What information is available to B2B marketers? Where does it originate from; how can it be used in the marketing process? Tony Pringle, BvD's UK MD will look at these issues and discuss the relevance of external data, what it can show you about your customers and prospects and how integrating it with your CRM can make you more efficient. Tony will illustrate how a CRM data integration process works, what you need to take into account and what the benefits are. He'll show you how external data sources can complement and enhance your own data and how you can use them effectively to: • Find new prospects • Learn more about your existing prospects • Create targeted lists • Automatically enrich and refresh your own data for more strategic sales and marketing and lead nurturing.

1. Use information
more
effectively in
B2B marketing
Find new customers, create targeted
lists and
enrich your own data
Tony Pringle
Managing Director
Bureau van Dijk - UK &

3. Global
Europe
UK

9. Give me those leads!

10. Information
“Information is a source of learning. But unless it is organized,
processed, and available to the right people in a format for decision
making, it is a burden, not a benefit.”
William Pollard

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

12. Sources
Official bodies
• UK - Companies House
• Gazettes (companies in receivership/liquidation)
Call centres/primary research
• List sales (D&B, Market Location, OneStop, .)
• News and corporate actions such as acquisitions
• Market research (industry/country/company)
Social media
• LinkedIn etc
Crowd sourced
• Jigsaw /Data.com, Zoom Info

13. Source
Companies 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

14. Companies House rules
Companies Act 2006
Accounts 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

15. Source
Primary research
• 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)

16. Source
Primary research - key intelligence/insight
Market research
• Company, industry, country profiles
• Marketline, EIU, Global Data
News
•The Financial Times Newspapers and Newswires, Reuters, DowJones, Bloomberg
•Web scraping e.g Moreover

17. Source
Social Media
• LinkedIn 175 million – popular in US, UK (10m+ in UK)
• Viadeo 45 million – popular in France
• Xing 12 Million – popular in Germany
• Ecademy 600,000 users
• Doostang 1 million
• Self cleansing
• Data protection “private”

18. Source
Crowd 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

19. 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.

20. Integration
Leveraging the value of externally managed
content by bringing it into your own data
environment

21. Accessing data
External data source Data integrated within CRM
Data request made…
Requested data returned in XML format

22. In the “Cloud”
External data source Data integrated within CRM
Data request made…
Requested data returned in XML format

27. 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

28. Matching
Accuracy 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

29. 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
• Adding intelligence to help prioritise and nurture leads

30. Matching - profiling
Using third party software
Segmentation
– Size
– Activity
– Location
– Risk
“More like this”

31. 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

32. Benefits
Promotes best practice and …
• Improves efficiency
• Improve decision making
• Improved ROI

33. Using technology to deliver knowledge
“The goal is to transform data into information, and information into insight”
Carly Fiorina
Executive and president of Hewlett-Packard Co. in 1999. Chair in 2000