Getting the best from

information in B2B marketing

Tony PringleManaging DirectorBvD UK & Ireland

Global

UKEurope

ProductionBvD collated databases Software to

read/access data

Formatting QC

QC Formatting

Formatting

Formatting

QC

QC

QC

Local IP

Local IP

Local IP

Local IP

BvD: from IP to product

What we hear

• I wish I knew more about my prospects

• I want to improve my single customer view

• I need help keeping my CRM up to date

• I’m looking for companies to add to my targeted campaign

Effective use of data is one of the most important differentiators in business

development

External dataSales and marketing professionals are expected to understand the external “information landscape”

• What can be delivered?

• What can it tell us?

• How can it be delivered?

External data

Internal content

External content

External content

Can be scary!

So many to choose from!

Bringing internal and external content together

The right external content can control and improve internal data

Integrate with your CRMTo:

•Refresh

•Populate

•Enrich

•Build sales intelligence

•Prepare for pitches

•Create targeted lists

•Integrate with your CRM

• True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization)

• one, holistic view of each customer in real time.

• informed decisions – cross-selling

– Up selling

– target marketing

– competitive positioning tactics

Not everybody understands what you are trying to achieve

Defining territoriesWho do you believe?

• It’s in my area

• It’s only £2 million turnover

• They are an accountant

Sales“Rubbish in rubbish out”

• contact details

• sector /activity

• turnover

• parent

• location

Data held in a CRM

Actual Job titles….

• Moved to a new part of the business

• Glorified Consultant

• “Lee”

• Sales Director – Actually a Women

Data held in a CRMTry writing to the person with this contact data…

• Department : Management

• Address line 1 : Somewhere

• Address line 2 : In

• City : Huddersfield

Accessing data

External data

MatchingAccuracy of matching drives the benefits

• as accurate as possible

• BvD in a CRM doesn’t get linked to Bureau van Dijk

• engaging in the process is a wise investment

MatchingEngage in the process:

• what level of automation is acceptable?

• are there key suppliers that require special attention and who will

do any manual matching/verification?

• how far do you go down your list of suppliers?

What are fundamentals?Data can be a distraction, confusing or even misleading so building in access to external content needs to carefully controlled and…

• process driven

• delivering content to the right people….

• …at the right time

What are the goals?Use external data to promote best practice and by doing so improve….

• efficient management/planning

• targeting

• avoid risk

• It is not about volume

Etienne Villard, Senior Director of Marketing, Europe at Neolane

“A bad marketer uses new media to pump out ever larger volumes of untargeted messages which will not only be ignored, but will turn customers away from the brand for good.”

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