A better way to segment the market

Missing the data points to crack it

Infomedia’s goal was to improve growth and profitability, and that meant understanding its customers and its market better. “We wanted to understand our customers and the potential in the market a little bit better to secure our growth targets but also, of course, understand a little bit better what we’re good at for the kinds of companies that typically look into our offerings and also, of course, to secure profitability on all levels within the business,” explains Dennis Mølgaard, Country Manager, Denmark at Infomedia. Consultancy firms quoted him very expensive offers for the ICP analysis, and he concluded he could do much of it in house. Internal analysis on Infomedia’s own data gave a clear picture, but not a complete one: “I could probably do a lot of this myself, but I couldn’t take it all the way because we were missing some data points.”

Vainu did some magic, and we, together, came up with a better understanding of how to actually segment our market.

Segmentation first, then triggers

Infomedia runs a fairly basic setup: it enriches its accounts with Vainu data, which was straightforward to connect because Infomedia uses Salesforce and Vainu has a native Salesforce integration. “We use Vainu data to enrich our CRM... We have a fairly basic setup with Vainu where we enrich our accounts with different kinds of data,” Dennis explains. The joint ICP analysis and the segmentation of Infomedia’s total addressable market formed the bedrock of the most recent Vainu-Infomedia collaboration. With the segments defined, the team saw the potential of Workflow Triggers and built a workflow that fires automatically when an account meets their criteria on a number of data points, including number of employees, social media index, website keywords and website rank. “That did the trick. We ran a lot of tests...to see if this would fit, and I actually think it fits 70-80% of the time, which is really really good,” Dennis says of the trigger setup.

Vainu did some magic, and we, together, came up with a better understanding of how to actually segment our market.

Dennis Mølgaard, Country Manager, Denmark