls marketing has to keep up in the air. That said, you may want to get a tutor or study a little harder to take things up a notch, beyond once-in-a-while data cleanses or just-in-time list buys. It’s time to get serious about data quality, before your organization suffers the consequences of a dirty, incomplete database. If you’re the kind of marketer who needs to do more with less, start doing more about your data, and the rest will come.

[1-14] See me after class

Ouch. It looks like your data management strategy is, well, non-existent. It’s time to study up on data management before hard bounces lead to a poor sender reputation, your sales team stages a coup, or your campaigns miss revenue targets. You’re certainly not alone: more than half of the companies in the U.S. are working with unreliable data, according to a study NetProspex conducted earlier this year. Just as you’ve assessed yourself, it’s time to assess your database in terms of quality, completeness and coverage, and make an informed decision from there.

 

 

What’s Your Marketing Data Management Type?

Lauren-Brubaker-NetProspex

Written By: Lauren Brubaker, Demand Generation Manager for NetProspex

Marketers, what’s your type? No, not your dating type—save that for Match.com.

B2B marketer wears many hats as our role evolves with new tools, processes, and technologies. The rise of marketing automation, for example, has forced many marketers to learn smart data management. Those who don’t do so risk harming their sender reputation, seeing low response rates, or missing revenue targets. Understanding the nuances of data management is critical to the success of lead generation programs. In fact, according to SiriusDecisions, companies that effectively manage data quality see a 66% increase in revenue.

So, where do you stand? Have you adopted the role of data management superstar? Or do you let data management fall to the back burner? Answer the questions below and record your answers to determine your data management type.

  1. The typical contact database doubles every year. How do you decide when to add contacts to your data set?
    1. We grow and refresh the database based on factors such as quantity of names removed after a cleanse, how many names we’ll need based on response rates we’ve seen in the past, and coverage within our various segments.
    2. We tend to buy a new list before a big campaign, like a webinar or new product launch.
    3. When our sales numbers aren’t what we want them to be, we find some new names from a vendor to add to the database to try and make up for the missing revenue.
  2. How often do you assess the deliverability of customer and prospect email addresses?
    1. We’re proactive, and ensure our email deliverability is at a consistent level at least once a quarter, removing hard bounces before we send any new email campaigns.
    2. We’re reactive, and rely on the hard-bounce reports after an email campaign to remove the contact information that we learn is incorrect.
    3. We don’t assess deliverability on an ongoing basis.
  3. How would you describe the accuracy of the phone information in your database?
    1. Reliable. Once a quarter (or so) we evaluate the phone connectability with in-house resources or an outside vendor to keep phone information as up-to-date as possible.
    2. Mediocre. Sometimes sales complains they can’t reach prospects on the phone, and have to chase them down through a toll-free number or a phone tree. We eventually replace and update outdated numbers.
    3. No idea. Some contacts are missing numbers, but we have no way of knowing the accuracy of the existing numbers.
  4. Which of the following describes your overall record completeness strategy?
    1. We’re on top of it. When leads come in with incomplete information such as job title or industry, we have partners and processes in place to append information quickly.
    2. We manually fill in missing fields or do spontaneous data appends to our database.
    3. It’s not a priority for us. Leads with missing fields are a fact of life, and we don’t have the resources in place to keep up and fill them in.
  5. According to Janrain, 88 percent of buyers lie on a registration form.  What role does quality play in collecting form data at your organization (e.g. a white paper download form)?
    1. We use progressive profiling, or have teamed up with a vendor to automatically recognize (and remove) bogus information, and add fields such as industry and company size behind-the-scenes on our forms.
    2. We manually identify bogus information that comes in through forms every so often and stop it from entering our campaigns or sales follow-up queues.
    3. We get a lot of fake information from people who lie on registration forms, but we’ve learned to live with it because it’s too common to avoid.
  6. How would you describe your relationship with sales as it relates to your data?
    1. We have an agreement and incentives in place to dictate data entry rules, such as entering a new lead with only complete information, and a method for reporting out-of-date contacts automatically through our CRM system.
    2. There’s a little disconnect. We do what we can with sales to ask them to stop entering blank fields into the CRM system, but lack a formal agreement in place and see little compliance.
    3. Sales has no say in data quality. They do complain about the quality of our lead data, often reaching incorrect numbers or wrong job titles, but they’re focused on selling.
  7. Does your organization support investing in/budgeting for data management?
    1. We’ve built the business case for data management and can show direct improvements as a result of these efforts.
    2. We can find budget for data cleansing when we’re blacklisted or in serious trouble, but it’s not a line item we proactively plan for.
    3. Not at all. It’s not seen as a priority by our management team.
  8. When you do partner with a vendor to grow your database, how do you decide who to work with?
    1. We look for a reliable quality process, replacement guarantee, the ability to suppress existing contacts and only purchase net-new names, and seek highly specific targeting capabilities.
    2. We decide based on price and quantity: Who can get us the most names, for the lowest cost?
    3. We mostly don’t use one, but when we have to, we reply to the latest email from seemingly reputable data vendors.

