The 10th IDM B2B Marketing Conference

Transcription

1 The 10th IDM B2B Marketing Conference Engage Me. The B2B Customer Journey Sponsored by:

2 How CRM can be used to deliver true value to marketing Tony Reilly Marketing Leader, Europe, D&B

3 Delivering Informed Perspective in your CRM Tony Reilly European Marketing Director Dun & Bradstreet

4 Does the world of Perfect Knowledge exist? Data is widely available; what is scarce is the ability to extract wisdom from it. Hal Varian, Chief Economist, Google Facebook reports that its system alone processes 2.5 billion pieces of content and more than 500 terabytes of data each day. Source: TechCrunch The Informed Advantage 44

5 M internet users daily Smart phones introduced 5

6 B internet users daily & 1.5B smart phones 6

7 Information is power The Dun & Bradstreet database is world class A new business is registered every 25 seconds A trade reference is received every second 225M Records Globally A company enters liquidation, every 5 minutes A directorship change happens every 3 seconds A shareholdingchange happens every 2 minutes A new set of accountsare loaded every 5 seconds A company namechange is registered every minute A company changes control every 15 minutes

8 CRM will be your datahub? 70% of CRM systems fail to meet business objectives. Data integrity is key. According to estimates, by 2020 most people will work using cloud-based applications instead of a computer with built-in software. Source: Forrester Research The Informed Advantage 88

9 Segmentation - the traditional approach Individual Company Industry

10 Segmentation - the holy grail 1:1 conversation I Can Predict Your Future Behavior & Take Action Company Predictive insight + Decision = Maker IAO Opportunity sweet spot 10

11 The new rock stars!? Data Scientists have been named the sexiest job of the 21 st century McKinsey Global Institute Organisations effectively utilize less than 5% of available data Forbes Companies who capitalise on internal and external (big) data will be the next big winners Forrester Definition of insight: Perceptiveness - the ability to see clearly and intuitively into the nature of a complex person, situation, or subject

12 CRM - the predictive insight hub? Data warehouse CRM Financial Statements/ Annual Returns News ERP Social media Sales transactions Mobile devices Courts & tribunals Firmographic data Dun & Bradstreet DUNS number

13 The company fingerprint ERP Marketing Automation RSA DUNS RSA DUNS RSA DUNS RSA DUNS CRM RSA DUNS RSA DUNS RSA DUNS Billing Data Warehouse

14 How D&B s CRM supported D&B marketing Was ₓ Duplicates ₓ Lacking information ₓ Data out of date ₓ Sales expected to maintain Now Clean data Complete data Near-Real time Auto populate, usage up Marketing benefits Improved campaign effectiveness Response rates improved Time to execute improved TOP TIP do external cleansing of data continuously

15 Now overlaying data and insight Objective: D&B campaign to target companies who look like or are related to our best customers How: Integration of real time data and tools in CRM Providing: Detailed segmentation criteria, look a like facility with duplicates flagged, news & social data all linked to a CRM record Result: Doubled Open Rates Four fold increase in Click Through Rates Look A Like Family tree

16 Customer application Objective: UK Airport operator wanted to Identify local businesses who have overseas subsidiaries / parents on their business routes How: CRM data cleanse and analytics Provided: Detailed segmentation criteria, Family tree relationships, news & social data all linked to a record Result: Increased number of business travellers, highly targeted campaign with 400% improved response rate

17 It s never too late to start CRM will be the data hub, but must be integrated Clean data is essential to reside within your CRM and must be aggregated Data Scientists are crucial to extract insight Bridge to Perfect Knowledge

18 Delivering Informed Perspective in your CRM Tony Reilly European Marketing Director Dun & Bradstreet