Listen Now

In this episode, Rick discusses what data professionals should be doing to wrap up this eventful 2020 to prepare for the new year. With all of this year's challenges, we also want to take a look at the bright side and say thanks to everyone on this journey with us.If we don't see you beforehand, Happy Holidays! We'll see you all again next year. Take the time to rest and safely see family if you can. You deserve it.

Every Market Media CEO, Rick Holmes, is back for episode 22 of The Corporate Data Show!He joins the show today to discuss a few things - what to expect with the show moving forward, how COVID-19 has affected the industry, and what marketing and data professionals need to do to combat the challenges that they face. He references our recent data findings on email decay. The full details can be found HERE.

DiscoverOrg is considered to be one of the best B2B sets in the data business. Their CEO, Henry Schuck, joined today’s podcast to boldly predict a few upcoming business trends in 2017, including the fastest-growing verticals and the central theme that 2017 will be known for. He also talked about privacy shield legislation, and what his wife said when he dropped a potential career in law and started DiscoverOrg from nothing.

It’s been a problem for a long time for a lot of companies: unverifiable B2B email addresses. Especially if you’re a marketing company or department with a big pile of data, you end up a with a bunch of question marks instead of valid data. Welcome back to the Corporate Data Show’s third Technical Sessions, the place where you can find a short guide series translating technical data processes to real world marketing applications. Q: What are the two methods of root validation of unverifiable b2b email addresses? A: Sent mail and “ask” (a.k.a. pings, MX lookups, and port 80 asks). Each method has its pros and cons, which Rick Holmes, founder of Every Market Media, is here to explain.

Unverifiable email addresses aren’t as easy to navigate as they used to be. Today’s guest is Rowland O’Connor, CEO of EmailHippo.com. He shared his thoughts on unverifiable email addresses, Microsoft 365, velocity-based email blasts, and more.

Reverse IP lookup is a way to discern something about a company so you can sell something to them—which is all well and good. But what exactly, you wisely ask, can I do with this technical topic to drive company sales? In the second of Rick Holmes’s Technical Sessions, you will figure out what reverse IP lookup is good for and why you’d want to bother with mapping anonymous website traffic. Hint: It’s not as anonymous as you think. Your IP address is what’s displayed in most web logs for your machine. Here’s the process: you browse a page, your machine logs onto the page, it gives off your public IP address, and the web page notes where you came from and when you leave. That’s really it. Here comes the good part. IP addresses can be used identify both companies and households on the internet. Using IP addresses to find out information about companies falls under the topic of reverse IP lookup.

On this episode of the Corporate Data Show, Ryan Rolf, Vice President of Data Sales at Lotame, explains the ups and downs of data brokering. Lotame is the only independent data management platform in the market today, specializing in the technology to help clients—particularly publishing clients—manage their data. Aggregating data from many sources in true data broker fashion, Rolf supplies data to advertisers to field their targeting, all the while hosting it online for easy access. In his six years at Lotame, Rolf has seen the company become one of the largest global online data exchanges. Clients with diverse use cases are coming to him to build stuff, so he knows the importance of data quality. “When you talk data quality,” Rolf said, “quality issues are in both sides of the world—third party data and first party data.”

If you’re a B2B company without a B2C resource, you’re asking yourself, “How can we get more B2C data on here?” You could look for B2C marketing databases, but be warned. A B2C email marketer makes a lot of changes to their database that a digital marketer might not care to make. In that case, why bother with matching B2B to B2C data? In this first of Every Market Media’s short guides on translating technical data processes to real-world marketing applications, Rick Holmes unpacks the technical nugget of matching B2B data to B2C data.  

MapAnything deals with location data, letting you know where your customers/prospects are. It’s a different kind of data topic than we’re used to covering on this show, but it’s definitely just as interesting. Listen in as Brian Bachofner, Head of Alliances at MapAnything, shares how location data can transform the way everyday sales reps succeed in their jobs.

Marketers today need all the right tools in the toolbox to get the job done right. Not all tools are must-haves, but comprehensive data is certainly is. In this episode Dennis Arndt, Chief Technology Officer at RainKing, shares why having a proper org chart can make all the difference for outbound marketing.

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.