Slintel gives EastmanCRO the ability to focus on the context of specific companies and spend campaign money only on prospects who fit the ICP bill in the early important stages. Learn more in this featured customer story.
EastmanCRO is a sales service agency that helps startups in three ways: building an ideal customer profile, figuring out which channels to tap for these prospects, and developing scripts and strategies to guide a deal.
The biggest challenge of a start-up, according to Bruce Eastman, is knowing that there’s always more to do than time to do it.
As MD of EastmanCRO, Bruce works with technology startups to help them set up a dependable, repeatable sales process. With national awards and 30+ years of experience, Bruce has a proven track record in direct sales, sales management, marketing operations, and executive positions in Fortune 100 companies and technology startups
EastmanCRO helps its clients in three ways: building an ideal customer profile, figuring out which channels to tap for these prospects, and developing scripts and strategies to guide a deal.
Most of these companies are in the development stage. They usually have a few customers acquired from their network to prove their product but haven’t figured out their sales and marketing motions yet. So, they don’t have the time, effort, or money to waste on market segments or prospects that don’t match their ICP.
This is where a product like Slintel comes into the picture. Slintel gives EastmanCRO the data they need to explore different paths so they can propose the right plan to their startup clients. Slintel gives them the data and insights to answer questions like: for any given industry, how many companies are there? What size are they? Slintel gives EastmanCRO the ability to focus on the context of these specific companies and spend campaign money only on prospects who fit the ICP bill in the early important stages.
As a startup, if I get Slintel, I am on the same level as I’d be if I’d hired a bunch of experienced salespeople who’d worked on the accounts I want to target. To me, it’s a huge benefit specifically for startups.
It’s somewhat difficult to quantify in dollars and cents - the value of something you didn’t do,” said Bruce. “But it’s such a big impact to be able to focus a startup’s resources on a particular market segment based on the ICP. It helps us test and validate assumptions. Without it, it’s immensely challenging and difficult for startups to not waste their time, effort, and energy on segments that are not going to produce results.
One of EastmanCRO’s clients is a data quality company that has been extremely successful in doing deals with large banks and financial institutions. But as with most large institutions, the sales cycles are long. Much longer than a startup needs so they decided to seek out deals with shorter cycles. They wanted to find cloud-first businesses that don’t have huge, internal legacy systems that take a while to replace. The answer was fairly easy to figure out.
EastmanCRO used Slintel’s technology filters to exclude companies that were known to be using these legacy systems so that this client could only call companies that are already on the cloud.
The technology filters (what we call technographics) are the reason EastmanCRO choose Slintel over alternatives. All the data and insights they needed were in a single platform and easily accessible too.
Back in the day,” Bruce confides, “you’d hire salespeople for this kind of account knowledge. Who’s using what? When is it up for renewal? You paid them a ton of money for this insight into the accounts and industries. But startups can’t afford to hire experienced salespeople to give them these insights. This is one of the ways in which Slintel levels the playing field for startups, with the buyer intent score.
It’s the criteria I’d use as a salesperson to qualify my leads - companies that are hiring, companies that are spending money in this area, companies that are growing.
The Slintel buyer intent score is based on criteria like recent funding raised, number of new job postings, expanding company size and so on. EastmanCRO uses the Slintel buyer intent score to help businesses make decisions about which industries to pursue.
A client in the Field Service Management industry had an idea of which industry to pursue based on a reference account. But when EastmanCRO looked at companies in that specific industry on Slintel, only 400 companies popped up. Of the 400, only 9 showed any intent to buy and the scores were in the 50s, a relatively low score. When they expanded it to include 3 more industries, hundreds of companies joined the list and many of them had buyer intent scores in the high 80s. So EastmanCRO recommended that the client reprioritize their efforts and focus on these industries and companies.
Something like this, even if it’s not 100% accurate or true, still gives you some kind of guidance on where to start. You’re always going to make modifications and change the strategy over time but knowing that these are the companies that seem the most likely to buy a product in your space is invaluable.
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See how EastmanCRO uses Slintel to achieve these results.
Decrease in research time
Increase in response rates
More meetings booked
Increase in win rates