ENHANCING MARKETING COMMUNICATIONS
The Client
One of the world’s leading providers of research and analysis on the global information technology industry.
The challenge
To significantly enhance the levels of corporate and personal data held on target buyers and businesses in the $1bn+ t/o range, throughout the EMEA region. This data was required to facilitate a more direct and personal sales approach, based on a more detailed understanding of both the individual buyer and the business. However, no such data source was commercially available for use.
The solution
Using a variety of information gathering techniques, including desk research, outbound telemarketing and web research, CRM Technologies designed, compiled and delivered a highly detailed database representing in-depth personal and business profiling on over 6,000 target customers and their businesses throughout EMEA. The database has enabled the client to initiate and maintain contact with specific individuals, at CIO level, within some of the largest organisations in Europe.
The key outcome
This personalised and custom-built data set has significantly enhanced the client’s outbound calls, in-bound response handling and direct marketing activities to the individuals and organisations that it targets with its services. Supplied to the client in local language where necessary, the database helps the client maintain a high quality image within all its marketing communications activities.
The final word
Underlining the essential point that ‘quality data forms the basis for all successful customer relationship management activity’, CRM Technologies proves that highly personalised and complex databases can be built cost effectively for marketing communications campaign all sizes – and across all territories.
