Experian Debuts BTB Campaign Tool

Experian today introduces B2B Marketing Triggers, a tool that uses credit and marketing data to help business-to-business marketers complement their current campaigns and improve response rates, especially when targeting small businesses.

“Small businesses make up such a large percentage of the overall B-to-B marketing space,” said Denise Hopkins, senior director of business marketing services for Experian. “Experian has put a lot of resources into focusing on small business.”

Success with a similar tool in the consumer market led Experian to launch it for BTB marketers, she said.

B2B Marketing Triggers uses the information from Experian's National Business Database along with business credit data to help marketers identify upsell, cross-sell and new opportunities as well as avoid risk, the Costa Mesa, CA, firm said.

The tool uses 19 triggering events such as changes in business name, address, phone number and executive names as well as credit-oriented events using Experian's Commercial Intelliscore.

“Commercial Intelliscore really uses a lot of trade information to come up with a really predictive score,” Hopkins said.

Cost to use the tool varies based on volume and number of triggers selected.

Experian will feature the product at the Direct Marketing Association's DM Days New York 2005 conference starting tomorrow at the Jacob Javits Convention Center. More information about B2B Marketing Triggers can be obtained at www.experian.com/b2b or by calling 800/509-5604.

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Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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