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Database Optimization Case Study:

Problem: Marketing management at a Global 100 Technology Company was constantly receiving feedback from sales that they were not receiving enough leads and that the leads they were getting were of poor quality. Sales kept coming back asking for help with specific under-penetrated accounts while remarking that the leads they were getting kept coming from the same accounts and were not therefore really leads since they were already engaged in a selling cycle with those companies. Marketing's strategy of purchasing lists and investing in content syndication just didn't seem to improve the results, and there was no visibility into the overall data to understand why their investments were not paying dividends. The decision was made to invest in the database and look for a partner that could help understand the gaps and fill them. That is when MarketOne was brought in to consult.

Solution: Before diving right into a list building strategy, MarketOne decided to approach the situation in a more consultative manner.

First, we sought to understand what their target contact or ideal buyer was in terms of functional area and level. Then we provided an analysis of their target accounts showing how many accounts had the key titles they were seeking and which types of contacts might be under-represented in the database. Most marketing campaigns have assets to target specific levels and types of buyer and influencer, and if your database is bottom or top heavy in terms of role/types then you might be missing the real buyer which is often at the Director and Manager levels. The bar graph above is what MarketOne uncovered.

Next, we wanted to help the client understand how the above contacts spread out over the account base. The goal was to have 90% of the accounts with a minimum six contacts and to have 50% with a minimum of twelve contacts. That mix would ensure the accounts were being properly marketed to and that they lowered the risk of missing an opportunity. The pie chart above is what MarketOne's analysis uncovered.

The results showed that 42% of the database has fewer than six names per account and only 29% had at least twelve names per account.

Once MarketOne had helped the client see the gaps we built a plan to fill them with a combined cleansing and enhancement strategy executed through our teleservices operational offices around the globe. The result was a customized and accurate database optimized for this particular client's target market which continues to provide a powerful foundation for all their marketing campaigns. MarketOne continues to be the primary partner for continuous maintenance since this project and has added services around lead routing and data normalization. Now every lead that makes it to sales is fully verified and "in-target" for selling.

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