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Presented by: Rebecca Clayton Date: 19/10/05

Building a B2B data strategy. Presented by: Rebecca Clayton Date: 19/10/05. Marketplace reality. Do you have any competitors ?. You are at war !. Strategy: ‘a plan designed to achieve a particular long-term aim’. What issues do you face ?. How to measure success ?. B2B strategy.

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Presented by: Rebecca Clayton Date: 19/10/05

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

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

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

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

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

  6. Potential revenue lost:75%companies admit potential revenue is lost through missed opportunities from poor data impact on profiling Recent global findings • Bad data costs: • 73% companies say that • inaccurate and • incomplete data costs • them money

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

  8. Action plan Data collection, validation, integration, analysis Research Product delivery Marketing activity and media mix Customer support Who is doing what Typical data sources How will you get there ? Marketing Data Sales Data Market Research Customer Database

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

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

  12. Planning carefully at QAS !

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

  14. Produce DIY data integrity solutions - software, data and services Market directly and through channel partners and influencers License model with annual renewal QAS - what do we do ?

  15. External CRM software failures Increasing IT spend Competitive pricing pressure Investment justification Internal Staff retention Product development Grow revenue Manage costs Customer experience QAS - what issues do we face ?

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

  17. B2B strategy at QAS Acquire more customers 2. Grow customer spend through cross-sell 3. Displace competitor use within customers QAS - how will we get there ?

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

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

  20. 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 2. Growing customer spend • Objectives Increase customers with multiple QAS solutions • Sell QuickAddress Pro Web

  21. A clearer picture Title: First name: Surname: Position: Organisation: Address: Region: E-mail: Telephone: Department: Industry sector: No. employees: Sells to: E Jackson NTL G2 7HQ Mr Emer Jackson Web Developer NTL G2 7HQ 0141 772 2838 Telecoms Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ 0141 772 2838 Telecoms 15,000 Web / B2B Mr E Jackson NTL G2 7HQ 0141 772 2838 Mr Emer Jackson Web Developer NTL G2 7HQ 0141 772 2838 Telecoms Mr Emer Jackson NTL G2 7HQ 0141 772 2838 Mr Emer Jackson Web Developer NTL G2 7HQ Scotland 0141 772 2838 Telecoms 15,000 Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ Scotland Ejack@ntl.com 0141 772 2838 Telecoms 15,000 Web / B2B Mr Emer Jackson Web Developer NTL G2 7HQ Scotland Ejack@ntl.com 0141 772 2838 Corporate Marketing Telecoms 15,000 Web / B2B

  22. Generating leads

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

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

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

  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 • Management not paying enough attention: • Only 19%companies say data management strategy has been discussed at board level in the last three years • Not all staff care about data quality: • Only 58%companies claim all employees see data accuracy as an important issue 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 • Email

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

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

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