International Standards Body solves Customer Identification Problem
The BSI Group, a global leader in professional standards and training, successfully streamlined its online service sign-up process, leading to a notable increase in completed registrations. However, this simplified approach limited the amount of customer data collected, making it difficult to develop personalised campaigns for their B2B customers.
To solve this, BSI Group engaged Glass.AI to leverage its AI-powered Digital Econometric research capabilities. By connecting and analysing the digital footprints of businesses and their employees, Glass.AI enriched BSI’s CRM data. With just minimal customer attributes, Glass.AI was able to provide a detailed profile of the companies signing up for BSI’s services. This included identifying company size, sector, and in many cases, linking individual sign-ups to specific departments or roles within the business.
Beyond merely identifying existing customers, Glass.AI’s clustering technology grouped similar businesses and individuals, enabling BSI Group to target lookalike prospects for their services. These enhanced insights paved the way for a highly successful account-based marketing (ABM) campaign, transforming minimal initial data into actionable customer intelligence.
