The Corporate Data Show

This week, Rick spoke with Ed Locher, VP of Marketing at HG Insights. They talk about how to make the most of Historical Data, as well as the benefits of keeping an up-to-date email database. These guys have been in the data game for quite a while, so check out some of their sage old advice.

This week, Rick got to riff with David Dulany of Tenbound about sales development and outbound marketing. They talk about the best ways to handle existing accounts and prospect new ones, as well as the human aspect of marketing to members of various accounts. So, let these two old (but not like, too old) pros give you some tips that will give you an upperhand. 

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com. 

Show Notes:

Put very plainly, sales start somewhere. And in the B2B industry, that’s usually in the form of outbound marketing. In a perfect world, of course, you could just throw more ad spend into the mix, make some fun instagram posts, and call it a day before relaxing on your private yacht as the sales roll in. But that’s not reality. The reality is, behind most sales, there’s someone or multiple someones, like a sales development team, chasing down leads and connecting the dots.

Once these leads are identified and a relationship has begun, members of the sales development team will hand off the baton, so to speak, to a sales rep or account executive. From here, a lasting relationship needs to be maintained, but the most experienced and accomplished members of a team don’t have time to actively maintain those relationships while also developing new ones. This is why it’s crucial to have account managers who can maintain lasting, possibly lower dollar but consistent, accounts, while you have others prospecting.

When it comes to forming new relationships, David says it’s important to keep in mind that every account is really just a group of people. And these people, consisting essentially of decision makers, influencers, and end users, all have problems that plague their day-to-day work lives. A good sales development team member will be able to distinguish between these three groups and identify their unique problems. This, in turn, makes them able to relate to those account members by understanding their pain points. 

David puts it this way: imagine you’re a C-level decision maker at a company that is constantly getting bombarded by salespeople. Most of them are sending scripted, robotic messages that you simply delete after reading the first couple sentences. However, if you receive one that clearly demonstrates an understanding of your struggles and even offers a solution, you would be much more likely to take some time out of your busy day to give it some thought, if not take action.

Guest Bio:

David Dulany is the Founder and CEO of Tenbound, a research and advisory firm focused on Sales Development (SDR/BDR) performance improvement. Tenbound has become the hub of the Sales Development industry, with a thriving online research center, market map, tool directory, training and consulting programs, and The Tenbound Sales Development Conferences held yearly around the world and virtually. He recently published his first book, The Sales Development Framework, now available on Amazon.

If you’d like to get ahold of him after the show, you can do so on Tenbound’s Contact Page.

It’s a question we get every day: does data go bad? The short answer is yes; people’s job titles change, contact info changes, companies go under, and all of this leads to outdated data. So, it’s worth refreshing data sets every so often, but how frequently do you need to do that? To discuss, we brought on Henry Nevue of People Data Labs, and he and Rick are going to give you some insider knowledge on this hot topic!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

Working as C-level executives at data-as-a-service companies, Rick and Henry both watch data change and decay in real time. That’s why they don’t have any trouble answering the overarching question posed up above with a resounding yes. To give a simple example, Rick reports that here at EMM, we see anywhere from 2-5% of the emails in our list decay every month, depending on which vertical segment we’re looking at. At PDL, Henry says they see about 2 million people change their job every 90 days.

In total, though, the folks over at PDL are updating about 100 million job titles, locations, etc. every single month, out of a total dataset of over 3 billion points. This isn’t a huge percentage, but when you look at the core set of data, which Henry says includes people who are most actively updating their work info and are most valuable in their data tracking, about 90% of it needs updating each month. So, you can see how significant the challenge of data decay is. 

While updating these is obviously important to keep your data up to date and reliable, it’s also valuable because it helps to build a chronological overview of a person’s work history. This allows an end user to have a better understanding of a contact/s role, and better communicate with them. At the end of the day, it just makes your data better and your customers happier, and that’s what we’re all trying to do every day.

Guest Bio:

Henry Nevue’s passion for data led him to diverge from the path of formal education, leaving the University of Oregon to launch the company that would become People Data Labs. As Chief Technology Officer of PDL, he’s one of the young leaders shaping the future of the data industry, while building one of the fastest-growing providers of professional and B2B data used across marketing, sales, finance, and HR technology. Outside the office, Henry flexes his creative muscles through his passion for art and music.

If you’d like to get in touch with Henry after the show, you can do so on LinkedIn.

