How we helped a leading financial company use customer data to improve outbound marketing with a machine learning model
The most powerful asset a business can have is a deep knowledge of its target customer. But how do you attain is this kind of complex customer knowledge?
Centric Consulting had an existing partnership developing a comprehensive data strategy with a leading financial company that provides equipment financing for niche markets. This client specializes in flexible payment programs so businesses can obtain machinery, including tow trucks, cranes, screen septic pumpers and more.
To engage potential customers, they use traditional outbound marketing strategies such as email and phone outreach. While this method offered a way to open up new connections, our client was looking to boost those connections by more accurately identifying prospective customers and the likelihood of them answering a sales call or email and, ultimately, submit a lease application.
The company came to us with the desire to increase the frequency of “good” sales calls – ones potential customers would answer and be more likely to result in a conversion. After helping this company build out its data architecture, our team had a uniquely intimate understanding of the client’s capabilities and data.