The Openprise Data-Driven Marketer of the Year Awards (“The Drivers”) are a celebration of professionals that have demonstrated excellence in data-driven marketing and sales.
The Driver Awards are comprised of three categories:
Data Cleansing & Enrichment
The category reflects business excellence in data cleansing, standardization, and enrichment leads, contacts, and accounts in a company’s marketing and sales automation solutions. Professionals in this category have demonstrated process improvements that have led to a very strong ROI.
Professionals in this category have integrated multiple MarTech solutions together and have standardized data in those solutions to make it possible to increase revenue, decrease costs, or improve conversion.
Overall Most Dramatic Business Impact
This category is dedicated to professionals that have dramatically improved multiple marketing and sales business processes that can directly affect the overall performance of their companies.
Openprise is pleased to announce this year’s winners:
Data Cleansing & Enrichment Category
Quantcast Cleans and Enriches Data to Deliver More Targeted—Increasing Engagement by 20%!
Before Jeff got started, database segmentation was manually managed by a group of interns and through hundreds of different keyword filters in Marketo. However, Quantcast had over 30,000 different unique job titles, and trying to filter based on Job Title alone made advanced targeting nearly impossible. Filters like “contains CTO” resulted in people with the title of “West Coast Sales DireCTOr” so the wrong messages were going to the wrong people.
Jeff deployed Openprise to derive critical fields for segmentation, including Job Role, Job Level, and Job Function based on Job Title to allow for better segmentation. Quantcast has improved response rates and increased engagement rates by nearly 20%. They’ve also been able to identify gaps in their database using Openprise and worked to build out target accounts for their ABM strategy. Nearly 3/4 of their database can now be segmented for targeted, personalized communication based on who the person is, what they do, and what type of organization they work at.
Data Unification Category
AppDynamics Improves Segmentation in Marketo & Salesforce through Normalized Data
Originally, AppDynamics using multiple vendors for data enrichment and each vendor had its own unique values for key fields, which made segmentation based on filters very difficult. Priya looked at the key fields in their scoring model (e.g., Industry, Country, and other geographic data, as well as Revenue) and made a list of standard values. Priya configured Openprise to standardize the AppDynamics marketing databases on a list of 12 standard Industries, 300 global Countries, and 600 State/Province/Region values before information is pushed to Marketo and then Salesforce. AppDynamics is now able to segment much more strategically because key fields are normalized to their specific values, rather than whatever values were provided by different data providers. Automating free-form values to a standard value through Openprise has been a huge win for the operations team and it allows them to work on additional projects other than data hygiene.
Overall Most Dramatic Business Impact Category
Nutanix Team Delivers Better Lead/Account Scoring, Lead Routing & Reporting
Enterprise cloud computing leader Nutanix looked to improve many critical processes, including geographic data normalization, lead scoring, and list uploading. The Nutanix team replaced a slow, error-prone list uploading process that literally froze computers during large list uploads with a simple process where marketers now only need to place a list in a Google Drive and Openprise does the rest, freeing up the team for more strategic items. The team also replaced a simplistic lead and account scoring model with a much more sophisticated Openprise model that takes into account the recency of each activity (e.g., met at a field event, downloaded a whitepaper) and decays at the activity level rather than bluntly decaying total lead score at fixed rate. This provides a much more accurate picture of engagement. Finally, the Nutanix team realized that normalized geographical data was critical for improving reporting and lead routing, and using Openprise, the company was able to derive Theater, Region, and Subregion data, based on City, for the millions of leads in their Salesforce database and standardize those values so that they could more accurately route leads at scale.