As thought leaders in B2B marketing, Heinz Marketing has the unique challenge of marketing to marketers. With marketing org dynamics rapidly changing and stakeholders frequently changing jobs, Heinz Marketing faces two common challenges in B2B:
The Heinz Marketing team recognized that landing content with the right audience requires a clean and continually updated database.
In addition, the average B2B decision now involves 5.4 stakeholders (CEB). This trend requires broader contact coverage across buyers and influencers for both marketing and sales. While Heinz Marketing has many ways to address these challenges with manual processes, they needed a more scalable and automated solution.
Heinz Marketing uses Drift Email for Marketo to mine email replies for database updates. The Heinz team previously saw value in the flood of email replies and auto-responders, but was not able to manually sift through thousands of messages each month.
“Drift Email enables us to tap into email replies as a data source and improve our database quality without any manual intervention.”
With Drift Email in place, Heinz Marketing was able to automate three database management processes:
After just three months of using Drift Email, Heinz Marketing has seen the following results:
|Metric||3 Month Result||Annualized Rates|
|Total reply rate||6.0% of marketable leads||24% of marketable leads|
|Database updates for cleaning and automation||4.7% of marketable leads||19% of marketable leads|
|Database growth through referral contacts on existing accounts||3.7% of marketable leads
(29% included a phone number)
|15% of marketable leads|
|Job changes or email changes found||422 contacts||1,688 contacts|
On the qualitative side, Heinz Marketing’s team have enjoyed the simplicity of the solution:
“Every B2B marketer should use email replies to improve database quality – Drift Email makes it easy to turn on that process. We love Drift Email because it’s easy to integrate with our existing marketing automation platform and it’s hands-off from then on.”
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