If you chose:

[Mostly A’s] Data Management Royalty
Huzzah! The marketing community should erect a statue in your honor at the next industry trade show, with a cape and a plaque inscribed with “Data Management Royalty” underneath. Your efforts to keep a finger on the state of your constantly growing data set, implement data quality rules throughout your organization, enhance and grow your database as needed, and maintain quality are surely having a positive impact throughout your campaigns. You’re a model of data management; keep up the good work. [Mostly B’s] Mediocre Data Manager
You’re trying! Your data management strategy is not DOA, but you may want to kick things up a notch to optimize the success of your campaigns. Maybe you’re more focused on stellar content and design than the data driving them. Once-in-a-while data cleansing or a list-buy before a big campaign is the right strategy if your goal is mediocre results. It’s time to get serious about data quality, before your organization suffers the consequences of a dirty, incomplete database. If you need to do more with less, start doing more about your data, and the rest will come. [Mostly C’s] Data Debbie Downer
Ouch. It looks like your data management strategy is, well, non-existent. You might want to reevaluate your efforts before hard bounces lead to a poor sender reputation, your sales team stages a coup, or your campaigns are missing revenue targets. Don’t get discouraged: More than half of the companies in the U.S. are working with totally unreliable data, according to a study NetProspex conducted earlier this year. The best place to start is to learn where you stand. Assess the current state of your database in terms of quality, completeness, and coverage, and make an informed decision from there. Another suggestion is to make data quality a KPI for your marketing organization. Doing so could help rescue not only your database, but your career.

Original Article: http://www.dmnews.com/whats-your-marketing-data-management-type/article/321912/

NetProspex Again Recognized As a “Top Place to Work” by The Boston Globe”

NetProspex

Rapidly-growing company changing the way marketers approach data management is hiring across sales, software engineering and customer support positions

Waltham, Mass. – November 20, 2013 – NetProspex, the leading provider of B2B sales and marketing data services, today announced it was once again named one of the top places to work in Massachusetts by The Boston Globe in its sixth annual ranking. The company placed 25 in the small business category. The award recognizes NetProspex’s commitment to its employees through creative benefits and opportunities for career advancement.

NetProspex grew more than 1500 percent from 2008 through 2012, which included more than doubling its employee base each year. Throughout that time, the company has remained committed to maintaining its original culture, which includes free yoga classes, regular company outings, complementary razor scooters and Nerf toys, and a colorful, creative office environment conveniently located right off of Route 95. The company also offers comprehensive benefits, such as healthcare, dental, vision, 401k plan and life insurance, as well as employee training, professional development and learning programs. More than 115 employees currently work out of the company’s Waltham, Mass. headquarters.

“We are proud to be recognized by the Boston Globe as a best place to work,” said Michael Bird, CEO of NetProspex. “As we continue to grow, a top priority is maintaining an environment that cultivates and rewards hard work, creativity and innovation.  Having an energized and engaged employee base has been critical to our past successes and is the number one factor in our continued growth plans.”

With open jobs across sales, development, and customer support, this is the second consecutive year the company was honored by The Boston Globe as a top place to work. The award comes on the heels of being named a Best Place to Work by The Boston Business Journal in May and being recognized by Inc. Magazine with a Hire Power award for being the 8th top company in Mass. leading the way in creating American jobs.

