[October 15, 2014] |
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NetProspex Enhances its Workbench Marketing Data Services Platform to Help Marketers Drive Engagement with an Improved Data Strategy
WALTHAM, Mass. --(Business Wire)--
NetProspex,
the leading provider of B2B marketing data management solutions, today
announced key enhancements to its Workbench data services platform,
including deeper integrations with Eloqua (News - Alert), Marketo, NetSuite and
Salesforce.com. The release also expands the scope of the platform,
extending continuous data management for marketers to enable deeper
analytics and insights into the health and productivity of their
marketing databases, as well as providing trigger-based audience
acquisition based on ideal target profiles. The enhancements allow
marketers to more effectively derive value from their marketing
technology investments by ensuring actionable, targeted and accurate
data is fueling their demand generation efforts.
B2B marketers consistently struggle with data quality, specifically
completeness and accuracy, when building and executing demand generation
programs. These challenges can affect segmentation, targeting, content
creation and campaign execution. In fact, The NetProspex
2014 State of Marketing Data Benchmark Report found that 84 percent
of marketing databases were considered barely functional. Yet
SiriusDecisions notes that marketing organizations that regularly
maintain their database see 66 percenthigher revenue contribution
compared to those that do not. "With so much data available to
marketers, the ability to manage it effectively has quickly become a
competitive differentiator in demand creation. Organizations that can
acquire, clean, unify and provide easy access to the information that
matters will consistently outperform those that struggle with those
processes," said John Donlon, Research Director, Marketing Operations
Strategies at SiriusDecisions. Workbench is now extending capabilities
and driving tighter connections into the key applications in which their
customers' marketing data resides to make it easier for all marketers to
ensure better data sits at the core of their demand engines.
This release of Workbench brings several important features:
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Audience (News - Alert) insights through direct connections into CRM and MAP
technologies enable marketers to analyze health and profile details
within existing segments in their marketing databases.
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Ideal profile analytics derive key attributes at the individual
and company level for improved targeting.
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Integrated audience acquisition enables marketers to augment
their targeted outreach for account-based marketing programs or
trigger-based nurturing efforts.
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Improved web form integrations for visitor intelligence to enrich
inbound leads as they hit the system and enable accurate scoring and
better segmentation for follow-up efforts.
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User-defined policies for continuous data management give users
greater flexibility and control over how they maintain their data.
Customers are able to prescribe granular rules for hygiene and
enrichment policies across their database. This "set-it-and-forget-it"
capability enables marketers to ensure their data is maintained
regularly without bearing the burden of manual file transfers and
ingestion mappings.
"A robust data strategy is critical for marketers to unlock the full
potential of their demand generation efforts," said Derek Slayton, CMO,
NetProspex. "As companies invest in marketing automation and sales
technologies to improve engagement with prospects, they need to allocate
a small percentage of their program budget to ensure that the data
fueling their efforts is aligned with their objectives. NetProspex
Workbench now makes simple and straightforward by providing an
integrated platform for advanced data services that ties natively into
the technology environments our customers are utilizing for acquisition
and nurturing efforts."
About NetProspex
NetProspex is the smarter B2B data services partner. We help marketing
and sales organizations optimize their revenue impact by increasing the
quality and effectiveness of their marketing data management practices.
Thousands of B2B organizations rely on NetProspex for continuous data
management, target market analysis, improved inbound lead intelligence
and targeted audience acquisition to fuel high-performing marketing
campaigns and accelerate the creation of sales pipeline. To make
databases richer and more actionable, the company offers the industry's
largest and most accurate reference database of B2B contacts, cleansed
with proprietary CleneStepTM verification technology. For
more information visit www.netprospex.com.
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