Nemacolin Resort in Farmington, Pa., has selected group data analytics group Knowland to help its sales team secure more meetings and events business. To help book high-profit group business, Nemacolin needed to understand where to target its sales efforts and how to boost its brand awareness with those planners. Through the partnership, the property uses Knowland’s historical database of actualized events, its dashboard and targeted prospecting features to identify best match group business and fill its pipeline for the coming year.
In order to find and book new business, Nemacolin turned to Knowland for insights on where to target its sales team, specifically to identify prospects and reveal account booking history and preferences. With a focus on increasing the property’s lead volume, the resort was particularly interested in gaining an advantage over its competition through targeted outreach.
Using Knowland, Nemacolin has insight and access to detail such as who is booking its comp set and its market, or other competing destinations. These trends reveal new target industries and accounts, expanding the overall target market for the luxury resort.
With Knowland’s proprietary algorithm, Nemacolin’s profile is matched against a database of account attributes and behaviors to determine the accounts most likely to book the hotel. With best match accounts and verified planner contact data, sales teams can target new prospects and leverage this insight to conduct informed, brand-building sales calls and connect with the right decision maker.
“As we work towards recovery, we knew we would need to continue to evolve our sales strategy by tapping into a new set of prospects,” said Chris Sessions, director of sales, Nemacolin. “That means we couldn’t sit around and wait for business to come to us. With Knowland, our team gained the insight and tools they needed to take a more proactive, hunter-style approach to sales—and the results are proof that prospecting works.”