NetProspex was ranked number 25 in the small business category of the Boston Globe program, based on a nomination process and the results of employee-satisfaction surveys. More than 1,700 employers, of varying sizes, were invited to complete the survey, which measured companies based on the confidence in the direction and execution of the company, approachability of management level executives and the overall perception of working conditions.

Full details on NetProspex and its career opportunities were shared in the Sunday print edition of The Boston Globe as well as on BostonGlobe.com and Boston.com. Details on open positions, culture and benefits at NetProspex can be found at http://www.netprospex.com/np/jobs.

About NetProspex

NetProspex is the smarter B2B data partner. We help marketing and sales organizations optimize their revenue impact by increasing the quality and effectiveness of their marketing data management practices. Thousands of B2B organizations rely on NetProspex to assess, cleanse, enrich and grow their marketing data in order to fuel high-performing marketing campaigns and accelerate the creation of sales pipeline. To make databases richer and more actionable, the company offers the industry’s largest and most accurate reference database of B2B contacts, cleansed with proprietary CleneStepTM verification technology. For more information visit www.netprospex.com.

Agency Contact:

Katie Martell

Version 2.0 Communications

617-426-2222

kmartell@v2comms.com

NetProspex Contact:

Michael Powers

Events and Buzz Coordinator

781-570-8049

mpowers@netprospex.com

NetProspex Ranked 107th Fastest Growing Company in North America on Deloitte’s 2013 Technology Fast 500

Deloitte

Attributes more than 1500 percent revenue growth to creative and disruptive approach to solving B2B marketing data management challenges

Waltham, Mass. – Nov. 13, 2013 – NetProspex, the leading provider of B2B sales and marketing data services, today announced it ranked number 107 in North America, and number 8 in Massachusetts, on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and clean technology companies. NetProspex grew more than 1500 percent from 2008 through 2012.

NetProspex provides a suite of marketing data management solutions to help B2B marketers and sales organizations improve their efficiency. A broad set of tools help them identify optimal targets, expand coverage and continually ensure their marketing data supports their revenue goals. The company’s Workbench platform validates, normalizes, enriches and augments marketing databases so marketers can segment, target and nurture more effectively, while its proprietary  CleneStepTM Methodology assembles contact and company information from multiple data sources; validates email, phone, and address details; and appends demographic data to the complete record to provide the largest and most accurate B2B contact database.

NetProspex’s chief executive officer, Michael C. Bird credits the rapid adoption of marketing technology and criticality of data management for the company’s sizable and consistent growth. He said, “We’re thrilled to be recognized in the 2013 Deloitte Technology Fast 500 among such notable peers. Our tremendous growth is a testament to the skills, innovation, and creativity of each of our employees and partners. We set out to change the marketing data industry, and this award is further proof that we are continuing to successfully deliver against our vision.”

In addition to the recognition from Deloitte, the company was also recently honored with a Hire Power award from Inc. Magazine, ranking 8th among the top Massachusetts companies leading the way in creating jobs and bolstering the country’s economic viability, as well as 13th in the Business Products & Services category. NetProspex also regularly tops lists of the best places to work in greater Boston for its positive work environment that attracts and retains employees through a combination of employee satisfaction, working conditions and company culture.

“The 2013 Deloitte Technology Fast 500 companies are exemplary cases of those spurring growth in a tough market through innovation,” said Eric Openshaw, vice chairman, Deloitte LLP and U.S. technology, media and telecommunications leader.  “This year’s list is a who’s who of companies behind the most exciting and innovative products and services in the technology space. We congratulate the Fast 500 companies and look forward to what they do next.”

“The fastest growing companies in the US are drivers of constant innovation and operate with the agility to stay ahead of a quickly evolving marketplace, and software, biotech/pharma and internet companies continue to be at the forefront,” added James Atwell, national managing partner of the Emerging Growth Company practice, Deloitte Services LP. “The companies excelling in these sectors have a startup mentality that allows them to be nimble and adapt quickly, which is why they consistently lead the list of fast-growing companies each year.”

