Use customer data smarter – with a clever enrichment strategy

Nowadays, companies collect a lot of data about their customers. But do they really fulfil their purpose? After all, the data only benefits your marketing and sales team if it is able to gain knowledge about a customer in real time – and make him an offer based on it that matches his individual interests and his current status in the purchasing process. All too often, however, the data collected is insufficient.

The problem: Unstructured and incomplete data

In many cases, the customer data collected is relatively unstructured and comes from different sources. However, they are only as good as the particular source. The up-to-dateness of the information differs. On top of that, they do not interlock seamlessly. Data gaps must be closed by interpretation – and here all too often the boundaries between fact and fiction blur. Inaccurate data therefore leads to false assumptions about a customer and thus to poorly performing campaigns.

Data enrichment strategy in marketing and sales

The solution: A clever data enrichment strategy

It is better not to close data gaps with speculation, but with information. Automatically enrich your fragmented customer data with a service provider and win in three ways:

1. checking your data

Service providers such as Implisense build their data records with the help of an AI, which keeps them up to date at all times. Especially if your customer data has been collected over a longer period of time from different sources, there is a high risk that it contains outdated information. As part of the enrichment process, the data is checked for up-to-dateness and corrected if necessary.

2. closing data gaps

Implisense not only provides you with a complete data set that contains hundreds of data points for each company, it also allows you to easily manage your data. Above all, current signals from this company are evaluated and included on a daily basis. This allows you to base your assumptions about your customers on a much broader database – in real time.

3. getting trigger events right away

The most comprehensive possible picture of your customer is not the only decisive factor for a successful approach, but also the right moment. The daily updated data acquisition additionally provides you with current trigger events, which tell you something about the current status of your customer in the purchase process. This allows you to recognize the ideal moment and tailor both time and message to your customer.

All this happens automatically. Thanks to the Implisense API, the data records in your CRM system are easily enriched with the requested data from Implisense and qualified at the same time. This provides you with comprehensive information in the shortest possible time. So that you don’t miss the ideal time to pick up your potential customers with an exactly fitting message.

A clever data enrichment strategy solves the often underestimated problem of fragmented collection of customer data. With the help of artificial intelligence, you maximize your knowledge about a lead or customer and thus your success in marketing and sales. 

Streamlined content marketing throughout the b2b customer journey

Attention has become a decisive currency for success in globalised competition – also in B2B marketing. Today’s decision-makers are confronted with an extreme variety of stimuli – which come unsolicited. With classic marketing instruments and cold sales methods, it is increasingly difficult to stand out from the background noise and reach potential customers sustainably. However, in order to reach the relevant set of your target group – i.e. the selection of providers and suppliers who could be considered for a possible purchase – it is crucial to provide the user with the right information at the point and time when he is searching for it himself. With a sophisticated content marketing strategy.

In this way, you are not perceived as a disrupter, but as a competence authority that creates added value. On the other hand, the quality of your content must meet the high demands of your target group and be clearly tailored to the respective needs of your user at the respective point in time in the customer journey. Effective content marketing in the B2B business therefore means: the right information in the right depth at the right time. In order for this to succeed, a basic understanding of the b2b customer journey is essential.

customer journey levels in content marketing

1. awareness stage

At the beginning of his journey, you cannot yet assume that your user has a concrete intention to buy. That’s why you shouldn’t frighten him with overly advertising content. At this point he would first like to get an overview of the topic with its opportunities and risks. And he tries to figure out basic solution options for a challenge he is currently dealing with. As unspecific and undirected as the interest is at this point in time, it is precisely there that it is worthwhile to reach the user with your content. Because at this point you shape his awareness for the further occupation with this topic. In this way, you can focus the user’s attention at an early stage on those aspects in which you know how to shine with your solution. At the same time, you position your brand as a credible opinion leader and win the trust of your potential customers.

2. consideration stage

Your user has gained a basic understanding of the topic and is now looking for concrete solution options. But be careful: he is not automatic to search for specific providers! For example, a sales manager might already have realized at this point that he can increase the efficiency of his team through more structured customer data. Now he is looking at what the implementation of a powerful CRM system would mean for him. However, the question of which software provider he finally decides on does not play a major role for him at this point. With the help of more in-depth content, you are increasingly pointing out concrete possible solutions. Prove a real understanding of the challenges your potential customer is facing. In this way, you embed your brand in your user’s mind as a value-added provider and finally in his relevant set.

