Targeting the perfect customer

Jade Greenhow, operations director at Insight Data, explains how the challenges of marketing in a rapidly changing industry, and how Salestracker’s real-time data can help businesses pinpoint the perfect customer.

For better or worse, acquisitions, mergers and consolidation have become a regular sight in the fenestration industry. Such is their frequency, the industry landscape seems to change almost on a daily basis; as stock prices shift, deals are finalised and businesses wait for the dreaded knock at the door.

This changing landscape creates a number of major challenges for businesses, chief of which is how do they effectively connect with their ideal customer? As the industry changes so rapidly, data decay has never been so significant, with once trusty marketing lists and spreadsheets now destined for the archives because they simply cannot keep up.

It’s for this reason that we have seen businesses across every sector of the industry switch their approach and adopt Salestracker for their sales and marketing needs. In doing so, businesses can avoid damaging their reputation by contacting companies that are no longer trading, or decision makers who have changed jobs, retired or even passed away.

Salestracker is our groundbreaking online portal, combining a prospect database, a powerful CRM system, and a new, integrated email marketing platform called Stem. It’s powered by what we call ‘real-time data’, which is achieved through an in-depth seven-stage verification process for ultimate accuracy.

In one of these stages, our in-house research team make over 20,000 calls per month to confirm every detail. In another, we have a direct feed from a credit reference agency which confirms credit ratings and identifies companies on our database that have gone bust, moved or changed directors.

This means our 700+ users, including major systems companies, fabricators, component suppliers and manufacturers, always have access the most up-to-date data and market intelligence for prospects across the fenestration and construction industries. Better still, Salestracker is an online platform that is available via a PC, laptop, tablet or mobile device providing 24/7 access for businesses and their sales teams no matter where they are in the country.

In short, Salestracker brings together live data for over 70,000 potential customers, including contact details and business information such as key decision makers, suppliers, output and credit ratings. So, whether you’re targeting local builders and housebuilders, architects and main contractors, builders’ merchants or businesses in the fenestration industry, Salestracker allows you to target the right prospective customer for your business.

It’s in stark contrast to those businesses relying solely on one-off data lists, sending blanket email campaigns to old email addresses with nothing to show for their investment except high bounce rates and potential blacklisting from email providers. That difference was made even clearer when we launched Stem, Salestracker’s very own integrated email marketing platform.

Stem is the industry’s first and only, dedicated email marketing platform, harnessing the power of Salestracker’s unrivalled prospect data. Now, customers can create their targeted audience, segmented by size, region or specialism, ready to design and build dynamic email campaigns all within Salestracker. Once it’s sent, Stem will effectively track any responses using an in-built landing page and Salestracker’s CRM system – ready to be followed up by the sales team.

The combination of Salestracker and Stem delivers a proven platform for businesses to effectively and efficiently target their perfect customer, even in today’s ever-changing industry. When businesses pair Salestracker and Stem with our in-house direct mail and telesales services, they can create a high-impact, multi-channel campaign that not only generates the right leads but ultimately helps win new business.