News
Nearly half of DM targets say yes to Gyro’s new campaign for business information market leader
Strong creative from Gyro makes the case for best of breed data analytics from D&B
03 July 2006 – D&B, the world’s leading source of business information and insight, has turned to Gyro International, the integrated marketing agency, to implement a highly targeted campaign for its D&B Market Insight product.
D&B Market Insight is a quick to implement, cost effective marketing tool that allows campaign planners to identify the most promising sales prospects and marketing strategists and sales team leaders to accurately assess real revenue potential, by analysing evidence about existing customers. The tool combines current and prospective customer information with demographic profiling data in a single web-enabled data source, and supports statistical modelling and in depth analytics.
Richard Perry, Managing Director of Gyro International UK, said: “We use D&B Market Insight and so we understand first hand its benefits. As B2B marketing programmes become smarter and more sophisticated, products like Market Insight become an absolute necessity in producing the sort of results for clients that they are coming to expect.”
To promote Market Insight, Gyro has targeted key decision makers and planning/data leaders at the top 100 marketing agencies in the UK with a large proportion of B2B and predominantly blue-chip clients in the technology, finance, utilities, business services and manufacturing sectors.
In the first phase of the campaign, a personalised mailer has been sent to three key contacts at each agency and further DM, email, personalised micro sites and telemarketing will complete the activity.
The campaign spells out the downside of irrelevant or inappropriately targeted marketing campaigns and aims to educate the agencies about D&B’s capabilities and specifically the benefits of Market Insight. These benefits include the ability for B2B marketing professionals to conduct sophisticated analysis and profiling on their customers (and the market universe) at the press of a key. Profiles that previously took days and cost thousands are now available interactively online via the web.
Nicky Keyworth, Sales & Marketing Solutions Director for D&B UK and Ireland, said: “As Gyro is the largest B2B agency in the UK it was natural for us to turn to them for this campaign. We have been delighted with the planning and creative implementation of the first phase of the campaign. The initial response rate of over 44% exceeds our expectation, and we are extending the campaign as a result.”