Marketing Leaders: increased understanding of and revenues from end-user customers via channel partners

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The customer: The global retention and upsell operation of a large multinational networking and communications equipment manufacturer. The brand is strong and well-established.

The problem: Rhetorik’s client sells largely through a sprawling network of distributors and resellers, often lacking any direct contact between the manufacturer and many of its end-users. Without direct contact with users and decision makers, our client found it difficult to adequately educate users and exploit add-on sales opportunities. Sometimes channel partners were doing a great job, and sometimes they weren’t. The resulting disconnects led to low engagement and disappointing customer churn – despite the manufacturer offering competitive products in the marketplace.

The solution: Rhetorik leveraged its DataCliniq suite of data quality solutions to analyze the client’s large database of known accounts, comparing it to the *NetFinder+ multinational database, which tracks technology decision makers and influencers in multiple countries around the world.  This analysis revealed three weaknesses: 1) many of our client’s contact records were outdated with incorrect information such as title, email or phone,  2) the client was often trying to reach individuals who had left the company entirely, and 3) tens of thousands of accounts using the manufacturer’s products had never been captured in the client’s house database.

The proposed solution was threefold:
1) update existing contacts with correct information,
2) identify relocated personnel and reference the new employer and role where applicable,
3) provide net-new accounts known to be users of the OEM’s products along with appropriate decision makers and key influencers.

*Using Rhetorik’s NetFinder online portal, customers can identify gaps with both contacts and accounts. Customers may filter leads for the presence of thousands of specific categories and brands of hardware, software, and services – whether on-premise or cloud-based.


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