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MarketPlace Gold Allows TeleSales to Create High-Quality Demographic Lists

Published
  • July 01 1999, 1:00am EDT
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BACKGROUND: TeleSales Inc., founded in 1992, is a leading provider of telesales and telemarketing solutions for high-tech companies specializing in the design, development and implementation of customized marketing and sales strategies, systems and solutions. The company provides a unique combination of people, processes and technology to help clients successfully improve their operations and increase their market position.

PLATFORMS: Windows 95, Windows NT 4.0 or later.

PROBLEM SOLVED: TeleSales employees are required to deliver highly qualified sales opportunities to their clients. Prior to using iMarket's MarketPlace Gold, we would use lists our clients provided. These lists were generated from in-house data, list brokers or leading high-technology publications. The quality of the lists varied greatly. As a result, TeleSales would make hundreds of calls to companies that were an inappropriate fit for our clients' products. MarketPlace Gold put an end to the guess work. Now we can easily profile our clients' ideal customer and create targeted lists based on specific demographic buying trends, gaining a better understanding of similar companies to target. As a result, we have saved a significant amount of time and money and have taken control of our target marketing campaigns.

PRODUCT FUNCTIONALITY: MarketPlace Gold allows us to match a customer's client or prospect list against the iMarket database of more than 10 million U.S. businesses to determine which demographic characteristics their best customers have in common. What's more, we're able to build lists based on details such as industry type, company size, annual sales and number of employees allowing us to create high-quality lists that get results. For example, MarketPlace Gold allowed us to generate a list for a large Internet service provider (ISP) that produced more leads in 30 days than any of the ISP's other lead-generation sources.

STRENGTHS: MarketPlace Gold is quick, easy to use and highly accurate. It takes just minutes to build a highly targeted list that can be constructed based on dozens of data elements such as SIC code, annual sales, headquarters or branch, number of employees, annual sales, legal status and whether the company is public or private. In addition, I am confident that I always have the latest information available as records are updated quarterly, and the fresh data is delivered every three months.

WEAKNESSES: A key weakness is the fact that the product only lists top executives in the contact field. However, iMarket indicates that additional contact names that will be available with the next release of MarketPlace Gold in July 1999.

SELECTION CRITERIA: We selected MarketPlace Gold because of its unique ability to create highly targeted lists from the desktop. The software gives us the power to refine, prospect and build lists and analyze current customer or lead data in house. Now we have the information we need to make key business decisions.

DELIVERABLES: MarketPlace Gold has allowed us to save time and money and has generated higher revenues for our clients, thus offering a higher ROI for TeleSales. MarketPlace Gold has become an integral part of the way we do business and has given us a significant edge over the competition.

VENDOR SUPPORT: I have never had to use iMarket's tech support. I find the product to be extremely intuitive and have had no problems with it.

DOCUMENTATION: The documentation is clear and concise, as are the on-line help files.

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