Learn the key steps, tips & tricks his company takes to rapidly build an Ideal Customer Profile for their customers. All by using Discoverorg.com!

1. Create and use your Ideal
Customer Profile (ICP) with
DiscoverOrg
Henry Schuck, DiscoverOrg
Simon Blackburn, CedarCone

2. Introductions & Objectives
• Henry Schuck, CRO
– hschuck@discoverorg.com
– @henrylschuck
• Simon Blackburn
– simon@cedarcone.com
– (408) 837 2058

4. Agenda
•
•
•
•
•
•
•
•
Gather and verify your customers
Standardize and classify your customers
Append, analyze and create your ICP
Who is the sales organization targeting now?
Define your Target Addressable Market
Put your ICP to work for Sales in the CRM
Executive presentation tips and buy-in
Classify new leads & keep existing data current

5. Gather & Verify
• Customer Candidates
– Existing Customers
– Lapsed Customers
– Services Customers (in
open source markets)
• What is Closed Business?
– CRM
• Account Type = Customer
• Oppty Stage = Closed Won
– Financials/eCommerce
• Invoiced & Paid
• Nearly Customers...
– Lost Opportunities (in
competitive markets)
– Current Opportunities
– Active Directory
• Authenticated Users
• Emails are key~!

6. Standardize & Classify

7. Append customers data
1. Get your Emails/URLs
2. Extract Domain Name
3. Enter in Paste 'n Go
4. Extract List
5. Unmatched Values

8. Analyze and create your ICP
• Companies
– Industry & SIC
– Company Size - Revenue
– Location
• Contacts
– Level, Function & Role
• Lookups
– Summarize
– Clean
– Present
• Clusters
– Logical Groups
– Use-Cases

9. Industries

10. Summary...

11. Then Detail

12. Clusters (Use Case by Segment)
• Industry Codes get you 50% of the way...
– But they are important
– SIC vs. NAICS vs. Custom
• Segmentation by Use Case is the goal...
– You know your own products & services
– Use the data analysis to narrow the definition
– Salespeople who understand use cases sell more!

13. Target Addressable Market
your
customers
companies
& contacts
in your CRM
ideal
customer
profile
your target
market of
companies
& contacts

14. Typical TAM Scenarios
UnderMarketed
[TAM > CRM]
OverMarketed
[CRM > TAM]

15. Sales Views
Demographic
Firmographic
Put your ICP to work
Behavioral

16. Executive presentations tips...
• Grab their attention & hold their interest
– "I know you have never seen our customers before..."
– Compare TAM with contents of the CRM, or...
... Who is the sales team really calling?
• Provide actionable outcomes & next steps
– Persona development is easy...!
– What Sales Content is missing, need, good/bad?
– Invest in Campaign A vs. Campaign B?

17. Use your favorite BI/Reporting Tool

18. Data Currency
• Continuous Clean
– Accounts
– Contacts
– Leads
• Data Mapping
• Conflict Resolution
• Data mapping

19. Summary
•
•
•
•
•
•
•
•
Gather and verify your customers
Standardize and classify your customers
Append, analyze and create your ICP
Who is the sales organization targeting now?
Define your Target Addressable Market
Put your ICP to work for Sales in the CRM
Executive presentation tips and buy-in
Classify new leads & keep existing data current

20. Other Useful Services & Links
For salespeople:
• Discoverorg tab - implement for salespeople
• Triggers - http://discoverorg.com/realtime_triggers/
• Emails bounced - http://discoverorg.com/email_recycler/
• Title Categories - http://help.discoverydb.com/title-categories/
• Technologies For sales & marketing operations:
• Anonymous visitor tracking - http://discoverorg.com/visitortrack/
• SFDC integration - http://discoverorg.com/discoverorg_for_salesforce
• Marketo integration • Append & Clean for SFDC http://discoverorg.com/append_clean_salesforce/

21. Contact Details
• Henry Schuck, CRO
– hschuck@discoverorg.com
–
@henrylschuck
• Simon Blackburn
– simon@cedarcone.com
– (408) 837 2058