Award-winning B2B Data Enhancement & Datacleanse Case Study (TFM Award Winner)
“This winner demonstrated that an advanced data exploitation capability was created in this project by successful modelling the complex B2B relationship data to achieve an extremely high return on the investment."
What this project clearly demonstrates is the practical business value to be gained from pursuing differentiated marketing strategies based on a sophisticated understanding of the profiles of different customer segments with different behaviours, needs and expectations”
Technology for Marketing & Advertising 2007 Award Winner: “Best use of Data in a B2B Marketing Campaign”
How companies can use their data more effectively
How companies can clean their database more cost-effectively
As a result of our datacleanse programmes, we were awarded “Best use of data in a B2B marketing campaign” by the TFM judges
The judges opinion:
“This winner demonstrated that an advanced data exploitation capability was created in this project by successful modelling the complex B2B relationship data to achieve an extremely high return on the investment.
“What this project clearly demonstrates is the practical business value to be gained from pursuing differentiated marketing strategies based on a sophisticated understanding of the profiles of different customer segments with different behaviours, needs and expectations”.
Sean Kelly, Managing Partner of Sean Kelly & Associates
TFM is the UK's No.1 event for BOTH marketing-related & CRM technology AND interactive advertising solutions, incorporating:
“Although winning awards is not typically among our top priorities, the team here is particularly proud of this accomplishment and we've got some great reasons why: our winning of this award solidifies our longstanding commitment to being a true Integrated Digital Marketing leader in the industry. We're proud to be recognised for the experience, strategic marketing knowledge and consultative approach that gives our clients a competitive advantage.
“We see this as an important "seal of approval" from satisfied eMarket2 clients. Winning the award is a resounding vote of confidence from the folks who are actively engaged with our team and our technology.
“Without wishing to bang on our own drum too much, we had to beat off some very well-known agencies and brands in the UK”
The Awards were presented at the Grosvenor Park Hotel Awards Dinner on February 6th 2007.
iProfile – Energising Subscriber Growth using Data Cleansing and Lead Generation
A life science company’s customers are academics and scientists who value accurate and relevant information. Read how a 10-week programme repositioned one company as market leader in their field.
The life sciences marketing challenge
Companies in the life science industry aim to better the human condition through innovations in science and technology.
This company serves a highly intelligent community of scientists and researchers in nearly every major laboratory in the world. All of these time-pressured scientists demand specific information that addresses their individual areas of expertise. And here-in lies the challenge – How to communicate to 400,000 scientists worldwide on a personalised one-to-one basis?
The company invited a selection of marketing agencies to solve this challenge, initially for Europe and then extending to the North American market. eMarket2 won the pitch.
Why the client selected eMarket2
“eMarket2 was selected for the innovation and overall cost-effectiveness of its solution. They proposed an integrated solution that uses eMail, telemarketing, exhibitions, sales teams and direct mail channels to both deliver and collect information from contacts and prospects in order to nurture better relationships.”
eMarket2 proposed a communications strategy that would fundamentally change the marketing relationship between the company and its customers and prospects - from one of interruption marketing to one of permission marketing.1
The permission marketing vision was to encourage customers to participate in a long-term, two-way dialogue that rewards them for paying attention to increasingly relevant messages.
How eMarket2 tackled the challenge
The programme is called iProfile. Phase 1 encourages customers and prospects to do four things:
Specify their areas of research interest
Confirm their preferred method of communication (e.g. eMail, phone, web)
Provide the names of colleagues that work alongside them
Flag if they need immediate help
In return, the life science company committed to send ONLY information relating to an individual’s designated areas of interest – an attractive proposition in an information saturated market.
The iProfile programme was initially deployed in Europe and involved the processing of over 150,000 European contact records on the company’s database. The process involves the following seven steps:
THE SOLUTION
Industry Life Sciences Marketing Challenge Increase the responsiveness and accuracy of the current databaseMarketing Approach Data cleanse, eMail profiling, telemarketing profiling and lead generation Marketing Results (EMEA)
104,000 contacts (67%) cleaned and enhanced
29% eMail response rate achieved
60% telemarketing response (DMC) rate achieved
3,500 leads generated of which 2,427 were classified as A leads
6,262 new decision maker contacts added to the database (referrals)
eMarket2 initiated a systematic programme of eMail marketing to encourage the Life Science company’s customers and prospects to complete an online self-profile of their information needs and interest areas.
Our Generator2 demand generation platform tracked all click-throughs from the eMail and recorded all completed profile data. This enabled the system to target contacts that had not responded with reminder eMails at regular intervals to encourage more completed profiles.
eMarket2’s Generator2 Demand Generation platform is a nominated finalist in the 2007 TFM & A Awards category ‘Best use of Campaign Management Software’.
The eMail marketing activity was reinforced with telemarketing in five languages to help identify additional qualified contacts and eMail addresses within the Life Science company’s target market.
The data cleanse and database build activity was successfully completed in 10 weeks and the company continues to augment their opt-in contacts using the iProfile self-profiling tool in all marketing activities.
What the iProfile campaign achieved
EMEA Marketing Manager:
“The response was nothing short of astounding. The initial data manipulation activities undertaken by eMarket2 resulted in enhancements to the accuracy of contact information for more than 104,000 of the company’s customers and prospects:
“Records that were previously uncontactable became ‘contactable’; correct salutations were applied so that messages can be personalised; and over 24,000 new email addresses added via an eMail append routine.
“In addition, 29% of contacts responded to an eMail which asked them to complete the four tasks and this increased to a 60% completion rate after follow-up telemarketing.
“Even more exciting is the fact that the programme generated over 3,571 sales leads. An impressive response for a marketing activity that does not actively push any product offers or marketing promotions!”
All of the updated customer profile information was collected and stored on eMarket2’s Generator2 platform.
This ensured that all communications reflect a contact’s most recently updated interest Profile and, more importantly, it recorded any changes to their personal Profile over time.
The programme demonstrated eMarket2’s expertise in developing marketing programmes that utilise best-of-breed eMail marketing, web marketing, telemarketing, exhibition marketing and sales channel marketing techniques.
Next Step
The iProfile programme provides the life science company with a wealth of intelligence about their customers and prospects.
It provides the company with a platform they can use to build a regular and highly personalised dialogue with contacts that directly relate to their individual areas of research interest.
Norman Campbell, Managing Director of eMarket2, observes, “The life science company took the time to understand the information needs of their customers.
This is essential for permission marketing to be effective.
Now, the company is in the unique position of being able to engage with customers who recognise the value of communications from the company.”
The company is now rolling out the same iProfile Programme in the US & Canada in order to offer more worldwide customers the opportunity to specify precisely what life science information they want to receive.
THE CHALLENGE Build regular two-way communication with a worldwide community of academics and scientists who value only information that is relevant to their research and areas of interest.
THE APPROACH
iProfile self-profiling system using eMail, telemarketing and data cleansing to create an opt-in database of over 100,000 self-profiled contacts.
THE RESULT
A dynamic database of self-profiled contacts that have opted-in to receive information.
Over 3,500 leads generated immediately from the profiling activity.
A reduced cost per eMail campaign response of only £0.58
1Permission Marketing Seth Godin Simon & Schuster 1999
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