Turning leads into customers: part one — Datanyze
While searching for inspiration this morning for my next three blog posts, I came up with a few ideas; writing a series of short stories about a marketing and sales team, documenting our office fussball table league, or simply delivering some useful and worthwhile tips on how to make your business grow. You’ll be pleased to know I went with idea number three (although I do feel that the first two ideas had their strengths). We want to share with all our faithful blog readers the secret sauce to our ‘inboundy outbound’ activity, starting with Datanyze. Here’s a run down of what Datanyze can offer your business, and how we use it day-to-day, with some excerpts from Jasmine at Cloudcall who recommended Datanyze to us in the beginning.
Inbound and Outbound
The business world is increasingly turning its head to inbound marketing and sales, and so it should. But we would be kidding ourselves to think that it’s sensible to disregard outbound; it still has its place in sales processes.
Inbound and outbound are not mortal enemies; they aren’t black and white and they’re certainly compatible. Picture yourself as inbound and a friend who you don’t have too much in common with but love hanging out with as outbound. Inbound and outbound don’t have to have everything in common to get along really well.
The ultimate lead search engine
Enough of the analogies, enter Datanyze!
Long ago, oe:gen identified what kind of customer we work with best, and whom we can add most value to. Gaining most of our traction and growth via referrals and inbound marketing enquries, we decided to add a third string to our sales bow, but we didn’t want to buy a chunk of data and cold call the living hell out of it.
We’d been using the Datanyze insider chrome extension for a good while to gain some extra insight into companies which visited our website, so we decided to explore its full potential. This is how we use it on daily basis…
At the beginning of each day, we go straight to Datanyze and look for fresh tasty leads. Of course the criteria of what you consider to be a ‘lead’ will differ depending on who you are reading this blog. Below is an example of a very top level lead search and what the Datanyze interface looks like:
567 results. Not a bad figure to start with if you happen to target Biotechnology companies in the UK! From here, you’ll want to dig a little deeper into what each company looks like on paper (in this case a screen). The search criteria in Datanyze is vast and you can filter by almost anything; Country, City, Alexa Rank, Industry, Technology used, Number of Employees, Revenue etc.
Datanyze provides all the information you could ever want on a company (as seen below). It also gives a powerful insight into what technologies are at work on the company’s website, the traffic level, SEO stats, analysis and a beta version of the Hunter app (which identifies the most likely email contact addresses in a company) and you can search by job title to find the right contact.
“In Datanyze, it’s easy to filter by technology, number of users, country and so on. This brings up a list in Datanyze of the companies that use those technologies – and with Datanyze Insider, you can find relevant contacts with the job titles of your target market/buyer personas.” – Jasmine Lindstrom @ CloudCall
We then move all the information that is important to us across to our Salesforce CRM, which then pushes the information across to our HubSpot CRM (we like CRM). From here, we can approach the company with an approach we deem most appropriate. Further LinkedIn research of the important decision makers you’ll need to make contact with also goes a long way.
Datanyze’s ‘Tags’ function allows a user to create lists of companies by adding a tag to them. In our case, we create lists each day of companies which are a good fit for our services. More than one tag can be applied to each company record. These tag lists can then be exported to CSV and imported into either Salesforce or HubSpot (and most other good CRM systems) to be actioned by your marketing or sales teams. There’s also a direct ‘Export to Salesforce’ button which allows you to export individual company records as either a lead or an account.
“What’s helpful is that Datanyze highlights which contacts/accounts are already in Salesforce. (I think that Salesforce integration needs to be purchased as an add-on feature). With the Salesforce integration, it also checks your data and updates the technology that those companies are using” – Jasmine Lindstrom @ CloudCall
With the ‘Alerts’ function, you’re able to track companies which have just taken on a new technology within their website. This is a premium feature, and you pay for each technology that you track. You can search your alerts by date, and also turn on daily/weekly email notifications.
Datanyze doesn’t leave you to figure all of this out for yourself, there is a training piece which helps you understand the platform from scratch. From how to create a tag, to how to send notification emails to selected addresses advising of changes to your prospect’s information. If you have any questions which the training doesn’t answer, you can always give us a call – we’re always happy to help.
You can download Datanyze Insider chrome app here for FREE.
If you want to ask us if we think Datanyze would be useful for your business and to get some free advice on how to grow your lead pipeline, give us a call or fill in the contact form at the bottom of this page.