3. transaction stage

At this point your user searches for concrete product information as a basis for the purchase decision. Compact and concrete. If you have acted smartly in the first two phases, your prospective customer will pay particular attention to the aspects that you have previously established as important when making the purchase decision. However, even in this phase, it is essential that you keep the focus on the customer. In your communication, concentrate not only on the features of your offer, but above all on the tangible advantages that result for your customer. Through the trust you have gained in your brand in advance and the concrete buying interest, your sales department can now exploit these leads particularly efficiently and conclude the deal.

4. binding stage

Do not consider the customer journey completed after a successful sale. By continuing to provide your customers with useful content – now also via targeted dialogue media – you are laying the groundwork for promising upselling potential. And promote long-term customer loyalty. Continue to build trust in your brand so that you benefit from your long-term investment in this customer.

Content Marketing along the customer journey needs understanding

In order to be able to address your target group in the respective phases of the customer journey, you need to gain a real understanding of your (potential) customers on two levels: You have to internalize the challenges they face on a daily basis and for which your offer can represent a solution, either directly or indirectly. And you need to know which phase of the customer journey your user is in. Signals about acute trigger events help you to draw conclusions about the current status of a company in the purchase decision process. You can read how Implisense Pro can help you use them for your marketing in a previous post on our blog.

Help to shape the decision-making process of potential customers from the very beginning and benefit from a noticeable simplification of work in sales. With an integrated content marketing strategy, you guide prospective customers through the entire B2B customer journey to a successful deal.

Competitor monitoring

We have often pointed out how important it is to keep a close eye on your customers or the companies that you intend to be your customers – in order to identify valuable trigger events for your sales department. This time we want to address an additional opportunity. Because trigger events do not always have to take place directly at the companies of interest to you. Changes and events at their current suppliers can also play a role as trigger events for you. We explain how you can make the most of competitor monitoring for your sales force.

Trigger Event 1: Change of staff

competitor monitoring: product changes

We recently published a detailed article on the various opportunities that can arise for you from a change of staff of your contacts. But you should also take advantage of a job change at their current supplier. After all, it is often not necessarily the one with the best product that is awarded the contract, but the one with the best relationship with the customer. A change of responsibilities at your competitor represents a break in this relationship – the new salesperson or account manager must first establish a good personal relationship with his contact person on the customer side. Use this moment to bring yourself into the business.

This way you are prepared for it:

In your CRM system, always document who is responsible for your lead at his/her current supplier. If you learn about a job change of this person, a simple search will filter out all interested parties that you should address now.

Trigger Event 2: Product Changes

If one of your competitors announces that they will discontinue or significantly change a product, customer acquisition potential is released. Either because the respective service will soon no longer be available – or because of customer dissatisfaction with the forced changes. The ideal time to offer your alternative solution.

This way you are prepared for it:

Find out not only which competitors are currently supplying your potential customer, but also which specific products they are using. And document this in your CRM system! To know immediately which of your contacts are affected by any such changes.

Trigger Event 3: Change of Organization

When one company is bought up or merged with another, in many cases this results in a major customer exodus. Make sure that you benefit from such an event with one of your competitors. Take advantage of a decisive change in the organization to specifically entice away its customers.

This way you are prepared for it:

Keep the information about which competitors your leads are currently working with up to date. This way you can react quickly.

competitor monitoring change of organization

 

Monitoring of competitors is crucial

Conclusion: Monitor not only your leads but also your competitors to identify trigger events! For example, with the daily updated data and notifications from Implisense Pro. And then act quickly. Because a trigger event only changes the perception of your contact for a certain time window. Some of your competitors will also want to take advantage of this moment. However, if you are optimally prepared and act quickly, this offers you even more potent sales opportunities.

 

Staff changes – a great opportunity for your sales department

If the responsible person changes in an important position of one of your leads, this is one of the most valuable trigger events you can get involved with. Because this results in several job changes. And: The probability of a successful deal is particularly high in the first weeks and months of a manager’s new job. Because then they want to prove themselves, initiate changes and solve problems. You can help with that.

