May 20, 2021 | Data Heroes
Alex Greger, Marketing Automation Manager at Skillsoft
Standardizations are a key aspect
"Standardizations are a key aspect," for segmenting data into clear buyer personas for targeted marketing campaigns. According to Alex Greger, internal marketing analysis on how to aggregate and segment by job titles and scoring are still required, with a lot of manual effort to append information.
In this episode of The Data Heroes Podcast, Alex Greger (Marketing Automation Manager at Skillsoft) talks about Marketo as an invaluable database management tool and how data is bucketed through thorough data analysis. "Connecting the dots between a persona and what I would call codifying that persona."
Alex and host John Kosturos, also discuss database hygiene strategies, enriching with 3rd party data for normalization, and Skillsoft’s B2B opportunities from their B2C market.
Alex Greger, Marketing Automation Manager at Skillsoft
Segmenting Job Titles Via Keywords.
"When somebody brand new fills out a form and puts a job title that may have four or five words, and you go into that looking for specific keywords. Then you kind of have a hierarchy of what level they should be slotted into. You really help the end user or the stakeholder. When they go to send a campaign, they don't have to have 500 job titles and keywords and variations built into their targeted list. Instead they have one filter for job C-suite level or VP or director, et cetera. So I think that kind of aspect is really auditing and analyzing, and then taking that information and applying it to a systematic appending or enrichment for the data that comes through."
"So I'm actually working with one of the larger databases I've worked with. When I came in we had a little over 6 million records in our database. That's contacts leads, et cetera. I've only been here about nine months. And one of the big initiatives when coming in is setting up kind of hygiene programs for six million records. So there was a large part of the database that was dead, inactive, junk et cetera, et cetera. And one of the big projects is setting up ongoing hygiene that collects and kind of aggregates records, but also going through the database itself and fishing out those people that really should not be there. And it can help both our price tag on Marketo, but also help our overall campaigns. Ensuring we're capturing the most up to date information and emailing the most up to date records."
What is Skillsoft?
"Skillsoft is an enterprise learning platform. We have different products; leadership, business compliance, tech, and dev. We enable a company to supply ways for growth within their employee database. So that people come in and they can take leadership classes and learn how to kind of grow in their current position and become a leader. They can learn tactical skills in kind of the tech and dev space, like R or Python or something like that. So we tailor mostly towards enterprise, but we do have an e-commerce kind of business for kind of a B2C side as well."
Cost Savings and Revenue Impact.
"Stick with the impact on revenue. So really ensuring you understand how the cleanup will affect the pipeline. Key areas that I look at are initial cost savings on your technology time and effort. Either through a BDR or a sales rep who’s spending the time to go out and source their own data. All of those types of things are cost savings. And then the other side of it is how it will improve revenue? So yes, it will improve from a database hygiene perspective. It may improve deliverability, but you are going to have much more improved engagement on your marketing through an engaged and correct set of data. Which will increase the number of leads coming through to your BDR team, which will then increase the number of MQL coming through and sustaining a larger pipeline moving forward. So really taking it to that next stage and focusing on the revenue, driving reasons that data has really helped improve your business."
- Scaling Personas and ICPs. Alex creates and scales company personas by marrying the pain points, solutions, and behaviours with firmographic and demographic data to build a more holistic ICP picture. With better defined personas they are more accurately targeted. "So stakeholders, end users, digital marketers, or campaign operations, whoever may be on the end of building that campaign can easily target those personas for specific campaigns that they want to market to."
- Enriching with 3rd Party data for Normalization. Cutting through the noise of all the various 3rd party vendors out there, Alex and his team at Skillsoft have been using ZoomInfo internally for enrichment. ZoomInfo specifically brings in gapped data qualities when there’s a match. They work to make sure that the incoming data matches the pre-approved list of values to be translated into. "And it's used both on the sales and marketing side. So, sales uses it to source and marketing ops uses it a lot of times for the kind of upending enrichment and completeness of that dataset."
- Opportunities from B2C to B2B. Alex and his team at Skillsoft keep a watchful eye out on the B2C side of the business. Opportunities arise from single customers coming in to complete leadership courses for their personal career development. Occasionally, Skillsoft would see a trend of multiple colleagues from the same companies signing up. Alex says that Skillsoft tries to take advantage of these potential opportunities. "Try to instill why they should sign up for a kind of a regular package that would allow them to scale, grow in their seat. So it's really important to us to keep an eye on that B2C side. Sometimes it's personal email addresses, so a lot of times we have to do some digging to allow us to kind of see beyond just the initial email that comes in."
- The Database Hygiene Project. "A large part of the database that was dead, inactive, junk et cetera.” Alex is currently working with one of the larger databases that he has ever worked with. When he started, Skillsoft had a little over 6 million records in their database plagued with duplicates, inactive contacts and accounts. The situation was untenable and direct action needed to be taken to address their dirty data issues through a data orchestration platform. “And so that was one of the big projects is setting up ongoing hygiene that collects and kind of aggregates records, but also going through the database itself and fishing out those people that really should not be there."