Overall, 2013 Technology Fast 500™ companies achieved revenue growth ranging from 137 percent to 208,897 percent from 2008 to 2012, with an average growth of 2,600 percent.

About Deloitte’s 2013 Technology Fast 500™

Technology Fast 500, conducted by Deloitte LLP, provides a ranking of the fastest growing technology, media, telecommunications, life sciences and clean technology companies – both public and private – in North America. Technology Fast 500 award winners are selected based on percentage fiscal year revenue growth from 2008 to 2012.

In order to be eligible for Technology Fast 500 recognition, companies must own proprietary intellectual property or technology that is sold to customers in products that contribute to a majority of the company’s operating revenues. Companies must have base-year operating revenues of at least $50,000 USD or CD, and current-year operating revenues of at least $5 million USD or CD. Additionally, companies must be in business for a minimum of five years, and be headquartered within North America.

About NetProspex

NetProspex is the smarter B2B data partner, helping marketing and sales organizations optimize their revenue impact by lowering the barriers to database management. Thousands of B2B organizations rely on NetProspex to acquire targeted prospects to fuel high-performing marketing campaigns and create sales pipeline. At the core of NetProspex is an innovative crowd-sourced database, cleansed with proprietary CleneStepTM verification technology. The company’s free Data HealthScan offers insights about database accuracy and relevance, while CleneProspex ensures valid contact information. Marketers can enhance data with demographic and firmographic information, including specific technologies used at target accounts. For more information visit www.netprospex.com.

NetProspex Recognized with Hire Power Award from Inc. Magazine

Hire Power Pictures

Marketing Data Services Provider Ranked 8th in Massachusetts and 13th Nationally in Companies Leading the Way in Creating Jobs and Bolstering the Country’s Economic Viability

Waltham, Mass. – Oct. 24, 2013  –  NetProspex, the leading provider of B2B sales and marketing data services, today announced it has been honored with a prestigious Hire Power award from Inc. Magazine, which recognizes private companies that are leading the way in creating American jobs. NetProspex was listed 8th in Massachusetts and 13th in the top Business Products & Services category.

NetProspex has more than doubled its employee base since the end of 2011, now at 115, and continues to hire at an aggressive rate to keep pace with its 75 percent year over year revenue growth. With open jobs across sales, development, and customer support, the company expects to bring on an additional 15 employees before year end.  In addition to the Hire Power Awards, the company has also been recognized as a top place to work in greater Boston by The Boston Globe and The Boston Business Journal due to its engaging culture, comprehensive benefits packages and valuable professional development programs.

“We take great pride in fostering an environment that not only makes NetProspex a great place for our employees to come to work every day, but also that contributes to the growth of the company and the greater economy,” said Michael C. Bird, CEO of NetProspex. “It is a great honor to be recognized by Inc. as a top job creator and serves as further validation of our continued, exponential growth.”

Now in its second year, the Hire Power Awards have garnered much attention for shining a national spotlight on the crucial role private businesses play in creating jobs and bolstering the country’s economic vitality.  NetProspex joins many other high-growth, well-respected companies on the 2013 list, including Wayfair.com, TransPerfect, and Vivint.

“No company goes into business simply to create jobs. Jobs are a by-product of success and growth—and historically, America’s fastest-growing employers and most important job creators have been entrepreneurs,” said Eric Schurenberg, editor-in-chief of Inc. “At Inc. we have been writing about and advising entrepreneurs for more than 30 years, and it only makes sense that Inc. would be the first to pay tribute to company founders not just for their business prowess but also for their immense contribution to the welfare of U.S. workers and the vitality of the U.S. economy.”

NetProspex and all other award honorees will be featured in the November issue of Inc. Magazine and on Inc.com.

About NetProspex

NetProspex is the smarter B2B data partner, helping marketing and sales organizations optimize their revenue impact by lowering the barriers to database management. Thousands of B2B organizations rely on NetProspex to acquire targeted prospects to fuel high-performing marketing campaigns and create sales pipeline. At the core of NetProspex is an innovative crowd-sourced database, cleansed with proprietary CleneStepTM verification technology. The company’s free Data HealthScan offers insights about database accuracy and relevance, while CleneProspex ensures valid contact information. Marketers can enhance data with demographic and firmographic information, including specific technologies used at target accounts. For more information visit www.netprospex.com.

