By adding external business characteristics to your analyses, you gain a more in-depth and detailed understanding of both the market and your ideal customer profile. This will help the marketing and sales department identify and target new, promising target groups. For example, consider these business characteristics:
A good example of this comes from Eneco. They know exactly which companies potentially want to buy solar panels. For their market and customer research, they use the characteristics of location, roof area, type of roof and year of construction. Companies with, for example, a too small or unsuitable roof are excluded from their marketing and sales activities, allowing them to target the right audience precisely. This way, the target group is smaller and the chances of new deals are higher.
Financial service providers, such as insurers, have a legal obligation to prevent fraud. One way to detect fraudulent acts is to work with fraud indicators. You gain insight into these fraud indicators through external data:
Figures from the Association of Insurers show that an active approach to insurance fraud saves as much as 82 million euros per year. So it is definitely worth using external B2B data for this purpose.
For available, up-to-date and real-time data, the Internet is a gold mine. With these 3 sources and techniques, you will gain valuable insights:
RoyalHaskoningDHV has a great example of this. Commissioned by the government, they wanted to map circular business in the Netherlands. Using web crawling, they crawled 135 keywords, from "zero waste" to "chemical recycling. This revealed more than 100,000 circular companies, resulting in in-depth insights into the development of the Dutch circular economy. The government uses those insights as the foundation for new policies.
Is your organization considering a business acquisition? As a first step, you'll want to profile the ideal acquisition candidate. External B2B data is a highly suitable tool for this. You can analyze and map companies based on:
Once you have clarity on these indicators, you'll know exactly what characteristics your ideal acquisition candidate should possess. This makes the search for such a company much more targeted and therefore easier.
For future predictions, use a combination of internal data, such as the current sales value of your customers, and external data with predictive value. Good examples are financial characteristics, vacancy data and employee development. Based on the customer profile and the behavior of similar customers, you find out the future behavior of (potential) customers. With this you predict, for example:
No matter what application you use external B2B data for: you will always discover in-depth, valuable insights. This allows you to discover growth opportunities and risks much faster, keeping you ahead of your competitors. If you are a data or BI analyst, would you like to know more about the different types of external data and their advantages and disadvantages? Then check out the Company.info website.
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