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Presented by: Rebecca Clayton Date: 19/10/05 Building a B2B data strategy.

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Presentation on theme: "Presented by: Rebecca Clayton Date: 19/10/05 Building a B2B data strategy."— Presentation transcript:

1 Presented by: Rebecca Clayton Date: 19/10/05 Building a B2B data strategy

2 Marketplace reality Do you have any competitors ? Strategy: ‘a plan designed to achieve a particular long-term aim’ You are at war !

3 Strategy building blocks What do you do ? Where are you going ? What issues do you face ? How to measure success ? How to get there ? B2B strategy

4 What do you do ? Your organisation Products Services Route to market Sales model Typical data sources Planning department Business plan

5 What issues do you face ? Staff Product development Grow revenue Manage costs Internal Issues: Typical data sources: Economic Reports Industry Analysis Market Analysis Press Coverage Sales Reports P&L Economic Market life cycle Legal Competitive Suppliers External Issues:

6 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

7 Where are you going ? Sales revenue Brand / product awareness Lead generation Single customer view News updates Customer experience Sales Plan Marketing Plan Operational Plan Typical data sources Your B2B Vision, Mission & Objectives

8 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 Customer Database Sales Data Marketing Data Market Research

9 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

10 How to measure success ? B2B KPI’s Sales revenue Returned mail Response rates Cost per sale ROI Milestones Typical data sources Do you achieve > 6.4% B2B response rate ? Operations Data DMA Marketing Data DMIS Benchmarking

11 QAS in the spotlight What do you do ? Where are you going ? What issues do you face ? How to measure success ? How to get there ? B2B strategy

12 Planning carefully at QAS !

13 A scarce resource Money well-spent vs. Money not-so-well spent Enterprises fail to capitalise on data because they lack analytical skills Nancy Mullen - Accenture / DM Review Intelligence

14 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

15 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

16 QAS - where are we going ? Support and improve existing solutions Develop new solutions Double turnover in five years

17 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

18 1. Acquiring more customers Plan Customer profiling Data enhancement Contact acquisition Method PR DM Telephone marketing Exhibitions “Organisations are made up of individuals and their actions” Steve Shove, Onesource Precision Marketing Aug 05 Objective >1 new customer every working day

19 New customer wins Measuring success Contact validation Suppliers Legal opt in Lead generation Speedy lead follow up Conversion to sale / ROI

20 2. Growing customer spend Plan Web use research Account profiling Product line profiling Data enrichment Contact preference data Method DM On and offline advertising Seminars Sales calls Free software trial Objectives Increase customers with multiple QAS solutions Sell QuickAddress Pro Web

21 A clearer picture Title: First name: Surname: Position: Organisation: Address: Region: Telephone: Department: Industry sector: No. employees: Sells to: E Jackson NTL G2 7HQ Mr Emer Jackson Web Developer NTL G2 7HQ Telecoms Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ Telecoms 15,000 Web / B2B Mr E Jackson NTL G2 7HQ Mr Emer Jackson Web Developer NTL G2 7HQ Telecoms Mr Emer Jackson NTL G2 7HQ Mr Emer Jackson Web Developer NTL G2 7HQ Scotland Telecoms 15,000 Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ Scotland Telecoms 15,000 Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ Scotland Corporate Marketing Telecoms 15,000 Web / B2B

22 Generating leads

23 Penetration wins Measuring success Number customers Profiling information Returned mail Order accuracy Cost per lead / ROI

24 3. Competitor displacement Plan Product data profiling Renewal data Competitor intelligence Method Monthly campaigns Three versions Businesses cannot use customer data effectively because it is fragmented through many databases Kerry Glance SearchCRM Jul 05 Objective Reduce competitor presence in customer accounts

25 Growing market share Measuring success Response rate Response type Sales meetings Cost per sale

26 Practicing what we preach Board sponsored and enterprise wide Capturing data across different multiple customer touchpoints Cleaning and maintenance Using data confidently

27 Becoming confident Self assessment audit Measure data quality “Complete record” Set targets and get buy in

28 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

29 Get customers to help Give customers every opportunity to manage and update their own information Envelopes DM Billing Web

30 contact validation

31 Report your success Good data is good for everyone – technical and commercial Make it part of the culture Policies and training Incentives

32 Strategy made easy What do you do ? Where are you going ? What issues do you face ? How to measure success ? How to get there ? B2B strategy

33 The outcome: Your strategy Vision Targets Activities Product People Sales Marketing Measures and milestones


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