Agency Contact:

Katie Martell

Version 2.0 Communications

617-426-2222

kmartell@v2comms.com

NetProspex Contact:

Michael Powers

Events and Buzz Coordinator

781-570-8049

mpowers@netprospex.com

NetProspex Unlocks Hidden Revenue For Marketing Spend Using Silverpop

rsz_screen_shot_2013-07-22_at_113503_am

NetProspex was featured in Adexchanger today for the use of their Revenue Analytics tool… take a look!

–Excerpt–

For B2B marketers, a common challenge is understanding which marketing programs contributed most to overall revenue.

Although marketers may have insights into overall campaign performance, the combination of a variety of channel programs and high volume of historical data makes taking predictive actions, as opposed to reactive ones, a little more complex.

NetProspex, a provider of marketing data-management solutions, uses marketing automation platform Silverpop for its tight integration to CRM platform Salesforce.com and to build “a buyer-persona marketing strategy mixed with a content-marketing strategy, [which] Silverpop helps us achieve,” said Lauren Brubaker, demand generation manager for NetProspex.

See the full article below or view it live on AdExchanger

–Full Article–

For B2B marketers, a common challenge is understanding which marketing programs contributed most to overall revenue.

Although marketers may have insights into overall campaign performance, the combination of a variety of channel programs and high volume of historical data makes taking predictive actions, as opposed to reactive ones, a little more complex.

NetProspex, a provider of marketing data-management solutions, uses marketing automation platform Silverpop for its tight integration to CRM platform Salesforce.com and to build “a buyer-persona marketing strategy mixed with a content-marketing strategy, [which] Silverpop helps us achieve,” said Lauren Brubaker, demand generation manager for NetProspex.

Although NetProspex has used Silverpop for marketing-automation purposes for well over a year, it has recently started using Revenue Analytics, an out-of-the-box application  that measures marketing campaign activity against CRM sales data to determine closed revenues within the Silverpop Engage email and marketing-automation platform.

“The biggest value for us right now is the cohort report, which lets you track [revenue performance] based on campaigns and track based on lead source, so you can see how long it takes over time for revenue to start coming in and [associate it] with campaigns,” Brubaker said.

For instance, Silverpop Revenue Analytics helped Brubaker dig into all of her trade conference campaigns during the busy October and November show season. Because Silverpop Engage is hooked up to a CRM database, it allows the marketer to match marketing performance to sales outcomes.

“I used [Revenue Analytics] to see how long it took for money to start coming in and for deals to close,” Brubaker said. “I realized that sales cycle is about six weeks longer than what we were originally anticipating and my trade show nurture programs were not long enough. Immediately, I went and redid all of those programs to make them longer and hopefully match the sales cycle that was showing up in the cohort report.” This will combat missed revenue opportunities during trade show season, she said.

Brubaker also foresees using Silverpop Revenue Analytics for planning purposes. By determining which campaigns worked from a return standpoint, NetProspex will apply those findings to their content-marketing strategy and planning calendar for 2014.

Revenue Analytics is one of three applications developed by Silverpop. Visitor Insights and Email Insights allow marketers to see how content is rendering on mobile devices or across Web properties; using Silverpop Engage, a marketer could take email and pay-per-click campaigns and run revenue analysis against the lead or referral source, such as Google display or social media advertising.

Although the focus now for Revenue Analytics is on the B2B marketer, Silverpop in Q4 will launch a similar offering for B2C marketers to link data uncovered by its platform with third-party ecommerce or loyalty and coupon systems.

Marketers “can typically see the first time someone interacts with their brand or submits a form or perhaps through lead source attribution, but if they want to understand the whole customer journey, it becomes, ‘How can I understand all the different marketing touch points?’ and ‘Are those touch points positively or negatively contributing toward driving sales revenue?’” said Adam Steinberg, director of emerging apps at Silverpop, a member of the PlacePunch founding team, a location-based mobile marketing platform Silverpop acquired in 2011.

