On May 25, the General Data Protection Regulation (GDPR) will go into effect. This means that companies who transact business with individuals residing in the European Union (EU), will need to have systems in place to safeguard the personally identifiable information of any EU citizen. Among other things, these safeguards include providing clear opt-in and opt-out functions, and the ability to respond quickly on a citizen’s request to remove all his or her personal information from a company’s database.
Failure to comply with GDPR can result in fines of up to 4% percent of annual revenue or €20 Million, whichever is greater, so it’s clear to see why companies are spending so much time and money ensuring they are compliant. However, with all the focus on GDPR, it’s easy to forget that B2B sales and marketing teams can still achieve many of their outreach goals by leveraging data that is not identifiable at an individual, person level, and, as such, does not fall under the scope of GDPR.
Use Account Level Data for B2B Sales and Marketing
The data we are talking about is account level data, such as the sales intelligence we provide with our technology installation data — what we call technographics. Technographic data allows your sales and marketing teams to see what hardware or software technology is installed at a particular account. With this insight, they can:
Target the right account – marketing teams can quickly generate a list of accounts using a competitor’s product for a competitive displacement campaign. Alternatively, they can target a list of accounts who use complementary products for a cross-sell or upsell promotion. Selecting the right accounts is also a critical component of being successful with ABM.
Prioritize accounts for sales – account-based selling starts by choosing the right accounts. If your sales team knows what accounts to pursue, they can also develop insightful outreach programs that highlight how your solution solves the pain points of a competing technology, or enhances the functionality of a complementary solution.
Find new revenue opportunities – enriching your existing accounts with technographic data is a great way to target and prioritize your current accounts, but technographic data can also provide you with new accounts to pursue. In fact, on average, our data usually reveals a total available market that is 3x – 5x bigger than what our customers had estimated.
Develop better digital display programs – deploying programmatic display to an audience based on the installed technologies of certain companies is a proven way to stretch ad budgets and enjoy stellar campaign performance. Given the account-level emphasis of ABM overall, there are many ways to isolate and address only the companies that matter for your campaign based on technographics. This could be based on URL domain, corporate IP address, or pseudonymized data that allows your ads to reach the right audience at your accounts.
In summary, May will still be a crazy month for organizations looking to come into GDPR compliance. But remember, you can still accomplish many of your sales and marketing goals by taking advantage of account-level data that is less affected by the GDPR standards imposed on personal data. We hope you now see why technographic data is such a good place to start.
Ready to Start Using Technographics in Your Outreach?
Here are three ways you can use technographic data to convert and close opportunities faster:
HG for Salesforce: embeds technographics directly into Salesforce so that sales and marketing teams can easily sort, filter and use the data to create campaign segments, score and rank accounts, generate reports, and implement workflows and triggers to build more intelligent business processes
HG Audience: HG Audience segments allow you to hyper-target prospective customers or entire market categories with online advertising based on the installed technologies and other business needs and conditions tracked by HG Insights.
HG Universe: our enterprise level technographics provide complete information on an organization’s hardware and software stack so that sales, marketing, and business intelligence teams have the data they need to target the right accounts, and develop more accurate models, trends, and forecasts.