Find Better Prospects Drive More Sales

$10M
$50M
$50M
Find Zc//c Prospects,
DriveWec Sales
A Guide to Using
Business Behavior
Data and Insights
A PUBLICATION OF
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Find Better Prospects, Drive More Sales I www.cortera.com 1
7/
. 2013...
SO WHY IN THE WORLD IS IT
SO HARD TO FIGURE OUT WHICH
COMPANIES TO TARGET?
6ee
QUESTION.
LETS TAKE A LOOK
AT SOME HISTORY
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Back in the e/c- e,..
both B2B and B2C marketing methods
were rather basic...
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...le/ -e/ a,
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State of art in the B2C world included
mass-market catalogs, department stores
and door-to-door sales.
In the B2B world, telephones, trade shows
and face-to-face direct sales were the rule.
Show up. Shake some hands. Take orders.
Selling was simple.
8/et- t. 0ee/.
Over time, both worlds applied increasingly
sophisticated use of market demographics
- Gender
- MaritaI 5tatus
- ducation
- Income
- ChiIdren, yes / no
- ent / Own
- Location
/e tc eo//.
B2C ProIing IncIuded: B2B ProIing IncIuded:
- Industry segment (5IC Code)
- Number of empIoyees
- AnnuaI revenues
- Job function / titIe
- Years in business
- Headquarters /
branch locations
8/e- lee//
Because sales and marketing
are now data-driven!

8/et- t. 0ee/.
Then, in the 1950's and 1960's, B2C marketers
turned their attention to consumer psychology,
and invested in
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It was known early on as Motivational Research,
and the power it supposedly gave advertisers was
dramatically introduced into the public consciousness
by Vance Packards 1957 book, The Hidden Persuaders.
Retailers and consumer goods companies could
only wish they had the means to manipulate consumers
to the extent claimed by Packard.
Still, the new methods improved
their understanding of consumer
purchasing motivations and
made selling more efective
than ever.
Meanwhile, companies who sold to other businesses
continued to rene ways to identify prospects
demographically particularly by industry segments
and job function. The 1950s began a golden age
of trade publication advertising and saw increased
efciency in direct mail.
The focus remained
on dening who and
what the prospect
company was
not how it behaved...
8/et- t. 0ee/.
= =
+ +
?
B2C BEHAVIORS B2B DEMOGRAPHICS
What followed was an ever-widening
separation of the two philosophies...
More and more, B2C marketers sought to
understand the factors that inuenced purchase
behavior, which made marketing and sales
more efective. Suddenly, it was understood
that someone who bought a certain brand of
automobile was likely to also prefer a specic
brand of beer, or a particular style of sunglasses.
B2B marketers sought improved demographic
data, along with greater emphasis on quality of
nancial data, such as revenue and payment history.
So, now you knew if a prospect could aford what
you were selling you just didnt know if they
had the propensity to buy it.
8/et- t. 0ee/.
Then came the major inection point:
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Suddenly, with the wide-scale adoption of credit cards and advent
of Electronic Point of Sale systems, retailers, credit card companies
and other B2C organizations could also see and measure consumer
purchase behavior in action not just in theory. Every purchase a
consumer made from a retailer added new, sharper denition to their
prole. Their future purchase behavior became more predictable, and
marketing to them became more precise. Retailers could use an
ever-improving "basket analysis" to improve their cross-sell and upsell
opportunities, advertising, merchandising, in-store layouts and credit card
companies could target consumers based on life events as reected
in their buying patterns.
B2B marketers turned to business information services, improved
telemarketing solutions and other techniques.
Of course, the data was still woefully inadequate, but now there was
more of it and you could access it faster and share it with more people.
It just wasnt telling you anything new.
Demographics
- LifestyIe
- eIationships
- Life vents
- Attitudes
- Preferences
- Payment History
- Purchase
Behavior
Demographics
- Payment
History
- Credit Data
Services
- 5aIes
Automation
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John W. Smithson
Exp Date 9/17
8/et- t. 0ee/.
Advancements in SEM, CRM, marketing automation, social
media and other web tools have also made B2B sales and
marketing faster and more efcient in a variety of ways, but its
evolution lags far behind that of B2C. With all of these technology
changes, one important variable in the B2B sales and marketing
equation has remained virtually unchanged: the data. The data lacks
real insight, because the focus is still limited to demographic data.
And its still difcult to sort
through all the information
out there. A recent study
states that the average
sales person spends 200
hours per year searching for
information on companies.
Demographics
- LifestyIe
- eIationships
- Life vents
- Attitudes
- Preferences
- Payment History
- Purchase
Behavior
- Targeted
Marketing
- Consumer
eCommerce
- MobiIe
Commerce
- PersonaIized
Web and Mobile
Purchase
Experiences
- Predictive
Analysis
And now, the accelerating efect of the
7-/c-c/ Welt/c Pce/e/te-./
The power and vaIue of consumer purchasing insights have
been amplied by internet and mobile technologies. Not only
is consumer behavior more visible and sharply dened, but
now the purchasing experience is more interactive so the
consumer is empowered to express preferences in real time!
In a 2011 report by Aberdeen Group, the vast majority of major
retailers studied relied on increased customer insight to achieve
revenue growth,
with 81% applying
analysis to drive
new customer
acquisition, and
75% to derive
additional value
from existing
customers.
Demographics
- Payment
History
- Credit Data
Services
- 5aIes
Automation
- 5M
- Web AnaIytics
8/et- t. 0ee/.
So maybe its time for B2B
Je7ce- 8eac//t-
from the B2C model.
Ze/ /eo?
Arent the
two markets
fundamentally
diferent?
(c./
But theres one very
important similarity:
As with consumers,
how a company behaves
speaks volumes about its
propensity to buy your
products and services.
w--/c. .. 0e-c.
D
e
m
o
g
r
a
p
h
i
c
s
8/et- t. 0ee/.
Welcome to advanced
B2B sales & marketing driven by
Ze.t-c.. Zc/ete Pe(t/c..
Pioneered by Cortera, auto-generated Business Behavior Proles enable the
rapid and reliable identication of B2B Lookalikes companies that look and
act like your customers to accelerate the marketing and sales process.
For the rst time ever, you can automatically generate a Business Behavior Prole
for your customers, which will enable you to pinpoint out of a universe of millions
of organizations those companies who have the same ideal behavioral
characteristics. These lookalikes are your most valuable prospects: theyre
the companies with a demonstrated propensity to buy the stuf you sell.
Demographic factors alone merely guide you to a large neighborhood of a
very large prospect universe. To sharply dene your best prospects, you need
to know their behavior: what and how they are buying, who theyre hiring, how
theyre investing for the future, and other essential details that have been hidden
from view until now.
D
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B
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B
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Purchasing
Behavior
Financial
Behavior
Online
Behavior Hiring
Behavior
Investment
Behavior
Payment
Behavior
8/et- t. 0ee/.
What a company Ze,.
reveals volumes about who it is
and how it behaves.
Now, purchasing behavior insights allow you to track spending patterns for:
- Shipping: across multiple categories (truckload, LTL, rail, air, fuel, leasing and other).
- Raw Materials: those materials and components required for the manufacture
and/or assembly of nal products.
- Operations: including equipment, information technology, industrial supplies
and common products and services, business processes and other activities
essential to business operations.
- Other business-related items: such as insurance, advertising, construction,
and legal services.
These B2B purchasing patterns are reliable leading indicators of a companys
overall health, providing clear evidence of growth or decline.
purchase behavior data represents, in our opinion, the next generation of
B2B sales and marketing tools
Raymond James and Associates
Commercial Credit Industry Update - Technology Industry Brief, July 23, 2012
8/et- t. 0ee/.
How a company

