Sales, Big Data, Partnerships & Integration: A Conversation with Henry Schuck of DiscoverOrg and Mark Godley of HG Data
It’s an amazing time to be a consumer of sales data. Some very innovative, progressive companies are turning massive amounts of raw data into usable insights designed to put salespeople in front of the right contact at the right time with the right solution. But the datasets that are being developed are only as good as the tools that deliver them. That is why DiscoverOrg is beating the pack and has emerged as a best-of-class sales intelligence platform. And this week, it got even better; DiscoverOrg announced a partnership with HG Data, the leader in installed technologies intelligence.
What this means for DiscoverOrg customers is a 37% increase in the number of unique technologies available to filter and search by, and a 110% increase in unique links between searchable technologies and companies.
In conjunction with the DiscoverOrg/HG Data partnership announcement, we sat down with DiscoverOrg co-founder and CEO, Henry Schuck, and HG Data’s Chief Revenue Officer, Mark Godley, to get their perspectives on the role of data and SaaS tools on both the trends and future direction for sales and marketing. We hope you find their responses insightful.
Below are the interview answers provided by Henry Schuck. The corresponding interview with Mark Godley has been simultaneously posted on the HG Data Blog.
How did the DiscoverOrg / HG Data partnership come about? What data from HG has been brought into the DiscoverOrg offering? In what form will it be available to users?
HS: I’ve known CEO Craig Harris and CRO Mark Godley for a long time, maintaining a good relationship and referring customers to one another throughout the last 4 years. I’ve always respected what they’ve built and their expertise in using machine learning and big data analysis to build technology profiles.
HG Data’s technology stack data has been integrated with DiscoverOrg’s technology stack data – we’ve combined hand curated technology stack data with the best in class big data gathered technology. This means that our customers have access to the broadest and most accurate data on what the technology install base is at their prospects and customers alike.
We hear a lot about Account-Based Marketing and flipping the funnel. What does that mean and is the abundance of excellent targeting data available to sales reps making that possible?
HS: With account-based marketing it is vital to hyper segment your accounts and your messaging. By being able to rely on accurate technology stack data, combined with org charts and valid contact details, account-based marketing programs have the ability to be truly successful.
What do you see as the most promising next thing from predictive analytics? What will it deliver to the sales process next to fuel sales? Where do existing predictive analytics solutions fall short – where are there opportunities for advancement?
HS: Predictive analytics is great, but the key missing piece is having the data to do something with it. Most vendors do this: Company A in your database is the best type of company for you to be reaching out to. Great, now what? So I know Company A is where I should be spending my effort, but I don’t know how to message to them, if they use my competitors technology, or if they have upcoming initiatives that I can help with. And then most importantly, even if I do know all of that, I don’t know who to get a hold of or how to reach them. If you combine Predictive Analytics with accurate prospecting data from DiscoverOrg, it’s unstoppable.
One thing that comes out of predictive analytics is “ideal customer profiling” and targeting narrowly to that customer profile. Do you find that to be a successful strategy?
HS: Of course. You should know what a CIO at a Pharmaceutical company cares about and which case studies to mention to him/her vs. the CIO of a Retail Company or a VP of Application Development at a Manufacturing company – they all have different priorities and needs and you need to be talking about all of those specifically.
How do sales reps leverage the tech install data they find to initiate conversations?
HS: There are some obvious ways, and others that require some ingenuity. For example, if I see a company is using Salesforce, Box, and Workday then I can be pretty sure that they are interested in Cloud solutions. So I better not talk about something On-Prem.
If I see that they’re using a competitor then I know how to discuss our differences. I also know where our product is better than our competitors and I’m going to lean into that.
Alternatively, if I know that they are leveraging a technology that my product or our service works well with – for example at DiscoverOrg if I know that a company is using Salesforce and Marketo – then I know that I’m going to talk to them about our Salesforce Integrations, our Marketo Connector, and Web Hooks. I also know that I don’t need to talk to them about our Bullhorn or Netsuite Integrations. Plus, prospects love the fact that you’ve done this type of research on them.
Want to see what HG Data’s Chief Revenue Officer, Mark Godley, had to say for these same questions? Check out his interview on HG Data’s blog.