Intelligence vendor DiscoverOrg announced a new Account Based Marketing (ABM) tool called AccountView which helps marketers identify the attributes of their Ideal Customer Profile (ICP). The new feature analyzes an account file which it calls a portfolio, enriches it with firmographics and technographics, and then provides a portfolio visualization dashboard of the accounts. The service also identifies similar companies to the top accounts, prioritizes them, and identifies best fit decision-makers at the net-new accounts.
The portfolio segmentation dashboard tiles include
- Size: Revenue and Employee Bar Charts
- Industry: Primary Industry Pie Chart; SIC and NAICS top frequency lists
- Technology: Technology lists
- Ownership: Ownership Structure Pie Chart
- Companies: Portfolio companies with employee and revenue data. Company names are hyperlinked to their DiscoverOrg profiles.
Although geographic segmentation is not yet available, it is on the product roadmap.
Within the list tiles, users can search for specific elements (i.e. SIC, NAICS, technology, or company name).
Proposed contacts are shown within org charts with direct dial phones and emails to assist with organizational context and reach out. DiscoverOrg also provides detailed platform information and a set of sales triggers.
Marketing and sales teams can drill into specific bars or wedges to further research segments. To quickly refine models, customers can remove outliers to focus the ICP around high frequency variables.
Portfolios may be uploaded as CSV files, bulk matched within DiscoverOrg, or generated via DiscoverOrg prospecting. Result lists may be saved as lists, viewed as searches, or exported to CSV files. Models may also be loaded into DealPredict where company lists are displayed with Deal Predict scores of zero to five stars. Next to DealPredict scores, DiscoverOrg displays a lightning bolt icon if the company has a Sales Trigger or OppAlerts in the past sixty days. OppAlerts are intent based triggers which have been researched by DiscoverOrg editors or gathered through B2B publishers’ online content consumption data. By clicking on the lightning bolt, reps are shown the related events.
Within DealPredict, company lists are dynamically maintained to reflect the current firmographic and technographic lists of companies. If there is a change in company size or implemented technology, the DealPredict scores are automatically updated every time a search is conducted. Likewise, companies which are added to the DiscoverOrg database are automatically scored.
The very foundation of successful sales and marketing is figuring out who your best customers are, understanding why they are the best, and finding more prospects just like them. What could be a painful analytical exercise is made simple and straightforward with DiscoverOrg’s account-based marketing features, and the result is faster growth for customers who can more effectively identify, understand, and engage with their ideal buyer.
- DiscoverOrg CEO Henry Schuck
DiscoverOrg suggests a number of account list categories that can be analyzed including the full customer list, high or low spend customers, renewing or non-renewing customers, high or low profitability customers, competitor customer lists, and prospect accounts. For example, running a competitor’s customer profile through AccountView helps you “determine ways to improve your product, messaging, or positioning. Likewise, running the non-renewed customer list through AccountView will help identify high-churn candidates for special programs.
Although DiscoverOrg recommends sets of strong and weak account lists, AccountView does not have the ability to discriminate between the two categories. Thus, marketers would need to separately run the paired lists, compare the portfolio results, and adjust the models for overlapping variables. For example, knowing that Microsoft Office is heavily used by both strong and weak accounts would indicate that MS Office is a frequently occurring, but non-predictive variable.
Future features include support for multiple models, grouping tech functions by category, sharing models across all users, geographic segmentation reports, and uploading contact information to assist with defining job functions and levels.
AccountView is the latest capability within DiscoverOrg’s ABM Toolkit. Other features include DiscoverOrg’s DealPredict predictive rankings for companies and contacts, OppAlerts intent-based opportunities, and sales triggers.
DealPredict provides predictive scores similar to those provided by predictive analytics companies. DiscoverOrg CMO Katie Bullard noted that unlike some black-box predictive platforms, AccountView analysis and DealPredict models are fully visible to sales and marketing users.
The AccountView analytics and net-new account service is included as part of the DiscoverOrg service. Firms license access to specific DiscoverOrg datasets and a set number of seats. Licensed users then have unlimited access to the licensed content for viewing, uploading, or downloading.
DiscoverOrg, which hit $71 million in Annual Recurring Revenue (ARR) at the end of 2016, has expanded its customer base beyond technology companies. Over 15% of revenues now come from marketing agencies, staffing firms, and consultancies.
DiscoverOrg is one of fourteen vendors covered in my “2017 Field Guide to Sales Intelligence Vendors“.