Zendesk Uses Technographics for Competitive Conquesting
Zendesk has built a powerful and sophisticated customer support platform, resulting in a loyal following of more than 114,000 customers. However, over the years, other competitors have entered the market with their own products. After surveying the competitive landscape, Zendesk realized that many of these other offerings weren’t nearly as robust as their own platform.
Based on this insight, Zendesk felt they had a great opportunity to win back market share by targeting companies using competitor solutions. But to do this, they would first need a way to quickly find these companies. To do this, Zendesk used HG Data Technographics to identify companies using products from competitors. The comprehensive tech install data also helped them better calculate their total available market, which ended up being 3x to 5x larger than they anticipated.