Dun & Bradstreet, one of the world's leading providers of business information and insight, have two divisions. The first, Risk Management Services, is well known to the credit risk management market and generates the majority of D&B's revenue. The other, Sales & Marketing Services, is less well known and even though the marketing audience does know D&B, they viewed D&B as just another data provider. Marketers were unaware of the analytical capabilities and products that D&B could offer.
The campaign, therefore, aimed to:
• Generate leads for Market Insight
• Raise awareness of D&B's high-level capabilities in S&MS
In Market Insight, an online marketing tool with a range of powerful capabilities, one particular feature was chosen. This was that Market Insight could find new leads by identifying current customers’ sister companies.
Where D&B have access to the list of customer’s customers, a highly personalised mailer showing a sample of their customers and the number of companies related to their customers was produced and sent. For non-customers whose customers were unknown, the mailer showed the average statistic of the number of companies that are related to your customers.
An integrated campaign including direct mail, email, online ads, awareness press ads and web landing pages was created with telemarketing follow-up. Respondents visiting landing pages were offered a free sample analysis of the potential prospects by filling in a form.
From the start, the mailers generated interest which helped generate sales meetings with 7% of those called by the sales team. From the direct mail, visit rates of 2.3% were achieved with 37% of these completing the form. The email campaign click through rates of 1.8% and 26% submitted forms.