www.leadcrunch.com 1www.leadcrunch.com

EBSTA Case Study

LeadCrunch helped Salesforce’s most popular AppExchange partner triple its outbound sales conversion rate and achieve 30% month-over-month growth.

ABOUT EBSTA

Ebsta is the most popular app on the Salesforce AppExchange, the largest B2B app store in the world. Ebsta provides an email integration that automates Salesforce updates and provides intelligent customer engagement insights to drive better sales decisions. Based in London and San Diego, CA, Ebsta operates worldwide. The company was formed in 2009 by founders Guy Rubin (CEO) and Zac Roberts (CTO), who saw a better way to append and enrich CRM data.

Ebsta’s mission is to ensure that every company in the world has accurate customer knowledge and business intelligence within their CRM. By achieving this, Ebsta believes that every business can build and maintain deeper relationships with their customers, leading to increased sales, better targeted marketing, and higher client retention.

CHALLENGES

Ebsta found the two most time consuming and expensive challenges to developing an outbound program:

● Building an Ideal Customer Profile

● Finding target accounts with accurate contacts

SOLUTIONS

● LeadCrunch’s customer discovery platform used its military grade Artificial Intelligence (AI) engine to map out Ebsta’s Ideal Customer Profile

● LeadCrunch generated a company target list for Ebsta, pulling relevant contacts based on Ebsta’s requirements

● The LeadCrunch platform also allows Ebsta to rate each batch of leads to enable continuous feedback to the self-learning engine.

7.5% to 28%Increased lead

conversion

30%Monthly growth

35 to 10 daysReduced sales cycle

3x Greater pipeline

EXECUTIVE SUMMARY

Originally, Ebsta was averaging about 100 installs a day, a significantly high volume of daily inbound leads for a mid-stage startup of less than 30 employees. After 9 months of meticulously optimizing its inbound channels and sales processes, Ebsta started to see its growth rate level off. It quickly realized that its best chance to boost growth was to build an effective outbound sales process to drive predictable, scalable revenue. After comparing and testing various lead gen solutions, Ebsta implemented LeadCrunch’s Customer Discovery Platform. With its help, Ebsta increased conversions from 7.5% to 28%, achieved 30% month-over-month growth, and reduced the sales development cycle from 35 days to 10 days. LeadCrunch is the most impactful tool Ebsta has ever implemented, according to its executives.

www.leadcrunch.com 2www.leadcrunch.com

EBSTA Case Study

INTRODUCTION

Implementing an effective outbound sales structure is a painstakingly long process. It requires meticulous planning, thoughtful analysis, and repeated trial and error. It also requires a lot of patience and a lot of time. But ask any CRO or Sales VP and he or she will tell you that a good outbound sales process is crucial for driving scalable, predictable growth in any organization. Businesses that do it well become giants such as Salesforce, DocuSign, and InsideSales. Businesses that do it poorly limp back to unpredictable inbound leads. They also leave behind a wasteland of abandoned spreadsheets, dollars spent on unused technologies, and frustrated employees.

Ebsta needed a new strategy to drive growth. While its inbound installs were the highest on the Salesforce AppExchange, the company saw an alarming decrease in daily conversions. After unsuccessfully exhausting every possible option to boost inbound leads, Ebsta decided to construct an outbound sales structure.

Ebsta quickly assembled a leadership team to tackle the following core components of building their outbound sales structure:

1. Analyze customer data to create a precise Ideal Customer Profile

2. Research and test the best solutions for finding target companies and acquiring high quality leads that matched this Ideal Customer Profile

3. Create an effective outreach cadence using matched leads while measuring results and iterating for optimal conversion

THE CHALLENGE

Ebsta found the two most time consuming and expensive challenges to developing an outbound program were building a precise Ideal Customer Profile and assembling a targeted list of companies with accurate contact details.

1. Building an Ideal Customer Profile:Ebsta segmented their customers into key attributes based on firmographic data, such as size and industry categories, plus a few additional attributes including tech stack, growth profile, and team structure. After weeks of in-depth analysis, the team identified 11 key attributes they believed made up their Ideal Customer Profile. This effort presented the following challenges:

Ebsta needed a new strategy to drive growth. While its

inbound installs were the highest on the

Salesforce AppExchange, the

company saw an alarming decrease in

daily conversions.

www.leadcrunch.com 3www.leadcrunch.com

EBSTA Case Study

LeadCrunch helped Salesforce’s most popular AppExchange partner triple its outbound sales conversion rate and achieve 30% month-over-month growth.

● Creating matches using these 11 static filters generated an unmanageably large list of target accounts to prospect. Given a list this large, there would be no opportunity to personalize messaging or narrow the list down further without additional data-driven criteria.

● While firmographics were easy to identify on most business data platforms such as LinkedIn, ZoomInfo, Data.com, D&B, and Insideview, the more distinguishing attributes were scattered across various data sources, some of which were incredibly expensive to access. Therefore, time and money were barriers to gather these critical pieces of information.

