Experian has grip on 'triggers'; New service alerts b-to-b clients to changes in businesses' demographic, credit data.(direct and database)(business to business )(Column)

B to B, July, 2005 by Krol, Carol

Byline: CAROL KROL

Data giant Experian in late June announced the launch of B2B Marketing Triggers, a service that uses credit and marketing data to help marketers improve response rates in their campaigns by pointing them to targets most likely to respond to an offer.

The service uses information from Experian's National Business Database to identify changes in a business' demographic information and credit behavior. Identifying various types of events can help marketers zero in on businesses that might be in the market for additional products. It can also help them steer clear of marketing to potentially risky business prospects based on changes in credit information.

There are 19 automatic "triggering events,'' including changes in a...

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