Success Story Wolters Kluwer

New Potential Customers and Powerful Selling with High-Quality B2B Data

Extract

The Wolters Kluwer Software and Service GmbH, as part of Wolters Kluwer Tax & Accounting, is an innovative software solution, serving accounting, controlling, taxes and HR teams, as well as small and medium-sized businesses (SMEs) in Germany. Wolters Kluwer Tax & Accounting, which is part of the Wolters Kluwer Group, is a market leader with an annual revenue around one billion euros. In Europe alone, around 60,000 tax consulting firms and over 100,000 medium-sized companies work with software solutions from Wolters Kluwer.

Wolters Kluwer Software and Service GmbH has been using Echobot TARGET to support their sales and marketing efforts since 2019. It is their tool of choice, helping them find new contacts using high-quality data. Their ADDISON product is distributed and marketed throughout Germany with the help of Echobot.

„Using Echobot TARGET, we can examine our specific target markets and discover new sales opportunities. Our sales team is thrilled about the data quality that they receive from Echobot TARGET. This tool helps facilitate their daily sales routine and has proved to be a great asset.”
Jessica Bo Siedschlag, Product Management ADDISON

Jessica Bo Siedschlag

The Situation Before Launching Echobot TARGET:

Wolters Kluwer wished for more clarity, transparency and speed which led them to Echobot. When conducting routine activities like address qualifications, especially concerning decision-makers, they were often faced with intense research or manual updating. In some cases, they also faced data issues such as the duplication of contacts for the same company. This made new customer acquisition tedious, inefficient and generally difficult. Another concern they faced was remaining compliant with GDPR policies when buying addresses. They had to take a step back and ask themselves and important question: how could we contact potential new customers without violating general EU data protection guidelines?

How Wolters Kluwer Reaches Out to Target Markets with Echobot

Wolters Kluwer’s goal with Echobot TARGET is clear: Get more qualified leads and accurate contact information from target companies.

The software firm uses TARGET for their acquisition activities for new customers. Echobot TARGET helps them find important data like where potential new customers are located and how to approach these leads. At the beginning, Wolters Kluwer only addressed target customers in the SME sector. With the addition of this solution, they were able to start targeting other branches as well. Now, they can use the filtering options to expand their reach for more tax firms that they can support with their software solutions. When approaching potential new customers from all sectors, the company specifically opted for GDPR-compliant letter-writing and advertising its products very traditionally by post. TARGET was also used to send interesting event invitations to promising companies in the financial sector or to firms with their own accounting department.

In addition, Echobot supports Wolters Kluwer with its sales triggers and the industry selection feature. If there is, for example, a change in management, there might be more budget to implement new solutions in their departments – which is the perfect time for Wolters Kulwer to reach out about their products.

Echobot TARGET has also been a handy tool in filtering companies that Wolters Kluwer no longer works with, putting them on an exclusion list so these companies do not continue to show up in their search queries. The prospector search tool combined with the exclusion function creates a highly accurate list of potential new customers.

Wolters Kluwer

What Wolters Kluwer
achieved with Echobot:

overall better
data quality

50%
less time spent on research

advantage
over their competitors

“We particularly like the dynamic nature of Echobot. The team is young, the products incredibly innovative. If we have any questions, we can always give them a call. The channels are short and uncomplicated. We would definitely recommend Echobot!” Jessica Bo Siedschlag, Product Management ADDISON

A Clear Overview Makes Selling More Efficient

Wolters Kluwer has discovered numerous new methods for gaining customers with Echobot TARGET. Additionally, the enriched addresses feature makes it easier for sales teams to actively approach potential customers at the perfect time. Wolters Kluwer has also started working on implementing a social selling strategy by encouraging their sales teams to use the links to XING and LinkedIn profiles to connect with their target contacts, thanks to TARGET. Sales triggers also encourage selling since topics for starting a conversation are provided. Sales staff at Wolters Kluwer can now focus on contacts and addresses that have been pre-selected, so they are reaching out to the right contact at the company with just a few clicks.

INSIDER TIP from Wolters Kluwer: Do a 15-minute Echobot TARGET refresh every week! All colleagues working with TARGET meet once a week and refresh a query together as a team. This approach allows everyone to know how to use the different features of the tool and motivates employees to use this valuable tool every day to increase efficiency and make their job easier.

Query Examples from Wolters Kluwer

With the help of Echobot TARGET, Wolters Kluwer created powerful and dynamic B2B lead lists that simplify lead generation for their sales and marketing teams. Each query can be saved and, if required, a lead alert installed. This alert automatically informs users via email every time a new lead is found, prompting teams to reach out to the lead.

Query by Keyword

Wolters Kluwer wanted to find “winners of the pandemic” and therefore searched for the keyword “outdoor” and various companies in the sports industry was populated.

 

Query by Trigger Event

With the trigger event “management change,” Wolters Kluwer can now identify new selling opportunities for companies experiencing personnel change which could mean freed-up budget. They also included the trigger event “expansion,” noting that there might be opportune organizational changes or extra budget for software solutions

 

 

About Wolters Kluwer & ADDISON

Wolters Kluwer is a global provider of professional information, software solutions, and services for clinicians, accountants, lawyers, and tax, finance, audit, risk, compliance, and regulatory sectors. Wolters Kluwer reported 2020 annual revenues of €4.6 billion. The group serves customers in over 180 countries, maintains operations in over 40 countries, and employs approximately 19,200 people worldwide. Their customers work in industries which impact the lives of millions of people every single day. Their range of expert solutions combine deep domain knowledge with advanced technology and services. They are all designed to assist and augment their customers’ work on a daily basis.

Wolters Kluwer’s priority is to provide timely, actionable insights in an end-to-end digital environment that empowers customers to make informed decisions and deliver impact when it matters most. They are committed to helping professionals improve the way they do business and solve complex problems with confidence in an ever-changing world. Their over 185-year legacy and portfolio represent thousands of customers worldwide. For more information, please visit: www.wolterskluwer.com as well as LinkedIn, Facebook, Twitter and Youtube.

Echobot TARGET

Echobot TARGET helps customers discover and engage with qualified opportunities that match their ideal customer profile. Prospecting and other conventional criteria like industry, company size and region are combined with contextual information like trigger events and company financials. With Echobot TARGET customers will reach the right person at the right company at the right time. The resulting leads are immediately available to upload to a CRM or ERP, which includes all relevant contact information.

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