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How EXFO Improved Sales Pipeline with Enriched Data

EXFO was struggling to execute on a telemarketing campaign. 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 prospects.

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.

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


The Challenge: Unqualified Leads + Missing Information = Missed Opportunities

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 continue to drive innovation in the telecom industry, it required best-in-class capabilities to ensure sales leads were accurate, complete, and optimized for success. Further, it needed to ensure that its data quality strategy was a foundational element that would drive all of the company’s marketing efforts.


The Solution: A Better, More Comprehensive Data Management Strategy

EXFO turned to Dun & Bradstreet, the leader in business-to-business (B2B) global data, to help solve its data challenges. It required a solution that would provide a seamless integration into its marketing systems, enabling the company to identify the best opportunities, build stronger relationships, and accelerate growth. The Dun & Bradstreet Workbench Data Optimizer – a secure, cloud-based data management platform that helps marketers develop and manage their B2B data — was the perfect solution. The multi-faceted data quality processes of Dun & Bradstreet Workbench Data Optimizer, backed by the world’s largest commercial database, helped EXFO boost the health of its overall data strategy.

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

The data enrichment project took EXFO’s existing database and assessed and analyzed it using the Dun & Bradstreet Data HealthScan™ offering.

Data HealthScan offered a powerful way to uncover the overall health and profiles of its existing database, allowing the company to identify the best sales and marketing opportunities. The Dun & Bradstreet solution yielded two significant results: first, it helped EXFO generate clean, complete, and actionable data; and second, it allowed the organization to expand its reach into new opportunities.

Armed with this cleaner data, EXFO began gaining customer insights, enhancing lead scoring, and prioritizing customer activities around existing customer and prospect data. Within days, it was enriching existing data with greater account and contact intelligence.

The solution went far beyond unlocking insights into dormant data, and broadened its reach into new opportunities — a key advantage for EXFO. Through targeted data acquisition that enabled the organization to identify a data profile of proven best prospects and source new, high-quality contacts from its database, it had fresh fuel for its outreach programs. EXFO felt that this new information could potentially boost its market share. As an example, the company began identifying 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?

"The big difference was in terms of our reach,” explains EXFO’s Director of Marketing, Louis Adam. “We did not do a deep analysis with the data, but from the start we had a higher degree of confidence that we could reach the potential leads, and we couldn’t do that before.” He says that before partnering with Dun & Bradstreet, the company could not qualify old prospects and do anything about the cold leads that were no less relevant to the business, but were just “sleeping in our database."

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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