DandB Launches Marketing Platform Hoover's Optimizer

 
 
By Nathan Eddy  |  Posted 2012-04-12 Email Print this article Print
 
 
 
 
 
 
 

Customers using the platform can identify industry and company size trends within their customer base.

Dun & Bradstreet launched Hoover€™s Optimizer, an add-on module for Hoover€™s Online, designed to help small and midsize businesses (SMBs) cleanse and enrich their customer and prospect data to increase return on investment on sales and marketing campaigns.

Hoover€™s Optimizer combines a self-service program with the D&B€™s commercial information on more than 205 million businesses worldwide, which helps organizations transform outdated and incomplete customer data into up-to-date information.

Aimed at SMB sales and marketing departments, Hoover€™s Optimizer allows customers to upload customer and prospect files within the Hoover€™s Online Web interface to be cleansed, matched and enriched using D&B€™s DUNSRight process. Hoover€™s Optimizer complements the existing D&B Optimizer solution, which offers higher file size limits, offline processing and additional data elements to serve the needs of larger enterprises.

The Data Warehousing Institute estimates that poor data quality costs U.S. businesses more than $600 billion per year. With customer data decaying at an average rate of 2 percent per month, marketing and sales departments increasingly require tools to respond quickly and effectively to these changes, manage sales prospects and grow business, the institute said.

€œGetting sales and marketing programs to the right prospects at the right time is a challenge for all businesses, but it€™s especially acute for small and medium-sized organizations,€ said Josh Peirez, president of global product, marketing and innovation at D&B. €œThey don€™t have the time or resources to waste. With D&B€™s data optimization now built into Hoover€™s Online, they can reach the best opportunities, quickly and easily.€

Marketing and sales professionals can rely on improved, accurate data quality for more effective prospect targeting to receive full ROI on call and mailing campaigns and improved response rates. By accessing this data through a self-service application, these professionals would be enabled to be responsive to changes in currently engaged and potential prospects, said Peirez.

Customers using the platform can identify industry and company size trends within their customer base and find additional look-a-like sales prospects by applying that information to Hoover€™s Build A List, with more than 70 search criteria to find new leads. In addition, with automated cleansing, Hoover€™s Optimizer helps reduce damaging repetitive calls due to duplicate records€”costs associated with incorrect contact information and wasted time campaigning to unqualified companies.

The cleansing of marketing lists and CRM data helps give marketing and sales professionals a strategic view of the most promising industries and segments across their customer base, a company release said. In addition, Hoovers Optimizer offers access to D&B data integration through an online interface with Hoover€™s Online for the cleansing, matching and enriching of up to 25,000 records.

 
 
 
 
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.
 
 
 
 
 
 
 

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