A leading Italian collective catering company needed to enrich information about some companies already in its database. Starting from the information already possesses, the management team wanted to identify and contact companies with at least 1,000 employees, to offer internal catering and canteen services to those employees.
Thanks to Cerved’s targeting activities, this company purged its database of defunct businesses and built better profiles of each real prospective company, eliminating current customers as well. Using similarity analysis, about 800 potential targets were identified, 12% of which were subsequently deemed qualified prospects after being contacted by telephone for a survey. These actions brought in both qualitative and quantitative information that proved useful for sales pitches to these prospects. It also enabled the client company to find out in which provinces of the country its name was known least, as well as the correlation between brand awareness and the prospective customer’s willingness to be interviewed.
“It was the first time we had used a service of this kind. We didn’t think we could attain such a precisely targeted selection of companies with such specific information, scores and indicators that are relevant to our business. With all the profiling information, our salespeople were able to make pitches to these potential customers with more personalised and appealing speeches.”