Having loads of data is great, but not if you don’t know what it all means. That’s why you should be focusing on data integrity, as Verl Allen of Claravine does every day. So, if you’d like to learn more about contextualizing your data and maximizing its effectiveness, join Rick as he chats with Verl on this week’s episode!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

Until he joined Claravine, Verl spent 12 years running corporate at Adobe, where he learned that one of the largest challenges in data compilation is an inability to consider or even identify the context of large amounts of data during application. This is what he calls a lack of data integrity: many businesses have loads of data, but no way to make much sense of it. Of course, that’s why he does what he does now, providing that context and data integrity to other businesses dealing with massive amounts of behavioral data.

However, this is not typical behavioral data as it does not deal just with individuals or even market segments (although these can both be included), but rather with many kinds of data that can all be used to create ideal customer personas. It’s used in many applications, such as analytics, sales, and marketing, and is essentially attached to the existing data so that context is provided to end users right alongside the raw numbers. And at the end of the day, this leads to better efforts across the board, more sales, and higher profits.

So how big of a business do you need to be to require a service like Claravine that provides context data? Well Verl says most of his clients are spending upward of two million dollars per month on advertising efforts, or have upwards of 15 applications and require the ability to quickly make sense of their data streams.

So, if this sounds like you, be sure to take a serious look at where you may be falling short when it comes to data integrity. It might turn out you could use a chat with someone like Verl.

Guest Bio:

Verl has over 20 years of experience in digital brand transformation, including positions at Ancestry, Adobe, and Omniture. Because of this, he excels in promoting growth of SaaS applications, strategy, and corp dev. All of this means he fits right in at Claravine, where he works with brands just like those he used to work for to ensure the integrity of their data through the Data Standards Cloud.

If you’d like to contact him after the show, you can do so on LinkedIn or email him at vallen@claravine.com.

One of the most annoying things for anyone in this industry is receiving a robotic, bland sales message that clearly was sent to 5000 other people, too. Luckily, Eric Boggs of RevBoss sat down with Rick this week to discuss how to avoid that through proper segmentation and research. So, if you like making sales and whatnot, you're gonna wanna give this a listen.

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

As the founder of the sales prospecting company RevBoss, Eric has gained a lot of insight into the process of lead generation and developed many approaches to it. For this reason, he says, he often likes to approach segmentation and identification of valuable leads in very unique ways.

To explain these less obvious, unique ways, he gives the example of eCommerce clients. Rather than looking at overarching metrics like company size, he looks at more specific items such as the size of the marketing department. If they even have an eCommerce department, does the lead have a CTO? If you can narrow it down to very specific titles like this, Eric says, you’re much more likely to get replies. The tighter the target, the better the results.

To take it even further, if you research a company and get multiple leads within the same company, you can reach out to each of them with tailored messages and even mention the other workers at the company. This shows that you’ve done your research and helps you build multiple connections. Plus, when multiple employees at a company are getting genuine, thoughtful messages from you, they’ll take note and be more likely to bring it up to other decision makers.

This is something Eric has figured out how to do well over the course of his career, which is how he’s able to save his clients at RevBoss so much money and time. It’s not the strategy you would take from the jump, because it’s much easier to automate cold-calls and such, but Eric can help his clients avoid this early trial and error with his experience.

At the end of the day, as Rick points out, humans are social creatures, and they know when they’re receiving an automated message. Especially when multiple people at a company are receiving it. That’s why it makes a world of difference when you take the time to do your research and send personal, unique messages to all of your leads. And once you’ve got some experience doing so, it only gets easier and easier.

Guest Bio:

Prior to founding RevBoss, Eric earned his undergraduate degree at UNC Chapel Hill and his MBA at UNC’s Kenan-Flagier Business School. He then went on to found Argyle Social, now acquired by Gravity4, and hold consulting positions with many SaaS companies, like Device Magic and UserVoice. He and his wife Kelly live in Durham with their three young kids, and spend their time renovating their historical home or yelling at Carolina basketball games.

If you’d like to get a hold of Eric after the show, you can do so at eric@revboss.com, on the contact page at revboss.com, or on LinkedIn!

You might not know it, but Rick sat down with Ray Esteves, CIO at True Influence, this week and did you a favor: they threw out a bland, complicated topic surrounding machine learning and decided to discuss ID graphs and whether or not you need them. Not only is this topic much easier on the ears, but it’s likely something many of you may have wondered about yourselves, so hopefully it makes your life a little easier!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

Once they decided to forgo the machine learning topic, Rick and Ray set out to answer one (seemingly) simple question: at what point, as a marketing services company or data reseller, do you need to create a bona fide ID graph? At True Influence, Ray says, they have over 160 million contacts in their graph. So, as you can imagine, it’s pretty important to keep them all logically organized. But do smaller companies need to do the same?

