I recently attended a three-day industry conference where a lot of attendees were potential clients. To make the most of the time, I needed to prioritize my prospecting.
I grabbed the list of exhibitors from the conference website: 250 URLs and company names. The companies were represented by a short URL and nothing else. In other words, everyone is expected to click on the URL to get more information. This is time well-spent when you have a short prospect list, but with 200+, I needed a better way!
As the Product Director for D&B Data Exchange, which lets users mix and match D-U-N-S-linked data from different providers, I wanted to see how I could use my own product for prospecting. I was looking for companies with high growth in their networks and revenue over a certain amount, and I wanted to know what hardware and software platforms they were running, so I could be prepared to talk to them about their IT infrastructures. Below are the steps I followed to find those companies.
- I took the URL from the attendee list and matched it to a D-U-N-S Number via Profound Networks, a D&B Data Exchange partner. I appended URL and D-U-N-S Numbers with Profound’s Digital Business Intelligence (DBI) layout. One of the important elements in the DBI layout is network growth. This field indicates the number of servers on a company’s public domain. This element was later used to prioritize my list.
- I took the D-U-N-S Numbers and appended them with D&B’s Marketing record layout. This gave me fields like Company Size and Revenue, which I used for list prioritization.
- I also took the D-U-N-S Numbers and leveraged another D&B Data Exchange partner, HG Data, to get the software and hardware installed at a company’s location.
- I prioritized my list using network growth and revenue. The list of software and hardware at the company helped me better prepare for my conversations with the prospects.
Although I have listed four steps above, the process from URL to all this information was actually done in two steps. Step one was to match a URL to a D-U-N-S Number. Once these were matched, I could use the list to append data from any one of my D&B Data Exchange Partners.
Armed with this useful knowledge, I felt confident that I had the right information before I made first contact. The best part about all of this is that anyone can do what I did by working with their D&B representative!
Image credit: Gigile