5 Reasons for integrating external customer data in your company

One of the biggest bottlenecks in marketing and sales is insufficiently qualified databases. They make decision-making in your company more difficult and can become true resource killers. After all, clean customer data is crucial so that you can concentrate specifically and efficiently on the right customers and prospects. With the services of Implisense you get access to a huge daily updated database with information on all companies listed in the German Commercial Register. By integrating external customer data, you not only gain an excellent working basis for your marketing and sales teams.

We give you five good reasons why you should use an external database.

integrating external customer

1. Clean, qualified database

With an external customer database you save the time-consuming and expensive qualification of your data. Because that already happens automatically. The information is extremely comprehensive and constantly updated on a daily basis. There are no duplicates. You have a well maintained data basis at all times. Best of all, API allows you to automatically synchronize this data with your CRM system. By integrating external customer data, your customer database is always up to date. Totally automatic.

2. Filling out web forms automatically

With each form field that potential customers have to fill in on your website, their likelihood of leaving increases. So why make your potential customers enter a lot of data themselves, with a lot of effort and risk, when you can also obtain this data completely automatically from the database. Let Implisense deliver the extensive background data to your prospects and keep your web forms short. For an uncomplicated user experience and minimal bounce rates – with maximum data quality at the same time.

3. Grouping and prioritizing automatically

The depth of information contained in your external customer file allows you to automate many processes in your marketing and sales. For example, you can have your new customers or prospects compared with your A, B or C customers using an algorithm. You get immediate information about the potential in your leads – and can effectively prioritize them accordingly.

4. Simplifying data collection for compliance

Simplify and accelerate the onboarding process for your customers. Since you already have a lot of information in your external database, your customer has to submit considerably less information and documents himself. The start of the collaboration is less frustrating and you have the opportunity to create effective added value for your new customer earlier.

5. Identifying potential new customers

With Implisense’s external database, you no longer only have access to the data you have collected or purchased, but also to information on all companies listed in the German Commercial Register. And: At the push of a button, the algorithm suggests companies that are very similar to a group you have defined. With just a few clicks, you can get recommended numerous leads that are extremely similar to your top customers. An incredibly valuable data basis for your upcoming sales and marketing activities – without additional costs.

An external customer database is a powerful tool that allows you to save huge amounts of marketing and sales resources and provide your customers with a seamless user experience. Make clever use of this potential.

>> More information about the Implisense database

Product Announcement Implisense Leads

We often receive inquiries whether we can also simply supply relevant company addresses via Excel, e.g. for a special campaign. We now want to take this into account with our new product Implisense Leads. You can now get relevant leads directly from us.

Presenting: Implisense Leads

Now you can specify your requirements in two different ways. Either you send us your traditional filter criteria (search terms, filters by region, industry, size, etc.). Or you send us an Excel file with your existing customers or potential customers and we will use it to calculate a customer profile and recommend new leads based on it. We will send you the first ten leads free of charge. If you then decide on our offer, you can choose which information should be contained in your file. We offer three standard packages (address only, standard with full contact information and lead qualification, and premium with management name), but you can also request an individual configuration.

We are still in the process of building a dedicated website, but you can already benefit from our new offer. Just try it out and send us an e-mail to hello@implisense.com or use our contact form!

How to generate more recommendations in B2B

It is the dream of every sales person: A new potential customer calls you out of the blue. Just like that. Without the need to contact him beforehand. Turns out, your company was recommended to him.

Turn those coincidences into a system. With considerably less effort than in cold acquisition. Because a recommendation by one of your customers has an enormously trust-building effect. The honest interest was already aroused before the contact.

How to convince customers to recommend you?

A proper recommendation marketing might be less resource-intensive than cold acquisition. But nevertheless it isn’t a self-runner. You must work actively towards a recommendation. Usually it takes three steps:

1. Ask for a recommendation

It sounds trivial, but for many it is still the most difficult step. Although your customer is generally prepared to make a recommendation, he will rarely do so on his own initiative. Our Experience is that two points in time are particularly suitable for your request for recommendation:

  • Immediately after ordering
    If your customer has decided to make a purchase, he is obviously convinced of your product. A good time to talk about a recommendation, perhaps even in combination with a small incentive. That could be automated, but a direct contact might be even more convincing.
  • After delivery
    If you do not offer a service but offer goods instead, the right time can also be right after delivery. Find out whether your customer is satisfied with your delivery and then ask the recommendation.

Be prepared for a “no” or an unspecific answer. Follow up directly! If your counterpart requests time to think about suitable candidates, ask him/her for at least a single contact for the moment. Your aim is an immediate action, otherwise the probability of a recommendation decreases.

2. Reduce the barriers

Make it as easy as possible for your customer to make the recommendation. Provide him/her with an e-mail template, for example, with which he/she can immediately establish contact between you and the potential interested party. Ideally, this should be done directly after your call.

3. Ensure positive feedback

Encourage your new contact to thank the referral provider after a successful recommendation. In this way, it receives positive feedback and is stimulated to make further recommendations.

Suggestions for customers to approach?!