You have four great opportunities when one of your contacts changes job:

  1. Your current contact

Contact the person with whom you have been dealing at a customer or prospect – and who has now changed the job. If your contact was promoted within the same company, it probably now has more influence, competencies and possibly also more budget. If he has left the company and is now working for another company, this is your chance to score. Continue the good relationship and show the persons how you can help them in their new position.

  1. The replacement for your contact

If the position your contact has held so far has not been cancelled, someone else will fill it. There you should introduce yourself immediately in order to establish a good relationship with your new contact person right from the start. If the company is not yet a customer, but only an interested party, this is your chance to finally reach a deal.

  1. The person whose job your previous contact is doing now

In most cases, the job your contact has been in for the last time will have been filled beforehand. Find out who this person is and what he or she is doing now. The probability is high that she too has just experienced a job change and may even have been promoted. Take advantage of this favourable moment and present yourself as a problem solver.

  1. The person who inherits your new contact

Ask your new contact where he came from and what he did before he moved to this position. It is not unlikely that a vacancy at a position of interest to you has also arisen at his old employer as a result of his departure. Also introduce yourself to the person who will replenish it in the future – especially if it is another company.

trigger event job change

 

Recognizing a trigger event

Certainly: Not all four of these options are effective in every case. However, a job change of one of your contacts is a powerful trigger event that opens up several opportunities for you. So it makes absolute sense to keep up to date by active monitoring when this happens to one of your leads. For example:

  • An autoresponder to one of your e-mails tells you that the person you are writing to is no longer working for this company. Or your mail can no longer be delivered.
  • The job change becomes visible in career networks such as LinkedIn or Xing.
  • The company publishes a press release, a newsletter or actively informs by other means that a change of personnel has taken place at this point.
  • A Google Alert for that contact will tell you about it.
  • Implisense Pro automatically informs you about the change for your lead by analyzing countless online sources – with no action on your part.

Don’t miss out on the opportunities that arise for you from a job change of one of your contacts!

20 trigger events to ensure your sales success

Trigger events are ideal opportunities to reach your contacts at a time when they are particularly inclined to purchase your product or service. Recently we have introduced some tools to identify trigger events. To make sure you know what to look for, you will find 20 concrete examples in this article. Use these and other occasions for a particularly targeted approach in marketing and sales.

Economic changes as trigger events

The main goal of any company is to earn money. If you can help your potential customers with your product or service to increase revenues or reduce expenses, it is highly likely to attract their interest. Trigger events that allow direct conclusions to be drawn about the economic situation of the company are very well suited as contact events.

The company …

  • … wins a large customer.
  • … is growing – in terms of sales or employees.
  • … reports losses.
  • … is affected by price changes for important resources.
  • … has concluded a financing round or goes public.

Changes at structural or organisational level

If a company realigns itself organizationally and structurally, this is a great opportunity for you as a potential supplier. Finally, the status quo is questioned – the open-mindedness for new things is great. Such changes can manifest themselves in different ways.

For example:

  • New managers are being appointed.
  • The company moves.
  • Mergers, takeovers or acquisitions are taking place.
  • The company creates new positions or redistributes competences.

 

Competitive events

Also monitor the behaviour of your potential customer in the market as well as events that affect important competitors or the entire industry. From this you can derive valuable opportunities and a specific need of your contact.

  • Your potential customer is introducing a new product/service.
  • An important competitor introduces a new product/service.
  • The company enters a new market.
  • There have been significant changes in one major competitor.
  • An innovation of great importance for the industry is announced.
  • A new legal situation is changing market conditions.

 

Person-related trigger events

If you already have a concrete contact to your potential customer or if you at least know the respective contact person, it is worth keeping an eye on events that affect this person in addition to the company and industry.

Your contact …

  • … either gets a promotion or changes his/her job.
  • … takes part in a conference.
  • … posts content that indicates an interest in your product/service.
  • … opens your e-mail.
  • … expresses dissatisfaction with the current supplier.

 

Trigger events with Implisense Pro

With Implisense Pro you will be informed about numerous changes affecting your leads on a daily basis. The algorithm evaluates countless sources and alerts you automatically. So you never miss an occasion to convince promising contacts of your product or your service.

Use these and other trigger events for your lasting sales and marketing success!


Find trigger events with Implisense Pro

 

Stay informed about important changes affecting your B2B contact – with Implisense Pro.

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