Cyance, the insight and predictive marketing company, has launched a new data transformation service that it is claimed helps B2B marketers rapidly update and enhance their customer contact information.
Dubbed Contact Intel, and provided as a bureau service, the scheme matches prospect and customer contact data against Cyance’s Global Multiverse – an aggregated database of more than 650 million records worldwide.
This, the firm insists, allows B2B marketers to identify any contacts in their database who are no longer relevant – such as those who have changed job – and to update with new contact data.
Decision makers can also be tracked to their new company and job with full details available if required.
Cyance chief executive Jon Clarke, said: “We asked B2B marketers at a number of agencies and organisations to tell us their biggest challenges. The overwhelming majority cited managing and enhancing contact data as their main headache.
“That’s what drove us to launch Contact Intel. Put simply, it gives B2B marketers a very fast and simple way to update, enhance and maximise the value of their B2B contact data.”
Cyance reckons the overwhelming majority of organisations struggle to maintain good quality contact data. B2B contact data decays by 30% per year on average. This, perhaps unsurprisingly, severely hampers marketing and sales performance as these data inaccuracies manifest in lost opportunities, wasted spend and unproductive effort.
As part of its data enhancement capabilities, the service is claimed to also append richer insights to contact data, including data gathered from social media such as social profiles, job titles, skills and interests.
One firm which has been using the service is marketing consultancy Purple Salix. Founder and managing director Pete Jakob said: “Cyance ran my CRM data through their new service. The results were a revelation. Over 25% of the contacts I market to had changed job. Now I’ve cut a massive amount of wasted spend from my marketing activity.”
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