Business-to-Business Customer Insight Your Best Source for Targeted Business Analysis & Prospecting

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1 Business-to-Business Customer Insight Your Best Source for Targeted Business Analysis & Prospecting

2 Are you targeting the right businesses? Can you find other businesses that have the same profile as your best customers? Are your market potential goals realistic? Have you tapped out your market area? What kind of limitations are you dealing with? Are you capturing the right kind of internal and external data to provide you with the best analysis? Is your customer business database missing critical info? (SIC code, employee count, annual sales, contact name, etc.) Do you have to go to a vendor each time you want a prospect list? What needs to happen in the next six months? Increase small business loan activity? Grow small business asset accounts? Expand private banking relationships? Set next year s sales goals on measurable opportunity? An actionable answer is one that puts the control in your hands... process + data + segmentation + software

3 This solution empowers you to combine what you uniquely know about your customers with what Claritas Process uniquely knows about the marketplace. This will enable you to identify and quantify your most profitable customers so that you can reach and acquire similar high-value prospects. Progressive time-tested marketing process Discovery Who are your best customers and prospects? Strategy Which opportunities should you focus on to realize short and long-term success? Measurement What are the results of your action plan? Was the campaign successful? Should it be refined? Implementation What is your action plan and how will you execute it to obtain the results that you want? Data The industry s best business data The Business-Facts Database is the best business-to-business data in the Segmentation industry due to its accuracy, coverage, deliverability and depth. Compare it to your data. Analyze it. Use it to clean and enhance your data quarterly. Pull prospect lists. By matching and enhancing your current business records with Business-Facts data, you are enabling better analysis of penetration and opportunity. Capabilities that analyze your customers for the production of qualified prospect lists A unique segmentation and market segment potential analysis program that enables Software clients to identify, segment and target its business customers and prospects. This comprehensive, multi-level program moves beyond SIC Codes or geographic tabulations to deliver a business segmentation system tailored to each client s own customer marketing needs and base. Web-based access delivered to your desktop so you get the tools you need, when you need them Market Focus Match your business records against the Business-Facts file Market Potential Conduct a complete market potential analysis with detailed reports and maps Market Penetration Determine how well you are penetrating your trade area Market Lists Receive comprehensive business mailing lists for any trade areas

4 Case Study Southeast Regional Bank s Business Banking division was given a late year goal to mine and up-sell loan balances and acquire new business loans with a minimum loan balance of $250,000 Background Southeast Regional Bank (SERB) had a goal to increase commercial loan dollars, while staying within their current budget constraints. In the past, SERB had focused their marketing budget on the acquisition of external lists for prospecting and had not successfully mined their own customer file. SERB felt they had significant opportunity to cross-sell and up-sell their existing customers, but lacked a systematic approach for identifying, profiling and selecting their best opportunities. Program Goals SERB s goal was to pull accurate leads with the best potential for up-sell and higher overall loan balance activity. Once these internal customers were identified, Southeast Regional Bank also wanted to use that knowledge to acquire similar types of new businesses from an external lead source. Next, they needed to distribute those leads to the appropriate loan officers and branches. Additionally, they wanted to coordinate the lead distribution with their call center operations and media placement activities to ensure a fully integrated program. Solution To enable SERB to achieve these goals, Claritas consultants determined how well SERB was positioned in the four marketing phases of Discovery, Strategy, Implementation and Measurement. Claritas then applied the business-to-business targeting solution which included customer file cleanup, file analysis and a market segment potential program to enable a full client solution including actionable segment codes for use in mining and prospect list pulls. This case study is just one of many examples of how our clients are using this solution. For privacy protection, the company name has been changed.

5 Discovery identify the best customers and prospects Who are the bank s best customers? Where can the bank find more of them? In which market segments are they concentrated? What share of the market has the bank captured by branch? Claritas Solution Claritas BusinessPoint Market Focus Cleaned and updated the bank s customer file Conducted analysis to identify best customer segments. Criteria included higher average beginning loan balances, longevity and payment history Used results to quantify internal and external opportunity by market area Deduped, cleaned, updated and filled-in internal data Current customer data Business-Facts match Southeast Regional Bank (SERB) used the data to: Identify who their best loan customers were (employee size, amount, term, fees by SIC). This was accomplished by analyzing and aggregating customers based on their industry, employment ranges and loan balances. Quantify penetration and opportunity. They used the industry segments to compare loan balance performance and market share to the total market potential. The index identifies the best customers determined by penetration Other columns not shown: Annual Sales, Employee Count, etc. Used to determine SERB s market share

6 Strategy make information-based decisions By identifying unique segments, SERB developed targeted marketing programs to increase the balances held by existing customers and to attract new customers that had an above average balance potential. This also allowed the bank to do the following: Make adjustments to provide opportunity to each market Select external names for each channel and market area Determine goals for branch and loan officers based on potential Allocate media/advertising dollars more efficiently and effectively Identify which markets should have call center support and how much Claritas Solution BusinessPoint Market Potential & Market Penetration Analysis Southeast Regional Bank (SERB) was able to address the issues that were critical to their marketing strategy and tactical planning, enabling them to identify, quantify, locate and target business segments that offered the most revenue and profit potential. By examining gap revenue, SERB focused on the best prospects for business loans By mapping the prospects, SERB divided opportunity and provided a tactical action plan to each loan officer