As far as the major difference between a B2B and B2C Silverpop Revenue Analytics use case, B2B might focus on funnel and sales pipeline, whereas the B2C marketer might zero in on customer loyalty or overall customer lifetime value, Steinberg said.

 

NetProspex Partners with Marketo to Integrate NetProspex Data Enrichment into Marketo Marketing Automation Platform

Screen Shot 2013-10-17 at 11.02.53 AM

Smarter data management connector improves inbound conversion rates, enhances lead scoring and ensures clean and complete records for Marketo users

Waltham, Mass. – Oct. 17, 2013  –  NetProspex, the leading provider of B2B sales and marketing data services, today announced the launch of NetProspex Data Enrichment for Marketo (NASDAQ: MKTO). This new solution integrates directly into a company’s instance of Marketo to enrich contact records by appending and normalizing critical information about the contact and company. This leads to smarter segmentation and lead scoring, as well as better conversion rates from registration forms.

Despite the tremendous benefits that marketing automation platforms can deliver, many marketers struggle with flaws in the data they feed into those systems, such as missing or inaccurate contact information, or different types of data coming in from disparate systems including forms and other lead generation channels. The NetProspex Data Enrichment Connector for Marketo alleviates these issues and streamlines the management of marketing data by automatically normalizing and enriching existing and incoming contact records.

“Complete and actionable data can be the difference between good marketing automation programs and those that have a profoundly positive impact on both lead generation efforts and the bottom line,” said Robin Bordoli, VP of Partner Ecosystems at Marketo. “The NetProspex Data Enrichment integration provides a valuable tool our customers can use to maximize their investment in Marketo and the success of their campaigns.”

Integrated into a Marketo Smart Campaign, and leveraging Marketo Webhook technology, the Data Enrichment solution can append information to improve lead scoring, nurturing, routing and segmentation. Installed in minutes, the connector enables marketers to:

  • Automatically add missing information, such as job titles and phone numbers to leads
  • Append contact and firmographic data, such as revenue, company size and industry
  • Normalize and clean the data entering the database to prevent issues with campaign execution and success
  • Optimize forms for conversion by collecting only basic contact information and making room for questions that uncover buying triggers and increasing form completions

“Marketers are driving incredible productivity gains through the use of technology and much of it starts with their automation platforms,” said Derek Slayton, CMO, NetProspex. “But, just like a sports car needs top-grade fuel to run at its best over the long term, marketing automation must be powered by high-quality data. The NetProspex Data Enrichment for Marketo solution serves a critical role at this marketing data management layer so marketers get the most from their investment in automation and can focus on creating the content that communicates with their target buyers.”

Learn more about the NetProspex Data Enrichment for Marketo solution in Marketo LaunchPoint or start a free trial here .

About NetProspex

NetProspex is the smarter B2B data partner. We enable marketing and sales organizations optimize their revenue impact by lowering the barriers to database management. At the core of NetProspex is an innovative crowd-sourced database, cleansed with the CleneStepTM verification technology which processed more than 150 million records last year alone and guarantees an industry-leading 90 percent accuracy of its records. Thousands of B2B organizations rely on NetProspex to assess, cleanse, enrich and grow their marketing databases – both for existing data sets and new inbound leads every day – to fuel high performance marketing campaigns and create sales pipeline. Get started today by assessing the health of your marketing data for free with our Data Health Scan. For more information visit us at www.netprospex.com.

About Marketo

Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.  Spanning today’s digital, social, mobile and offline channels, the Marketo® solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth. Marketo’s applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 150 LaunchPoint™ ecosystem partners and over 30,000 marketers who share and learn from each other to grow their collective marketing expertise.  The result for modern marketers is unprecedented agility and superior results.

Headquartered in San Mateo, CA with offices in Europe and Australia, Marketo serves as a strategic marketing partner to more than 2,500 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.

Marketo, the Marketo logo, Marketing Nation and LaunchPoint are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

NetProspex Contact:

Michael Powers

Events and Buzz Coordinator

781-570-8049

mpowers@netprospex.com

Agency Contact:

Katie Martell

Version 2.0 Communications

617-426-2222

kmartell@v2comms.com

or

Marketo Contact:

Bobby Pierce

415.625.8555

Marketo@launchsquad.com