create your ideal customer profile with discoverorg
TRANSCRIPT
Create and use your Ideal Customer Profile (ICP) with
DiscoverOrg
Henry Schuck, DiscoverOrgSimon Blackburn, CedarCone
Introductions & Objectives
• Henry Schuck, CRO– [email protected] – @henrylschuck
• Simon Blackburn– [email protected] – (408) 837 2058
Agenda• Gather and verify your customers• Standardize and classify your customers• Append, analyze and create your ICP• Who is the sales organization targeting now?• Define your Target Addressable Market• Put your ICP to work for Sales in the CRM• Executive presentation tips and buy-in• Classify new leads & keep existing data current
Gather & Verify
• Customer Candidates– Existing Customers– Lapsed Customers– Services Customers (in
open source markets)
• Nearly Customers...– Lost Opportunities (in
competitive markets)– Current Opportunities
• What is Closed Business?– CRM
• Account Type = Customer• Oppty Stage = Closed Won
– Financials/eCommerce• Invoiced & Paid
– Active Directory• Authenticated Users
• Emails are key~!
Standardize & Classify
Append customers data1. Get your Emails/URLs
2. Extract Domain Name
3. Enter in Paste 'n Go
4. Extract List
5. Unmatched Values
Analyze and create your ICP
• Companies– Industry & SIC– Company Size - Revenue– Location
• Contacts– Level, Function & Role
• Lookups– Summarize– Clean– Present
• Clusters– Logical Groups– Use-Cases
Industries
Summary...
Then Detail
Clusters (Use Case by Segment)
• Industry Codes get you 50% of the way...– But they are important– SIC vs. NAICS vs. Custom
• Segmentation by Use Case is the goal...– You know your own products & services– Use the data analysis to narrow the definition– Salespeople who understand use cases sell more!
Target Addressable Market
your target market of companies & contacts
companies& contacts
in your CRM
yourcustomers
idealcustomer
profile
Typical TAM Scenarios
Under-Marketed[TAM > CRM]
Over-Marketed[CRM > TAM]
Put your ICP to work Demographic Firmographic BehavioralSales Views
Executive presentations tips...• Grab their attention & hold their interest– "I know you have never seen our customers before..."– Compare TAM with contents of the CRM, or...... Who is the sales team really calling?
• Provide actionable outcomes & next steps– Persona development is easy...!– What Sales Content is missing, need, good/bad?– Invest in Campaign A vs. Campaign B?
Use your favorite BI/Reporting Tool
Data Currency
• Continuous Clean– Accounts– Contacts– Leads
• Data Mapping• Conflict Resolution
• Data mapping
Summary• Gather and verify your customers• Standardize and classify your customers• Append, analyze and create your ICP• Who is the sales organization targeting now?• Define your Target Addressable Market• Put your ICP to work for Sales in the CRM• Executive presentation tips and buy-in• Classify new leads & keep existing data current
Other Useful Services & LinksFor salespeople:• Discoverorg tab - implement for salespeople• Triggers - http://discoverorg.com/realtime_triggers/• Emails bounced - http://discoverorg.com/email_recycler/• Title Categories - http://help.discoverydb.com/title-categories/• Technologies - For sales & marketing operations:• Anonymous visitor tracking - http://discoverorg.com/visitortrack/• SFDC integration - http://discoverorg.com/discoverorg_for_salesforce• Marketo integration - • Append & Clean for SFDC -
http://discoverorg.com/append_clean_salesforce/
Contact Details
• Henry Schuck, CRO– [email protected]– @henrylschuck
• Simon Blackburn– [email protected] – (408) 837 2058