Optimise data for B2B marketing

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Optimise your use of data for B2B Marketing: Find new customers, create targeted lists and enrich your own data

Tony Pringle, BvD's MD for the UK discusses the relevance of external data for B2B marketing. What’s available and how is it sourced? He explains how integrating this data with your own CRM system can make you more efficient. He discusses what’s involved in an integration project, what are the benefits and what results can you expect?

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  • There is nothing more frightening in the world of marketing then having to use data whose accuracy relies solely on sales people
  • There is nothing more frightening in the world of marketing then having to use data whose accuracy relies solely on sales people
  • There is nothing more frightening in the world of marketing then having to use data whose accuracy relies solely on sales people
  • Optimise data for B2B marketing

    1. 1. Optimise how you use data for B2B marketing Find new customers, create targeted lists and enrich your own data Tony Pringle Managing Director Bureau van Dijk - UK & Ireland
    2. 3. Global UK Europe
    3. 9. <ul><li>Give me those leads! </li></ul>
    4. 10. Data What’s out there and where does it come from?
    5. 11. Sources <ul><li>Official bodies </li></ul><ul><ul><li>UK - Companies House </li></ul></ul><ul><ul><li>Gazettes (companies in receivership / liquidation) </li></ul></ul><ul><li>Call centres/primary research </li></ul><ul><ul><li>List sales (D&B, Market Location, OneStop, Blue Sheep…..) </li></ul></ul><ul><ul><li>News and corporate actions such as acquisitions </li></ul></ul><ul><ul><li>Market research (industry/country/company) </li></ul></ul><ul><li>Social media </li></ul><ul><ul><li>LinkedIn etc </li></ul></ul><ul><li>Crowd sourced </li></ul><ul><ul><li>Jigsaw /Data.com, Zoom Info </li></ul></ul>
    6. 12. Source <ul><li>Companies House </li></ul><ul><ul><li>Status (active) </li></ul></ul><ul><ul><li>Registered office </li></ul></ul><ul><ul><li>Directors /Company Secretary </li></ul></ul><ul><ul><li>SIC classification* </li></ul></ul><ul><ul><li>Accounts (full or abbreviated) –turnover? </li></ul></ul><ul><ul><li>Shareholders (immediate not ultimate) </li></ul></ul><ul><ul><li>Advisors (auditor) </li></ul></ul><ul><li>SIC = standard industry classification , 2007 offer more detail around hi-tech and services </li></ul>
    7. 13. Source <ul><li>2007 SIC </li></ul><ul><ul><li>Aquaculture </li></ul></ul><ul><ul><li>Biotechnology </li></ul></ul><ul><ul><li>Gathering of wild growing non-wood </li></ul></ul><ul><ul><ul><li>“ foraging” </li></ul></ul></ul>
    8. 14. <ul><li>Companies Act 2006 </li></ul><ul><li>Accounts Exemption Thresholds for companies with accounting periods starting on or after 6th April 2008 </li></ul><ul><li>Total audit exemption To qualify for total audit exemption, a company must: </li></ul><ul><li>Qualify as small </li></ul><ul><li>Have a turnover of not more than £6.5 million </li></ul><ul><li>Have a balance sheet total of not more than £3.26 million </li></ul><ul><li>Small company To be a small company, at least two of the following conditions must be met: </li></ul><ul><li>Annual turnover must be £6.5 million or less </li></ul><ul><li>The balance sheet total must be £3.26 million or less </li></ul><ul><li>The average number of employees must be 50 or fewer </li></ul><ul><li>Small group To qualify as small, a group of companies must meet at least two of the following conditions: </li></ul><ul><li>Aggregate turnover must be £6.5 million net (or £7.8 million gross) or less </li></ul><ul><li>The aggregate balance sheet total must be £3.26 million net (or £3.9 million gross) or less </li></ul><ul><li>The aggregate average number of employees must be 50 or fewer </li></ul><ul><li>Medium companies etc….. </li></ul><ul><li>http://www.companieshouse.gov.uk/about/gbhtml/gp2.shtml#ch7 </li></ul>Companies House rules
    9. 15. Source <ul><li>Call centres </li></ul><ul><li>Verification process for contact data </li></ul><ul><ul><li>- “can you confirm that...” </li></ul></ul><ul><ul><li>- Names, e-mails, turnover, employees </li></ul></ul><ul><li>Enriching descriptive content </li></ul><ul><ul><li>- “other business services” (Companies House, SIC description) </li></ul></ul><ul><ul><li>- “This company is engaged in the electronic publishing of company information and business intelligence. It was established in 1991 as a separate entity following a division of activities within Bureau Marcel van Dijk. …specializes in adding value to data to create easy-to-use, flexible and state-of-the-art solutions that allow users to manipulate information for research, financial analysis and marketing intelligence… serves a client base of approximately 5,000 businesses…” (Overview from BvD) </li></ul></ul>
