Client
A global industrial manufacturer and MRO supplier running account-based campaigns across Southeast Asian manufacturing hubs.
Challenge
The client had 1,271 Indonesian accounts in its CRM with sparse or outdated contact data. Many accounts had only a company name and city, with no decision-maker emails or direct phone numbers, limiting the impact of both digital and telemarketing programs.
Objectives
- Append highly relevant contacts for each Indonesian account, limited to specific roles identified by the client (e.g., plant managers, maintenance heads, operations directors).
- Ensure each appended contact met strict minimum requirements: full last name, direct business email, and valid job title.
- Provide up to four high-value contacts per account to keep the dataset focused and actionable.
Solution
- Applied the client’s job title inclusion list to identify appropriate roles in operations, maintenance, engineering, and plant leadership.
- Excluded non-relevant corporate functions and ensured job titles were concise (≤40 characters) and free of department labels.
- Verified business emails through pinging and filtered out private domains, role-based accounts (e.g., “info@”), and generic company inboxes.
- Implemented a tiered phone-append strategy prioritizing direct lines, then switchboard with extension, then mobile with country code.
Execution Highlights
- Successfully appended up to 4 qualified contacts for a large majority of accounts, resulting in 3,800+ enriched contacts across 1,271 companies.
- Achieved a direct, validated email coverage rate of approximately 88% across the final set.
- Standardized all phone numbers by splitting out country and area codes and ensuring digit-only strings for the main number field.
Results
- The client’s bounce rate on Indonesian campaigns dropped from double digits to low single digits on the enriched universe, protecting sender reputation.
- Telemarketing teams reported a 25–30% improvement in connect rates thanks to direct dials or switchboard numbers with extensions rather than generic central lines.
- Regional marketing could run focused programs on plant and maintenance leaders, with clear metrics by account and contact.
Impact
By turning previously “blank” industrial accounts into rich profiles with 3–4 high-value contacts each, the client unlocked Indonesia as a viable, scalable market for its MRO and equipment offerings.
