GrowthIntel
YOUR 20TH CENTURY
D ATA H AN G O V E R
AND THE CURE.
Compiled by GrowthIntel
2015
GrowthIntel
THE CAUSE: HOW DID THIS HAPPEN?
“ THE SYSTEM FOR CLASSIFYING COMPANIES WAS
DESIGNED POST-WORLD WAR II.”
W
hen it comes to delivering
results, business
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O U T DAT E D C L A S S I F I C AT I O N
development and marketing
The system for classifying companies
programs have a tendency to
(SIC codes) was designed post-World
underwhelm. As a result, we’re
War II. It’s of no relevance to the
bombarded with SalesTech and
digital economy or modern ways of
MarTech apps endeavouring to plug
doing business.
those gaps. This ebook goes further
by outlining and tackling the real
reasons for these lacklustre results.
RESULT
Up to 1/3 of all UK
businesses are classified as ‘other’,
and many more are misclassified.
And that means you can’t
see ⅓ of your total market.
They’re hidden from you. How
are you supposed to market or
sell to targets you can’t even
find?
GrowthIntel
2
S U B J EC T I V E L E A D S C O R I N G S T I L L E X I S T S
4
Guesstimating who might convert on a particular piece
of content based on misguided ‘personas’ is not a
system that’s delivered for B2Bs in the past couple of
years.
C A N’ T H E A R O R U N D E R S TA N D R E A L T I M E
BUYING SIGNALS
RESULT You know you have a solution fit with your
targets and you suspect your programs could be
far more effective in reaching them. But your team
is focused on content conversions rather than, say,
RESULT Too much focus on content conversion and
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increasing the number of first-time meetings your
not enough focus on which prospects are most likely to
salespeople land or improving your opportunity-to-win
become customers.
ratio.
T R E AT I N G A L L P O S S I B L E S W E E T-S P OT TA R G E T S
THE SAME
Sure, your prospects have much in common, but they
also have some significant differences that result in
varying states of buying readiness.
RESULT Wasting resource on targets not likely or
ready to buy and missing the ones most likely to buy.
GrowthIntel
THE CURE: REPLACE SIC CODES AND
LISTEN FOR BUYING SIGNALS
How to Cure the Hangover:
Uncover the true size of your market
Understand your targets’ buying
signals
Efficiently prioritise your prospects
and automatically optimise every
stage of the funnel
W
e’ve codified every business in the UK economy according
to our own system of classification. This way, your
prospects have nowhere to hide. We also collect the millions of
data footprints they leave behind and combine them with your
CRM data to infer how likely each prospect is to buy from you at
any given moment.
T
his gives you the best available overview of your market
with every prospect ranked according to their likelihood to
convert in the immediate future, so you k now where to start.
And once you do, the quality of these lea ds mean every stage of
the sales and marketing funnel is automatically optimised: better
leads in at the top mean a better SQL to MQL conversion rate;
fewer wasted hours spent calling the wrong prospects; a more
motivated sales team; and increased revenue.
Get in touch with us to request a proof of concept or discuss the
difference GrowthIntel can make to your pipeline.
GrowthIntel
G R O W T H I N T E L P U B L I C AT I O N S
Cheat at Battleships: Three Ways to Market With Military Precision
How our CTO’s foray into the world of naval sonar has made it possible for you to
extend your sales pipeline to the very limits of your buying universe.
Online Advertising, Personalised Medecine, and How to Become the World’s
Local Butcher
Targeting B2B buyers is hard. Traditionally, you’ve needed them to know in
advance that they have a problem for which you are the solution. This ebook
explains how new technology allows you to target new buyers and how likely they
are to convert, all before they’ve ever even heard of you.
Hiding In Plain Sight: Four Logistics Insights
A demonstration of how having access to accurate industry data can give you the
edge over the competition.
grow@growthintel.com
+44 (0) 20 37257575
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E14 5AA