How to Enhance your Business-to-Business data

1. How to Enhance your Business-to-Business data Nigel BennettBusiness Development DirectorExperian B2B

2. Overview • The National Business Database • Using the NBD to your advantage • Enhance and benefit from your B2B data • Importance of hygiene

3. The National Business Database • Not just a prospect list source • NBD is central to everything

4. The National Business Database • The National Business Database (NBD) from Experian is the most comprehensive business database in the UK. • 4.2 million business records • Over 2.1 million of which are mailable at any one time • It has breadth, depth and quality that no other provider can match. The data is made up of 10 different sources.

5. The NBD National Business Database

6. NBD – The Beta Model • The National Business Database has been independently researched against Government sources. This research verified that: • The NBD has every single UK business covered • The NBD is more reliable than even government data – Why? • A: Because it is updated more often • So there is no better UK business database which offers breadth depth and quality available.

7. Experian data and QAS • Using Experian data through QuickAddress Batch, you can be sure that you are cleansing your data on your desktop against the highest quality data in the UK • When finding a business address using QuickAddress Pro, you can be assured that if it exists, it will be there. • It all amounts to good customer service: • Correct contact address • No spelling mistakes • Communications get to the right person at the place • Fast, efficient address finding • No hassle finding the address from business name and postcode

8. Use your data to your advantage • When dealing with your B2B customers, the data that you hold about them is extremely valuable. • It can be used in many ways, but perhaps most notably: • Marketing Campaigns • Customer Relationship Management Knowing how to use data effectively means that a good database becomes a valuable asset and not a cost.

9. Use your data to your advantage • Marketing Campaigns • Business customer data or prospect lists can help you to deliver effective marketing campaigns, which will enable you to: • Find new customers • - Select data from a wide range of criteria • Cross sell products to existing customers • Build and maintain good customer relations • i.e. newsletters, e-newsletters • Inform customers and enquirers about new products / services becoming available

10. Use your data to your advantage • Customer Relationship Management • Keep your relationships positive by using your data to be aware of their requirements • Capture all the available information on how you interact with your customers and they with you • Give an immediate response • The personal touch - personalise your communications • Be aware of their needs and requirements before they tell you!

11. Use your data to your advantage • Using data in this way can help you to: • Gain customer loyalty • Develop a deeper understanding of customers issues and goals • Identify the most profitable customers • Collect customer feedback Appending additional data enables more accurate customer profiling and analysis, adding significant value to the business address records held. All this can lead to new and improved products / services – and more happy customers!

12. Understand your marketing database: Provide your business with the best possible chance of profitable growth by looking that little bit deeper in to your data • Insight • Customeranalysis will: • Highlight favourable characteristics of your customer base • Make new business opportunities easier to identify • Personal • A detailed understanding of unique customer profiles will: • Allow customer groups to be offered personalised services • Result in long term profitable customer relationships

13. Enhance your data and benefit your organisation’s planning There are numerous methods of enhancing your database, the benefits of which will be: • Adding depth of data to existing records • No. of employees • SIC codes • Additional value added data fields from Experian • Risk information • Growth information • Understanding your customer better • Ability to identify with their needs and respond in an appropriate manner • Segment your data effectively and market to them efficiently

14. Enhance your data and benefit your organisation’s planning IntelligenceIncrease the intelligence of your database by appending additional data IdentifyIdentify more prospects or glean more information on your existing customers CustomerGain an all around better view of your customers by adding pertinent information that could aid your new and existing business development No-one knows your business better than you do, but your knowledge and data expertise, you can achieve peace of mind knowing that you’re talking to the best possible people.

15. Enhance your data and benefit your organisation’s planning Example 1: By appending business turnover information and no. of employees data to your customer database you notice that a large % of them with a turnover of £5m and 20+ employees purchase service #1 from you. But you also send a mailing to them every quarter about a different service, #2, that none of them have ever responded to. But a different group of businesses, smaller in volume, do respond to it quite well and you notice that they are all within a particular industry. ACTION: You stop mailing these businesses about service #2 You increase your focus on the more responsive businesses SAVING: You reduce your mailing volume and increase your ROI

16. Enhance your data and benefit your organisation’s planning Example 2: By appending Credit Rating and Risk Band information to your customer database you realise that a certain % of them are actually unstable. When you want to up-sell an upgraded product to them, they will not in fact meet the credit requirement criteria. ACTION: You don’t attempt to up-sell the new upgrade to these businesses SAVING: Your time wasted on inappropriate customers No embarrassment when at the end of the sales process you have to refuse them the new product Customers remain happy

17. Importance of Hygiene Important! You will get the best results if you ensure that your data is clean and accurate before you enhance it. Inaccurate data will result in poor enrichment. Using QuickAddress Batch will ensure that it is clean and ready to go prior to the appending of additional data and analysis. Data is useless unless you know what to do with it. Behind every successful business is the intelligent use of data. • Inaccurate data can impact every area of your business: • Customer relationships can be damaged • Mailings may never reach their target audience • Goods and services may not arrive on time • Reputation of your business • Legal compliance

18. Conclusion • The NBD from Experian provides by far the best business data in the UK • Quality, breadth and depth • Enhancing your data will enable you to provide better marketing and customer service through • Customer segmentation • Data analysis • Looking at trends and reacting to them

19. Conclusion • Data enhancement and analysis requires clean data to start with • QuickAddress Batch can do this on your very own desktop. Data is there to be used. Use it intelligently and keep your database clean and accurate – it will become your most valuable asset. Invest in it and your data will undoubtedly help your business grow. And finally: Any questions?