Have you ever looked at the accuracy and quality of your contact and B2B information?
In B2B marketing, it continues to take time to get the right content to people.
Salesforce began to analyze over 15 million data points starting in 2014 from two of the essential B2B databases, Data.com and LinkedIn.
Mathew Sweezey says Thanks, Brian; I’m glad you are here. My background is quite interesting. My experience is relevant to this conversation because I was one the very early employees of Pardot back in the day, a marketing automation platform. We grew the company and sold it to Exact Target, later acquired by Salesforce.com.
In addition to that, I also wrote Marketing Automation For Dummies. As Principal of Marketing Insight at Salesforce.com, I am responsible for forward-looking marketing ideas.
What inspired or motivated you to conduct this research?
These are fundamental marketing questions to me. What bothers me most is that no one was asking them or if they even knew they should be asking them.
Let me explain.
Marketers need metrics. So we had 10,000 email addresses in the last year. This would be a way for us to prove our efforts. It’s similar to saying, “I’ve got 10.” Ten of what number? This is the question. This is the question. This is what ignited this.
The idea for this project was born a few years ago. I wanted to understand the value of email and how we value our email addresses. It costs about $150 for a B2B company to get an email address.
The average size of an email database for B2B is approximately 50,000 names. This is what a marketer needs. Let me clarify that this is different from their addressable market. If you add these two factors, you get a marketer’s seven-and-a-half million dollar asset, their email list. This is the biggest asset a marketer has, and it’s not even close. When you say this is the most significant asset, you must ask fundamental questions about how we assess it, what it does, and how often it churns. We don’t have any data to give you. We only have one measure of the health and safety of our email databases: did an email bounce? Horrible metric. This is what brought me to this point.
Brian: Wow! I am still processing the $150 cost of an email address plus the data size. This is something that marketers don’t consider, based on my experience.