Market Intelligence - Leads Source

Market Intelligence - Leads Source

Market Intelligence Information to steer Marketing/Sales Data Information Intelligence Before you reach the market: Data on number of establishment...

255KB Sizes 1 Downloads 21 Views

Recommend Documents

Market Intelligence
Market Intelligence. Method to Understand the Market. INSOURCE 2008. 5th – 6th February 2008, Hotel Diplomat, Prague .

Market Intelligence - Gazelles
All Rights Reserved. [email protected] Market Intelligence. The Most Vital. Resource to. Business Owners. From day

LexisNexis Market Intelligence Brochure
Introducing LexisNexis Market Intelligence—a new product enabling you to reliably track ROI ... In today's competitive

Market Intelligence - Research Wizard
Successful companies know their marketplace. Tulsa City-County Library resources cover every aspect of market intelligen

Market Intelligence Report
Gleeds' Market Intelligence Report is published biannually to indicate current and future construction market conditions

Internship - Strategy & Market Intelligence
Oct 10, 2017 - Internship - Strategy & Market Intelligence. 6 months internship, based in Betzdorf, Luxembourg. This is

CBI Market Intelligence
CBI Market. Intelligence. Mali, Burkina Faso, Niger. Trade mission to the. Netherlands. August 29th – The Hague. Sanne

Market Intelligence 2.0 - InfoCanada
With the development of the first version of Market. Intelligence Platform, we delivered on marketers' growing need to t

Market intelligence - Deloitte
Market intelligence. What you need to know and why. Intelligence is the life-blood of success. Context. There is no magi

Market Intelligence Specialist - VisitBritain.org
JOB TITLE: Market Intelligence Specialist (12 month maternity leave cover) ... management and delivery of the Insight an

Market Intelligence Information to steer Marketing/Sales Data

Information

Intelligence

Before you reach the market: Data on number of establishments (where do you get it?) •By size •By industry •By geographic market

Yields information about market size and segment size Data on contacts •Name •Mailing address •Phone Number

After you reach the market (CRM): More contact information (how do you get it, how do you organize it?) •eMail address(es) •Contact dates (past/future) •Contact hot buttons •Summarizing variables (status, product interest, potential, time horizons)

What is Market Intelligence? n n

Skills, Knowledge & Tools Market Intelligence is the process of acquiring, formatting and maintaining key information about customers and prospective customers. – – – – –

Demand for your product Standard format for Address, phone, email Process for periodic update of key information Standard Database Design Process for dealing with Data Vendors

What can you do with Market Intelligence? n n n n

Increase Sales by 2X -3X Compress start-up cycle time Avoid IT pitfalls Answer such questions as: – – – – –

What is the relative potential of each contact in a list? 20% of the contacts in a list will buy 80% of the product being sold. Which of the contacts belong to this high potential group? How can I allocate marketing $, the time of Sales Reps, or my time, time, for maximum effect? Which contacts belong to specific market segments for which I have ha ve a tailored program? How can I use a list of contacts to prepare a sales forecast and set quotas, by product, by Region, by territory?

Adding Value to Contact Records Prospect Contact Record Establishment/Enterprise Record Estab. ID,SIC, SIZE,Enterprise Name, SIZE

Name, Address, Phone #, Email, Source

Customer Sales History Name, address, sales/product

Call Result Analysis of Penetration Analysis of Sales History Market Research Weight SIC/SIZE Cells

Relative Demand Index by Product Type

New Weighted Record Ready for CRM

Enterprise/Establishment/Contact/Opportunity

D&B DATA RECORD FIELD

EXAMPLE

FIELD

EXAMPLE

DUNS NUMBER

1000000266

YR STARTED

1997

EMAIL SUFFIX

KODAK.CO M

MANUFACTUROR

1 (OR 0)

COMPANY

KODAK

ULTIMATE DUNS

067919167

STREET ADDRESS

123 MAIN ST

HQ DUNS

121325088

CITY

ROCHESTE R

PARENT DUNS

002206902

STATE

NY

PARENT HQ CITY

ROCHESTER

ZIP MAIL

14450

PARENT HQ ST

NY

ZIP +4

0421

LINE OF BUS.

Book Publishing

COUNTY

447

PRIMARY SIC

2087

SMSA

493

SIC EXTENSION 1

0000

TELEPHONE

585-2234204

SIC EXTENSION 2

9903

CEO FIRST NAME

ANDREW

SIC EXTENSION 3

9907

CEO MIDDLE INIT.

C

SIC EXTENSION 4

0205

CEO LAST NAME

JOHNSON

SIC #2

73891200

CEO PREFIX

MR

SIC #3

73740104

CEO SUFFIX

JR

SIC….TO SIX

73560206

CEO TITLE

PRESIDENT

SALES VOLUME

19600000

EMPLOYEES TOT

225

EMPLOYEES HERE

218

Data Information Intelligence Data Vendor •Address Match •Merge/Purge •De-dupe

Prospect Lists Customer History

You •Market Research •Estab. Profiling

SIC, Size, Parent •Analyze Penetration and Sales •Assign Weight

External or Internal

Database

Weighted Estab. Record

Market Intelligence Program Address Match, form database extension “Append”

Data Vendor Establishment data Name Address Sic’s Empl.here Duns#

Enterprise data

Name Address Ultimate Duns# Empl. Ent.

New Record Contact data Contact Name Phone # Email address

Establishment data Name Address Sic’s Empl.here Duns#

Enterprise data Name Address Ultimate Duns#

Contact/Sales History Contact List Contact Name Estab.. Name Estab Estab.. Address Estab Phone # Email address Source codes

Sales History Customer address customer # $Sales/product/date

Find the best prospects You •Contact info of your best customers •Contact info of the customers of a partner •Sic and Size info from research

Data Vendor •Address Match •Append Sic and Size

You •Set relative demand index and add prospects to your database

•Pull new (relevant) records from strongest cells

Developing a MI capability Skills you will require n

Understand Valid uses of Market Intelligence information

n

Contact Tracking/Sales Force Automation systems - CRM

n

Develop an account with Market Intelligence Sources (Business to Business) n

n

n

n

n

n

n

Statistical Analysis of Marketing information n

Analysis of Sales History

n

Analysis of Penetration

n

Form Demand index for product

Market Research interface to define segmentation and support filtering and weighting n

n

Dun & Bradstreet Ziff Davis Market Intelligence (Computer Intelligence) ABI National Decision Systems Specialized sources (I. E. publication subsciption lists)

Define Market Segments

Database Manipulation Tools (re-formatting, extraction, summarization, updating)

Your MI checklist Is my contact list: n n n

n n n n n

Cleaned, Current, and standardized (std. address format, valid zip/area code)? Void of duplicates? Aligned with my target market? Evaluated for relative demand? Prioritized? Segmented for vertical markets? Formatted for integration with a Customer Relationship Management (CRM) System? Tied with a national database of updated information?

Do I have: n n

The capability to identify the relative demand for each contact? The IT capability to clean, update, extract and summarize quickly?

Contact Information Leads Source, Inc. George Nix 125 High Power Road Rochester, NY 14623 585-703-4355 [email protected] www.LeadsSource.com