The most effective B2B marketersuse data strategically
Dan WhiteSales Director – Bureau van Dijk
The most effective B2B marketersuse data strategically
How?
Context
Companies with address change in the last 3 days
12,887
Companies into receivership or liquidation in past week
6,826
The most effective B2B marketersuse data strategically
How?
Today we have technology that helps us, and more high quality data available to us.
1. Sort out data legacy
2. Enrich knowledge
3. Get results
Successful businesses use external data to:
1. Data legacy…
• Duplicate data
• Stale data
• Inaccurate data
Job titles we’ve seen:
• Moved to a new part of the business
• Glorified Consultant
• “Lee” Sales Director – Actually a Women
Data Legacy: Duplicate records
Lists “Enterprising” sales staff
Create a link ….Internal data
Externally managed data
Common identifier
Create a link ….Internal data
Externally managed data
Common identifier
Data Legacy: Remove “dead” companies
Data Legacy: Check your addresses
You’ve made the link…
…it’s your gateway to knowledge
2. Enrich Knowledge
Enrich Knowledge: Connect to valuable sales data…
• Financial profiles
• Activity descriptions
• Contacts
Enrich Knowledge: Overviews & financial Profiles
Enrich Knowledge: Relevant contacts
Enrich Knowledge: Group opportunities?
Enrich Knowledge: What does my ideal client look like?
Enrich Knowledge: Plan campaigns
3. Using data to get results
Get Results: Deliver quality leads
Get Results: Filter by financial health
Get Results: Monitor for sales triggers
Get Results: Lead management…
• Source
• Prioritise
• Allocate efficiently
• Sort out data legacy
• Enrich knowledge
• Get results
Successful business use external data to: