Industry
Spend Management Software
Company Size
200-500 employees
Location
San Francisco, California
Solution
HG Platform with Salesforce integration
Airbase empowers companies with innovative corporate spending solutions that enhance control, visibility, and automation throughout the entire spend management process. Their procure-to-pay platform streamlines financial operations, so finance professionals can focus on strategic initiatives instead of mundane and manual tasks.
About the Customer
- Airbase is a spend management platform that helps companies control and track corporate spending
- They sell to mid-market and enterprise companies, typically finance teams
- Airbase integrates with popular ERP systems like NetSuite and Intacct to provide seamless expense tracking
Challenges
“Prior to bringing on HG, we had bought some data from different providers, and most of it was pretty sketchy.”
– Michael Freeman, VP of Marketing
- Airbase needed to identify potential customers using specific ERP systems they integrate with
- They wanted to target companies using competitive products like Concur for takeout campaigns
- Airbase struggled to find reliable data on back-office software usage to identify viable prospects
- They needed to improve the efficiency of outbound sales efforts and avoid wasting time on incompatible accounts
Why HG Insights
“When we came to HG, we went – wow! The accuracy. The coverage is great and the accuracy is great.”
– Michael Freeman, VP of Marketing
- HG Insights provided highly accurate data on companies using target ERPs and competitive products
- Their data expanded Airbase’s serviceable addressable market (SAM) by 80-100% overnight
- HG Insights had the best coverage and accuracy for back-office software data compared to 6-7 other vendors evaluated
Collaboration
“I’m not sure ‘integrity’ is quite the right word, but everything felt genuinely authentic. Everything we were told was honest, and the follow-through was consistently reliable. You know how you’re usually waiting for the other shoe to drop when dealing with vendors? That never happened here. It was refreshingly different.”
– Lee Vienup, Senior Manager, RevOps
- HG Insights worked closely with Airbase to understand their target technographics and use cases
- They provided consistently honest and transparent service throughout the sales and implementation process
Solution
“The number of identified accounts we could go after grew between 80 and 100%.”
– Michael Freeman, VP of Marketing
- HG Insights delivered accurate, granular data on companies using specific ERPs and competitive products
- This allowed Airbase to identify 80-100% more viable prospects to target
- Airbase was able to run highly targeted competitive takeout campaigns against Concur and other vendors
- HG Insights’ data enabled Airbase to pre-qualify prospects and focus outbound efforts only on compatible accounts
Results
“Basically, our identified SAM in Salesforce grew by about 80% overnight.”
– Michael Freeman, VP of Marketing
- Airbase’s serviceable addressable market grew by 80-100% overnight with HG Insights data
- Competitive takeout campaigns using HG Insights data saw a 40% average lift compared to historical baseline
- Specific competitive takeout campaigns like those targeting Concur saw even higher performance lifts
- Airbase dramatically improved the efficiency of outbound efforts by avoiding incompatible prospects
“Our outbound campaigns overall saw an average lift of 40% compared to the historical baseline.”
– Michael Freeman, VP of Marketing
Conclusion
“It was a genuinely pleasant experience. It not only delivered on expectations but exceeded them. Honestly, it checked every box”
– Lee Vienup, Senior Manager, RevOps
By partnering with HG Insights, Airbase was able to transform their go-to-market strategy with reliable technographic data. HG Insights massively expanded Airbase’s serviceable market, enabled highly targeted competitive campaigns, and helped them focus only on the most viable prospects. With HG Insights, Airbase achieved huge improvements in both the scale and efficiency of their outbound sales and marketing efforts.
