For nearly 30 years now, Corpdata has been
in the business of providing precision marketing data to companies who are trying to sell to
other companies, business-to-business marketing. Equally, we have been very popular with marketing
agencies who wanted to rely on our data to promote the campaigns they had been working
on because they didn’t want to be embarrassed by bad stuff.
For a whole host of reasons we are very proud of what we have been doing there.
Principally our data is good because we maintain it by telephone research on an ongoing, never
ending basis. This means we are trying to pick up on all
the errors and the changes that happen over time, and certainly as soon as we ever get
to realise that there might be something wrong we jump right on that, and try to fix it straight
away. The data we produce is target-able by all
sort of things you might imagine in the B2B world, such as industrial sector, company
size, where they are located and so on. Whilst that’s great, and it works! We are
immensely proud of all the work we have done on that.
There are a few even more target-able files depending on the sector you are in, which
we have been producing for over 20 years. Depending on your sector, one or more of these
might be interesting. We have specific ‘Focus’ files called:
IT Focus Telecoms Focus
Fleet Focus Call Centre Focus and
more recently, Online Focus. These specifically concentrate on all sorts
of things that are in place within the company addressing those different facets of their
operation, perhaps to do with what types of computers there are and so on.
Today I want to introduce to you IT Focus. IT Focus was our first focus file from twenty
or so years ago, maintained many times since then.
There is all sorts of information in there about the scale or size of the operation with
regard to IT usage, ranging from desktop PC’s, how many they have, portable PC’s, number
of servers, number of IT staff. Historically we also used to ask about certain
brands and products that were in use, such as, which operating systems.
We have over recent times decided we didn’t want to do that, we didn’t want to expose
the data subjects to the risk that they could be hacked more easily if that more sensitive
information was available publicly. We’ve moved away from doing that now, but
we do still have some information about the way they work, albeit not at a product level.
For instance we know whether they in-source or out-source in a number of areas such as
web development, as in do they get someone else to do that for them, or do they do it
with their own staff. Software development generally and programming,
database services, and hardware maintenance are also areas where we know whether or not
they are handling those aspects themselves or whether they have out-sourced it to other
people. Finally, talking about IT, so in a modern
sense, we are asking them whether they use cloud services, or handling at their own location,
whether they sell online, or whether their web presence is more of a brochure site, and
indeed which ISP they connect to the outside world with.
There are a number of obvious usage cases, for instance, somebody wanting to sell printers
or screens or other IT components and peripherals. There are some less obvious ones too.
We have had fairly large success working with people who wanted to sell orthopaedic chairs
where they had a large number of desktop PCs. The approach was in fact not to the IT Manager,
but to the HR Manager in that instance. So there are all sorts of tangents that one
might be able to go down armed with information about how an organisation has structured the
IT and what infrastructure they have all together. These files are slightly more expensive than
our normal Premium data file, but potentially for the right product, the right reasons for
using it, it might be invaluable for getting optimum efficiency from that precious marketing
and sales resources you are deploying. With that particular product I’m sure you
will be able to figure out how you might be able to target the correct company for you
particular product and services. Don’t forget it’s not just about targeting
the right company, we also know within almost all of those, the relevant decision maker
for the types of decision you would be interested in, be that the manager for IT or Sales or
whatever field it might be. In conjunction with that, as part of getting
those names for people we ask them their preferences for how they like to be marketed to.
In the light of GDPR especially, you’re able to work with people in a way they do not find
offensive or oppressive, and are therefore unlikely to complain or have a problem with
you introducing yourself. Check it out!
Speak to one of our Data Consultants, have a look at the details on our web site, and
we look forward to speaking with you soon.