Delivering personalized market intelligence at one of the world’s largest VAS, customer engagement and business solutions provider

Since the sales team was busy meeting their KPIs, they stopped opening this newsletter altogether.

At this point, the marketing team realized that they need to send out personalized market intelligence (aligned with their geography, solution, and industry) to the sales people every day. They wanted to go one step further and introduce real time alerts for important information. While conceiving this solution, they realized that the marketing team was spending time on the sales engagement app which was a central repository of all marketing collaterals and other materials that the sales team could use. The marketing reached out to Contify to explore if we could provide a solution that could deliver personalized market intelligence through the sales engagement app.

We put together a customized solution that would use our News Data Feed API to integrate intelligence into the client’s sales enablement app. This solution included:

1. Building a custom taxonomy - Delivering personalized market intelligence is only possible if information is tagged and categorized. We create a custom taxonomy covering competitors, customers, industries, and set of industry keywords. These were organized by geography, industry and solution. Geographic coverage included Africa, India, Bangladesh, LATAM, Europe, Australia and Middle East. The taxonomy was used to tag information using advanced keyword based rules and machine learning.
   

   
2. Custom sourcing - The client wanted to track 100 customers and 19 competitors. A key source of intelligence from these was their company websites. We integrated all of these 119 websites into our platform to source content from their press release and investor relations pages. In addition to this, we also integrated news sources covering the telecom and banking domain.
   
   
3. Setting up industry tracking - The client shared a set of 40 keywords to source industry intelligence. On their own, these keywords were generating junk content. We wrote extensive rules for each keyword to source clean information.
   
   
4. Access to intelligence through the client’s sales engagement app - We integrated this intelligence into the clients sales engagement app using our APIs. The end product was a personalized market intelligence feed for every sales person aligned with the solution they were selling, key geographies, and industry. For any critical update, a real-time notification was triggered.