Optimise how you use data for B2B marketing

Find new customers, create targeted lists andenrich your own data

Tony Pringle

Managing DirectorBureau van Dijk - UK & Ireland

Global

UK

Europe

Give me those leads!

Data

What’s out there and where does it come from?

SourcesOfficial bodies

• UK - Companies House

• Gazettes (companies in receivership / liquidation)

Call centres/primary research• List sales (D&B, Market Location, OneStop, Blue Sheep…..)

• News and corporate actions such as acquisitions

• Market research (industry/country/company)

Social media• LinkedIn etc

Crowd sourced• Jigsaw /Data.com, Zoom Info

SourceCompanies House

• Status (active)

• Registered office

• Directors /Company Secretary

• SIC classification*

• Accounts (full or abbreviated) –turnover?

• Shareholders (immediate not ultimate)

• Advisors (auditor)

SIC = standard industry classification, 2007 offer more detail around hi-tech and services

Source2007 SIC

• Aquaculture

• Biotechnology

• Gathering of wild growing non-wood •“foraging”

Companies Act 2006Accounts Exemption Thresholds for companies with accounting periods starting on or after 6th April

2008

Total audit exemption To qualify for total audit exemption, a company must:

• Qualify as small• Have a turnover of not more than £6.5 million• Have a balance sheet total of not more than £3.26 million

Small company To be a small company, at least two of the following conditions must be met:

• Annual turnover must be £6.5 million or less• The balance sheet total must be £3.26 million or less• The average number of employees must be 50 or fewer

Small group To qualify as small, a group of companies must meet at least two of the following conditions:

• Aggregate turnover must be £6.5 million net (or £7.8 million gross) or less• The aggregate balance sheet total must be £3.26 million net (or £3.9 million gross) or less• The aggregate average number of employees must be 50 or fewer

Medium companies etc…..

http://www.companieshouse.gov.uk/about/gbhtml/gp2.shtml#ch7

Companies House rules

SourceCall centres

• Verification process for contact data

- “can you confirm that...”

- Names, e-mails, turnover, employees

• Enriching descriptive content

- “other business services” (Companies House, SIC description)

- “This company is engaged in the electronic publishing of company information and

business intelligence. It was established in 1991 as a separate entity following a division of

activities within Bureau Marcel van Dijk. …specializes in adding value to data to create easy-

to-use, flexible and state-of-the-art solutions that allow users to manipulate information for

research, financial analysis and marketing intelligence… serves a client base of

approximately 5,000 businesses…” (Overview from BvD)

SourcePrimary research - key intelligence/insight

Mergers & Acquisitions

• Taking information direct from press and advisors

• Language skills

• Quality control

Market research

• Company / industry / country profiles

• Datamonitor /EIU/Global Data

News

•The Financial Times Newspapers and Newswires / Reuters/ DowJones / Bloomberg

SourceSocial Media

• LinkedIn 100 million – popular in US, UK• Viadeo 40 million – popular in France• Xing 10 Million – popular in Germany• Ecademy• Doostang

• Self cleansing

• Data protection “private”

• Quality control

SourceCrowd sourced data

• “User-generated database that's continually updated by its members that leverages Web

2.0 technology”

• Credibility (of provided information) is a concern

“I think crowd sourcing, based upon what we've observed in the

market, tends to have a natural ceiling.”

Mike Sabin

VP for Sales & Marketing, Dun & Bradstreet

February 25, 2012 Louise Green Training Manager Bureau van Dijk 55 Broad St New York,NY 10004-2501 Dear Louise: I would like to speak with your organization regarding how we can assist your efforts to generate quality sales opportunities for your organization. Over the past seven years, we have been providing first-class B2B lead generation services for some of the largest and most successful organizations in the world today. We provide a turnkey solution including a) creating professional marketing materials, b) granting access to our database of key decision makers to your team, c) sending out e-Letter campaigns to select targeted clients, d) follow-up services via telephone and e) closing new business opportunities for you. Our service is excellent for introducing new products, good and services - support channel partners - and ultimately driving bottom line profits.

• Promotional mailings to consumers are strictly governed and here the rules are very simple. It is not permissible to send unsolicited marketing emails to consumers unless you have express permission to do so. Such permission is normally granted by the recipient having opted in to receive emails from you. This ‘permission’ can be either direct, or it may be via a third party.

• Under current legislation it is permissible to email marketing messages to business addresses unless the recipient has specifically requested that he/she does not wish to receive further emails from you. If after receiving such a request you continue to mail them you are then committing an offence and are potentially liable to be fined – which in theory could be as much as £5,000 per offence. Generally, business addresses are identified as being xxx@abc.co.uk, or something similar. An address such as john@aol.com is not considered to be a business address – even though some smaller businesses use AOL addresses. Certainly free email addresses such as bill@hotmail.com or mary@gmail.com are not considered legitimate businesses for the purpose of email

• Be aware also that while the law is one thing, being accused of spamming and having your site taken down and being blacklisted by the ISPs if you continually mass e-mail is also a threat

E-mail marketing rules

Matching internal to external data

The process of connecting records from an internal system (such as a CRM) to a data

provider’s unique reference number

MatchingAccuracy of matching drives the benefits

• As accurate as possible

• BvD in a CRM doesn’t get linked to Bureau van Dijk

• Engaging in the process is a wise investment

Matching - data management

• Removing businesses that are no longer trading

• Identifying multiple records and consolidating

• Replacing old content with new

• Adding data points to existing records for richer content

• Adding new records that look like your best clients/prospects

Matching - profiling

Using third party software

Segmentation– Size

– Activity

– Location

– Risk

“More like this”

Matching - monitoring and alerts

• Changes in control (business ownership)

• Recently resigned, or new, directors

• M&A activity

• Other business critical news– Jobs

– Contracts

– Restructuring

– Strategy

Integration

Leveraging the value of externally managed content by bringing it into your own data

environment

Accessing data

Benefits

Promotes best practice and …

• Improves efficiency

• Improve decision making

• Improved ROI