“Mixdata is a “readable” solution:
you immediately understand what it can do”
Jean-Michel CABON is Communications Director at Esri France. An architect by training, he moved into the world of marketing in 1992 as part of a career change, and today heads a team of 7 people dedicated to operational marketing at this major player in mapping and spatial analysis.
Digital events (webinars), physical events (such as their annual event, which brings together nearly 3,000 people every year!), press relations, social media, trade shows, website management… there’s no time to get bored for this team, which is also in charge of prospect sourcing and lead gen…
Why did they choose Mixdata to feed the SDR unit? What is Esri France looking for, and how? Jean-Michel CABON takes a few minutes to explain it all
What does Esri France do today?
J-M C: Esri was founded in 1969 in the United States (1988 in France) and is still owned by its founders. The Esri model allows the company to reinvest 30% of its revenue in R&D every year. In France, we are the exclusive distributor of mapping and analysis software covering 137 countries worldwide.
Geography is everywhere; our world is geographic. 80% of the databases that exist on earth include a spatial component (address, route, etc.).
Esri offers what are known as GIS, that is to say Geographic Information Systems, and can therefore support very different types of player.
The aim is simple: bring information together, see information differently in order to analyse, understand, decide and communicate
For several years, the marketing use of GIS has been developing and gaining meaning. We call this Geomarketing, geographic marketing. It makes it possible to optimise rounds, for example, calculate catchment areas, define sales territories and optimise sales portfolios… and of course get to grips with the competition!
What are your target markets and the typical profiles of the prospects you’re looking for?
J-M C: We appeal to many types of structure and organisation: from local authorities to large companies, by way of start-ups!
The public sector of course, those who manage territories in the broad sense. This is one of Esri’s historic sectors in France and worldwide: land registry, school transport, networks, waste collection, the environment and also Health (the situation we are currently living through with Covid-19 illustrates this more every day).
The private sectors: utilities, transport, banking and insurance, retail, industry, construction…
Not forgetting Defence, prevention and security, NGOs, and education and research.
Why did you choose Mixdata for your prospecting activity?
J-M C: Within Esri France we have an SDR (Sales Development Representatives) team that we wanted to supply with qualified, relevant contacts. We had identified several series of prospects to source, and the research was laborious, not to mention the GDPR questions that remained unanswered.
A partner recommended Mixdata to us, so we looked into it.
Mixdata is a “readable” solution: you understand what it can do straight away, you understand how the solution was conceived, and you learn to use it very quickly. There’s nothing obscure about it; the value proposition is easy to grasp.
For you, what are the main advantages of the Mixdata solution?
J-M C: The team adopted it very quickly!
Buy-in from the sales team was a key factor for us. That hasn’t always been the case with other tools we wanted to bring in. Once the team was trained, they immediately knew what to do and how to do it.
The iterative search and filtering capabilities across more than 900 criteria are incredibly powerful, and remarkably easy to use, all based on regularly updated data.
Another important point is how the tool evolves to meet our needs; the response was quick and the sales users were won over even more.
Any final word?
J-M C: Mixdata works! A reflex has taken hold among our sales colleagues and within the marketing team: if there’s a data/targeting question, we know how to handle it, and it’s a tool that helps bring teams together and align them!
Want to find out more about Esri and its services? Follow the links:
YouTube channel: https://www.youtube.com/user/esrifranceTV
Instagram account: https://www.instagram.com/esrifrance/
Twitter account: https://twitter.com/esri_france
LinkedIn page: https://www.linkedin.com/company/esri-france/
And for you? What could we do?
Do you too need qualified prospecting files to help your sales team become more efficient?
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www.mixdata.com
For more testimonials on how Mixdata’s clients use it, take a look at our Testimonials section 😉 .
And for any questions, we’re here to listen!
