Company Brochure
We provide fresh B2B contacts.
Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 A profile of Deutsche Messe Interactive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Reliability and experience – our hallmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Understand purchase processes and create relevance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Tailored and targeted solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 The results of our work: first-class testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 An overview of our services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Addresses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Lead Nurturing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Introduction Digitalisation is causing significant changes in purchasing. The effects can be felt everywhere, and pose new challenges for companies in the B2B sector.
While procurement processes in the past were driven by direct contact between prospects and the sales department, today they are dominated by independent information gathering on the part of buyers. As a result, the majority of B2B transactions are now influenced by preliminary internet research. By the time a prospect first makes contact with a company’s sales team, the procurement process is often more than halfway complete. This makes it increasingly important to reach prospects as early as possible. How can this goal be achieved?
The answer lies in our service portfolio. This, supplemented by our unique expertise and a highly motivated team, makes us a strong and experienced partner in the field of B2B customer acquisition and nurturing.
Eric Berger CEO, Deutsche Messe Interactive
Page 3
“As a subsidiary of Deutsche Messe, one of the largest trade fair organisers in the world, we can draw on extensive experience in establishing new B2B opportunities. The guiding principle of our day-to-day work is to ensure client satisfaction through the quality of our services.” Eric Berger CEO, Deutsche Messe Interactive
A profile of Deutsche Messe Interactive We will support you every step of the way through B2B customer acquisition and nurturing Deutsche Messe Interactive (DMI) can assist you with customer acquisition. Through our targeted communication solutions, we can provide you with a large number of high-quality business contacts. The benefits for you: In the future, you will only communicate with the relevant audience – in other words, B2B decision-makers with a verifiable interest in your products or services. This will allow you to focus your sales and marketing teams exactly on your objectives, avoiding wastage and making optimum use of your budget. All our services use our highly qualified B2B decision-maker databases, which are drawn from information such as CeBIT and HANNOVER MESSE trade visitor data.
Page 5
Reliability and experience – our hallmarks. B2B and online expertise, a content marketing philosophy and unique decision-maker databases make us one of the leading suppliers in the field of B2B lead generation.
First-class testimonials
Content and channel expertise
Our extensive client list ranges from start-ups to global players. We supply these companies with highly qualified leads all year round, as well as supporting them in nurturing their existing customer relationships.
With our help, you can create lasting visibility for your solutions. Our qualified editors ensure that content appeals specifically to your target audience so that interest from your target customers is guaranteed.
Unique contact quality
Experience in the B2B sphere
Our B2B decision-maker contacts are the cornerstone for many of our services. These contacts are drawn from sources such as the CeBIT and HANNOVER MESSE visitor databases, and comprehensive selection options enable us to reach the exact target audience you want.
As a subsidiary of Deutsche Messe, we understand B2B. In fact, it is our world. The Group has been in business since 1947, and now brings together suppliers and buyers at more than 100 events worldwide.
Page 7
Understand purchase processes and create relevance. Changes in B2B procurement processes and modern lead management must be understood in order to ensure successful B2B customer acquisition.
84%
Around of all B2B transactions are influenced by preliminary internet research.
Up to
70%
of the decisionmaking process is already complete by the time a customer has any direct contact with sales staff.
The buyer side of a B2B procurement process is often shaped by a buying centre. Lead generation activities must target all those involved in the process, who have very different information needs depending on their role. At the same time, the focus of interest changes during the procurement process, with the initial area of interest (MQL = Marketing Qualified Lead) evolving into product interest and then specific interest in potential suppliers. Information is primarily gathered online, and direct contact with potential suppliers is not sought until near the end of the process.
The supplier side seeks to identify potential customers early on and influence the procurement process to be perceived as a preferred supplier. In the initial phases of the decision-making process, online-based resources are crucially important. The communication format and content must be adapted to each decision-making phase in the buyer’s process, and reach the various individuals in the buying centre at the same time.
The lead stages describe the status of a lead from a supplier perspective. The role of the marketing team is to nurture leads until they are sales-ready (SQL = Sales Qualified Lead). Only then does the sales team make direct contact.
