Being in the events business isn’t all about promoting parties and setting up registration pages. It’s a crowded space where prospecting and competitive research often require manually scouring the web and sifting through mounds of data from disparate sources, including social media, company websites and events aggregators.
Events.com VP of Sales, Charley Dehoney, was frustrated with the amount of time his reps were wasting researching and engaging accounts that were unlikely to buy. He knew the characteristics of an ideal customer, but felt that it took too long to find companies that matched. He needed a more efficient way to find the accounts that exhibited key buying signals and then find contact information for decision makers within those companies.
Targeting the Right Accounts at the Right Time
Charley examined his best accounts and found a strong correlation between prospects using complementary technology solutions and higher win rates. Using Datanyze, Charley was able to set up daily alerts to let his team know when a partner was onboarding a new client. Alerts enable the sales team to contact those potential customers who Charley knows are more likely to buy Events.com’s offerings.
On this note, Datanyze crawls 45 million websites every day and can not only reveal the tech stack of a prospect, but identify exactly when they added or dropped a competitive or complementary solution. Charley says he’s seen “...deals convert solely because of key integrations...my reps have been able to reach out at the right time because of Datanyze.”
Quota Attainment During First Quarter Using Datanyze
Events.com also uses Datanyze’s Targeting feature to find companies that exhibit key buying signals. Charley found that prospects who use a competitor’s technologies plus a conversion optimization tool or marketing automation solution “...are closing 2X faster than leads who don’t have those.” With Targeting, Charley’s reps are able build a list of companies segmented by specific criteria and only work accounts most likely to convert. “We hit 2X our quota in closed/won bookings during the first full quarter using Datanyze...it’s been instrumental,” Charley says.
Reduction in Prospecting Time
Once they have a list of accounts to target, Charley’s reps use Datanyze to uncover contact information for key decision makers. “Datanyze has shortened the prospecting process by 75% by helping us quickly identify the competition, event organizers and event management companies and then enabling us to find contact info. In the past, we used social media and other disparate sources to find emails. With Datanyze, there’s been a big reduction in the amount of time it takes,” says Charley.
"We hit 2X of our quota in closed/won bookings during the first full quarter using Datanyze...it’s been instrumental."
- Charley Dehoney, VP of Sales
Events.com had a clear picture of its ideal customer profile, but sales was having a tough time finding enough accounts and contacts that fit the bill. Reps were wasting hour after hour manually prospecting, which slowed down their sales cycle. Using Datanyze, Charley’s team is able to sift through millions of companies to build account lists filled with prospects resembling Events.com’s ideal customer profile. Furthermore, Charley’s team uses the Alerts feature which notifies reps the moment a prospect adds or drops a complementary or competitive solution. That allows them to reach out at exactly the right time, boosting productivity and increasing closed/won bookings.
About the Author
Joe is the Senior Digital Marketing Manager at Datanyze, specializing in authentic storytelling that connects and converts. Before joining Datanyze, he was an award-winning broadcast journalist in the San Francisco Bay Area. He also believes Point Break is a shining example of American cinema.Follow on Twitter More Content by Joe Vignolo