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Bureau van Dijk - Getting the best from information in b2b marketing

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Find out how you can integrate external data into your CRM system and workflow to create more business opportunities

Find out how you can integrate external data into your CRM system and workflow to create more business opportunities

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  • I equate this to the business who gives you a massive pile of data and thinks they are helping you achieve your goal
  • There is nothing more frightening in the world of marketing then having to use data whose accuracy relies solely on sales people
  • Transcript

    • 1. Getting the best from information in B2B marketing Tony Pringle Managing Director BvD UK & Ireland
    • 2. Global UK Europe
    • 3.  
    • 4. BvD: from IP to product Production BvD collated databases Software to read/access data Formatting QC QC Formatting Formatting Formatting QC QC QC Local IP Local IP Local IP Local IP
    • 5. 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
    • 6.  
    • 7. Effective use of data is one of the most important differentiators in business development
    • 8. External data 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?
    • 9. External data
    • 10. Internal content External content
    • 11. External content Can be scary!
    • 12. So many to choose from!
    • 13. Bringing internal and external content together The right external content can control and improve internal data
    • 14. Integrate with your CRM
      • To:
      • Refresh
      • Populate
      • Enrich
      • Build sales intelligence
      • Prepare for pitches
      • Create targeted lists
      • Integrate with your CRM
    • 15.
      • 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
    • 16. Not everybody understands what you are trying to achieve
    • 17.  
    • 18.  
    • 19.  
    • 20. Defining territories Who do you believe? • It’s in my area • It’s only £2 million turnover • They are an accountant
    • 21. Sales “ Rubbish in rubbish out” • contact details • sector /activity • turnover • parent • location
    • 22.  
    • 23.  
    • 24. Data held in a CRM
      • Actual Job titles….
      • • Moved to a new part of the business
      • • Glorified Consultant
      • • “ Lee”
      • Sales Director – Actually a Women
    • 25. 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
    • 26.  
    • 27. Accessing data
    • 28.  
    • 29. External data
    • 30. 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
    • 31.  
    • 32.  
    • 33. Matching Engage 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?
    • 34. 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
    • 35. 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
    • 36.
      • 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.”
    • 37.  
    • 38. Title to go here Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text Body text • Your text here • Your text here • Your text here • Your text here

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