Transcript Document

Building a B2B data strategy
Presented by: Rebecca Clayton
Date: 19/10/05
Marketplace reality
Do you have any competitors ?
You are at war !
Strategy:
‘a plan designed to achieve
a particular long-term aim’
Strategy building blocks
What do
you do ?
What
issues do
you face ?
B2B strategy
How to
measure
success ?
Where
are you
going ?
How to get
there ?
What do you do ?
Your organisation
Typical data sources
Products
Business
plan
Services
Route to market
Planning
department
Sales model
What issues do you face ?
External Issues:
Internal Issues:
Legal
Staff
Suppliers
Grow revenue
Economic
Manage costs
Competitive
Product development
Market life cycle
Typical data sources:
P&L
Economic
Reports
Industry
Analysis
Market
Analysis
Press
Coverage
Sales
Reports
Recent global findings
Bad data costs:
73% companies say that
inaccurate and
incomplete data costs
them money
Potential revenue lost:
75% companies admit potential
revenue is lost through missed
opportunities from poor data
impact on profiling
Where are you going ?
Your B2B Vision,
Mission & Objectives
Sales revenue
Brand / product
awareness
Lead generation
Single customer view
News updates
Customer experience
Typical data sources
Sales
Plan
Marketing
Plan
Operational
Plan
How will you get there ?
Action plan
Data collection, validation,
integration, analysis
Research
Product delivery
Marketing activity and
media mix
Customer support
Who is doing what
Typical data sources
Marketing
Data
Market
Research
Sales Data
Customer
Database
A challenging journey
Data inaccuracies rife:
Only 14% companies manage
to ensure their data is
completely accurate
Unclear accountability:
Only 10% companies have a
single person responsible for
data integrity
How to measure success ?
B2B KPI’s
Sales revenue
Returned mail
Response rates
Cost per sale
ROI
Milestones
Typical data sources
Operations
Data
DMA
Do you achieve > 6.4% B2B response rate ?
DMIS
Benchmarking
Marketing
Data
QAS in the spotlight
What do
you do ?
What
issues do
you face ?
B2B strategy
How to
measure
success ?
Where
are you
going ?
How to get
there ?
Planning carefully at QAS !
A scarce resource
Money well-spent
vs.
Money not-so-well spent
Intelligence
Enterprises fail to capitalise on data because they
lack analytical skills
Nancy Mullen - Accenture / DM Review
QAS - what do we do ?
Produce DIY data integrity solutions software, data and services
Market directly and through channel partners
and influencers
License model with annual renewal
QAS - what issues do we face ?
External
CRM software failures
Increasing IT spend
Competitive pricing pressure
Investment justification
Internal
Staff retention
Product development
Grow revenue
Manage costs
Customer experience
QAS - where are we going ?
Support and improve existing solutions
Develop new solutions
Double turnover in five years
QAS - how will we get there ?
B2B strategy at QAS
1. Acquire more customers
2. Grow customer spend through cross-sell
3. Displace competitor use within customers
1. Acquiring more customers
Objective
Plan
>1 new customer every working day
Method
Customer profiling
Data enhancement
Contact acquisition
PR
DM
Email
Telephone marketing
Exhibitions
“Organisations are made up of individuals and their actions”
Steve Shove, Onesource Precision Marketing Aug 05
New customer wins
Measuring success
Contact validation
Suppliers
Legal opt in
Lead generation
Speedy lead follow up
Conversion to sale / ROI
2. Growing customer spend
Objectives
Increase customers with multiple QAS solutions
Sell QuickAddress Pro Web
Plan
Method
Web use research
Account profiling
Product line profiling
Data enrichment
Contact preference data
DM
On and offline advertising
Seminars
Sales calls
Free software trial
A clearer picture
Title:
First name:
Surname:
Position:
Organisation:
Address:
Region:
E-mail:
Telephone:
Department:
Industry sector:
No. employees:
Sells to:
Mr
E
Emer
Jackson
Web Developer
NTL
G2 7HQ
Scotland
[email protected]
0141 772 2838
Corporate Marketing
Telecoms
15,000
Web / B2B
Generating leads
Penetration wins
Measuring success
Number customers
Profiling information
Returned mail
Order accuracy
Cost per lead / ROI
3. Competitor displacement
Objective
Reduce competitor presence in customer accounts
Plan
Product data profiling
Renewal data
Competitor intelligence
Method
Monthly email campaigns
Three versions
Businesses cannot use customer data effectively because
it is fragmented through many databases
Kerry Glance SearchCRM Jul 05
Growing market share
Measuring success
Response rate
Response type
Sales meetings
Cost per sale
Practicing what we preach
Board sponsored and enterprise wide
Capturing data across different multiple
customer touchpoints
Cleaning and maintenance
Using data confidently
Becoming confident
Self assessment audit
Measure data quality “Complete record”
Set targets and get buy in
Buy in is critical
Not all staff care about
data quality:
Only 58% companies claim
all employees see data
accuracy as an important
issue
Management not paying
enough attention:
Only 19% companies say data
management strategy has
been discussed at board level
in the last three years
Board level engagement in data management
issues has declined
PWC Global Data Management Survey 2004
Get customers to help
Give customers every opportunity to manage and
update their own information
Envelopes
DM
Billing
Web
Email
Email contact validation
Report your success
Good data is good for everyone – technical and
commercial
Make it part of the culture
Policies and training
Incentives
Strategy made easy
What do
you do ?
What
issues do
you face ?
B2B strategy
How to
measure
success ?
Where
are you
going ?
How to get
there ?
The outcome:
Your strategy
Vision
Targets
Activities
Product
People
Sales
Marketing
Measures and milestones