Business to business marketing campaigns have been given a boost with the launch of a new tool from Experian which claims to improve targeting by matching datasets on their own desktop to work out how likely a firm is to respond to specific offers.
Designed to be used either as a web application or integrated into users’ CRM systems, pH Search can be customised according to a firm’s specific business needs.
Drawing on Experian’s data insight, pH Search helps users to understand how adaptive a business is to change, how generous the firm is as an employer (in terms of offering health insurance to its employees for example) or what the short and long term growth prospects are for the company. Decision maker contact and company details can be downloaded straight into the users’ CRM systems.
For example, pH Search data can be matched against a firm’s own bespoke data to ensure there is no crossover of current customers and new prospects, enabling more accurate targeting when designing marketing campaigns and more relevant customer contact. Businesses can understand and profile the characteristics of their best, most profitable current customers and then locate similar prospects within Experian’s database.
Parameters can also be set, so that a firm’s employees only access the customer profiles that are ‘right’ for the business – a key benefit for businesses with large sales and marketing functions keen to ensure consistency and reduce duplication.
Experian’s Business Information Services managing director Max Firth said: “The most successful and cost effective marketing campaigns have been delivered by businesses that have combined their own internal data with external intelligence to create more tailored communications.
“This has been achieved through a consultancy-based approach and has enabled those firms to operate competitively, no matter how challenging the market has been.
“pH Search takes B2B marketing to the next level, combining a consultancy-based approach with the best data and analytics that enable users to intelligently profile and market their services to prospects that are most likely to find them of use.”
