How Sage uses our data to underpin their sales and marketing operations

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Delivering total data-driven sales and marketing support throughout the customer lifecycle

“We have seen leads convert 2.5 times higher when a customer’s record is matched to a D-U-N-S number”  
Dan Taylor, Senior Director Marketing Data, Sage
 

Sage selected Dun and Bradstreet as the data provider of choice primarily because of its ability to work at a group level and deploy global solutions. This provides Sage with an effective global data foundation to underpin their sales and marketing operations.

Hugely successful in their own field, the client’s high standards and expectations have driven the delivery of great results since engaging Dun & Bradstreet:

 

  • Data quality: At the beginning of our engagement, only 62% of the client’s data was of sufficient quality to match to a Dun & Bradstreet record so that we could maintain it. Now, 80% of new accounts and leads can be matched via D&B Connect for Salesforce.

  • Lead scoring: The client’s 16 category lead scoring model ranks opportunities from the highest quality (A1) to the lowest quality (D4). Today, every lead generated through Dun & Bradstreet data is routinely scored at A3 or above. Identifying a customer’s profile earlier in the engagement process enables marketing to tailor communications to prospective customers specific needs, driving higher quality engagement. This in turn, facilitates the optimisation of lead scoring, focussing the attention to customer interactions rather than the ability to identify who they are. We have seen leads convert 2.5 times higher when a customer’s record is matched to a D-U-N-S number.

“Analysis using Dun  & Bradstreet Data has identified that a Sage customer is more likely to grow 5 times in revenue compared to a comparable company  who is not a Sage customer.” 
Dan Taylor, Senior Director Marketing Data, Sage
 

  • Revenue: We receive 50% more revenue when a customer’s record is matched to a D-UN- S number. In addition, analysis using Dun & Bradstreet Data has identified that a Sage customer is more likely to grow 5 times in revenue compared to a comparable company who is not a Sage customer.

  • Conversion rates: Being able to targets specific verticals and micro verticals enables Sage to deliver higher quality leads to the sales operation whilst doubling the MQL to SQO conversion rate.

 

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