Fueling Marketing Outreach

THE CUSTOMER

A leading expert in professional services automation (PSA) was looking for new customers who could benefit from their SaaS-based PSA platform.

THE CHALLENGE

The company performed extensive research to identify the ideal customer profile (ICP) for their PSA platform. They primarily wanted to target companies using Salesforce in combination with two other software packages for portfolio and financial management, as they found companies with this type of technology profile benefited the most from their solution.

As the company began engaging with third-party data vendors to nd the right targets, it became clear that getting this level of granularity was not going to be easy. Vendors typically fell short because they could only provide data on companies who used one specific platform (Salesforce), but not a combination of platforms. The other challenge for data providers was providing a dataset large enough to make the marketing outreach effort worthwhile.