Well, the main advantage of an ID graph is that it helps triangulate data. For example, if data comes in, whether that’s through purchase, tracking, etc, it is often incomplete. Perhaps the email is incorrect, or all you have is an IP address; whatever the issue, you’re going to have a heck of a time trying to keep track of that and line it up with other data points you have available without an automated graph. So, an ID graph helps you take incomplete data and match it with what you already have and connect the dots to show intent from particular customers or companies.

So, for an ID graph to be useful and logical for your company, you need to be working with large enough datasets that it’s even possible to connect that many pieces of data. We’re talking tens of millions of contacts for B2B, and upwards of 300 million for B2C.

Knowing that, the short answer is: no, you probably don’t need an ID graph. Only companies working with massive amounts of data need them, and even then, they don’t build one themselves. Rather, they come to people like True Influence to get it done. If you’re one of those massive companies, we’d love to help you out, but if not, keep plugging away until you get there!

Guest Bio:

A long-time player in the industry, Ray garnered tons of valuable experience before becoming CIO of True Influence. He has held just about every acronymed position you can think of, including CDO, CTO, and CIO. Plus, he was co-founder of the V12 Group, and serves on the Board of Advisors of Rebel Visions Corporation. He takes pride in thinking up real-world solutions for the most challenging requests, while ensuring operational teams have tools and processes that add value.

If you’d like to reach out to him after the show, you can find him on LinkedIn and Twitter!

This week, Rick sat down with Liz Ronco of Spiceworks Ziff Davis to discuss intent data. What is it? How does it work? Why is it important? They cover all of these questions and more, so if you’re looking to learn how intent data can help you score more customers, you don’t want to miss this one!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

As some of the oldest and best data-driven marketers in the industry, Spiceworks Ziff Davis has made more innovations than even we’re aware of here at EMM. This includes some of the most respected marketers, some of the best products, and some of the most well-known strategies. As if they weren’t doing well enough already, they’ve recently acquired Aberdeen and Big Willow, bringing even more heavy hitters into the equation. Because of this, they’re always on the forefront of the industry, and intent data is no exception.

Of course, a lot of intent data comes from bitstreams, which, in short, make it possible to track web activity of potential customers, allowing marketers to target ads to them based on their data history. Because SWZD has blood in so many different veins throughout the industry, they have access to more datapoints and resources than anyone else. This, of course, means they are not only able to provide the intent data that will allow businesses to target the right customers, but they’re also able to help them use it effectively.

One major factor in this unique ability is the pairing of quantitative data and qualitative data. This pairing allows Liz and her colleagues at SWZD to not only access big data showing overarching trends and behaviors, but to confirm it at a smaller level by actually listening to what consumers are saying. At the end of the day, this means they’re developing the best data product possible for the businesses they serve.

The most important thing to remember about intent data is that it deals with real people. As opposed to anonymized data that just talks about people in general, intent data provides assurance that your ads are ending up in front of real people who have shown, whether they realize it or not, that they’re interested in your product. Paired with the qualitative data that SWZD prides itself on collecting, this data can be used effectively by salespeople because they know how to talk to the customers. Therefore, it’s not only intent data, but it’s intelligent data, so it’s useful at every step of your marketing effort.

Guest Bio:

Prior to joining SWZD, Liz Ronco spent nearly 10 years holding various leadership positions at Oracle spanning many departments, such as data, analytics, and operational products and systems. In 2018, she took this wealth of knowledge to SWZD, a trusted global marketplace that connects technology buyers and sellers with the most actionable and precise intent data, and quickly established new data-driven experiences and products within the product suite.

Since day one, she’s been committed to helping businesses and tech providers make better decisions using data. Thanks to this commitment, she now serves as VP of Product Management and is responsible for SWZD’s product portfolio. What caught our eye most, of course, was her part in launching Intelligent ABM™, an innovative, B2B intent data platform.

If you’d like to learn more about SWZD, check out their work at www.swzd.com. Or, if you’d like to connect with Liz, you can do so on LinkedIn!