● Ebsta did not have high confidence in the Ideal Customer Profile they constructed, so it would have taken weeks of trial and error to adjust and validate this profile.

2. Finding target accounts with accurate contacts:Ebsta researched and tested various data sources to find the best solution for discovering target accounts with accurate contact records. They tested platforms such as Data.com, ZoomInfo, Datanyze, LeadGenius, InsideView and LinkedIn Sales Navigator. These platforms presented the following challenges:

● Data coverage and accuracy: A common problem was a forced tradeoff between data coverage and contact quality. In other words, platforms that had the highest data accuracy had very little data coverage. This flaw meant there were large populations of businesses that had no information or did not even exist on the platform. In other cases, solutions that had vast data coverage had unacceptably poor data quality. In short, no single solution struck an acceptable balance between coverage and quality.

● Filtering ability: Most platforms were only able to identify firmographic attributes and didn’t allow filtering by many important attributes that Ebsta required to match their Ideal Customer Profile. That meant that Ebsta could not target its prospects precisely enough to drive acceptable levels of conversion. This lack of detailed filtering beyond firmographics meant Ebsta still had to “boil the ocean” to find customers by emailing and calling leads en masse.

● Cost: The best solutions required either long-term contracts or high upfront costs without pilot programs to validate efficacy. If Ebsta chose the wrong platform or market conditions changed its requirements, it had no way to back out of its financial commitment to the platform.

At this point, the leadership team felt ready to throw in the towel. In fact, they were willing to abandon outbound efforts and stay constrained to only inbound leads -- until they discovered LeadCrunch.

Ebsta tested other data platforms but they presented challenges related to coverage, accuracy, filtering ability, and cost.

www.leadcrunch.com

EBSTA Case Study

THE SOLUTION

Ebsta signed up for a free trial to test the LeadCrunch platform and within days was blown away by its solution. Ebsta promptly set up a monthly subscription to incorporate the platform into its sales process. This platform was the pivotal solution Ebsta was looking for to help build a successful outbound sales process.that delivered the following key functions:

Building an Ideal Customer Profile and a target list:LeadCrunch’s customer discovery platform used its military grade Artificial Intelligence (AI) engine to analyze Ebsta’s customers with help from millions of data points on the web and key high quality data sources to analyze Ebsta’s customers and map their “core DNA.” The platform then delivered hidden insights to map out Ebsta’s Ideal Customer Profile. Using this profile, LeadCrunch targeted a highly precise list of accounts. For the first time ever, Ebsta could access a single data source to generate a list of highly targeted accounts that closely matched their best customers. This capability ended the time consuming process of filtering, searching, and guessing to find ideal targets. Ebsta’s sales team could reach out to prospects with full confidence that they were a “good fit.”

Finding relevant and accurate contacts at target accounts:A key additional benefit of LeadCrunch is that it entirely replaces the search process when building a list of relevant contacts. Once the AI engine generated an Ideal Customer Genome and created a company target list for Ebsta, it pulled relevant contacts based on Ebsta’s requirements. That eliminated the need for Ebsta’s sales team to use overly broad filters to build a list of target accounts and then struggle to find ways to narrow the list down. It also eliminated the need to find contacts, valid email addresses, and phone numbers. All the sales team had to do was download a CSV from LeadCrunch’s platform, import the data into Salesforce, and distribute leads across the outbound sales team. The entire process took less than 10 minutes.

Allowing ongoing feedback and continuous learning:The LeadCrunch platform also allows Ebsta to rate each batch of leads to enable continuous feedback to the self-learning engine. LeadCrunch’s deep learning AI then incorporates this feedback to further improve on its models over time and deliver better performance with each delivery.

Discovering new markets for both existing and new products:Ebsta has used LeadCrunch to identify new market segments quickly and gain rapid traction with new product lines. LeadCrunch’s unique ability to deliver deep insights with a modest amount of starting data gives the platform long term resilience in delivering continued value through various stages of an organization’s product, sales, and marketing lifecycles.

The Results in Numbers

LeadCrunch delivered solid results for Ebsta. In three months, it helped Ebsta increase conversions from 7.5% to 28%, achieve 30% month-over-month growth, and reduce the sales development cycle from 35 days to 10 days.

“These results are similar to those from other LeadCrunch customers.”SANJIT SINGHLeadCrunch’s Co-Founder

“LeadCrunch gives you the power to find patterns that describe companies most likely to buy from you. Unlike lead brokers, trade shows, and other lead sources, LeadCrunch scans all data in real time so you can target sales efforts with laser precision. This approach pays off in the end as it did for Ebsta.”

101 W. Broadway #200, San Diego, CA 92101 ● 888-708-6649 ● www.leadcrunch.com ● sales@leadcrunch.com