Single point of contact for data enrichment at Unisys in Europe Unisys relies on information from within the company and beyond to enrich and expand the prospects database. Internal and external information for the various sales and marketing teams all over the world is stored in a single central database. Jan Ostmann, Database Marketing Manager EMEA at Unisys, talks about how he used Computer Profile’s European database to achieve a centralised approach.

What does the Unisys sales and marketing strategy look like? “Unisys transformed itself over the years from product-driven to service-driven. The organisation’s current focus is primarily on services, and less on technology. Our own data centres allow us to offer clients the same services all over the world. This is especially key for international organisations that expect the same standard of quality in every country. We have a single corporate marketing plan worldwide, and we work with a single CRM system from Salesforce.com. There is a constant flow of marketing activities: telemarketing, direct mails and email updates. Qualitative data is the foundation of all these activities, so we consider it extremely valuable. ‘Normalisation’ and quality controls are standard practice before the data is entered into the system. We expect that quality from our partners as well. Within Europe, we supplement our own information by working with the European database offered by the

European Market Intelligence Group (EMIG). Computer Profile is an EMIG member and our central point of contact for all of Europe.”

How do you use the external information? “We use the data from the EMIG database to fill the gaps in our own system. For example, we do have information about a company’s size, but not about its IT infrastructure. In designing our marketing activities, we coordinate our own lists with the external information, current contacts versus prospects. All the information that comes in from the campaigns is recorded in our own CRM system. This allows us to build up a history, so we can re-use information and keep contacts alive. The EMIG database helps us expand our market. When we want to reach a specific target group or highlight a certain combination of products and services, we always have the option of purchasing additional information. The EMIG data accelerates the marketing and sales process, which has contributed to the success of our European campaigns and

helped us close quite a few deals. Of course we can track down the information ourselves, but it takes a great deal of time. This partnership achieves savings on our marketing activities and gives us access to the best data in our field.” About Unisys

Unisys is a worldwide information technology company. We provide a portfolio of IT services, software and technology that solves critical problems for clients. We specialise in helping clients secure their operations, increase the efficiency and utilisation of their data centres, enhance support to their end users and constituents, and modernise their enterprise applications. To provide these services and solutions, we bring together offerings and capabilities in outsourcing services, systems integration and consulting services, infrastructure services, maintenance services, and high-end server technology. www.unisys.nl