Best-fit prospects, targeted at scale

Growth made account management complicated

Greenstep first started using Vainu in 2017. Back then it was a much smaller company and usage was limited: a group of client managers used the platform to find new business opportunities and follow their existing client base. In the five years that followed, headcount grew almost five-fold, and effective account and pipeline management became an issue. Greenstep concluded it needed two things, centralised lead management processes and access to more data.

What differentiates Vainu from its competitors is the UI’s simplicity, the scope of the data, and the easy-to-use API that serves well in building complex solutions. Vainu also provides good sparring and consultation.

One data lake, one view of every account

Greenstep’s offering is not limited to specific industries or company sizes, so virtually every company in its target markets is a potential customer. The technologies in use and a company’s general situation make some companies’ potential greater than others, and targeting those effectively is a priority. Greenstep injects Vainu data on Finnish and Swedish companies into a centralised data repository through Vainu’s API, together with Pipedrive CRM and a marketing automation platform, so the data the teams need sits at a single touchpoint. Financials, technographics and key decision-makers identify the companies with the most promise, and best-fit companies are sent to Pipedrive as leads. Vainu data is also connected to the companies visiting Greenstep’s website for better lead scoring and qualification. The same data builds targeted segments for one-to-few ABM campaigns. Take a new integration in BI Book that is best-fit for companies in the Microsoft environment: Vainu’s technology data shows which companies it is relevant for, and LinkedIn page URLs come straight from Vainu to create matched audiences in LinkedIn’s campaign manager. Company changes are pushed by webhook into BI Book, and a company search Greenstep built gives a 360 company view of any account in its systems at the touch of a button. Next on the agenda: sending carefully selected trigger events straight into the CRM as they occur.

Vainu’s data is essential for our business.

Jonathan Teir, Head of Analytics at Greenstep