    10. 16. Source <ul><li>Primary research - key intelligence/insight </li></ul><ul><li>Mergers & Acquisitions </li></ul><ul><ul><li>Taking information direct from press and advisors </li></ul></ul><ul><ul><li>Language skills </li></ul></ul><ul><ul><li>Quality control </li></ul></ul><ul><li>Market research </li></ul><ul><ul><li>Company / industry / country profiles </li></ul></ul><ul><ul><li>Datamonitor /EIU/Global Data </li></ul></ul><ul><li>News </li></ul><ul><ul><li>The Financial Times Newspapers and Newswires / Reuters/ DowJones / Bloomberg </li></ul></ul>
    11. 17. Source <ul><li>Social Media </li></ul><ul><li>LinkedIn 100 million – popular in US, UK </li></ul><ul><li>Viadeo 40 million – popular in France </li></ul><ul><li>Xing 10 Million – popular in Germany </li></ul><ul><li>Ecademy </li></ul><ul><li>Doostang </li></ul><ul><ul><li>Self cleansing </li></ul></ul><ul><ul><li>Data protection “private” </li></ul></ul><ul><ul><li>Quality control </li></ul></ul>
    12. 18. Source <ul><li>Crowd sourced data </li></ul><ul><ul><li>“ User-generated database that's continually updated by its members that leverages Web 2.0 technology” </li></ul></ul><ul><ul><li>Credibility (of provided information) is a concern </li></ul></ul>“ I think crowd sourcing, based upon what we've observed in the market, tends to have a natural ceiling.” Mike Sabin VP for Sales & Marketing, Dun & Bradstreet
    13. 20. <ul><li>Promotional mailings to consumers are strictly governed and here the rules are very simple. It is not permissible to send unsolicited marketing emails to consumers unless you have express permission to do so. Such permission is normally granted by the recipient having opted in to receive emails from you. This ‘permission’ can be either direct, or it may be via a third party. </li></ul><ul><li>Under current legislation it is permissible to email marketing messages to business addresses unless the recipient has specifically requested that he/she does not wish to receive further emails from you. If after receiving such a request you continue to mail them you are then committing an offence and are potentially liable to be fined – which in theory could be as much as £5,000 per offence. Generally, business addresses are identified as being [email_address] , or something similar. An address such as [email_address] is not considered to be a business address – even though some smaller businesses use AOL addresses. Certainly free email addresses such as [email_address] or [email_address] are not considered legitimate businesses for the purpose of email </li></ul><ul><li>Be aware also that while the law is one thing, being accused of spamming and having your site taken down and being blacklisted by the ISPs if you continually mass e-mail is also a threat </li></ul>E-mail marketing rules
    14. 21. Matching internal to external data The process of connecting records from an internal system (such as a CRM) to a data provider’s unique reference number
    15. 22. 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
    16. 23. Matching - data management <ul><li>Removing businesses that are no longer trading </li></ul><ul><li>Identifying multiple records and consolidating </li></ul><ul><li>Replacing old content with new </li></ul><ul><li>Adding data points to existing records for richer content </li></ul><ul><li>Adding new records that look like your best clients/prospects </li></ul>
    17. 24. Matching - profiling <ul><li>Using third party software Segmentation </li></ul><ul><ul><li>Size </li></ul></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Risk </li></ul></ul><ul><li>“ More like this” </li></ul>
    18. 25. Matching - monitoring and alerts <ul><li>Changes in control (business ownership) </li></ul><ul><li>Recently resigned, or new, directors </li></ul><ul><li>M&A activity </li></ul><ul><li>Other business critical news </li></ul><ul><ul><li>Jobs </li></ul></ul><ul><ul><li>Contracts </li></ul></ul><ul><ul><li>Restructuring </li></ul></ul><ul><ul><li>Strategy </li></ul></ul>
    19. 26. Integration Leveraging the value of externally managed content by bringing it into your own data environment
    20. 27. Accessing data
    21. 32. Benefits <ul><li>Promotes best practice and … </li></ul><ul><li>Improves efficiency </li></ul><ul><li>• Improve decision making </li></ul><ul><li>• Improved ROI </li></ul>

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