its money gives you a rare
glimpse into their priorities.
7-c./. We-ec.
Now you can see relevant nancial factors:
- Payment behavior: It's not [ust about a current credit rating ~ it's about how a
prospect pays companies like yours.
- Investment behavior: New technology? Strategic acquisitions? New plants?
Knowing when, where and how a company invests its money tells you how its
management views the future.
- PinanciaI behavior and events: From tax liens, to licensing agreements, to new
Iines of credit, a combination of pubIic and private information adds important
details to sharpen an overall nancial portrait.
LOCAL HEADLINES
County Approves
Bond for Local Company
Expansion
I
N
V
O
I
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E
8/et- t. 0ee/.
Wtt- ?tt-?
Another key indicator:
who are they
Tracking the People Factor
In todays complex and ever-evolving business-to-business marketplace, the
people factor can be the most dynamic factor in the behavior equation
and one that can also be difcult to interpret.
In most cases, an increase in the hiring of production and sales personnel likely
signals an increase in company output and revenues. But what do layofs indicate?
It could portend a decline in revenues; or, it might be appropriate right-sizing in
the wake of greater automation and improved productivity.
The more complete the details, the clearer the picture and the more you will
know about the companys desirability as a potential customer.
LOCAL HEADLINES
County Approves
Bond for Local Company
Expansion
8/et- t. 0ee/.
More information isnt always helpful information. Without focus
and precision, the expansion of analysis beyond conventional
demographics can quickly bury you under a mountain of irrelevant
data. An IDC study (cited by CFO.com) says the digital universe
all the data stored in the worlds computers will increase by a
factor of 300 by 2020 but only about 3% of that universes
potentially useful information has been identied, and even less
has been analyzed. Which means 97% of the worlds stored
information is basically worthless.
Fortunately, business behavior data and insights make it possible
to avoid worthless information altogether. It empowers you to drive
and accelerate sales and marketing success with B2B lookalikes
those prospects with the propensity to buy what you sell.
With unprecedented
precision, business behavior
provides you the most
valuable and actionable
insights.
IN
V
O
IC
E
8/et- t. 0ee/.
J/c Je-.(eae/te-e/ Peoc
OF BUSINESS BEHAVIOR INSIGHTS:
You have full command over your
sales growth for the rst time.
Finally you can cut to the chase. Conventional credit and demographic
data will always have a place in a sales and marketing strategy. But business
behavior insights represents a fully evolved method that changes the nature
of marketing and sales for the better.
A complete picture of business behavior now drives the creation of B2B
lookalikes, and that empowers B2B marketing and sales professionals to:
- Finally gure out which companies to target
- Predict what current customers and prospects will likely buy in the future
- Ensure messaging and ofers are highly relevant to target prospects
- Dramatically improve marketing conversion and sales closure rates
- Increase and accelerate sales revenues
- Reduce the cost of sales
$10M
$50M
$50M
Find Zc//c Prospects,
DriveWec Sales
A PUBLICATION OF
2013 Cortera, Inc. All rights reserved worldwide.
Take full command over your
sales growth with Cortera!
Click here to learn more about
our Business Behavior Insights
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