Date post: | 25-May-2015 |
Category: |
Business |
Upload: | bureau-van-dijk |
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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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