Experian’s National Business Database (NBD) provides marketers with targeted lists through to intelligent database analysis, data analytics and strategic marketing solutions. To achieve objectives of 30 per cent from new business, and a 30 per cent appointment rate, Experian needed to identify customers and prospects that required value-added B2B marketing products and services and nurture them into long-term strategic relationships.
Data was collected from many sources and included e-mail contacts as well as traditional mailing and telephone details. This was first de-duped then mapped over the target profile before being modelled to identify two tiers of prospects as defined by the opportunity and size of business, as well as turnover and number of employees.
Once the final dataset was collated, it was checked in house before being validated by telephoning the various contacts. Customer research and agency sales workshops were also used to enrich the data and differentiate between the various contacts and their differing level and scope of responsibility. The clarification and specification of the various contacts led not only to the pinpointing of senior personnel who would receive high-value DM communications but also to the generation of several appointments before the campaign had been completed.
The activity also provided a fuller understanding of customer behaviour including demographics, transactional behaviour and sales feedback.
The top tier of 200 prospects were couriered a personalised DM piece. To ensure quick follow up, batches were sent every week for two months. The DM piece was followed by a personalised email, and then by a telephone call to arrange new business appointments. The second tier of 800 prospects were sent a pack introducing Experian’s products and services.
The budget for the campaign was £25,000. It delivered a return on investment of £17 for every £1 spent, well above the anticipated £10. New business worth £424,000 was gained from the agency channel, £64,000 more than the campaign objective. There was a six per cent revenue increase from the top 200 agency clients, one per cent more than targeted. Of the top 200 prospects contacted, appointments were booked with one third of them.
- Ability to effectively to align sales and marketing resources based on clear facts
- Enhanced ability to acquire, develop and retain customers.
