Contact Discovery Case Study
Overview
CSD developed and executed a plan for a leading developer of ERP software, which combined tele-contact with web tactics to build a complete database to support all of the company’s marketing activities for 2005.
Situation Analysis
- In 2004, the client ran approximately 650 marketing campaigns, ranging from lead generation to event recruitment.
- They found that, in many cases, over 30% of data was in accurate, wasting valuable time and marketing funds.
- This drove a push among the company’s management team to launch a comprehensive contact discovery campaign to achieve maximum value for their marketing dollars.
- With a database of approximately 5,000 companies encompassing specific industry and company profiles, the client had a goal of developing a total database of 50,000 key decision makers, including titles at the director, VP and C-level.
- With a number of marketing initiatives already slated for launch, the client had an extremely condensed timeframe with which to create the database.
Action/Solution
- CSD developed a strategy that simultaneously employed both web and tele-contact tactics to capture complete information on all the desired titles and decision makers.
- The first phase of the program involved web research using Hoover’s and OneSource online database tools. Based upon the information available on each company, a profile was built around key decision makers and other criteria.
- As profiles were developed, they were immediately loaded into CSD’s contact center software for confirmation of existing information and to fill in gaps where information was unavailable or incomplete.
- During the calling process, additional information was gathered to assist in marketing campaigns, such as e-mail address and opt-in permission – details which are often unattainable by any other means than tele-contact.
Value/Results
- Within a very aggressive schedule, CSD grew a database of 5,000 companies to include 50,000 key contacts and decision makers.
- The client can execute all 2005 marketing programs with the security of knowing that their database is the most current and accurate information available.