This week, Rick sat down with Dave Wisdom of Exponea (who was recently acquired by Bloomreach, by the way!) to talk customer data platforms, or CDPs. It’s a topic we’ve discussed before, but this time we had Dave loan us some wisdom (sorry, sorry – had to) on what exactly a CDP is and what it does. We know it can be hard differentiate between all the acronyms in the industry, so hopefully this clears some things up!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

If you’re a frequent listener to the Corporate Data Show, you remember when we had Alex Yoder of Leadspace on to discuss CDPs and CRMs. Now, we have another expert to shed some light on the topic: Dave Wisdom. As if his name wasn’t proof enough that you should trust him, his position as VP of solutions and strategy at Exponea, recently acquired by Bloomreach, should be.

On its surface, CDPs are just meant to make data useful. While other customer data integration platforms do a great job of making data available, they don’t necessarily make it actionable. As Dave puts it, CDPs live right alongside your customer and provide insight into how to deal with this customer. Should you send a follow up message to one customer but not another? What unique personal details can we include to show we care, if any? Things like that.

The automation that CDPs provide also saves marketers and salespeople hours, if not days, of work by taking the customization and updating of customer profiles out of their hands. Of course, if you’re a small business serving a small number of clients, you might not be worried about that. But when you become a multi-million dollar corporation, or are rapidly growing, this automation can save you a lot of late nights and frustration.

When it comes down to it, the better experience you provide your customer, the more likely they are to work with you or make a purchase. By automating everything you can on the backend, you’re giving yourself the freedom to dedicate proper time to customers with actionable data that a computer already made available to you. So, as we say in practically every episode and blog: automate what you can, so you can be human when it counts. That’s what a CDP allows you to do.

Guest Bio:

By his own account, Dave Wisdom has been a tech lover since he programmed his Atari 2800XL as a kid. Ever since then, he’s loved anything tech-related and has worked as a DBA, analytics consultant, or marketer of some form since 2006. In 2012, he began an impressive run at companies such as ExactTarget, Salesforce, Braze, and Blueshift, designing and selling complex software solutions to thorny marketing problems. Just over a year ago, he brought these talents to the Bloomreach company, Exponea, where he now serves as the VP of Solutions and Strategy.

If you’d like to get ahold of Dave, you can do so on LinkedIn!

If you’re a regular listener of the Corporate Data Show, you heard a familiar voice — other than Rick’s — on the podcast this week, as we again spoke with Harrison Tang, CEO of Spokeo. This time, he lent us his insights on the idea of creating a monopoly over private information by siloing it. He’s got lots of ideas about the future of data, so you don’t want to miss this one!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

This episode was inspired by a LinkedIn post from Rick’s pal Elliot Easterling titled, “Privacy Rhymes with Monopoly.” Essentially, he asserts that siloing data to ensure privacy creates a monopoly by forcing people to only use your service. Harrison, however, doesn’t entirely agree.

He admits he sees what Elliot is getting at, but believes that privacy and monopolies are two different conversations. While they can be related, as some monopolies use privacy as a precursor to entrapping customers, they don’t have to be. Thanks to emerging technologies, such as Google’s FLoC (Federated Learning of Cohorts), pieces of private information can be shared amongst multiple platforms securely. So, in the short term, privacy assurance may be inherently linked to monopolizing data, but once federated learning technology becomes more mature, this will not be the case.

Harrison calls the possible formation of such a federation the “Data Revolution” and explains that the two main missing pieces in its effective implementation are transparency and standardization. Not only are many major players in the industry unwilling to provide transparency, but they also don’t have a standardized system or collecting, storing, and synthesizing data. Once these two issues are addressed, we can truly avoid monopolized data silos.

In fact, Harrison plans on creating such a federation with his company, Spokeo. He envisions a future in the data world where online and offline and data continue to converge, and there is much more transparency in access control and management. He believes a lot of this is already happening, but still needs to mature.

So, keep an eye out for a Spokeo-created federation in the future, and in the meantime, we’ll keep you updated on all the emerging trends in the industry as they happen.

Guest Bio:

After earning a B.A.S. degree in Electrical Engineering and Economics and a M.S. degree in Electrical Engineering at Stanford University, Harrison co-founded Spokeo in 2006 with his college roommates, Mike Daly (CTO) and Eric Liang (CIO), in his parents’ basement.

With a passion for building products that make users’ jobs easier, Harrison guides Spokeo's product vision to build an experienced team and help the company realize its mission of making the world around us more transparent. Under his leadership, Spokeo’s usership has grown from zero to millions since its inception. You can find him on LinkedIn or any major social media channel under the username, “theceodad.”

