As the business-to-business (B2B) model has evolved, so has the use of integrated marketing data and behavioral analytics. Today, B2B firms use these data sets to evaluate everything from corporate capabilities to the risks of doing business with potential clients and business partnerships.
As the use of data to vet B2B relationships increased in popularity, vendors such as Infogroup, a 47-year-old provider of proprietary database and data-driven marketing services to businesses, were given a chance to stand out in the marketplace.
Infogroup provides cloud-based data technologies delivered through real-time application programming interfaces, through a 200,000-square-foot data center in Papillion, Neb. According to the company, its client base now spans from Fortune 500 enterprises and local businesses to not-for-profit and political organizations. The firm's portfolio of products and services ranges from customer resource management tools to people databases, including a B2B risk assessment platform known as Credit.net.
Credit.net, Infogroup's business unit focused on credit and risk management solutions, started in 1999, noted Eric Kider, Credit.net senior vice president and general manager. "I joined Infogroup in June 2018 with the charter to significantly grow this 'hidden gem' of a business," he said.
According to Kider, Credit.net offers information that will enable B2B to grow in the most profitable way and avoid risks or pitfalls. "Credit.net offers more than just products and services to support an organization's credit and risk management processes," Kider said. "We offer a complete suite of data services, marketing solutions and analytics on a foundation that starts with one of the most comprehensive business and consumer databases in North America and Canada."
For example, a B2B company may utilize Credit.net's data engines to review a client's business credit standing and determine its financial strength before investing in or deepening a relationship. Credit.net also offers payment trading scores, providing predictive insights on a company's bill-paying history, and the probability of whether and/or when the company will pay.
According to Kider, Credit.net's clientele can use this service à la carte whenever a report is needed. He noted the business model at Credit.net is intentionally straightforward, and some customers buy single reports; others use a full range of services. "Our services are tailored to the specific business lifecycle stage and overall readiness of the given organization," he said.
Kider also indicated Credit.net's services are packaged to allow the company to grow along with the client, and pricing is customized, based on what is needed. "We offer transparent pricing versus other organizations that incent with low upfront pricing, then change the pricing structure in future years," he stated. "We don't play the 'cable company' game, and you won't need to call us up to negotiate a lower price by threatening to leave."
Kider noted Credit.net was an originator of Uniform Commercial Code data in the United States, and it sells lists to help companies target markets or sub-markets. He also said Credit.net has been forging strategic partnerships with like-minded companies to enrich its offerings.
"In November 2018, we launched the integration of Experian's Intelliscore Plus v2.0 and Payment Trend Summary details into the Credit.net Business Credit Report," Kider said. "This was a significant step forward in providing greater value, flexibility and insight to our current and new customer base."
This year, Credit.net also introduced three new key performance indicators, leveraging its ongoing partnership with Bizminer.com. And Credit.net is pursuing other partnerships to enhance core service offerings. "We're launching new portfolio solutions and alert monitoring to help businesses stay informed on changes (positive or negative) to those companies they are currently doing business with and/or want to engage," Kider said.
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Team Lead, Credit.net