Page 8
Tailored and targeted solutions We understand the B2B procurement process. Using our decision-maker databases and a content marketing approach, we are able to provide leads at exactly the lead stages you specify. B2B procurement process
Change in interest during the process
Identifying needs
Defining needs (requirements)
Investigating purchase options (longlist)
Evaluating the options (shortlist)
Selecting a supplier and making a purchase
General area of interest Interest in specific products Interest in selected suppliers
B2B buying centre: several roles influence the procurement process
User Initiator Buyer Decider
Information gathering is initially conducted online, with direct dialogue sought only in the later stages
Lead stages describe prospects’ interest levels from a supplier perspective
Online
Decider
Online
MQL
Direct dialogue
SQL
BANT SQL
Page 9
The results of our work: first-class testimonials Sales success for companies of all sizes! We work effectively with industry leaders, mid-tier firms and start-ups. And whether you are looking for address data enrichment, sales lead generation, meeting campaigns or multistage lead nurturing campaigns, you will profit from our expertise at all times. “During the lead campaign we
“We find Deutsche Messe Interactive’s lead
“We have been working with DMI since
“Working with Deutsche Messe Interactive
successfully took advantage of the
generation approach to be an attractive way
our company was first established, and
allowed us to make our DOMOTEX trade fair
opportunity to present our wide range of
of credibly making our service known in the
are completely satisfied with how our
stand visible to a broader target audience.
services to our customers and gain new
B2B segment and acquiring new customers.
requirements are met.”
Both the above-average opening
prospects. We have had very positive
The fact that this has been recognised with
feedback on the discussions resulting
a prestigious industry award is a wonderful
from the campaign.”
validation of our successful partnership.”
Tim Kreitlow, Head of Exhibitions and Events, TÜV Nord
René Rink, Head of Business Channel Marketing, Telefónica O2 Germany
Yvonne Neumann, Marketing & Communications Manager, Matrikon OPC EMEA
and click-through rates and the high number of registrations prove the enormous success of the campaign for us.” Sitara Menon, Manager of Branding & Communication, Jaipur Rugs
Page 11
An overview of our services
From finding customers to retaining customers. We will support you through every phase of establishing new B2B opportunities – from researching target audiences to nurturing existing customers. As a leading supplier of content-driven B2B lead generation services, our focus is on acquiring highly qualified prospective new customer contacts (leads). Our product portfolio is divided into four areas, supplemented with extensive additional services.
Addresses
Direct Marketing
Lead Generation
Lead Nurturing
Systematic enhancement or enrichment of existing customer data.
Increased visibility for your subject matter among your target audience.
Highly qualified business contacts with verifiable interest in your products and services.
Nurturing prospects into new customers and existing customers into repeat buyers.
(Page 14)
(Page 16)
(Page 18)
(Page 22)
DMI Address Research
DMI Email
DMI MQL
DMI Webinar Lead
DMI Address Management
DMI Address Marketing
DMI Direct Mail
DMI SQL
DMI Telephone Lead
DMI Direct Marketing
DMI BANT Lead
DMI Event Lead
DMI Lead Management
Using DMI decision-maker databases
+ Additional services
Using customers’ own databases
(Page 24)
Page 13
Addresses
DMI Address Marketing | DMI Address Research
The “right” addresses are crucial! Successful customer acquisition depends on high-quality addresses. Not only do you need the right target audience, but the quality of the records themselves is essential too. As a wholly-owned subsidiary of Deutsche Messe, we have several million personalised B2B business addresses. These are drawn from sources such as the visitor databases for our trade fair events, which include CeBIT and HANNOVER MESSE. We can refer to these as decision-maker databases with good reason, given the high proportion of such individuals at this type of event. At the same time, the annually recurring cycle of these trade fairs means that our data is continuously updated and enhanced. A more up-to-date and qualified B2B decision-maker database would be hard to find.
Your needs – our services DMI Address Marketing Do you need qualified, personalised B2B records for customer acquisition?
DMI Address Research Are you looking for target audience data that is too specific for any existing address database?
We have them!
We can find it!