This week, Rick invited Sandeep Kharidhi of Deluxe to discuss a very simple question with some complicated answers: does data-driven marketing still work? Of course, the short answer is yes, but Rick and Sandeep went on to discuss the topic further. You won’t want to miss out on this insightful conversation, so tune into the pod, tune out from the world, and hang with us for a few minutes!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

As the General Manager of data and analytics platforms at Deluxe, Sandeep has learned a thing or two about data-driven marketing. Which is good, because Rick was eager to discuss its merits with him this week.

Both men agree that it obviously still works, but they decided to compare notes as to why. For Rick, it’s because outbound B2B marketing only works if you have the data to back it up. In order to contact the right people at the right companies,, send them the right messages, etc., you need to understand your target demographics, meaning you need good data.

For Sandeep it works because Deluxe’s main function is to help organizations gain customers, both in the B2B and B2C market. He agrees that in order to do so, their business is centered around a rich data ecosystem that allows them to target the correct consumers at the right time. This could mean contacting individuals during certain life events, or contacting businesses during periods of expansion or rough patches in which they could use a certain service.

In fact, Deluxe pulls from multiple datasets in order to help their clients, because Sandeep believes that no one dataset could ever provide all the info needed. This variety of data also helps them to serve a wide array of clients. This includes direct clients, who simply need help gaining customers, and channel partners, who use the data in conjunction with their own skill sets to achieve another end goal.

Basically, both of them are saying the same thing: data-driven marketing works because it allows you to contact the right audience in the correct way at the right time. Otherwise, you’ll end up wasting time speaking to the wrong people and not gaining any business. So, while we may be biased, the real world applications Rick and Sandeep described aren’t. As they say, the proof is in the pudding.

Guest Bio:

A leading expert on financial services and insurance customer acquisition and growth, Sandeep has over 20 years’ experience in data science, predictive modeling, market research, emerging technologies, and interactive marketing. As the General Manager of data and analytics platforms at Deluxe, he uses this experience to assist brands in leveraging data to promote customer growth. He holds a Masters of Science degree in Computer Science from the University of North Carolina – Charlotte, and he is a frequent speaker at various industry events. In addition to his professional endeavors, he’s very active in the local Atlanta community and is on the board of The Empty Stocking Fund.

If you’d like to reach out to him after the show, he’d love to hear from you at sandeep.kharidhi@deluxe.com!

On this week’s episode, Rick sat down with Kyle York — or at least a computer with Kyle’s face on it — to discuss using data for growth, both literally and metaphorically. Kyle is the CEO and co-founder of York IE, a vertically integrated strategic growth and investment firm specializing in scaling startup companies. That was a lot of technical jargon, but it boils down to this: Kyle knows his stuff when it comes to company growth. So, while a million and one people have covered this topic before, you can bet good money Kyle is about to teach you something none of them ever did.

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

When you’re the CEO of a company that focuses on scaling startup brands, like Kyle is, you learn a thing or two (or a thousand) about growth strategies. In the same way, when you’re the CEO of a company that specializes in the sale of outbound marketing data, like Rick is, you learn about data. Luckily, these two areas of expertise have a lot of overlap, meaning both Rick and Kyle have very unique opinions on growth through data, which they compare in this episode.

Kyle explains that when he was in the process of founding York IE, his primary goal was to create a company that would function as an operator and an investor. His solution, he says, was to build a SAAS platform for market competitive intelligence. He found that many sellers in the industry were solely focusing on their products’ entry into the market, while largely ignoring the importance of researching market conditions, pricing, SEO, competing products, etc. As a result, they weren’t gaining valuable insights that would allow them to differentiate themselves from the rest of the pack.

He realized that in order to advise clients well and invest in the right brands, you need to do the research and ultimately, have the best data. In turn, you’ll see more sales in the market you prepared yourself for, and your company will grow.

On the flipside, Rick describes EMM’s involvement in the Snowflake Exchange, to which we have contributed more “product-out” data, as Kyle calls it. This can still give you valuable info about the market despite being a different approach, because it shows data such as the rates at which emails are decaying at competing companies. This gives you the insider scoop on which companies are succeeding or struggling, and you can gain insight into who your biggest competitors are.

As far as more “product-out” data goes, there are two basic lanes in Kyle’s opinion: investing and prospecting. However, in either case, the data can be confusing and overly complex, which is why he focuses on pulling decentralized data for his clients that will provide a more basic snapshot of what they need to know. This is important because he’s not dealing with developers or engineers who are working with technical data every day; rather, he’s working with higher level managers who don’t have the time to sort through pages and pages of data in order to grow their businesses.

