Market size analysis and enriched prospecting for nonprofit

Context & Objectives

A growing Belgium nonprofit needed help to gain a clear picture of market size and high-potential prospects. However, they didn’t have a robust client database to share their services with. 

One division wanted to launch a new project: the sale and delivery of catering. They outlined a business plan but needed to determine the viability of this new endeavor. However, not all B2B prospects have the same potential, and the data was far from up-to-date. 

Another division wanted us to provide them with an enriched prospect list together with insights on their customer base. The desired outcome is acquiring new customers, increasing average spending, growing customer loyalty, boosting their commercial efforts, and better identifying future business opportunities. ​

We set out to help them identify new customers that may benefit from their services with these objectives in mind.

Approach

We worked on four key activities to facilitate the work of the sales team and increase overall productivity in commercial outreach -

• Recovery of their client database

• Enrichment with OpenData

• Complete a database audit by client type

• Scoring and insights on the most promising prospects

First, we cleaned the data by correcting incomplete or out-of-date information and removing duplicates. 

Next, we analyzed the existing customer portfolio to understand better the type of services most favored by activity sector, company size, age, geography, or financial information. 

The analysis developed a prospect score, with a clear justification of high to low potential for each company depending on specific criteria. We then structured the collected data in Excel to prepare valuable prospects and further support the client’s commercial team. 

Deliverables

• Aggregation of multiple data sources with Anatella: BCE, Graydon, NACE code

• Selection of criteria of potentially interested companies and shortlist of target companies

• Excel tool (pivot table with filters) so the client can experiment with their selection

• Insights on characteristics favorable to the partnership

Results

Significantly improved ROI for sales was possible due to:

• An estimate with prospect criteria and the conversion percentage needed to reach their targets.

• Focus on prospects with the most commercial potential to inform future campaigns. 

• A complete, accurate picture of the market size and high-potential prospects for efficient outreach.