Working to your specifications, we will select the required contact details from our DMI decisionmaker databases.
We have the experience needed to find highly specific target audiences for you, using targeted research methods and web analytics.
Data will be supplied in your preferred file format. This service is billed on an annual rental basis.
Data will be supplied in your preferred file format and billed according to the work involved.
Page 15
Direct Marketing DMI Email | DMI Direct Mail
More visibility, better awareness! Attracting new customers is impossible without the right level of visibility and appropriate awareness of your products and services. This is where we can help! We will advise and assist you in all stages of creating highimpact email or postal mailshots, from design to distribution. And with our database of several million B2B decision-makers, your mailshots are sure to reach the right target audience.
Your needs – our services DMI Email
DMI Direct Mail
Do you have news on your website that you would like to make more visible to your target audience?
Do you want to increase visibility with a high-quality postal mailshot?
We can achieve that!
We can arrange that!
We will create e-mailshots which mention your news briefly and concisely, and refer interested recipients directly to your website or a landing page. You can use this option to advertise your services, events, or anything else you want to promote.
Focusing on your objectives, we will develop mailshot formats for you that are sure to be memorable. C5, DL or non-standard sizing, a range of innovative printing techniques, insert options – everything is tailored to your requirements.
And the best part is that by having us send out your mailshot, Deutsche Messe Interactive acts as your endorser!
Example: DMI Email
And on request, Deutsche Messe Interactive can act as your endorser here too by sending out your mailshot. The choice is yours!
Page 17
Lead Generation
Page 18
Tailored B2B leads Not all leads are the same. The question of what lead product is right for you depends quite substantially on how you plan to handle the leads that we produce. To ensure you receive leads that are suited to your purpose, we will discuss this with you extensively.
Permission type
Interest level
DMI MQL
Usage on the client side
Marketing Qualified Lead
Sales Qualified Lead
DMI SQL
DMI BANT Lead
Initial interest exists, but tends to revolve around the subject area rather than specific products or suppliers.
Clear interest in products and suppliers has been established.
Purchase decisions are imminent; leads have very high levels of interest.
Email permission has been given. Leads are interested in receiving further information by email. During initial information gathering, contact by telephone is generally undesirable.
Email and telephone permission has been given. SQLs are in the process of choosing products/ suppliers. They are happy to be contacted by email or telephone.
Email and telephone permission has been given. Leads who are close to a purchase decision want to be contacted.
Marketing team is responsible for nurturing MQLs into SQLs through content marketing.
Sales staff makes contact with SQLs. This usually involves collecting BANT information so that concrete sales talks can begin.
Sales staff uses BANT leads to start sales discussions straight away.
Budget, Authority, Need, Time
DMI Webinar Lead
DMI Telephone Lead
DMI Event Lead
Willingness to have an appointment has been clearly established.
Email permission has been given. Leads could be sent an email reminder before a webinar, for example, or a follow-up message afterwards with information from the webinar.
Email and telephone permission has been given. The lead might be telephoned and then sent informational material by email afterwards.
Email and telephone permission has been given. The lead could be contacted by email or telephone in preparation for the event or to follow up afterwards.
Sales is usually the department responsible for handling these leads, as they involve direct contact with potential customers.
Page 19
Precise requirement definition for highly qualified leads Producing leads involves a selection process and a subsequent profiling/refinement process. The more precisely the process stages are defined, the better the result; i.e. leads that meet your expectations in terms of quality and quantity.
Selection
Whitelist: Companies that exclusively should be targeted Qualifying questions: Enquiries to verify criteria that must be met.
Page 20
Profiling question
Appointment preference
Leads
Leads meet the defined criteria in both, quality and quantity
Profiling questions: Enquiries regarding criteria used to further differentiate leads. Answers do not affect lead screening. Example: Which operating system does your company use? Appointment preference: Enquiries confirming willingness to be contacted directly, by telephone or face-to-face.
optional
Result
Profiling/ refining
Example: Do you have more than 50 PC workstations? Yes/no
optional
Qualifying questions
Blacklist: Companies that should not be targeted
optional
Blacklist/whitelist
Selection criteria: · Company size · Country · Industry · Job title/department
required
Target group definition
How a contact becomes a lead We draw on long-standing experience to ensure that lead generation is successful. From MQLs and SQLs to BANT and appointment leads – using effective marketing campaigns (which may even be multi-stage depending on requirements) and employing a variety of content formats and communication channels, we can satisfy almost any client request. MQL generation illustrated with a simple example Client-specific content is promoted to the target group in an emailing. (In this case, a white paper)
Recipients who are interested in the white paper register on the landing page.
