Company Brochure - Deutsche Messe...

We provide fresh B2B contacts.

Company Brochure

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

“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 BergerCEO, Deutsche Messe Interactive

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 .

A profile of Deutsche Messe InteractiveWe will support you every step of the way through B2B customer acquisition and nurturing

Reliability and experience – our hallmarks.

First-class testimonialsOur 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 .

Unique contact qualityOur B2B decision-maker contacts are the corner-stone for many of our services . These contacts are drawn from sources such as the CeBIT and HANNOVER MESSE visitor databases, and com-prehensive selection options enable us to reach the exact target audience you want .

Content and channel expertiseWith 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 .

Experience in the B2B sphereAs 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 .

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 .

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 .

The supplier sideseeks 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 buyer sideof a B2B procurement process is often shaped by a buying centre . Lead generation activities must tar-get 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 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 .

Around 84% of all B2B transactions are influenced by preliminary internet research.

Up to 70% of the decision-making process is already comple-te by the time a customer has any direct contact with sales staff.

Tailored and targeted solutionsWe 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 Identifying needs

Defining needs

(requirements)

Investigating purchase options

(longlist)

Evaluating the options (shortlist)

Selecting a supplier

and making a purchase

Change in interest during the process

B2B buying centre: several roles influence the

procurement process

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

General area of interest

Interest in specific products

Interest in selected suppliers

User

Online Direct dialogue

MQL SQL BANT SQL

Initiator

Buyer

Decider Decider

Online

The results of our work: first-class testimonialsSales 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 multi-stage lead nurturing campaigns, you will profit from our expertise at all times .

“We have been working with DMI since our company was first established, and are completely satisfied with how our

requirements are met.”

Yvonne Neumann, Marketing & Communications Manager,

Matrikon OPC EMEA

“During the lead campaign we successfully took advantage of the

opportunity to present our wide range of services to our customers and gain new

prospects. We have had very positive feedback on the discussions resulting

from the campaign.”

Tim Kreitlow, Head of Exhibitions and Events,

TÜV Nord

“Working with Deutsche Messe Interactive allowed us to make our DOMOTEX trade fair stand visible to a broader target audience.

Both the above-average opening 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

“We find Deutsche Messe Interactive’s lead generation approach to be an attractive way of credibly making our service known in the B2B segment and acquiring new customers. The fact that this has been recognised with a prestigious industry award is a wonderful

validation of our successful partnership.”

René Rink, Head of Business Channel Marketing,

Telefónica O2 Germany

An overview of our services

Lead GenerationHighly qualified business contacts

with verifiable interest in your products and services .

(Page 18)

Direct MarketingIncreased visibility for your

subject matter among your target audience .

(Page 16)

AddressesSystematic enhancement

or enrichment of existing customer data .

(Page 14)

Lead NurturingNurturing prospects into

new customers and existing customers into repeat buyers .

(Page 22)

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 .

DMI Direct Mail

DMI EmailDMI Address Research

DMI Address Marketing

DMI Webinar LeadDMI MQL

DMI Telephone Lead

DMI Event Lead

DMI SQL

DMI BANT Lead

DMI Address Management

DMI Direct Marketing

DMI Lead Management

Using DMI decision-maker databases Using customers’ own databases

+ Additional services (Page 24)

AddressesDMI 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 servicesDMI Address Marketing DMI Address Research

We have them!Working to your specifications, we will select the required contact details from our DMI decision-maker databases .

Data will be supplied in your preferred file format . This service is billed on an annual rental basis .

Do you need qualified, personalised B2B records for customer acquisition?

We can find it!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 and billed according to the work involved .

Are you looking for target audience data that is too specific for any existing address database?

Direct MarketingDMI 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 high- impact 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

We can achieve 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 . And the best part is that by having us send out your mailshot, Deutsche Messe Interactive acts as your endorser!

Do you have news on your website that you would like to make more visible to your target audience?

DMI Email

We can arrange that!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 on request, Deutsche Messe Interactive can act as your endorser here too by sending out your mailshot. The choice is yours!

Do you want to increase visibility with a high-quality postal mailshot?

