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How EXFO Improved Sales Pipeline with Enriched Data

EXFO provides communications service providers (CSPs) with test orchestration and 3D analytics solutions to ensure the smooth deployment, maintenance, and management of next-generation, physical, virtual, fixed, and mobile networks. The company ranks number-one in portable optical testing, and boasts the largest active service assurance deployment worldwide. It employs more than 1,500 people in 25 countries, and supports more than 2,000 customers worldwide.

Before partnering with Dun & Bradstreet, we couldn’t qualify cold leads — many were just sleeping in our database.
Louis Adam, Director of Marketing, EXFO

For EXFO to expand their impact in the telecom industry, it required best-in-class data capabilities to ensure sales leads were accurate, complete, and optimized for success. Further, it needed a scalable data quality strategy to drive all of the company’s marketing efforts.

The Challenge: Unqualified Leads + Missing Information = Missed Opportunities

EXFO was struggling to execute on their telemarketing strategy. Constant complaints from the telemarketing team about unqualified leads were crippling its marketing efforts. The company’s leads lacked basic information, such as phone numbers and contact names — rudimentary requirements to reach out to any prospect.

Making matters worse, EXFO didn’t have the vital information required to start valuable conversations that might spur game-changing sales opportunities. Its telemarketers knew little about the timeframe of product purchase, budget requirements, and key decision makers.

With more than three decades of experience as a data-driven organization delivering solutions in the telecom industry, EXFO recognized that data quality was a critical success factor for the business and quickly realized that it needed to develop a solid data management strategy. It turned to Dun & Bradstreet for help.


The Solution: A Better, More Comprehensive Data Management Strategy

EXFO turned to Workbench Data Optimizer from Dun & Bradstreet (D&B) to help solve its data challenges. The multi-faceted data quality processes of Workbench backed by the largest business-to-business (B2B) global database in the world, helped EXFO boost its overall data strategy.

This cloud-based data-driven solution from D&B enabled EXFO to accelerate their growth by helping them identify their best opportunities, invest in those relationships that promised the highest return and provided seamless integration across its marketing systems.

How it Works: Cleaning Up Data, Capturing Insights, and Expanding Opportunities

The data cleansing and enrichment project took EXFO’s existing database and assessed and analyzed it using the Dun & Bradstreet Data HealthScan™. The Data HealthScan offered a quick and powerful way to uncover the overall health of their database and provide a roadmap on how to prioritize their optimization efforts.

Leveraging Workbench Data Optimizer yielded two significant results: first it provided EXFO with clean, complete, and actionable data they could trust; and second, it provided profiles of the best sales and marketing opportunities to explore. Within days, it was enriching existing data with greater account and contact intelligence. Armed with these additional data insights, EXFO could enhance their lead scoring practices, prioritizing customer activities designed to accelerate sales.

A key advantage of Workbench Data Optimizer for EXFO was that it went far beyond unlocking insights into dormant data, and broadened its reach into new opportunities. Using the data profile of proven best prospects, the company was able to source new, high-quality contacts to intelligently target the right audiences in their outreach programs. EXFO was confident that these new data insights and new marketing contacts would positively impact its market share. As an example, the company identified markets and personas where it was underserved, building targeted lists and using this data to drive stronger telemarketing campaigns.

The Results: A Broader Reach

What value and visibility did the Dun & Bradstreet solution provide?

EXFO’s Director of Marketing, Louis Adam, said, “the big different for us was in terms of reach.” Prior to partnering with Dun & Bradstreet, EXFO could not qualify old prospects nor take action on cold leads because they lacked key data elements. “These leads, which were highly relevant to our business were just sleeping in our database. So, from the start of working with Dun & Bradstreet, we had a higher degree of confidence that we could reach the potential leads. And we couldn’t do that before.”

EXFO leveraged the dormant leads and drove new business from them, resulting in what Adam says was a “significant impact on our sales pipeline and, more importantly, on our revenue."


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