After successfully registering, the prospect will have the opportunity to download the white paper.
During registration, the prospect gives consent to be contacted (email and/or telephone permission).
Once permission has been granted, the lead can be contacted.
Page 21
Page 21
Lead Nurturing
DMI Address Management | DMI Direct Marketing | DMI Lead Management
Develop your potential for a successful customer acquisition Are your customer databases no longer up-to-date? Do you have too little time to expand your email marketing activities as you would like? Is your sales team short on qualified leads? We can help you! We will use our experience and expertise to support you in all aspects of B2B customer acquisition, and help you to develop your potential!
Your needs – our services DMI Address Management
DMI Direct Marketing
DMI Lead Management
Is your CRM data not as up-to-date or complete as you would like?
Would you like to step up your communications or achieve a better response?
Would you like to provide your sales team with highly qualified and dialogue-ready prospects?
No problem! We can help you update it!
We can facilitate that!
Lead generation is our speciality!
With personalised contact details for several million trade fair visitors, we have one of the most comprehensive and up-to-date B2B decisionmaker databases around. It is with the help of this database that we can enable you to update and enhance your records. You are looking for information that we do not have in our database? Then we will research it for you and use innovative web analytics methods to provide you with the missing data.
We have a long and extremely successful history of creating high-impact email and postal mailshots with strong response rates.
We know what it takes to nurture potential prospects into dialogue-ready leads, and our client list has long included numerous wellknown companies, from highly specialised mid-tier firms to international corporations.
And we can do the same for you – using your database.
With our expertise and experience, we can support your sales staff too – using your database.
Page 23
Services
Content marketing requires content – and at a high level of quality. Content marketing means offering readers content with added value – information rather than advertising. Our editorial staff are experts in producing high-quality specialist information. We can make these skills work for you by creating white papers, infographics and more. After all, experience has shown that content quality has a direct impact on the success of lead generation.
Design, editorial, layout and delivery
Organisation, delivery, recording and follow-up
White papers
Surveys
Webinars
are documents in an editorial format that frame facts in an objective manner. They can be used as a decision-making tool or to provide solutions and explanations.
are a good way to clarify a variety of topics using representative samples.
We offer technical solutions for delivering webinars, as well as providing support through experienced moderators.
DIRECTOR’S BRIEF
Infographics
Events
is a document in a DMI-specific editorial format that presents specialist information from our clients in a high-quality and neutral manner.
are an effective stylistic tool for presenting complex topics in a clear and simple way.
Seminar, workshop, roadshow – whatever the format, we can assist you in planning, organising and executing your event.
Page 25
Deutsche Messe Interactive A strong and experienced partner in the field of B2B customer acquisition and nurturing. Do you need new business contacts, or are you looking to nurture your existing customers? We have the right services for you. In addition to lead generation and customer retention, we also offer client-specific target group research, as well as data qualification and validation. All our services use our highly qualified decision-maker databases, which are drawn from information such as CeBIT and HANNOVER MESSE trade visitor data. As a subsidiary of Deutsche Messe, we have vast experience in the B2B sphere. Our highly dedicated team uses this expertise to present you with the best solution for your company with regard to customer acquisition and nurturing. We guarantee a high degree of skill and quality.
Your satisfaction is our main objective! Learn more about your B2B lead generation options. Contact us – we can find the right solution for you.
Email:
[email protected] Tel:
+49 (0)511 330 601 11
Web: www.messe-interactive.de/en
Page 26
We provide fresh B2B contacts.
Deutsche Messe Interactive GmbH Lister Straße 15 30163 Hanover
www.messe-interactive.de/en