While there are different approaches, the moral of the story is this: data is integral to growth. Without the right data, you can’t make informed decisions. And if you aren’t making informed decisions, you’re either going to fail or you’re going to luck into some success before realizing you’re in over your head. Either outcome puts you right back at square one, and we’d rather see you at square 100.

Guest Bio:

A marketing graduate of Bentley University, Kyle York is co-founder, CEO, and managing partner at York IE™, working with brands such as Auditoria, Finmark, Metadata, and Vetro while reshaping the way in which startups are scaled. Working closely with entrepreneurs, operators and investors, he helps realize their shared ambition to build good companies, create new jobs, grow generational wealth, and impact the world.

Advising and investing in over 100 startups over the past decade, Kyle is an active board member at Blustream, CloudApp, and Forcivity, as well as a chairperson at Canvs AI. As if he weren’t busy enough, he is also the co-founder of a 3rd generatio family business, York Athletics MFG, and his most successful startup engagement, Fastly, IPO’d in 2019 and is now valued north of $12B.

During his career, Kyle has served as an independent board member for Datanyze (ZoomInfo), Assent Compliance (Warburg Pincus) and Flowtraq (Riverbed). In 2008, he became an executive with Dyn Operations, where he garnered so much success that the company was strategically acquired by Oracle in 2016. As you would expect, he hit the ground running, becoming vice president of product strategy for Oracle Cloud Infrastructure and general manager for Oracle’s Dyn Global Business Unit.

Because of his expertise in the global internet, cloud, SaaS, IaaS, and technology markets, Kyle has been featured in publications such as the Wall Street Journal, Entrepreneur, the New York Times, TechCrunch, USA Today, and Wired. In addition, he has appeared on broadcasts such as NPR’s All Tech Considered, NBC’s Today Show and PBS’s Frontline, and spoken at countless global conferences.

If you’d like to connect with Kyle or his company, you can do so across all social channels at @kyork20 and @yorkgrowth, respectively.

This week on a quick cut of the Corporate Data Show, Rick sits down with Sushant Bhardwaj of SafeGraph to discuss their data compilation and association with Placekey. So, if you've got just 5 free minutes and a will to learn about an awesome initiative, tune in and join the conversation!

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

In the world of data and marketing, very few things are free. Heck, in life, very few things are free. But, as Sushant explains, contributing to SafeGraph and their efforts in Placekey is. Safegraph is a data-as-a-service provider and founding member of Placekey, an initiative across the geospatial and data ecosystem to build a universal, free identifier for every place in the world, including POIs, residential, industrial, and office spaces.

The basic idea is to provide accurate, widespread data on as much physical info as possible. This could refer to the exact location of a business, office, etc. Or, it could tell you whether the business has a parking lot. Maybe it’s how much foot traffic a certain area gets depending on anonymized cellular data.

Regardless, all of this info can be very helpful for us to have, but it's a massive undertaking to compile and organize it all. That’s why SafeGraph, along with some other major players in the industry, are working to make it happen.

You can learn more at www.safegraph.com, including how to become a part of the initiative as well as how to purchase some of the datasets they’re putting together.

Guest Bio:

Originally from New Delhi, India, Sushant went on to graduate from Penn University in Philadelphia and work in the finance industry. After spending a few years in New York, he relocated to Washington, D.C. where he worked at a sports and wellness consumer startup. Of course, he has ultimately ended up at SafeGraph where he focuses on creating, seeking out, and driving new initiatives.

If you'd like to get ahold of him, you can do so at sushant@safegraph.com!

As if he weren’t busy enough raising $40 million and running the leading B2B customer data platform provider out there, Alex Yoder of Leadspace sat down with us this week to talk CDP. As you probably put together from context clues, CDP stands for “customer data platform.” However, you probably haven’t quite put together what that means yet. Well, fret not, because Alex was happy to give us the inside scoop. So tune in, kick back, and get your daily dose of learning with this episode of the Corporate Data Show.

If you haven’t already, subscribe to the Corporate Data Show on your favorite podcast player. Your open-rates, data, customers, and well, your everything will thank you. Plus, Rick’s got a pretty soothing voice if we do say so ourselves.

Got a topic you want us to cover? Or a guest you want us to bring on? (Yes, even if it’s yourself, you beautiful marketer.) We want to hear from you! Hit us up at marketing@everymarketmedia.com.

