DM p4-6 News Feb09.qxp 29/01/2009 11:33 Page 6
B2B Update
Sponsored by
New online suppression
tool from B2B Data Direct
B
2B Data Direct is adding confidence that the data they John Wright, commercial
Matchcode Commercial an online suppression are using is accurate, and able director at B2B Data Direct,
B2B product enhanced facility to its range. To enable to produce optimum ROI. explains: “Compliance with the
Address management
its clients to clean data against With the issue of B2B data data protection act is vital,
specialist Capscan has added
suppression products including decay still a huge concern with although companies fail to
B2B giant Dun & Bradstreet’s
MPS, TPS, CTPS, FPS, EPTS and data decaying at a rate of over understand exactly what they
data to Capscan’s business
The Read Group’s The Business 33% year on year, incorrect need to do. Our new service will
tool Matchcode Commercial.
Suppression file, all within mail continues to present a provide companies with the
The move is the latest step
minutes. huge threat to many business- confidence that they are not
in the company’s ongoing
The sister bureau division of es, negatively affecting the only adhering to the legal
expansion drive in the B2B
Blue Sheep, and the owner of brand and wasting valuable required suppression but also
space.
The UK Business Universe, B2b marketing budget. undertaking best practise levels.
At the same time, a
Data Direct believes the launch Additionally, companies fail- Using this facility will not only
commercial data batch
comes at a time when highly ing to suppress against certain protect them from legal action
validation and cleansing
targeted marketing activity is suppression products are in fact but also ensure the marketing
service is also being
vital and says the new service breaking the data protection they undertake delivers the
launched.
will allow marketers complete act. highest levels of ROI.”
D&B’s UK Marketing File
(UKMF) will now be
embedded in Matchcode
IDM sets out ‘Survive and Thrive’ formula
Commercial, a database of
for 2009 B2B Marketing Conference
more than 3.4 million active
companies of all sizes in the
I
n the run-up to its annual service values, and build cross-sell opportunities.
UK.
business-to-business market- aggressively on them. 8.Review your metrics
The D&B database will now
ing conference on March 31, 3.Stay on top of buyer-led dashboard
add a range of valuable
the Institute of Direct markets Ensure you have identified
information such as the
Marketing has issued a 10-point Develop intelligence and the relevant indicators and
number of employees,
formula to help organisations insight to remain best placed critical metrics that are fit for
turnover figures and a ‘DUNS’
survive and thrive in the cur- to meet your customers’ monitoring your marketing’s
number, a nine-digit identifier
rent economic recession. changing needs, behaviours performance.
that provides financial and
Neil Morris, IDM deputy and buying strategies. 9.Stay positive and plan
performance information that
managing director, says: “To 4.Think long-term offensively
is routinely tracked by D&B.
sustain and improve marketing Don’t abandon strategic mar- Commit your marketing and
Capscan’s product
performance in 2009, business- keting goals for the sake of your team to a positive ‘sur-
captures and validates
es must ensure their marketers short-term sales imperatives. vive and thrive’ attitude..
business contact data,
continue to have access to the 5.Arm yourself to protect 10. Make time for yourself
including business names
knowledge and skills they need your budgets Remember the importance
and addresses, telephone
to deploy the very latest tech- Equip yourself with the and necessity of your own
and fax numbers, primary
niques and up-to-date practices. ammunition to demonstrate continuing professional
contact name and Standard
“Our 10-point formula was the contribution your mar- development. Don’t get left
Industry Classification (SIC)
devised while planning the keting plans and programmes behind while looking after
codes.
2009 IDM B2B Marketing make to the business. the house!
Capscan MD Terry Hiles
Conference.” 6.Embrace new ideas
comments: “In this financial
The 10-point formula is as Don’t squeeze out innova- The 6th Annual IDM B2B
climate it is now more
follows: tion. Experiment with and Marketing Conference, taking
important than ever that
1.Make full use of today’s invest in new media, chan- place in London, will explore
companies recognise the
ecosystem of influencers nels and modes of business. innovative new techniques,
importance of data quality
Optimise marketing by 7.Seek new opportunities reveal new research and explore
management in helping to
adapting to all the influences from existing pro- today’s most effective new
reduce costs, increase
and influencers that impact grammes technologies. For the confer-
operational efficiency, retain
results. Look within your existing ence programme, visit
customers and identify areas
2.Reinforce brand values marketing and communica- http://www.theidm.com/b2bco
for revenue.”
Focus on core brand and tions for new upsell and nference.
6 Database Marketing February 2009 www.dmarket.co.uk
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