Case study: A leading global reagent company makes a digital transformation; data is the gap!
Our Customer, one of the leading suppliers of bio-reagents was preparing to expand their sales and marketing department. Before upgrading to HubSpot CRM, Sales, and Marketing, they were using outdated email blast tools and spreadsheets to track customers. In order to make this digital transformation, extensive data cleaning and enrichment was needed. This database pulled from their e-commerce platform contained over 30,000 customers and leads, 40% of which only contained an email and shipping address. About 25% of the contacts had data that enabled segmentation, such as product and research interests.
The challenge:
Without the data required to segment their customer database, this reagent company could not personalize their marketing outreach in order to cross and upsell products and services.
The solution:
We began this daunting task with a pilot, taking a sample of about 10,000 current customers and focusing on enriching their data first. By using a combination of tools that collect data on publications, tradeshow events, and LinkedIn profile data, we were able to capture the data needed to properly begin segmentation and targeted marketing.
The next step was to put in a process to collect customer data incrementally for the future. We collaborated to consolidate which data points were key to collect. We then built workflows, sales playbooks, and forms to capture this desired data.
The impact:
Once this data was collected, marketing was now able to begin segmented campaigns targeting buyers on a deeper level. The company now has a clear picture and understanding of who their customers are, their fields of research, what tools and techniques they are using, what competitors they are buying, what tradeshows they are attending, and their funding.
The company experienced an immediate impact with an increase in email open and click-through rates. Most importantly, the sales team now knows their customer workflows and product needs, leading to an improved quality of their discovery calls and cross/upselling efforts.
Contact us to get help with data enrichment:
Matthew Manobianco
Marketing and CRM Consultant