using b2b data strategically - dan white at marketing week live

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The most effective B2B marketers use data strategically Dan White Sales Director – Bureau van Dijk

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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

Data Legacy

Data Legacy

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:

Stand A455