BusinessCoder Cloud Service and the Marketing Advantage of Firmographics

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By Joseph Vertido, Data Quality Solutions Manager

In our BusinessCoder Cloud Service, we've compiled and consolidated a multisource, central database of over 25 million records to provide the most comprehensive source for retrieving business demographics, known as firmographics. The firmographics reveal fundamental characteristics about companies and organizations, an essential element for successful B2B interactions.

Melissa's BusinessCoder Cloud Service exposes an array of firmographic information including:

Contact

  • Full Address
  • Business Name
  • Phone Number

Size

  • Number of Employees
  • Sales Volume

Industry Classification

  • SIC Codes and Descriptions
  • NAICS Codes and Descriptions

Location Information

  • Location Type (Headquarters, Branch, etc.)
  • Business or Residential Address Indicator

Geo Information

  • Latitude/Longitude
  • Census and County

Other Information

  • Web Address
  • Stock Ticker


Firmographics

In essence, firmographics are to businesses what demographics are to consumers. Gaining insight through firmographics allows you to achieve marketing segmentation as well as targeted marketing. Although many still practice mass/generalized marketing strategies, these efforts may prove less cost effective.

By leveraging firmographics, we gain knowledge of a business' profile such as size, location, industry, and company value. This ultimately allows us to categorize and optimize marketing strategies for each one. Such is the nature of marketing segmentation. For example, a commonly used criterion for categorization would be a business' size. Tailoring marketing efforts based on the size or value of a business allows for a more optimized approach that caters specifically to the needs of each prospect.

Firmographics also helps find high value prospects for a targeted marketing approach. For example, through the SIC and NAICS codes, we can determine businesses categorized as healthcare, banking, software, or any other industry that is of most interest for targeted marketing.

Another issue that Melissa's BusinessCoder Cloud Service addresses is loss of opportunity from outdated contact information. The service is driven by high quality data, in order to provide you with updated business contact information.

As we gain more insight on our business prospects, we also open the door to improved strategic marketing opportunities which will be more receptive to B2B prospects. Empower your data and take advantage of firmographics. Move away from a generalized marketing approach to a more strategic approach like marketing segmentation and targeted marketing.


Retrieving Data

The search function of the BusinessCoder Cloud Service in itself is quite unique. The service allows for querying data using any of the following information:

  • Address and Business Name (Optional)
  • Phone Number
  • Web Address
  • Stock Ticker

For example, by simply entering just a business' phone number, you can retrieve all other information including the address, stock ticker, web address, SIC/NAIS codes, employee size, etc. This kind of flexibility allows for different ways to access to all the information on business firmographics.

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Take advantage of Melissa's latest product, the BusinessCoder Cloud Service. Enrich your B2B data with firmographics. Improve marketing strategies and your overall ROI by increasing your prospects receptiveness.

If you'd like more information on BusinessCoder or would like to demo the API, visit the following link: http://www.melissa.com/data-enrichment/firmographics.html

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