Adapting Quickly to a Client’s Change in Strategy

Our client is a major player in the tech industry that specializes in consumer electronics and business solutions.

Harte Hanks has been providing data for our client’s sales team for 5 years, and in that time, the scope of the data we were providing for them had grown from less than 10 countries to over 40. Files were added to, removed and updated within the database every month to ensure their team was using the most current data possible. 

However, a new GTM plan was put in place that focused on upsell/cross-sell to existing customers. Instead they would shift focus to the massive opportunities presented by their current customer base across 40+ countries. This would be an easier sell, less demanding on the sales team and they would be able to model and predict their future sales more accurately.

In response to our client’s initial intent to modify the partnership, Harte Hanks showcased our adaptability.  We demonstrated that we could flip easily to realign with our client’s customer-centric approach and proposed a new strategy. Harte Hanks provided the client with an enrichment and analysis solution that extended beyond mere data provision:

• We enriched the client’s customer data with information about their customers’ technology infrastructure, such as the types of technology installed to support their businesses. This information was used to identify opportunities for cross-selling and upselling our client’s products and services.
• We also analyzed our client’s data to identify trends and patterns in the market. This information was used to segment the data and target the client’s marketing campaigns more effectively.