Show Notes:

As we know, the marketing industry loves nothing more than a good acronym. Honestly, if we could speak solely in acronyms, we probably would. Of course, we can’t, but we can define the most useful ones, like CDP.

As one of the most knowledgeable CDP experts in the business, Alex broke it down for us in layman’s terms: the acronym itself, as we know, stands for customer data platform. But what is that? According to Alex, it’s a platform that aggregates and organizes customer data in such a way that it’s useful for much more than just marketing and sales. If done well, CDPs give this data purpose in product development, supply chain management, planning, and much more. So, the big idea behind CDP is to not just get data, but to make it useful for a company.

Now, this might sound a lot like something else we’ve talked about here: CRM, or customer relationship management. However, Alex points out that CRM is nowhere near as effective in organizing data as CDP, because it requires restructuring and human input by nature. This means that it’s often inherently flawed and incomplete, and can’t be used as effectively.

This can take a huge toll on important processes like deduplication. This practice in particular is very common, and becomes especially important when one major company buys others and suddenly inherits multiple data sets that often have multiple duplicates of each other’s customers. Rather than having some poor soul sift through it all and figure it out, a top-notch CDP will do it for you.

Alex goes on to explain that Leadspace is one of the only CDP providers out there that works solely in the B2B space. He believes this is valuable because business buyers require personalized sales approaches and marketing experiences, just like individual consumers. To accomplish this, Leadspace works with sales teams of 100+ to create what they call “personal graphs” or “living profiles” of customers, making all pertinent data immediately available to them.

This means less human input and error, more personalization, and more sales.

Guest Bio:

Blending his talents in general management, vision, operations, sales execution, organizational change management, and leadership development skills, Alex Yoder has repeatedly reset businesses and consistently delivered new and sustained growth. Before becoming CEO of Leadspace, he held the same position at Trueffect, Ebiquity, and Webtrends, and was most recently the EVP of Analytics at Merkle, overseeing a 2500-person organization. So, needless to say, he has a proven track record of delivering extraordinary results under extremely challenging circumstances. All of these experiences have made him a results-focused, strategic senior executive with deep experience in marketing, advertising, data and analytics technology.

If you’d like to get in touch with Alex, you can reach him at alex.yoder@leadspace.com or find him on LinkedIn!

Over the last ten years, there’s been much more of a focus on privacy in Europe.

In the U.S., CAN-SPAM was the line in the sand and everyone got through that legislation. But in Europe, there are some really draconian measures that have come out. A lot of companies have corporate data policies driven more out of fear than necessity.

These are just some of the current differences in privacy and data handling between the U.S. and the UK. Listen in as Karie Burt, VP International at MeritDirect, explains that and others.

All sales development representatives—not to mention anyone who’s ever bought a list—know the worst part of targeting companies is list curation. This is a time-consuming research task relished by exactly no one.

Any marketer or person who has worked with sales development tools longs for a magic wand—a fantastic research tool for sales development teams that will make list curation go away. How can b2b companies use big data and the tools that harness big data to dig up relevant prospects?

Fortunately, Gal Har-Zvi, co-founder and CEO of Unomy, knows about a dozen ways to turn a list of 100 (or 100 million) into the perfect 10 or 15. Listen to Rick Holmes pick his brain about creative ways to cut through the list to get at companies and locate specific people.

The metaphors are all real: Digital marketing is the Wild West, the final frontier, the Game of proverbial Thrones. But how do you win?

By using quality data to custom craft targeted profiles for programmatic advertising. At least, that’s one way.

Listen to Rick Holmes interview Alan Osetek, CEO of Digilant, a global programmatic solutions provider, and find out how not to fail when the stakes are almost as high as the competition.

What if you found out there was a frictionless program that could help you make money from the data you didn’t even know your company had?

People are missing out on tons of data because data monetization isn’t a smooth process or they aren’t even aware they have data of any value.

This episode of the Corporate Data Show is all about monetizing data. Rick Holmes interviews Fran Green, the President of Smart Data Solutions at ALC, about the “low hanging fruit” of monetizing data, as well as the next phases.

Stress is a major productivity and creativity drain.

In a perfect world, every employee would receive paid vacation to help relax and recharge. But, for a bootstrap/startup, it may not be feasible to include that in a compensation package.

Luckily, there are other ways to decrease the stress of working in an entrepreneurial setting for both your employees and yourself.

In this episode, Bart Lorang, CEO of Full Contact, talks about making everyone’s life easier through clear job accountability.

