LexisNexis Japan Discovers 'Hidden Prospects' Among Site Visitors. Achieving a Data-Driven Organization Uniting Sales and Marketing through 'URUTEQ'

Logly, Inc. (Headquarters: Shibuya-ku, Tokyo, CEO: Hirokazu Yoshinaga, Securities Code: 6579, hereinafter "Logly"), which provides the BtoB marketing agent "URUTEQ" (https://uruteq.logly.co.jp/), announces that LexisNexis Japan Co., Ltd. (Headquarters: Chuo-ku, Tokyo, President: Pascal Rosier), which develops legal services in 150 countries worldwide, has utilized "URUTEQ" to discover "hidden prospective customers" based on intent data and realized a data-driven organizational structure where the sales and marketing departments collaborate.

The company utilized intent data through Web analytics in providing solutions such as legal and compliance information for domestic companies. This enabled the discovery of prospective customers who could not be approached previously, led to a review of inefficient approaches, and resulted in steady improvements in collaborative sales and marketing activities across departments.

Case Study Summary

Discovery of hidden prospective customers: Utilizing intent data, visualizing the true needs of customers and new target demographics that could not be reached through past experience or intuition.

Realization of high negotiation rates: The marketing department provides a carefully selected list of 5 companies per week to the sales department. When performing well, up to half of the provided list results in appointments and business negotiations.

Automation and efficiency of operations: Utilizing the "Regular Report Function" and "Regular Task Execution by AI Agent" to automate data extraction and analysis tasks, achieving significant reductions in man-hours.

Strengthening inter-departmental collaboration: By using data-based customer understanding as a common language, a seamless collaborative system integrating sales and marketing was established.

Challenges before introducing URUTEQ and changes after introduction

[Challenges before introduction]

Sales challenges: Due to the spread of remote work amid the COVID-19 pandemic, calls did not connect to the person in charge, falling into an inefficient state of calling sequentially from the top of the list.

Marketing challenges: Conventional Web analytics tools had low resolution of customer information, allowing only unpersonalized approaches based on guesswork.

Organizational challenges: Sales and marketing had their own challenges separately, conducting operations "groping in the dark" while customer resolution remained low.

[Changes and results after introduction]

Evolution of approach: Grasping the "true needs" of customers in advance with intent data. Because negotiations can be entered with the customer's issues visible, the quality of conversation has dramatically improved.