How to Create Stronger Data Integrity for Better B2B Marketing – Interview w/ Verl Allen

How to Create Stronger Data Integrity for Better B2B Marketing

As organizations across different B2B sectors continue to rapidly digitize, creating stronger data integrity for optimal marketing and operational output is paramount to success. In this week’s conversation, we sit down with Verl Allen (CEO, Claravine) to discuss the different aspects of the data integrity spectrum: What causes databases and datasets to become fragmented, how data can deliver effective ROI for brands, his tips on creating better data integrity, and how data can be used to break silos within organizations.

https://youtu.be/_akCM7KHUbE

Topics discussed in this episode:

• Verl explains the reasons why databases and datasets are often too fragmented for B2B marketers to deliver results. [1:29]
• How aligning the business and data team could resolve data quality and data integrity issues. [3:52]
• How enterprises could create a huge moat for their business through taking advantage of their large data set. [9:26]
• Verl believes that having an enterprise strategy and standards in place along with a team approach is essential to winning. [29:01]
• Verl’s advice: Data team and business team have to communicate clearly. [42:03]

Companies & links mentioned in this episode:

• Verl Allen on LinkedIn 
• Claravine 
• Snowflake 
• Databricks

Click here to access the episode key takeaways.

Transcript

SPEAKERS

Christian Klepp, Verl Allen

Christian Klepp  00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss their thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Welcome everyone to the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. So this is your host, Christian Klepp. And today, I’d like to welcome my guests into the show who is on an important mission. And that mission is to create stronger data integrity for enterprise systems as he likes to put it. So coming to us live from Provo, Utah, I believe it is, Mr. Verl Allen, welcome to the show, sir.

Verl Allen  00:49

Great to be here. Christian. Thanks for having me on.

Christian Klepp  00:52

Fantastic. It was really great to connect with you Verl. I’m really looking forward to this conversation. So yeah, without further ado, let’s dive in.

Verl Allen  01:00

Great!

Christian Klepp  01:01

Okay, so Verl, you’re the CEO of a company called Claravine. So that’s a company that helps leading brands to take ownership and control of their data from the start. So for today’s conversation, let’s zero in on the specific topic of data integrity, for better B2B marketing. So in your experience, what do you think causes databases and data sets to become too fragmented for marketers to deliver results?

Verl Allen  01:29

I mean, some of this, I think, is inherent in the st