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How Toshiba runs its account-based marketing operations
Toshiba is a Japanese group with a global reach. The group has over 100,000 employees and worldwide turnover of around 77 billion dollars. Toshiba France distributes the full Toshiba range of mobility products and solutions, including PCs and hybrid tablets, across a very wide French B2B market, ranging from very small businesses to large accounts. In this video, William Biotteau, Business Unit Director, Business Computing Solutions, Toshiba France, gives us his feedback on the Sparklane for Marketing solution.
Toshiba goes through a complicated circuit that includes wholesalers and resellers to distribute its products on the French market. Until now, the Japanese firm did not directly reach its B2B end-clients. However, given the very competitive context, and in order to maintain its market share, Toshiba decided to change strategy and lead Marketing actions directly with the companies that use, or could be interested in, its mobility products and solutions.
Toshiba had end-client databases, but they were in a very poor state and did not offer any qualified email addresses.
So Toshiba conducted research to identify a service provider capable of providing it with consistently qualified and reliable marketing data, within its target of companies of 20 or more employees. The necessity of integrating the data into the CRM system was also an essential prerequisite.
Having studied the market for marketing data solutions, Toshiba naturally chose Sparklane for several very concrete reasons:
The marketing team uses the Sparklane solution for emailing and telemarketing campaigns with its end-clients. The adoption of this solution lets Toshiba really bring its marketing and sales departments into alignment. Thanks to the targeting criteria, it is possible to contact priority targets, in specific regions or business sectors, on the demand of the sales people. This enables the generation of qualified leads — and in quantity — in their different perimeters.
Moreover, the Sparklane solution lets William Biotteau’s marketing teams implement Account Based Marketing strategies on key accounts, which was previously impossible for them.
With the adoption of the Sparklane for Marketing solution, William Biotteau’s teams saw immediate results with their campaigns:
William Biotteau is very satisfied with the integration of the Sparklane for Marketing solution into his CRM system and his processes. He sees himself quickly going further, with the acquisition of a new functional feature – the business signals and alerts about events experienced by the target companies, such as executive appointments or the hiring of new sales people. This will let Toshiba target its prospection even better, depending on the context of these target companies.
In conclusion, for William Biotteau, the Sparklane solution can be summed up by a total integration into the CRM system and better marketing and sales performance.