For 15 years, people treated email marketing the same way: “I’ve got a list, I batch, I blast, I send.”

With more data and sophisticated tools available, people are now choosier about what they allow into their inboxes. So the question becomes, “How can we add value in our messages?”

In this episode, Rich Wilson, VP of Customer Experience at BrightWave Marketing, explains why getting data to give you the right context is crucial to breaking through an inbox.

Account-based marketing, in its simplest terms, is about marketing the accounts that your sales team is going to sell to.

One of the core parts of account-based marketing is sales and marketing alignment. Often marketing is running off of metrics that aren’t aligned with the sales team.

In this episode, Chris Golec, CEO of DemandBase, dives a little bit deeper into that basic definition and explains how small (or large) businesses can use account-based strategies to the fullest.

When looking for data sets, it can be tempting to choose the company with the biggest boast. If the website claims the company aggregates data from 30 million companies that’s good, right?

Well, maybe. But without knowing where that data comes from, or what pieces of information the data provides, that nice big number is actually pretty meaningless.

The reality is that data aggregation is a more nuanced matter when you’re looking for information that is both precise and actionable.

In this episode, Mark Godley, CRO for HG Data, talks about how the new methodology of data aggregation HG Data created gives their customers a “ridiculously unfair advantage.”

Talking about new technology is fun.

Finding new tech to increase the efficiency of sales and marketing and to increase revenue is very exciting. That’s why everyone spends so much time talking about it and reading up on new tech that enters the field.

Still, with this emphasis on technology, it can be easy to forget the most basic elements of business. Most notably, the human factor that goes into both sales and marketing can be overlooked.

In this episode, Garth Moulton, SVP of Business Development for Pipl, talks about why it’s important to remember that while technology is useful, it’s still less important than the human element in sales and marketing.

Bigger is better.

Or at least, that’s the idea that persists in numerous industries and even non-business facets of everyday life.

However, when it comes to marketing data, the old adage is misleading at best and a total myth at worst.

A few years ago it was all about who can collect the most new email addresses. Today, the question is who can aggregate the most data, but there are more important things to consider than just the size of the database.

In this episode, Neil Glass, Senior VP at IDG, discusses why the focus on scaling data for digital audiences is overhyped and what you should really be focusing on instead.

Technology has really changed the data game in the corporate world. Anything you need to know about any field is now available online.

But how do you know what sources you can trust?

This week on The Corporate Data Show we talked to Tim Harsch, the co-founder and head of product at Owler, which is now the second-largest data provider and intelligence platform in existence, second to LinkedIn.

In fact, Owler recently hit a milestone of half a million active users and became the second-largest business community to LinkedIn. This is extremely impressive considering they got their start in 2011.

If you’re asking yourself what caused Owler to become so successful so quickly, Tim explains something called the three legs of data creation.

When you think about how much bad data can really cost you, it’s important to make sure that your info is deliverable, callable, and emailable.

If you’ve got a lot of data—and who doesn’t, these days?—it becomes vital to spend the resources to ensure that the data you’re using is accurate.

In this episode of the Corporate Data Show, Bud Walker, Vice President of Strategy at Melissa Data, underscores why focusing on active data quality can save and make both time and money (plus tips on how to convince management).

In every market, there are ideal customers. Unfortunately, they’re all different. It’s how you market to differing clientele that sets you apart.

This week on The Corporate Data Show, we interviewed Sean Kester, from SalesLoft, which was founded to help in-house sales professionals be the best they can be in their jobs. Through the SalesLoft Prospector, companies can target leads by making a list of potential leads and turn their prospective accounts into customer accounts through a touch-flow model.

In order to reach the most potential clients, we should take a holistic approach to sales, focusing on sales organizations, not just sales teams.

Sales intelligence can transform your sales and marketing departments—if you know how to use it right.

No matter whether you’re a small, medium, or gigantic business, sales intelligence is focused on how to make sales reps more effective and more efficient. It can save you from a lot more than cold calling or mass emails.

In this episode of the Corporate Data Show, Michael Levy, the Principal of GZ Consulting, defines, describes, and debates how sales intelligence can position your company for growth.

Bad news, sales teams: it’s not practical to reach out to 100,000 prospects in one industry.

Not even if you’re making as many cold calls a day as humanly possible. You have to whittle it down.

You can almost look at it like professional editing in movies or literature. You throw all the fluff out and boil it down to the most essential elements.

In this episode, Geoff Winthrop from Acquirent shares why you need a specific ideal customer profile, and how you begin to come up with one.