Client:
Corporate Legal Firm
Summary:
Our client is a medium size legal practice with a number of clients across Government and Housing. Their objective was to move from ad-hoc marketing and create a fresh sustained and consistent email marketing campaign to share content, case studies and thought leadership across Public Services to increase awareness, engagement and ultimately generate leads for their sales and account management team.
Challenges:
- Identifying all organisations in their market
- Finding and maintaining suitable prospects and influencers
- Decaying customer List
- Multiple disparate sources of data
- Unable to identify post holders by responsibility
- Time to maintain own data and keep up with market changes
- Ensuring compliance around post holder communication
Which meant:
- Missing prospects and potential clients
- Significant internal time to research and locate prospect orgs and postholders
- Declining engagement with current marcomms activities
- Decaying data with high bounce rate
- Unable to target or analyse due to lack of profiling
Solution:
We consulted with the client on the areas of Government and sizes of organisations that would be the best fit for them. Selecting from across our 800 functional responsibilities we agreed the decision makers and influencers that would be most appropriate for the campaign. Having matched their current list of clients and prospects to the universe of organisations within their target areas, we provided an initial analysis of data and market coverage and potential. We then provided guidance on compliance around their campaign and supported them creating a legitimate interest assessment. Ultimately delivering a single feed, updated daily, of postholder data into their CRM system. Including both the contacts for their campaigns and linked organisational intel around types, sizes and structures to support analysis of their market and engagement.
Summary Benefits:
- Complete coverage of market
- Single source of all data
- Updated, accurate and compliant
- Data flow efficiencies
- Significant time and cost savings
- Increased intelligence around market and engagement
Client:
Large Network and IT Company
Summary:
Our client is a well established supplier in the Public Sector market and wished to know more about the overall market size and their place in it, their key competitors and to generally improve their own sales processes and effectiveness around Public Sector contracts.
Challenges:
- Limited ability to analyse the available market value or buyer types
- Little awareness of own or competitors place in the market
- No access to details of future expiring contracts
- Disparate, limited and inconsistent data across Sales and Marketing.
Which meant:
- Missing opportunities
- Significant time to locate and identify buyers and competitors
- Decaying and abstract data around own clients
- Incomplete SWOT analysis
- Limited or no planning time for forthcoming opportunities
- Cost and time of using multiple platforms and data sources
- Manual data processing and time spent researching contracts
Solution:
Leveraging our unique linkage between contracts, buyers and suppliers we worked with the client to identify the categories and keywords that would be most suitable to target the contracts of most interest. Using the resulting data we produced analysis of the overall market size, their own clients, key competitors and buyers. We then split the Public buyers up into three sections; those without current contracts, those with contracts with more than 18 months to run and those with contracts expiring in the next 18 months. Using this intelligence to inform the selections, we set up multiple live API feeds of key buyer and contract data points for Sales and Business Development and relevant buyer and postholder data feeds for Marketing.
Providing sales with a new, live and structured pipeline of opportunities and marketing with Intelligence and key stakeholder data to focus and tailor their communications to relevant Buyers.
Summary Benefits:
- Increased insight
- New opportunities
- Updates to own client data
- Work and data flow efficiencies
- Competitor tracking
- Tailored Marcomms
Client:
Large Energy Provider
Summary:
Our client is a large Gas and Electricity provider who was manually screening credit account applications and wanted to reliably automate the identification of Publicly owned organisations for pre-approval.
Challenges:
- Consuming multiple data sets across different sectors and geographies.
- Limited or no availability of certain sectors.
- Disparate and inconsistent data types and structures
- Ageing or inaccurate data
Which meant:
- Significant manual time searching for information.
- Delays with Account set-up
- Inefficient work and data flows
- Inability to analyse market coverage.
Solution:
Following consultation with the client to determine precisely the types of organisations they would consider to be Publicly owned; we leveraged our unique database of all Public Bodies to build a bespoke live API feed including Legal Status and Funding Type, Entity Name, Address, detailed taxonomy and linkage to parent and child entities for all Public Bodies. We also set up an endpoint using partial and fuzzy matching for manual lookups. These feeds were then integrated into their Account application process enabling both automated matching and a simple and quick look up system for the application team.
Summary Benefits:
- Significant time savings
- Better client experience
- Data flow and system efficiencies
- Business development insights
