How commercetools utilized HG Insights’ Technology Intelligence to prioritize accounts, supercharge marketing and optimize territory planning
Since 2013, commercetools has enabled some of the world’s most recognizable brands to adapt and lead evolutions in digital commerce by providing the tools needed to achieve agility and the ability to take advantage of new markets and drive revenue opportunities. As an industry-leading technology provider, having accurate data that can power their Go-To-Market functions is crucial.
The Challenge
For a successful Go-To-Market, defining a Total Addressable Market (TAM) to identify, segment, and score accounts is critical. So, when commercetools conducted a review of their GTM functions, they quickly realized what was missing: the market intelligence they needed to pinpoint the ideal customers within ready-to-buy companies, refine segmentation, and optimize territory planning.
Since commercetools’ customer base differed greatly, they wanted data that could target accounts by installed technologies and IT spend (and integrate with Salesforce). After researching a number of third-party vendors, commercetools chose HG Insights as their data provider.
The Solution
By leveraging HG’s Technology Intelligence, commercetools enriched their third-party data set with 120+ million verified technology installations worldwide. Now they can view their best-fit accounts based on tech stack, IT spend, revenue, and headquarter location— and leverage the market data in Salesforce to amplify sales and marketing efforts.
Since implementing HG’s Technology Intelligence into their marketing, revenue operations, and Go-To-Market, commercetools’ leaders have been able to identify and focus on the right accounts. Their BDRs and sales reps also use HG’s Technology Intelligence to retrieve information and enrich what’s missing in Salesforce, which increases their efficiency by engaging with the right accounts at the right time.
The Impact
With HG’s Technology Intelligence, commercetools is driving sales efficiency through shorter deal cycles and targeting better-fit accounts with a higher intent score. In addition, their marketing team can now identify ideal accounts and form competitive take-out and vertical-focus campaigns.
From a strategy perspective, commercetools can now see their market shape, size, and shares to refine efficient budgeting, revenue, and headcount planning. The company utilizes HG’s data for enhanced territory planning and international product expansion planning — to size their niches, prioritize accounts, and understand the adjacent technology within their markets.
