Originally a joint venture between Reuters and Dow Jones, Factiva products and services provide essential business news and information together with the content delivery tools that enhance the effectiveness of sales professionals and corporate decision makers worldwide. Keen to capitalise on global opportunity, Factiva identified the need to partner with a consultancy that could specify, develop and deliver a go-to-market strategy to scale their sales activities in multiple languages.

Building a global team across multiple timezones, the Click4Results team supported local and international marketing operations to deliver an online prospect identification and qualification system. Developing corporate messaging for customised mailing campaigns in print and online, the campaign targeted over 100,000 individuals in its first 3 months and following the qualification mechanisms created, provides sales with over 10,000 leads annually. Twice voted by Selling Power magazine as winner of Best Sales Lead Management System, Factiva services embrace innovation and support revenue growth both for themselves and for their clients.

For executive audiences, bulk marketing activities are often detrimental to sales. Success relies on clear, compelling messages, linked to scalable online technology, allowing companies to syndicate sales efforts and reuse developed materials. The addition of lead prioritisation and management process ensures that ongoing efforts are targeted to the prospects that have the greatest identified interest in product and service offerings.

This initiative to enhance sales lead qualification processes for Factiva was recognised by IT advisory firm Forrester as one of the most innovative uses of technology for marketing. The system has been extended to support the Dow Jones Interactive publications globally.