Whitespace Analysis and Activation
Surface accounts with revenue potential to expand existing customers or enter new market segments.
Whitespace Visibility and Growth Barriers
Challenges
- Teams can’t see where they’ve penetrated or what whitespace remains in target markets.
- Different teams analyze markets separately, creating overlap and wasted investment.
- Teams struggle to distinguish between warm expansion plays and pure new-logo pursuits.
- Without competitor context, teams chase hard-to-win or already saturated segments.
- Manual spreadsheets delay analysis, making it hard to refresh or compare markets.
Solutions
- HG Insights maps your customers to 20M+ companies to reveal coverage gaps and new opportunities.
- HG Insights centralizes market data for a unified view across RevOps, ABM, and expansion teams.
- HG automatically classifies whitespace into expansion and net-new to guide the right motion.
- HG overlays competitor installs and TAM/SAM/SOM to highlight easier-entry markets.
- HG automates analysis and allows instant export to campaigns or territory planning.
Whitespace Discovery Made Clear, Data-Driven, and Scalable
HG Insights reveals your true market potential by comparing your customer footprint against the total addressable market. Identify expansion and net-new whitespace, overlay competitor presence, and focus on high-probability growth zones.
Full Market Visibility
Smart Segmentation
Expansion & Net-New Split
Multi-Team Alignment
Actionable Insights
What Are the Key Steps for Effective Whitespace Analysis
Running whitespace analysis helps your team see exactly where growth potential lies. By combining your customer data with HG’s 20M+ company database, you uncover where to expand, which segments to prioritize, and how to drive higher ROI across GTM motions.
Provide a complete customer file to ensure the best match results.
- Upload a list of your current customers or specific product lines.
- Include Company Name, DUNS, Country, and CRM ID for accuracy.
- Data completeness improves the quality of account matching.
- Define whether analysis is at product or business level.
HG Insights automatically maps your customers to its 20M+ company database.
- HG maps each uploaded account to 20M+ company records.
- Review matched vs. unmatched accounts for coverage accuracy.
- Validate that all key target markets and segments are included.
Distinguish expansion whitespace from net-new prospects.
- Select option to classify whitespace into expansion vs. prospect.
- Expansion: related to existing customers via hierarchies.
- Prospect: completely unrelated accounts (net-new whitespace).
- Prioritize based on sales motion or relationship strategy.
View your total market coverage and unpenetrated whitespace.
- Visualize coverage across industries, geos, and company sizes.
- Overlay ICP filters to find lookalike prospects.
- Identify whitespace zones with lower competitive friction.
- Export filtered lists for sales, campaigns, or expansion plays.
Explore Other Use Cases
FAQ: Whitespace Analysis
What is Whitespace Analysis?
It identifies unserved or under-served markets and accounts to help you win new business or expand existing accounts.
How does HG Insights identify whitespace opportunities?
HG combines your customer data with its proprietary database of 20M+ companies and technology intelligence to identify which organizations in your market are not yet customers. The platform automatically excludes matched customer accounts and surfaces the remaining companies as whitespace. You can also segment whitespace into expansion (related to existing customers) and prospect whitespace (completely new entities). This helps your team focus efforts based on growth potential and relationship maturity.
How do ICP insights enhance whitespace analysis results?
ICP insights enhance whitespace analysis by identifying lookalike prospects that match your best-fit customer profile. When combined with whitespace data, ICP models help your team distinguish high-value prospects from low-propensity accounts. You can see not only who’s not a customer yet, but also who’s most likely to convert. This data-driven alignment between ICP fit and whitespace potential helps optimize campaign focus, sales territory design, and ROI forecasting.
What ROI can we expect?
Customers typically see improved win rates, lower cost per opportunity, and faster sales cycles by targeting higher-fit accounts.
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