B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 14
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Category 7:
Sponsored by
Best use of data
Winner: Nortel
Agency: Segmetrix Campaign: ‘Nortel tornado’
N
ortel wanted to generate demand for 3D DM mailers targeted the most likely
its unified communications among CXOs as identified by Segmetrix profiling.
senior business and IT decision- The boxes contained a smart phone with a
makers. It also wanted to drive awareness, personalised video message. Deliveries
generate response to a web landing page, were followed up by Nortel sales people. A
and achieve face-to-face meetings with simplified version extended the campaign
this audience. to a broader audience.
Segmetrix collated information about In addition, the data segmentation
the top 15,000 companies in the UK. also identified a key audience of 32 IT
Ingredients from the data were used to decision-makers who were sent the
feed Segmetrix models in order to work Nabaztag wi-fi rabbit, the latest must-have
out the potential profitability of each prepared with tailored solutions. gizmo. A flat print mailing drove awareness
customer and also for calculating buying 6. A shortlist of targeted companies was to the broader market.
propensities at the company level. There created and matched in contact data
were six stages: from reputable data providers. Results
1. A hierarchy of companies was built By these means Segmetrix prioritised The ‘Nortel tornado’ campaign delivered
taking into account buying potential, the clusters in order of ROI potential. This 440 per cent ROI of booked revenue on
how much they bought from Nortel and was used to determine which companies Nortel’s investment (analytics plus
their market share. would receive the high-value 3D marketing creative); a 40 per cent response rate;
2. The location of each company was campaigns, standard direct mail, and who $3 million booked revenue and $6 million
mapped and Nortel’s performance in would be contacted by Nortel’s sales force. in the pipeline.
different regions analysed. Sites with The solution also provided benefits such as:
decision makers and a large number of Integrated mix • Recommendations based on strategic
employees were prioritised. The campaign was devised to reach and tactical opportunity and
3. The geography, industry, employee individuals many times via mass media, performance analytics
band, HQ county and incumbent direct marketing and public relations. • Practical segmentation that clarifies
competitors were analysed and High-profile print, online and outdoor tactical options for delivering goals
high-return scenarios planned. advertising that covered key business and • Ability to determine customers’ buying
4. The sites containing decision-makers vertical media created a ‘media tunnel’ to potential and market share
were identified and plotted onto maps. capture commuters across the South East • Holistic view of business transactions
5. Analysts identified key vertical clusters as they journeyed into London. PR and for which historical trends were
of the audience to tailor messaging direct marketing campaigns increased analysed, goals can be set and future
accordingly, and sales reps to be campaign profile. attainment can be measured
Runner up: Experian
Agency: April Six Campaign: ‘The unfair advantage’
E
xperian’s National Business Database Once the final dataset was collated, it
(NBD) provides marketers with was cleansed in-house before being
targeted lists. Experian needed to validated. The top tier of 200 prospects
identify customers and prospects, such as were couriered a personalised DM piece. To
agencies, which required value-added B2B ensure quick follow-up, batches were sent
marketing products and services and every week for two months. This was
nurture them into long-term relationships. followed by a personalised email and then a
telephone call to arrange appointments.
Accurate targeting The second tier of 800 prospects was sent a
Data was collected, which was de-duped pack introducing Experian’s products.
then mapped over the target profile before
being modelled to identify two tiers of Results
prospects, defined by opportunity and size The budget delivered a return of
of business, by turnover and number of £17 for every £1 spent, above the
employees. Within each tier, the types of anticipated £10. New business worth
agencies were further refined into list £424,000 was gained from the agency
brokers, market research agencies, channel, £64,000 more than the
telemarketing companies and campaign objective. There was a more than targeted. Of the top 200
marketing/advertising agencies. Different six per cent revenue increase from prospects contacted, appointments were
messages were prepared for each segment. the top 200 agency clients, one per cent booked with one third.
B2BM AWARDS 08 – www.b2bm.biz
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