Create and use your Ideal Customer Profile (ICP) with

DiscoverOrg

Henry Schuck, DiscoverOrgSimon Blackburn, CedarCone

Introductions & Objectives

• Henry Schuck, CRO– hschuck@discoverorg.com – @henrylschuck

• Simon Blackburn– simon@cedarcone.com – (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– hschuck@discoverorg.com– @henrylschuck

• Simon Blackburn– simon@cedarcone.com – (408) 837 2058