Azul Attributes New Pipeline to HG Insights’ Cloud Dynamics Data

With two decades in open-source Java, Azul helps organizations develop and manage Java applications with performance runtime and security certainty. To capitalize on the growth of digital companies, Azul turned to HG Insights to evolve their account planning, segmenting, and prioritization.

The Challenge

Azul aimed to target accounts that employed Java frameworks amid explosive growth in data-focused companies. Although Azul had extensive account lists that spanned AMER, APAC, and EMEA, they hadn’t yet found the advanced insights that helped them prioritize and segment those accounts based on their goals. Fortunately, Anne Plese, Director of Product Marketing, had utilized HG in her former position at Oracle and pushed to bring it into Azul’s marketing tech stack.

The Solution

With HG Cloud Dynamics, Azul enriched over 29,000 accounts with granular firmographic and technographic data. Azul refined their Ideal Customer Profile (ICP) with the freshly enriched data and identified perfect-fit target accounts by technographics, cloud spend, and other data points in the process. In addition, HG surfaced 1,300 previously unknown accounts that met Azul’s new ICP criteria.

The Impact

Armed with new insights, Azul’s sales team went “whale hunting.” They used HG’s data to initiate outreach efforts with personalized spend reports that broke down each customer’s annual cloud spend and the savings they’d secure by switching from a competing provider. The approach opened doors and Azul quickly closed a $400,000 contract renewal. The GTM strategy has been so successful — empowering Azul’s sales reps to confidently deliver “proactive proposals” and engage with larger accounts, driving insightful conversations and substantial deals — that Azul is creating reports for every customer in their ICP.