Targeting using external company databases

With the spread of telework, marketing and sales activities to acquire new customers have shifted from offline to online. With face-to-face and telephone interactions being restricted, more precise

targeting

has become important for acquiring new customers. This is where external corporate databases come in handy. This time, we will introduce a method to improve targeting accuracy using external company databases. Below is an introduction to how to create a company list online. Please also take a look.

How to create a sales list from information on the web | MarketTRUNK

List of companies growing in importance

In order to get your products and services purchased, it is important to make your target company aware of your products and services, arouse their interest, and guide them to take action such as requesting information or getting a quote. With the spread of telework, opportunities for face-to-face contact such as exhibitions and seminars have been limited, making it important to approach target companies proactively rather than passively.

At the same time, the importance of creating a highly accurate company list is increasing in order to increase the number of potential customers.

Analysis method for creating a highly accurate company list

Analysis is essential to improve targeting accuracy. We will introduce three analysis methods to create a highly accurate company list.

① Data analysis of existing customers

You can analyze existing customer data for products and services and create targeting that leverages your company’s strengths. Specifically, we create a list of commonalities among existing customers based on past transaction data. As analysis items, we extract trends and commonalities among existing customers based on company attributes such as industry type, sales volume, employee size, and department/department of the decision-maker, as well as business environment and issues/needs. I’m going.

②Analysis with competitors

We select target companies by comparing ourselves with competitors. Using frameworks such as 3C analysis and STP, we put ourselves in the position of a company considering purchasing a product or service and analyze what position our company is in.

An easy-to-understand explanation of “STP analysis” that marketing beginners should know! | MarketTRUNK

After confirming your position, consider whether you can utilize differentiation from your competitors in targeting.

③Website access analysis

We analyze which companies are interested in your products and services based on your website access history. Utilize tools that link IP addresses to companies. Obtain the IP address used by the access analysis tool and identify the company from the IP address. Similar to analyzing existing customers, we extract trends and commonalities among companies visiting websites and use them for targeting and list selection.

Leverage external company databases

It is also effective to utilize external company databases to achieve highly accurate targeting. There are three advantages to using an external company database.

① Industry selection based on data

When selecting industries, such as which industries to approach first, it is often done based on personal criteria that depend on the experience of the person in charge. Based on data on millions to millions of companies, it is possible to select industries based on data, such as which industry or category of companies is best.

② Market analysis is also possible

External company databases not only cover company data from all over Japan, but are also categorized by industry and unique categories. By comparing the data with industries and categories in the company database, you can not only analyze data on existing companies, but also analyze the market size of the industry.

③Analysis independent of industry classification

Depending on the characteristics of the product or service, there are often cases where analysis simply does not apply based on industry classification. In that case, if you can analyze the unique categories and segments of each company’s database and extract trends and commonalities, you can achieve highly accurate targeting. However, each company database has different categories and segments, so you need to find a company database that suits your company’s product/service analysis.

Corporate database provision service

Currently, there are several companies offering corporate databases. Each service has a different purpose, such as credit management and corporate sales/marketing support, and the amount of data held also differs. It is important to find a company database that matches not only the amount of data but also your company’s products and services.

①Tokyo Shoko Research tsr-van2

This is a company database provided by Tokyo Shoko Research Co., Ltd., and has data on 8 million items. With the list-up service, you can create your own original company list from a list of 3.05 million companies by selecting a combination of 28 items.

Internet corporate information service (tsr-van2): Tokyo Shoko Research

②Teikoku Databank COSMOSNET

This is a corporate information database provided by Teikoku Databank. It is possible to extract targets using niche keywords from the vast amount of information collected through Teikoku Databank’s research activities.

Internet corporate information service COSMOSNET | Products and Services | Teikoku Data Bank Co., Ltd. [TDB]

③Corporate business database LBC

This is a corporate information database provided by Landscape, Inc., which holds corporate company data for 8.2 million locations, with a coverage rate of 99.7% for domestic locations. Many companies use it as a BtoB sales list.

Corporate business database LBC ~ Providing case studies, company codes, and company list materials utilizing Japan’s largest data ~

④SalesNow Targeting

With the company information database provided by QuickWork, you can extract prospective companies from a database of over 5 million companies and create a sales list. There are over 156 search items, allowing you to create detailed segments according to your company’s targets.

SalesNow Targeting

⑤musubu

This is a company database provided by Baseconnect, which has 1.4 million data items. You can create a company list by filtering by over 25 types, such as sales, or by specifying business keywords, product names, etc.


Musubu | Cloud-based corporate information database that supports new corporate sales development – ​​Cloud-based corporate information database Musubu

⑥FORCAS

This is a company database provided by Uzabase, which holds data on 1.5 million companies. Through customer analysis using data, we identify target companies with a high order rate. It can be linked with Salesforce and various MA tools.


FORCAS | Customer strategy platform for B2B businesses that improves ABM and sales results

summary