Recommendation in recommendation marketing

  1. Have you already identified a list of further customers? Excellent. Suggest them to your referrer that he or she recommends you to companies from the list of highly valued potential customers. Use smart software to help you with that.
  2. Is your potential referral listed as a company in Implisense Pro? Check their company profile and look for other companies linked to their profile. Is there a company of interest to you? Mention this link to further reduce the recommendation hurdle.

Example: Recommendations from link analysis

Suppose you have a satisfied customer at Bosch Automotive Service Solutions. Open their company profile in Implisense Pro and look for the link analysis section to see which other companies they are linked to:

Recommendations via link analysis
Obviously, you could ask for a recommendation both within the Bosch Group and to suppliers, since your customer is connected with them via contracts, web page entries or managers. Use this information advantage to select specific candidates for recommendation. This approach is ideal for developing new customers within groups of companies or corporations.

Recommendations are one of the most efficient acquisition channels. Therefore, do not leave it to chance, but use strategic recommendation marketing – even with a certain persistence. Combined with Implisense’s detailed company data, you can maximize your sales performance!


Pro recommondation

Gain deep knowledge of companies that respond to a recommendation – and optimize your sales process. With Implisense Pro.

 

Try it out for free right now!


 

Big Data Analytics: Profiles of Video Conferencing Buyers

In this blog series we would like to present some insights from our Scoring projects. Specifically how Implisense Data Scientists determine target customer profiles for selected products and services of key customers. The following insights were gained from Implisense’s data without the need for costly internal data processing at the customer’s premises. The preconditions for analysing the target customer profile are low. Our clients typically name 10-30 company names of sample customers in an Excel file, so that our Data Scientists can calculate a target customer profile on Implisense’s company data. For reasons of confidentiality, the names of the sample customers are not mentioned in the blog posts, but only the analytical results are presented and interpreted for you.


High-quality video conferencing solutions


Background

A vendor of high-quality video conferencing solutions with regional marketing units want a more precise targeting of German companies and a better value-added communication especially for German medium-sized businesses.

The vendor sends Implisense a number of exemplary customers of its video conferencing solution in  Germany. The Implisense Data Scientists first perform an automated matching of the company names with the database of Implisense. Then they use the matches for the Big Data Analysis. The Data Scientists use all information available in the Implisense system about the mentioned companies and all other 2.2 million companies in Germany.

 

Identified characteristics of users of high-quality video conferencing solutions (Source: Implisense)

Generated Target Customer Profile

The target customer profile for customers of high-quality video conferencing solutions is geographically focused in the postcode areas 71 – Stuttgarter Umland, 70 – Stuttgart and 68 – Mannheim. Existing customers typically employ employees in classes 501-1000, >1000 employees and 101-500; there is no evidence of smaller companies. All customers report annual sales of >100 million euros. The primary industries for users of high-quality video conferencing solutions are C: Manufacturing, followed by G: Retail; Maintenance and repair of motor vehicles and G46: Wholesale. Thematically, existing customers emphasize the quality of their products and services in their external communications with 56%, innovation with 53% and intelligence with 50%. The companies have an above-average number of locations in the following countries, sorted by decreasing importance: China, Japan, Brazil, Malaysia, Thailand, Singapore. Furthermore, the companies emphasize their substantial research activities with their own organizational units and their technologically sound product portfolio. The companies report strong growth over the last few years.

Interpretation of the Target Customer Profile

A sales story can be derived from the determined target customer profile. Accordingly, target customers of high-quality video conferencing solutions are likely to have a need to protect their technological know-how in view of the high communication efforts required by their international locations. Therefore, marketing should appeal to companies that have these structural characteristics and establish or expand locations in China, Japan and Brazil. Potential users should be found in the sales department, with emphasis on simplicity and reliability of the solution. Addressing users from research and development should also be examined, with an emphasis on knowledge protection through secure international communication and cooperation. In view of the margin situation for technologically leading and fast-growing companies, the costs and prices of the solution should play a rather minor role. Due to the technological affinity of the target customers, live demos could be more convincing. Furthermore, recommendation marketing should be used, as many of the sample customers are connected with potential new customers directly or through industry associations. This fact should be used in marketing and sales via personalized success cases with the naming of the linked business partners.

Recommendations of potential customers

The best match of the Implisense Lead Recommendation is Infineon Technologies AG. This company has substantial technological know-how, operates internationally in China, Japan, Brazil, Singapore and is connected to numerous reference customers.

In addition to Infineon Technologies AG, more than 1,200 other companies can be identified in Implisense Pro alone, which match the determined target customer profile and can be approached via the regional sales structure. Through the Implisense API, the client’s CRM team can create regular queries about which potential clients are notified of changes in the international locations and then implement automated 1:1 marketing campaigns for high-quality video conferencing solutions between the client’s headquarters and its international location.

Summary / TL;DR

Using exemplary buyers of a high-quality video conferencing system, Implisense data can be used to calculate meaningful target customer profiles within a short period of time. The target customer profile points to internationally active companies from Germany with technological know-how worthy of protection and sales and research units in Asia. These results can be used to address existing and potential customers 1:1 and can be integrated into automated marketing processes.