Dan White will discuss the relevance of external data and how integrating it with your CRM can make you more efficient. How simple is a data integration process, what are the benefits and what results can you expect? What can you expect from external data sources and how can they complement and enhance your own data. Dan will show you how you can:
Find new prospects
Create targeted lists
Automatically enrich and refresh your own data
4. Company data Location /
status (active)
Financial data Activity text
/ strength Industry code
Group Directors /
structure Contacts
5. Effective use of data is one of the most
important differentiators for a business today
6. Sales or marketing?
Data acquisition
Marketing Lead generation Sales
Brand Lead nurturing Sales meetings
Existing customer Close business
Marketing communications
collateral
7.
8. What we hear
• I wish I knew more about my prospects
• I want to improve my single customer view
• I need help keeping my data/CRM up to date
• I’m looking for companies to add to my targeted campaign
12. Data held in a CRM
Job titles we’ve seen:
• Moved to a new part of the business
• Glorified Consultant
• “Lee”…
…Sales Director – Actually a Women
13. Data held in a CRM
Try writing to the person with this contact data…
• Department : Management
• Address line 1 : Somewhere
• Address line 2 : In
• City : Huddersfield
20. Resolve “simple” issues
Classic sales issues…
• “It’s in my area”
• “It’s only £2 million turnover”
• “They are an accountant”
• “They are part of BP”
21. Sourcing
• Turnover
– £5 - £50 million
• Location
– M1 – M20 and LS3 – LS6 (or North West)
• Activity
– SIC classification
– business description
22. Sourcing
• Grew by >10% last year
– Turnover
– Employees
– Profits
– etc…
• Independent (no parent company)
• Recently acquired /acquired another company
24. Matching
Accuracy 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
30. CRM
• A true CRM system brings together information from all data
sources within an organisation (and where appropriate, from
outside the organisation)
• A holistic view of each customer in real time
• Informed decisions
• cross-selling
• Up selling
• target marketing
• competitive positioning tactics
31. Integrate with your CRM
As well as improving existing content it is to…
• Build sales intelligence
• Prepare for pitches
35. Word of caution
Data can be a distraction, confusing or even misleading so building
in access to external content needs to be carefully controlled and…
• Process driven
• Delivering content to the right people…
…at the right time
• It is not all about volume
36. Sales 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?
37. Benefits
Promotes best practice and …
• Improve efficiency
• Improve decision making
• Improve ROI