Project description
Innovative open directory for business-to-business interactions
Digital marketing represents half of the marketing budget of an average company. Email marketing and social media marketing are the most preferred channels of communication. However, existing tools do not fully satisfy the marketers’ needs in business-to-business (B2B) activities. The EU-funded twiner project will work on the experience of Bancomail to present an open directory for SMEs, large corporations, or NGOs. The service offers free access to millions of business records, tools for connecting and interacting in a safe environment, and various add-ons for centralising all B2B activities. It consists of an open, global business directory with a powerful search engine and social networking features, increasing the interaction within the company’s own network by 90 %.
Objective
Digital marketing counts for half of the marketing budget of the average company, with email marketing and social media marketing coming on top of the preferred channels of communication, with an average of $400 spent monthly. However, when it comes to B2B activities, current tools do not fully satisfy the marketers’ needs. Getting email leads is based on somehow obsolete list broker services that offer paid access to -often local- business directories. Current social networks come equally short, as they are oriented to individuals, and companies have a static, merely expositional role with few or no real interactivity among them. Twiner is the outcome of our 15-year experience in email digital marketing and a natural continuation of Bancomail, our current list broker, which places us in a competitive position to transfer knowledge from the old way of conceiving B2B marketing (static business records) to a renewed approach (open directory + social network). Targeted to any SME, large corporation or NGO, looking to expand their B2B activities and gain visibility, it consists of an open, global business directory with a powerful search engine and social networking features. We use our 15M database to initially populate Twiner and the latest technology in data management and retrieval for fast DB access and best search matches. Compared to current alternatives, it offers free access to millions of business records, tools for connecting and interacting in a trusted environment, and various add-ons for centralizing all B2B activities like product showcasing, promotions, events etc. Thanks to this unique mixture, Twiner can increase by 90% the interaction within the company’s own network, and by 65% new relationships with companies of the sector. As it offers search trackers an openly accessible directory, it can increase by 30% web visibility. Following a “freemium” model, we will generate an accumulated profit of €69 million and ROI of 34,70 by the 5th year of launch.
Fields of science
Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
16129 GENOVA GE
Italy
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.