7 Implementation execute timely and marketing programs The field loan officers, branches and call center were each provided tactical data from the all-in-one solution. The current customers were assigned to the original loan officer for a personal call The new prospects were assigned to the branches for direct mail and outbound call center for initial follow up; leads were passed back to loan officers for closing Awareness advertising was focused on higher opportunity markets with specific loan ads placed in selected SIC trade journals Claritas Solution With the services from Claritas, Southeast Regional Bank (SERB) was able to: Suppress all recently prospected businesses to avoid repetition and save cost Create a targeted best new prospect list for the business banking sales staff, using physical address and contact name Pull a fully updated internal opportunity list for the branches, using mailing address and owner name Provide a re-routing list by representative/branch to the inbound call center Create a foundation database for measurement Mail date, response date, conversion information and loan amount for ROI Annual sales, SIC and number of employees for next steps refinement To the FIELD for in-person contact Physical address Contact name Contact phone Annual sales Employee count Other contact information To the BRANCH for direct mail Mailing address Owner name Owner phone To the CALL CENTER for re-routing All contact and address information Representative name Branch assignment

8 Measurement justify costs many times over Not only did the field loan officers, branches and call center experience savings in time, Southeast Regional Bank (SERB) reduced cost and increased revenue through improved response and conversion rates. Many measures were examined including: Market Opportunity Total vs. Target Opportunity Target vs. Responders vs. Converters First Contact vs. Response Date...by Region, Trade Area, Bank Representative Savings By moving processing in-house, SERB eliminated excess charges incurred by purchasing targeted lists By suppressing businesses of previously purchased lists, they did not rebuy prospects they had already bought By removing duplicate customer records and updating the contact information, they streamlined cross-sell efforts Increased efficiencies SERB increased the response rate in new customers seeking loans above their stated minimum threshold 20%! Acquisition costs were decreased by 10% while the average new loan balance was increased by 30% SERB experienced significant up-sell from within their existing customer base! Revenue Increased the value of loan portfolio Grew their customer base Revisions / next steps With this solution, SERB developed a foundation for the future. The campaign results gave them a segmentation tool to use for future campaigns The bank has already begun to narrow their target criteria based on the differences between responders and converters They will now customize target marketing campaigns by channel

9 Claritas provides the Ultimate Customer Insight for your business-to-business banking goals Are you acquiring the best new business banking customers or is your competition getting to them first? Claritas mission is to develop and deliver ROI-based precision marketing solutions to increase the marketing innovation, sophistication and profitability of our clients. All our solutions and data components are fully integrated across standardized geographies and platforms. This allows you to analyze and compare any geographical market, in the U.S., with any other geographical market or markets, including radius or polygon defined areas. This comprehensive approach to solving complex business issues supports coordinated interaction with your customer relationship technologies. To learn about other case studies, alternative business banking solutions or the solutions components, please contact your account representative.

10 Claritas offers solutions. For more than 30 years, Claritas has been the leading provider of the most powerful set of integrated targeted marketing resources available: comprehensive information, cutting-edge technology and practical consulting that enable our clients to make the most profitable and effective marketing decisions. Let our industry experts help you uncover what is unique about your clients to develop solutions for achieving your business-to-business acquisition and cross-sell goals. Business-Facts is the primary data source for Claritas business target marketing solutions and is developed using the infousa data file as its base source. Covering over 13 million businesses, in the U.S. and Canada, and utilizing a universe of 1,600 SIC codes, this database is renowned in the business-to-business industry for its accuracy, coverage, deliverability and depth of information. Claritas extensively enhances the database by doing record deduping, data overlaying and information verification. Modeled sales figures and employment counts are added for those establishments with critical data points missing and files are run monthly against other databases to ensure that addresses are current and accurate. Business-Facts is unique in that it can be linked to industry and custom geographies. A comprehensive database, Business-Facts is the nation s premier source for business information. BusinessPoint is a comprehensive business-to-business analysis tool delivered via the internet. With it, you can match business records, analyze and segment market potential, determine market penetration success and potential, and generate targeted prospect lists. The reliable, accurate data is based on Business-Facts, the nation's premiere source for business information. The easy-to-use interface is configurable to each client and can be distributed throughout an organization. MarketFocus is a unique, needs-based market segmentation and market potential analysis program that enables you to identify, segment and target your business market. This comprehensive multi-level program delivers a business segmentation system tailored to your own customer base and marketing needs. It also provides a baseline analysis with which you can develop and measure strategic, tactical and organizational plans. BizMerge is Claritas unique business-to-business file matching service. It is the most effective list matching service available. BizMerge provides superior match rates, a high quality merge/purge and deduping process, and a flexible, dynamic approach to evaluating potential matches. Actual and potential groupings are created through a sophisticated process of record standardization. Short on Resources? Claritas Analytical Services Group is available to design, perform and deliver a targeted business-to-business program for you. Your Claritas Account Representative with be happy to discuss the options that best fit your business needs. The ideas, concepts and information contained in this document, and the manner in which this information is presented, are proprietary trade secrets owned by Claritas Inc. and may not be used or duplicated without authorization. The Business-Facts database is proprietary to Claritas and is a registered trademark of Claritas Inc. MarketFocus & BusinessPoint are trademarks of Claritas Inc. Other company names are trademarks of their respective companies and are hereby acknowledged.

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