Cegid testimonial .pdf
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Testimonial: how Cegid jumpstarted the
sales of one of its flagship products
The player: the #1 ERP editor in France
Cegid is the number one ERP editor in France. Their products are organized by function
and by vertical.
Their revenue were $300M in 2015
100% of their business is B2B
They have 2000 employees
The problem: targeting the subcontractors of the
automotive and aerospace industry
In areas where the NAF code (French equivalent of the NAICS code) correctly describes a
given marketing target, it is straightforward to use that code to filter the prospects. This is still
assuming that the codes are properly assigned: studies show that for some specific code as
much as 88% of the codes are wrongly assigned).
However for many specific software product the NAICS code is not sufficient. Cegid has a
specific product targeting subcontractors of the automotive and aerospace industry. Therefore
the marketing team was looking for a precise and complete list of companies in that specific
segment. The NAICS code approach proved totally inadequate: it returned a list so wide it was
unusable through classical prospection methods.
The solution: machine learning with CRadar
To identify the desired target, Cegid marketing team had to use the data and technologies
available in CRadar. Cegid provided to CRadar a list of about 200 of their existing customers
in the right category. CRadar used the information it had in its existing database, to get
complete semantic description of the activities of these 200 customers
Then it fed that description to the machine learning algorithm which searched the database of
4.5 million companies looking for similar enterprises, based again on the full description of their
activity. The process generated 600 brand new high quality candidates.
This was accomplished by the combination of the
massive data collected about every
in France and the machine learning algorithm of the CRadar platform applied to the
initial learning set provided by Cegid
The benefits: increased sales
In a matter of weeks, Cegid sales teams increased their hit ratio because CRadar gave them
new accurate high quality leads
● 100% of the enterprises identified by CRadar were indeed in the target, as shown by
the return from the sales team who did the prospection (i.e. in need of the Cegid
solution). This is higher than our classical ratio which is typically in the 7080% range.
● 96% of the identified targets had never been contacted by the Cegid sales team.
● Success rate of the prospection effort was multiplied by 2.
● A positive ROI was generated within only one month of use of the system
This customer testimonial shows the power of big data and data science to solve complex
marketing problems of B2B company.
Impressed by the immediate results on this specific campaign, Cegid is currently deploying
CRadar on other products of its portfolio.