Optimise how youusedata for B2BmarketingFind new customers, create targetedlists andenrich your own dataTony PringleManagi...
GlobalEuropeUK
Give me those leads!
DataWhat’s out there and where does it come from?
Sources          Official bodies              •   UK - Companies House              •   Gazettes (companies in receivershi...
Source         Companies House             • Status (active)             • Registered office             • Directors /Comp...
Source         2007 SIC           • Aquaculture           • Biotechnology           • Gathering of wild growing non-wood  ...
Companies House rules       Companies Act 2006       Accounts Exemption Thresholds for companies with accounting periods s...
Source         Call centres         • Verification process for contact data              - “can you confirm that...”      ...
Source         Primary research - key intelligence/insight         Mergers & Acquisitions             • Taking information...
Source         Social Media         •   LinkedIn              100 million – popular in US, UK         •   Viadeo          ...
Source         Crowd sourced data             •   “User-generated database thats continually updated by its members that l...
February 25, 2012Louise GreenTraining ManagerBureau van Dijk55 Broad StNew York,NY 10004-2501Dear Louise:I would like to s...
E-mail marketing rules         •   Promotional mailings to consumers are strictly governed and here the rules are         ...
Matching internal to external data The process of connecting records from an internal system (such as a CRM) to a data    ...
Matching           Accuracy of matching drives the benefits           • As accurate as possible           • BvD in a CRM d...
Matching - data management       • Removing businesses that are no longer trading       • Identifying multiple records and...
Matching - profiling Using third party software Segmentation      –   Size      –   Activity      –   Location      –   Ri...
Matching - monitoring and alerts             •   Changes in control (business ownership)             •   Recently resigned...
IntegrationLeveraging the value of externally managed  content by bringing it into your own data                environment
Accessing data
Benefits           Promotes best practice and …           • Improves efficiency           • Improve decision making       ...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists...
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Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists and enrich your own data

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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
  • Data & Marketing Analytics Theatre; Optimise how you use data for B2B marketing: find new customers, create targeted lists and enrich your own data

    1. 1. Optimise how youusedata for B2BmarketingFind new customers, create targetedlists andenrich your own dataTony PringleManaging Director
    2. 2. GlobalEuropeUK
    3. 3. Give me those leads!
    4. 4. DataWhat’s out there and where does it come from?
    5. 5. Sources Official bodies • UK - Companies House • Gazettes (companies in receivership / liquidation) Call centres/primary research • List sales (D&B, Market Location, OneStop, Blue Sheep…..) • News and corporate actions such as acquisitions • Market research (industry/country/company) Social media • LinkedIn etc Crowd sourced • Jigsaw /Data.com, Zoom Info
    6. 6. Source Companies House • Status (active) • Registered office • Directors /Company Secretary • SIC classification* • Accounts (full or abbreviated) –turnover? • Shareholders (immediate not ultimate) • Advisors (auditor) SIC = standard industry classification, 2007 offer more detail around hi-tech and services
    7. 7. Source 2007 SIC • Aquaculture • Biotechnology • Gathering of wild growing non-wood •“foraging”
    8. 8. Companies House rules Companies Act 2006 Accounts Exemption Thresholds for companies with accounting periods starting on or after 6th April 2008 Total audit exemption To qualify for total audit exemption, a company must: • Qualify as small • Have a turnover of not more than £6.5 million • Have a balance sheet total of not more than £3.26 million Small company To be a small company, at least two of the following conditions must be met: • Annual turnover must be £6.5 million or less • The balance sheet total must be £3.26 million or less • The average number of employees must be 50 or fewer Small group To qualify as small, a group of companies must meet at least two of the following conditions: • Aggregate turnover must be £6.5 million net (or £7.8 million gross) or less • The aggregate balance sheet total must be £3.26 million net (or £3.9 million gross) or less • The aggregate average number of employees must be 50 or fewer Medium companies etc….. http://www.companieshouse.gov.uk/about/gbhtml/gp2.shtml#ch7
    9. 9. Source Call centres • Verification process for contact data - “can you confirm that...” - Names, e-mails, turnover, employees • Enriching descriptive content - “other business services” (Companies House, SIC description) - “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)
    10. 10. Source Primary research - key intelligence/insight Mergers & Acquisitions • Taking information direct from press and advisors • Language skills • Quality control Market research • Company / industry / country profiles • Datamonitor /EIU/Global Data News •The Financial Times Newspapers and Newswires / Reuters/ DowJones / Bloomberg
    11. 11. Source Social Media • LinkedIn 100 million – popular in US, UK • Viadeo 40 million – popular in France • Xing 10 Million – popular in Germany • Ecademy • Doostang • Self cleansing • Data protection “private” • Quality control
    12. 12. Source Crowd sourced data • “User-generated database thats continually updated by its members that leverages Web 2.0 technology” • Credibility (of provided information) is a concern “I think crowd sourcing, based upon what weve observed in the market, tends to have a natural ceiling.” Mike Sabin VP for Sales & Marketing, Dun & Bradstreet
    13. 13. February 25, 2012Louise GreenTraining ManagerBureau van Dijk55 Broad StNew York,NY 10004-2501Dear Louise:I would like to speak with your organization regarding how we can assist your efforts to generatequality sales opportunities for your organization. Over the past seven years, we have been providingfirst-class B2B lead generation services for some of the largest and most successful organizations inthe world today. We provide a turnkey solution including a) creating professional marketingmaterials, b) granting access to our database of key decision makers to your team, c) sending out e-Letter campaigns to select targeted clients, d) follow-up services via telephone and e) closing newbusiness opportunities for you. Our service is excellent for introducing new products, good andservices - support channel partners - and ultimately driving bottom line profits.
    14. 14. E-mail marketing rules • 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. • 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 xxx@abc.co.uk, or something similar. An address such as john@aol.com is not considered to be a business address – even though some smaller businesses use AOL addresses. Certainly free email addresses such as bill@hotmail.com or mary@gmail.com are not considered legitimate businesses for the purpose of email • 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
    15. 15. 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
    16. 16. 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
    17. 17. Matching - data management • Removing businesses that are no longer trading • Identifying multiple records and consolidating • Replacing old content with new • Adding data points to existing records for richer content • Adding new records that look like your best clients/prospects
    18. 18. Matching - profiling Using third party software Segmentation – Size – Activity – Location – Risk “More like this”
    19. 19. Matching - monitoring and alerts • Changes in control (business ownership) • Recently resigned, or new, directors • M&A activity • Other business critical news – Jobs – Contracts – Restructuring – Strategy
    20. 20. IntegrationLeveraging the value of externally managed content by bringing it into your own data environment
    21. 21. Accessing data
    22. 22. Benefits Promotes best practice and … • Improves efficiency • Improve decision making • Improved ROI

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