Altares Dun and Bradstreet

World’s biggest B2B database.

Having the world’s largest B2B database, Altares Dun & Bradstreet offers real time data of 400+ million companies worldwide. Playing a key role in human decision-making, data represents “how” something changes, but humankind decides “why”. Their data scientist team with data gurus passionate about innovation, is therefore convinced that data is only valuable when it has a purpose. It follows, that Altares Dun & Bradstreet’s mission is to help organizations create a corporate culture in which data is the primary strategic weapon.

Challenge

Altares Dun & Bradstreet was ready to take the next step into transforming their sales digitally and making more effective use of LinkedIn. After an earlier launch of Sales Navigator for their sales organization, the sales team fell back into old patterns very quickly and held on to scripts and templates. Later on, the Coronavirus threw a spanner in their traditional way of working. The game changed overnight, as prospected companies were trying to keep their head above water and closed down for new opportunities.

“The meetings were valuable for understanding the compliance market in the first place, and also led to new opportunities and proposals for our compliance solution.”

Jorick Koppenol, Sales Executive Growth

Solution

Altares Dun & Bradstreet’s Commercial Director got in touch with The Linq Group and asked for help. Main goals for them were growing their pipeline, using several campaigns, and utilizing LinkedIn to its full potential.

The Linq Group campaign kicked off! According to Altares Dun & Bradstreet, the onboarding was a pleasant process. The strategy and way of working was clear, and as a team, Altares Dun & Bradstreet and The Linq Group built the strategy from scratch.

In total, activity started with 8 Linkers all with their own focus and objectives. But the collective goal was clear: growing the pipeline. For each Linker a separate fit was found, the target groups were defined and prospect lists were improved. the Linq Group tackled the top of the funnel and ensured that only the lukewarm acquisition ended up at Altares Dun & Bradstreet’s Linkers. 

As an example, one Linker, Jorick Koppenol, applied a strong focus on compliance roles in his target audience. Getting in touch with a multitude of compliance directors and officers in different industries during the campaign, he discovered that compliance is very broad and is therefore a great search brand.

To find the right fit, a lot of different communication strategies were tested to find the sweet spot in approaching the compliance target. After finding the right fit, a stream of meetings followed. This allowed him to segment more easily and spend more time on the leads with commercial opportunities.

Throughout the campaign, the Linkers met with their Linker Success Manager on a weekly basis for a 15-minute coaching call. This way the Linkers were able to structurally stay on top of the process and ask for help and advice when necessary.

“The Linq Group helped us greatly by keeping track of all that must be done. It served as a big lever to increase active follow-up.”

 Michiel Scheepens, Marketing Team Coördinator Benelux

Results

With The Linq Group, Altares Dun & Bradstreet has implemented a process to fully utilize the network of their sales team and the use of Sales Navigator. Within twelve months, they gained around 6,600 new contacts, 2,100 of these got to further conversation. Which led to a 34.2% response to meeting conversion ratio.