How to Find New B2B Revenue Hiding in Your Existing Database

Susan McCorriston, the Director of Marketing Communications at nCircle, is all about revenue. Susan is a member of the emerging breed of marketer who is laser-focused on marketing’s contribution to the revenue pipeline and her job is to make sure that her counterparts in sales make their numbers each month.

When she started looking for ways to increase the revenue contributions of marketing, Susan quickly focused on their marketing lead database.

“We spend so much of our budget on acquiring names, and I couldn’t stand to see so many of them simply go dark when we couldn’t make contact,” McCorriston said.

“When someone hits the delete key, we flush $25 of marketing spend down the drain. It was gut-wrenching for me.”

But unlike many marketers who live with the ongoing frustration of an underachieving marketing lead database – or simply don’t know how much more responsive their database could be with cleansed and enriched data, Susan took matters into her own hands.

Any database solution would have to work within their integrated environment that included on demand applications for marketing, sales, and data management.

The Solution:  ReachForce Data Cleanse & Enrich

After learning about the methodology and logic behind the ReachForce offerings and the company’s success rates compared to other offerings, Susan engaged ReachForce Precision Marketing to standardize, de-duplicate and merge lists, and flag junk.

Missing information in fields such as phone, mailing address, industry, company revenue and number of employees were flagged and then enriched against ReachForce’s dataset of over 200 million verified company records.

Next, duplicate lead and contact records were identified – this went beyond just names to consideration of addresses, titles, and phone numbers. SIC and NAICS codes and descriptions were appended.

Finally, email deliverability was scored through ReachForce’s Connected Marketing Data Cloud platform.

The Result:  New Revenue Found in Existing Marketing Database Records That Were Headed for Deletion

“Our database is the fuel that drives our lead generation efforts,” adds McCorriston. “Now our Inside Sales Reps have a resource that supports and empowers by our sales team as they drive for top line results.”

The improved marketing data results quickly moved revenue to the bottom line.

In the first 3 months after working with ReachForce, nCircle was able to identify over a half million dollars in sales that grew out of lead records that had been candidates for deletion.

She intends to build on her newly cleansed database with continued quality inputs, especially from inbound forms.

“We use ReachForce and several other software tools to eliminate duplicates and eliminate new garbage flowing into our marketing lead database,” McCorriston concluded. “Our CRM is a living, breathing business tool that changes every day. As our marketing strategy becomes even more precise, data will continue to grow in importance. We must treat it that way, and never assume it is finished. ReachForce turned our lead data quality in a positive direction, and now that we’ve seen the potential for revenue gain, we’re in this for the long haul.”

Customer Profile:

nCircle is the leading provider of Information Risk & Security Performance Management solutions that enable enterprises of all sizes to automate compliance, reduce risk, and measure and compare the performance of their IT security program with their own goals and industry peers.

Challenge:

Like many organizations, nCircle wanted to increase the revenue contributions of marketing, and looked for ways to ensure they were making the most out of hard-won contacts in their database.

Solution:

ReachForce Data Cleanse & Enrich for nCircle’s marketing database analyzed and identified flawed, duplicate, and missing information in the records.

Next, ReachForce repaired and appended the incomplete or inaccurate company information and then scored all contact e-mail addresses for deliverability.

Results:

Using the ReachForce Data, nCircle:

• Identified half a million in sales that grew from lead records that were candidates for deletion
• Established a clean, complete, and uniform database used to fuel improved demand generation