Video: Database Health With Marketing Expert, Zak Pines

June 26, 2018 11:41:49 AM | By Matt Benati

Database Health With Marketing Expert, Zak Pines

Last week, I had the pleasure of chatting with Zak Pines, Head of Marketing at Bedrock Data here in Boston. After sorting out an invite for my next poker game, Zak and I dug right into the topic of database health, what strategies Bedrock uses, and how they’re leveraging LeadGnome’s reply email mining service.

While everyone knows it’s important to have accurate contact information for leads, I really liked Zak’s take on how database health relates to a business’s success. He likens paid search and a company’s quality score – which is basically the relevance of your content to your audience – with email marketing. Meaning, if you have a healthy database and are sending to fresh, quality contacts, and you’re optimizing deliverability and the relevance of your message, your email marketing will simply perform better. And that ultimately impacts momentum in outreach and conversions — increasing your email’s productivity.

If you have a healthy database and are sending to fresh, quality contacts...your email marketing will simply perform better. pic.twitter.com/Z8P42AR8CV cc: @MoneyballMktr Click To Tweet

We also talked about specific strategies that Bedrock uses for maintaining the health of their database, including harnessing the sales and SDR teams, third party enrichment services, and of course, reply email mining.

In addition to mining reply emails for data that he uses to maintain and enrich their database and provide sales with strategic opportunities, Zak also shared a strategy for how he not only increases Bedrock’s reply rates (more replies = more intelligence), but also how he increases human engagement with the company’s email campaigns.

Tune in to learn more!

If you want to keep up with Zak, check out his blog, Stories from a Moneyball Marketer or follow him on Twitter at @MoneyballMktr.

 

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