Digizuite, a digital asset management (DAM) firm, came to Personal ABM wanting stronger pipeline growth with their existing ABM program to fuel 4X revenue growth over a 4-year period. Despite having intent data from Zoominfo and 6sense, they were always late to the party. When the timing was right, they continually lost deals to Bynder, Sitecore. Adobe and other DAM competitors. The problem with intent data is that it’s so heavily time-lagged so by the time sales and marketing teams got it and tried to use the data, it was too late. The customer has already moved on. And if a qualified intent lead didn’t already act, they most likely put together their short-list of vendors that they want to talk to – making it difficult for Digizuite to breakthrough. We’ve seen in research like the Buyer Experience Report from 6sense that in-market buyer decisions are all but made by the time they turn into sales conversations. So, we’re either spending for a slight increase in the odds that a deal already coming our way will arrive, or we’re spending it to shoe-horn ourselves into a consideration set we weren’t part of – where we are wildly unlikely to win. However you look at it, there’s not a whole lot of incremental revenue coming our way with an approach that only looks to in-market buyers.
The Digizuite Team Also Noticed That Intent-Qualified Leads Led to Smaller Deal Sizes…
In addition, in-market accounts have predefined needs – and the buyers are looking for the companies that can best meet their needs at the lowest price. So, deal sizes are limited! However, if you focus on ICP accounts that are part of the 60% of the market that is stuck in status quo, match your business problem profile and have a strategic priority in place, which you can play a major role in — then you can create the need and buying vision. It’s with these accounts that Digizuite was able capture larger deal sizes. Unless you can really narrow down to interest plus ICP then you are still in the mud with intent data. 
Digizuite Needed to Redefine Their ICP
When you hit the core the right way, that’s when win rates go up, stage progression accelerates, sales cycles go faster, and deal sizes increase. When you align with your core, you build retention, you drive customer lifetime value, and expand with your core as you provide greater value to them. But… Digizuite did not have a clear understanding of who their core is and why. Their ICP did not clearly show the “Winnable, Addressable Market” and did not accurately predict the accounts that will get the most value and provide the greatest long-term revenue growth. Because the ICP for Digizuite was not predictive, it left GTM teams guessing which accounts they should talk to next. Their ICP originally focused on:
- Industry
- Location
- Company size
- If they were a globally dispersed enterprise
Like many GTM teams, Digizuite used proxies to define their ICP. They went into Zoominfo, 6sense and others and put in X industries, X size of companies, and other demographic information. They didn’t look for the cultural, operational and executional characteristics that show why their top accounts derive the most value from their solutions and why these companies are staying and growing with Digizuite. They didn’t shape their ICP modeling to go beyond proxies and focus on the qualitative variables that are most predictive of an account moving forward with Digizuite, staying with Digizuite and expanding with Digizuite.
Click here to learn more about our ICP Management Program.
The Reliance on Intent Data Kept Digizuite From Aligning with Their Core
Intent data is just noise without contextual insights. Digizuite was reacting to intent signals and engagement data vs. responding by understanding why there may be intent in the first place. It’s the “why” that should guide content, communications, interactions and experiences. They simply reacted to intent and engagement data and got stuck in the sea of sameness as competitors reacted to the same data in the same way. Because the teams lacked account-based insights they fell back on “persona” and “industry” pain points. When you anchor on industries and personas you stop focusing on the companies and people you need to engage with – and you start telling everyone’s story. It’s the “why” that helps you understand the “account story” to deliver a differentiated account experience. 
Click here to see the account insights that were added on top of the intent data that Zoominfo and 6sense delivered.
The Pipeline Was Only Part of Digizuite’s Issue…
After reviewing the business, we saw that Digizuite’s issues didn’t just lie with the pipeline as the firm faced heavy discounting pressures from competitors like Bynder and they continually lost enterprise deals to trusted legacy platforms like Sitecore and Adobe. Sales, marketing and customer success teams focused on marketing departmental pain points just like their competitors, so they were not able to drive engagement across the organization. They failed to teach for differentiation and show target accounts how Bynder, legacy platforms and other competitors do not integrate into the enterprise organization even though Forrester and Gartner reports show that most DAMS are under-utilized and are not leveraged outside of marketing. They didn’t show gaps and impacts across marketing, advertising, PR, eCommerce, sales, operations, customer service, CX, account management, finance and business leadership teams. In today’s digital environment where sales and marketing is pushing out more messaging and content, Gartner found that additional customer research and learning does not lead to greater clarity. It leads to ddeper uncertainty. More often than not, today’s customers are left with no clear means for evaluating trade-offs or moving forward with sufficient certainty to justify an expensive, potentially disruptive purchase. Digizuite needed account-specific content, messaging and interactions that would help buyers evaluate information, prioritize various sources, quantify trade-offs and reconcile conflicting information. And, they needed to do this all while helping customers arrive at their own understanding of why they needed to move forward with the Digizuite solution.
Click here to learn more about our account-based enablement services.
By Focusing on Their Predictive ICP and Changing Their GTM Motions, Interactions and Experiences, Digizuite Saw:
And, they created the growth they needed to become acquired by KeyShot.
