Download customer data integration (cdi)

ENHANCE SMALL BUSINESS MARKETING
USING BUSINESS OWNER LINK
SOLUTION OVERVIEW
IT’S NOT ONE SIZE FITS ALL. Too often marketers assume that a one-size-fits-all approach to
BUSINESS OWNER LINK:
• Business Owner Link contains a
process that links business
owners at their business
address to their home address
providing two points of contact
B2B marketing will always have the desired results. After all, on the surface businesses can
look very similar and appear to have identical needs. Often the primary segmentation
criteria are based on the line of business and the size of the business. This simple strategy,
popular in B2B campaigns, is not an effective approach within the small-business segment.
We already know that consumer respond more favorably when an offer is tailored directly
to them, so we need to remember that behind every business is an owner and that owner is
a consumer.
Small Business Are Unique
• Business owner link can also
provide a complete view of a
small-business owner by linking
their business demographic
information to his or her
consumer demographic
information providing the
ability to identify the business
owners in their consumer
portfolio for cross-selling and
up-selling opportunities
Marketing to small businesses can be a lucrative and influential investment when done with
deep understanding of the business owner. A look at small businesses on the surface
reveals that there are many similarities. But a more in-depth look shows that these small
businesses are unique and it is critical to uncover distinguishing information about them to
communicate effectively.
The practice of looking at a small-business owner provides a deep, blended view of a
business owner from the business and consumer perspectives. Marketers gain a better
understanding of a business owner at the consumer level and market products and services
accordingly.
Having this full view provides marketers with a comprehensive and holistic view of a
business’s creditworthiness and risks, helping them make important lending and financial
decisions. Having the complete view of a business owner increases the chance of success
marketers will experiences with their marketing campaigns.
Allant’s Approach To Business Data
Allant is a leading, analytic driven, Marketing Services Provider that takes a data
independent approach to supporting the third party data needs of our clients.
Independence is a cornerstone to Allant’s business model in the areas of data, creative and
execution services. Why? Because each are best selected on their individual best-of-breed
merits, which can be discretely measured, re-evaluated and changed with the evolving
needs of marketing strategies and programs.
Allant proactively researches premier data providers who supply actionable data for our
clients. We internally test the data content to ensure coverage is as advertised as well as
insightful. Our approach to recommending and supplying a specific file(s) or a data
element(s) would be based on a more complete understanding of your business
requirements and marketing goals. Within this collaborative effort, Allant would be in
position to offer data recommendations as it applies to your current and future
data needs.
Contact Allant today to help you start building a relationship with your
prospective customers…before your competition does!