DMI Direct Mail

Example: DMI Email

Lead Generation

Tailored B2B leadsNot 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 .

DMI MQLMarketing Qualified Lead

DMI SQL Sales Qualified Lead

DMI BANT Lead Budget, Authority,

Need, Time

DMI Webinar Lead

DMI Telephone Lead

DMI Event Lead

Inte

rest

le

vel

Initial interest exists, but tends to revolve

around the subject area rather than specific pro-

ducts or suppliers .

Clear interestin products

and suppliers has been established .

Purchase decisions are imminent;

leads have very high levels

of interest .

Willingness to have an appointmenthas been clearly established .

Perm

issi

on

type

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 permissionhas 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 .

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 .


has been given . The lead might be

telephoned and then sent informational material by email

afterwards .


has been given . The lead could

be contacted by email or telephone in

preparation for the event or to follow

up afterwards .

Usag

e on

the

cl

ient

sid

e

Marketing team is responsible for nurturing MQLs into SQLs through content marketing .

Salesstaff makes contact

with SQLs . This usually involves collecting BANT

information so that concrete sales talks

can begin .

Salesstaff uses BANT leads

to start sales discussions

straight away .

Sales is usually the department responsible for handling these leads,

as they involve direct contact with potential customers .

Precise requirement definition for highly qualified leadsProducing 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 .

Profiling questions: Enquiries regarding criteria used to further differentia-te 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 .

Leads

Qualifying questions

Blacklist/whitelist

Prof

iling

/ re

finin

gSe

lect

ion

Resu

lt

Target group definition

Profiling question

Appointment preference

Selection criteria:· Country · Company size· Industry · Job title/department

Blacklist:Companies that should not be targetedWhitelist:Companies that exclusively should be targeted

Qualifying questions:Enquiries to verify criteria that must be met . Example: Do you have more than 50 PC workstations? Yes/no

optionalrequired

optionaloptional

Leads meet the defined criteria in both, quality and quantity

How a contact becomes a lead

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 .

Once permission has been granted, the lead can be contacted .

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 .

Page 21

During registration, the prospect gives consent to be contacted (email and/or telephone permission) .

MQL generation illustrated with a simple example

Lead NurturingDMI Address Management | DMI Direct Marketing | DMI Lead Management

Develop your potential for a successful customer acquisitionAre 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

No problem! We can help you update it!With personalised contact details for several million trade fair visitors, we have one of the most comprehensive and up-to-date B2B decision- maker 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 me-thods to provide you with the missing data .

Is your CRM data not as up-to-date or complete as you would like?

DMI Address Management

Lead generation is our speciality!We know what it takes to nurture potential prospects into dialogue-ready leads, and our client list has long included numerous well-known companies, from highly specialised mid-tier firms to international corporations .

With our expertise and experience, we can support your sales staff too – using your database .

Would you like to provide your sales team with highly qualified and dialogue-ready prospects?

DMI Lead Management

We can facilitate that!We have a long and extremely successful history of creating high-impact email and postal mailshots with strong response rates . And we can do the same for you – using your database .

Would you like to step up your communica-tions or achieve a better response?

DMI Direct Marketing

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 .

DIRECTOR’S BRIEFis a document in a DMI-specific editorial format that presents speci-alist information from our clients in a high-quality and neutral manner .

Design, editorial, layout and delivery Organisation, delivery, recording and follow-up

White papersare 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 .

Surveys are a good way to clarify a variety of topics using representative samples .

WebinarsWe offer technical solutions for delivering webinars, as well as pro-viding support through experienced moderators .

EventsSeminar, workshop, roadshow – whatever the format, we can assist you in planning, organising and executing your event .

Infographicsare an effective stylistic tool for presenting complex topics in a clear and simple way .

Deutsche Messe InteractiveA 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: contact@messe-interactive .de

Tel: +49 (0)511 330 601 11

Web: www .messe-interactive .de/en

www.messe-interactive.de/en

We provide fresh B2B contacts.

Deutsche Messe Interactive GmbHLister Straße 1530163 Hanover

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