Getting the best from information in b2b marketing
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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
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Getting the best from information in b2b marketing
- 1. Getting the best from information in B2B marketing Dan White Sales Director Bureau van Dijk
- 2. Global Europe UK
- 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
- 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
- 15. External content… can be scary.
- 16. So many to choose from!
- 17. Bringing internal and external content together The right external content can control and improve internal data
- 18. What should the deliverable be?
- 19. Improved existing content Classic data issues… • Update • Cleanse • Enrich
- 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
- 23. Integration
- 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
- 26. Once there is a link to quality external content…
- 27. Monitoring and alerts • Tracking changes and events • Changes in ownership/directors • M & A activity • Other key business related news
- 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
- 32. Accessing data
- 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