TNT: More insight into the market and more ‘golden’ leads thanks to Market Insight

Interview with Laurens Liezenberg – Business Development Manager at TNT Express

TNT Express, now part of FedEx, is a provider of global courier and express services for the business market. Every week they have 55,000 road trips and 700 air trips to connect Europe. The company has the largest land and air infrastructure for the provision of door-to-door express services. Altares Dun & Bradstreet’s Marketing Insight solutions have resulted in ten times higher conversion rates from suspects to prospects in the Benelux. And also an enrichment of 60 to 80 percent of company data from the current global customer base.

TNT: More insight into the market and more ‘golden’ leads thanks to Market Insight

Interview with Laurens Liezenberg – Business Development Manager at TNT Express

TNT Express, now part of FedEx, is a provider of global courier and express services for the business market. Every week they have 55,000 road trips and 700 air trips to connect Europe. The company has the largest land and air infrastructure for the provision of door-to-door express services. Altares Dun & Bradstreet’s Marketing Insight solutions have resulted in ten times higher conversion rates from suspects to prospects in the Benelux. And also an enrichment of 60 to 80 percent of company data from the current global customer base.

1. The challenge

More insight into the international market and its potential.

TNT Express has been a customer of Altares Dun & Bradstreet for almost 15 years. Globally, several of its locations purchased their own marketing, sales and risk management services. “We were familiar with the possibilities of Market Insight,” says Liezenberg. “We knew the application, but at that time we were still using the simpler GRS tool. However, it was no longer adequate. To make our way of working smarter and more effective, we decided over a year ago to switch to Market Insight worldwide. We knew that Market Insight could help us to gain more insight into the international market and its potential.”

The fact that we were going to use a new system and modified processes led to some natural resistance,” That didn’t take long, because it soon became clear that Market Insight, in combination with the new way of working, leads to more ‘golden’ leads: a higher conversion and therefore more customers.”

2. The solution

International implementation

The company’s own systems were linked to Altares Dun & Bradstreet’s database, which has significantly increased the insight into current and new customers and markets worldwide. In addition, TNT Express tightened up its own processes. Since then, the use of Market Insight has been implemented worldwide as an integral part of the marketing and sales procedures. For example, the tool is used to obtain more synergy in data and processes from the offices. The implementation of Market Insight is progressing well and has already been completed in 15 of the 22 operating units. As a result, data analyses obtained from Market Insight can be used in more than 37 countries.

Liezenberg is responsible for the international implementation of Market Insight. “Implementing the tool within the organisation was easy. The Altares Dun & Bradstreet database is accessible worldwide via an online portal. Adapting the TNT IT systems and processes to Market Insight was a somewhat bigger challenge.”

Implementing the tool within the organisation was easy. The Altares Dun & Bradstreet database is accessible worldwide via an online portal. Adapting the TNT IT systems and processes to Market Insight was a somewhat bigger challenge.”

3. The result

10x more leads

“In the Benelux we managed to generate a lot of new and especially good leads with the help of Market Insight. Because this region is a mature market for us, we expected that it would have little growth potential. That turned out to be different. By using Market Insight cleverly, we were able to generate ten times more new qualified leads than before. New opportunities were identified with both existing and new customers. We combine data from Altares Dun & Bradstreet with our own customer data. As a result, we see, for example, that there is room for existing customers to purchase more services.

Combining is key

TNT Express sees the benefits of Market Insight for its offices worldwide. “For example, the ease of global access to the Altares Dun & Bradstreet database, the timeliness of the data, the user-friendliness of the system and the ability to combine internal and external data,” says Liezenberg. “The fact that we see rapid results from the tool also makes it an accessible system. Because we can link our own customer database to the Altares Dun & Bradstreet system, market potential is made clear. Are there look-a-likes and is there still growth potential in the region or sector? It also becomes clear whether there is still room for marketing and sales activities in the sector or region. The system also provides smart suggestions based on the chosen variables. In that sense, the algorithms work quite intuitively. Suddenly, something completely new can come out of this. A company that was not included in previous screenings of the market can turn out to be interesting.

Family structures are mapped out. Are parent companies or subsidiaries already TNT Express customers in another country? That too creates marketing and sales opportunities.”

Looking for something similar?

Are you interested after reading this case? Would you like advice on how to use our data for your company’s objectives? Or do you have other questions for us? Please fill in the form on the right. We will contact you as soon as possible.