RESOURCES  >  CASE STUDIES Contact Discovery 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. Return to Case Studies Directory
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