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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

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

  1. 1. Getting the best from information in B2B marketing Tony Pringle Managing Director BvD UK & Ireland
  2. 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
  4. 5. What we hear <ul><li>• I wish I knew more about my prospects </li></ul><ul><li> I want to improve my single customer view </li></ul><ul><li> I need help keeping my CRM up to date </li></ul><ul><li>• I’m looking for companies to add to my targeted campaign </li></ul>
  5. 7. Effective use of data is one of the most important differentiators in business development
  6. 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?
  7. 9. External data
  8. 10. Internal content External content
  9. 11. External content Can be scary!
  10. 12. So many to choose from!
  11. 13. Bringing internal and external content together The right external content can control and improve internal data
  12. 14. Integrate with your CRM <ul><li>To: </li></ul><ul><li>Refresh </li></ul><ul><li>Populate </li></ul><ul><li>Enrich </li></ul><ul><li>Build sales intelligence </li></ul><ul><li>Prepare for pitches </li></ul><ul><li>Create targeted lists </li></ul><ul><li>Integrate with your CRM </li></ul>
  13. 15. <ul><li>True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) </li></ul><ul><li>one, holistic view of each customer in real time. </li></ul><ul><li>informed decisions </li></ul><ul><ul><li>cross-selling </li></ul></ul><ul><ul><li>Up selling </li></ul></ul><ul><ul><li>target marketing </li></ul></ul><ul><ul><li>competitive positioning tactics </li></ul></ul>
  14. 16. Not everybody understands what you are trying to achieve
  15. 20. Defining territories Who do you believe? • It’s in my area • It’s only £2 million turnover • They are an accountant
  16. 21. Sales “ Rubbish in rubbish out” • contact details • sector /activity • turnover • parent • location
  17. 24. Data held in a CRM <ul><li>Actual Job titles…. </li></ul><ul><li>• Moved to a new part of the business </li></ul><ul><li>• Glorified Consultant </li></ul><ul><li>• “ Lee” </li></ul><ul><li>Sales Director – Actually a Women </li></ul>
  18. 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
  19. 27. Accessing data
  20. 29. External data
  21. 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
  22. 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?
  23. 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
  24. 35. What are the goals? <ul><li>Use external data to promote best practice and by doing so improve…. </li></ul><ul><li>• efficient management/planning </li></ul><ul><li>targeting </li></ul><ul><li>• avoid risk </li></ul><ul><li>It is not about volume </li></ul>
  25. 36. <ul><li>Etienne Villard, Senior Director of Marketing, Europe at Neolane </li></ul><ul><li>“ 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.” </li></ul>
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