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Using The Right Techniques To Triple Email Marketing Response
Industry data specialists Insight Data is reporting that according to research and an analysis of its techniques, the company’s targeted email...
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Market Intelligence Is Power
Having access to in-depth information helps business managers and sales & marketing teams make better decisions, move faster and deliver better results. The Fabricator special correspondent Ed Humphreys reports.
Since 2006, Insight Data has collected and analysed detailed information on over 14,000 fabricators, installers and glass companies. At present more than 800 companies across the industry rely on Insight Data’s services.
The business was founded by Andrew Scott, CEO of marketing company Purplex. Scott has been in the fenestration industry for over 30 years, latterly as a marketing specialist. In the beginning, he worked at the ‘sharp end’ running successful fabrication companies. His experience led him to believe that data is the key to business growth and profitability.
Old school versus new school
Scott says: “For years, companies used old customer lists, out-dated Google searches or relied on a sales rep’s black book. Without access to real market intelligence, companies took a blanket approach to marketing, believing if they threw in enough money or resources at least some of it would result in new customers.
“I set-up Insight Data with the intention of changing this forever. With access to our database clients can build a list of their ideal customers, selecting products, materials, profile/systems brands, volumes and even financial history, along with the direct contact details of decision makers.”
Live data
According to Scott, Insight Data’s team of researchers make over 20,000 phone calls every month, interviewing fabricators, installers and glass companies. This information is updated live in real-time on the Insight database.
Insight Data uses a stream of external data feeds, including a credit monitoring service. These integrate with its database while a specialist team analyses and validates the information. There are seven methods of updating and verifying the database and each month over 1,200 records change.
Salestracker
Clients access the database via Salestracker, a cloud-based platform that can be used on any internet-enabled computer or device in the office, at home or on the move. It provides detailed information on each business along with credit ratings, CCJ’s and net worth.
The system has several modules, such as a CRM solution so users can manage all their leads and customers in one platform with data updated live in real-time. This includes alerts, so users can be notified of key information, such as change of directors or credit rating. Salestracker also features telemarketingt ools which enable telesales teams to create email campaigns.
Scott says: “Salestracker is the perfect B2B tool for sales, marketing and management with the platform giving full oversight of all activity and reporting. It is configurable for each business and user. Our clients range from a regional fabricator with two or three users up to international conglomerates with 50+ users.
“The industry is changing faster than ever with major consolidation, diversification, new companies setting up and sadly some collapsing. If sales and marketing teams don’t have the latest information at their fingertips they’ll miss out on millions of pounds of business.”
Accreditations
Insight Data is ISO 9001 certified and GDPR compliant. While the primary reason companies subscribe is for sales and marketing purposes, the company is seeing a growing demand for market research, identifying trends and gaining a better understanding of the sector.
New databases
From its inception, the company’s core business has been the fenestration sector. Recently however it has developed a number of related databases to help clients target customers in the commercial and new-build sectors.
Scott says that it now has 19,000 local builders, 8,000 builders' merchants, major construction firms and regional and national housebuilders, as well as 8,500 architects and specifiers in its system. He says: “We are already developing the next generation of Salestracker with deeper information, advanced AI and powerful connectivity and API’s.
“We are also planning to launch several new initiatives in 2024, including Insight University to help marketers get the best data-driven marketing, and a new certification for users.
“But the one initiative I’m most looking forward to is completing a new training centre at our HQ near Bristol where we will invite customers to join us for introductory and advanced training on Salestacker and data-driven sales and marketing.”
Picture: Salestracker is the industry's data provider. The Fabricator is powered by Insight Data’s data.
Article written by Brian Shillibeer
22nd February 2024