Background: Vocus, Lanham MD, is the leading provider of on-demand software for public relations and government relations. Vocus products help thousands of customers to plan, execute and measure communications programs.

DMSI was asked by a business partner - RMS Direct, McLean VA - to join forces and assist Vocus in a massive update of their marketing database. Vocus wanted to target its customer base more precisely than before and expand prospecting. Vocus used a web-hosted CRM application that had considerable data but not enough true customer information.

Solution: DMSI appended Dun & Bradstreet firmagraphic information to identify segments of customers and added targeted prospect lists. Subsequently, DMSI performed an update to the Vocus database to provide the detailed segmenting it required. The resulting database is now used by the Vocus team of in-house and remote sales representatives, and represents a major improvement over the previous solution.