HotData, Austin, TX, and Harte-Hanks, San Antonio, today are expected to announce that HotData will use its One-to-One technology to deliver Harte-Hanks' computer intelligence database directly through its customer touch points, including the Web, customer relationship management and database applications.
To help support the program, the companies also have entered into a co-marketing agreement and will refer prospective customers to each other based on a revenue-sharing model.
“Their company has a hi-tech sales and marketing group that will be offering our services as an extension of theirs,” said Darryl Worshan, vice president of sales and marketing at HotData. “And our sales team will be doing the same.”
The program and the co-marketing effort will get under way in early January.
Worshan said the arrangement with Harte-Hanks is part of HotData's push into the hi-tech marketplace. He said the company considered telecommunications and finance, but thought that the hi-tech market provided more opportunity.
“We saw a high concentration of CRM users in the hi-tech market,” he said. “There was also the opportunity to work with Harte-Hanks, which would give us both access to the data and the ability to find scale.”
HotData also determined that a partnership with Harte-Hanks would be beneficial because it has services in which some of HotData's clients are interested, such as analytics, rationalization and de-duping.
The outset of the co-marketing plan will call for the companies to target prospective clients that have not worked with either HotData or Harte-Hanks. The companies will target midsize software and hardware companies “that are looking to do one-to-one marketing,” Worshan said.
The Harte-Hanks Market Intelligence CI Database is based on the profiles of more than 260,000 business sites in North America and details the demographic and information technology attributes of both technology and communication companies. HotData will combine this vertical data with standard business profiles, consumer demographics and data hygiene.