How does the ETTU sales and marketing department work?
Chantal van Velzen: “A total of 75 people work at ETTU. Bart and I are responsible for the marketing, and the sales department consists of eight people. We are mainly involved with the front end, working the market and operating the best marketing mix in order to generate leads. Sales then take up the leads and convert them into appointments with a view to eventually arriving at a deal.” ETTU has its own CRM system, into which both sales and marketing customer details are processed. However, they were not always able to segment the target group, for example according to job title or sector – the database was lacking intelligence, so to speak. Simply because the details lacked clarity.
Bart Scheffer: “This resulted in mass marketing, because we couldn’t carry out specifically targeted marketing campaigns. Aside from that, we were working the same database and had no idea which organisations were of interest to us but which didn’t appear in our database. In order to plan targeted marketing campaigns and identify new potential customers, we decided to purchase an external database. I knew Smart Profile from past experience, and knew that they could help us out. The professionals at Smart Profile took the time to understand our needs, taking the advisory role where possible. Smart Profile also made our sweet spots comprehensible, revealing to us that around 15 per cent of the market was absent from our CRM system. Companies whose existence was unknown to us, and where very specific opportunities for us lay.”