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This is the second installment in a series of blog posts describing how Explorium helps businesses find their ideal clients. In the first post, we saw how entering basic search terms and modifiers produced a large and targeted set of potential customers.
When we last left Mario and Luigi, the owners of SM Software, they had just taken the first step in using Explorium to find their ideal customers. The two businessmen were looking for plumbing companies in California that might be interested in their product and had identified 6,164 SMBs in scope.
Digging a little further into Explorium’s functionality, the team looked for companies within a specific revenue range that would constitute their most attractive customers. They discovered that 2,461 of the 6,164 SMBs were in their target audience with revenues of between 1M and 5M.
The next step is developing a list of the most likely customers for their software product. Essentially, they want to develop a data recipe that returns the desired results and gives them a more focused group of potential clients.
Explorium supports the creation of this recipe with various steps like Enrich, Transform, Filter and more. Easy access to these steps is provided by clicking the ‘+Add Step’ button in the upper left corner of the Explorium interface.
Mario wants to further focus the company’s target customers by eliminating businesses that have not been reviewed or have review scores lower than 3. He selects “number of reviews” from the Filter screen and enters search criteria that return companies where the number of reviews “is not empty”. He further refines the search by clicking OR and looking for review scores that are “greater or equal” and then defines the minimum number of reviews to “3”.
By clicking add, the new criteria are included in the search and the list is reduced to 2,024 plumbing businesses that may be interested in SM Software’s product.
The recipe steps can be revisited anytime so Mario can show Luigi exactly how he created it. Expanding the steps bar and clicking the icon provides a view of the history and eliminates any mystery in the recipe’s ingredients.
Luigi likes the recipe but wants to enrich the data by looking at the amount of web traffic of the prospective clients. This is easily accomplished by clicking the ‘+’ button and choosing Enrich. From this screen, he searches for “Website traffic trends”
Next, Luigi checks the signal “number of domain visits of the last month and clicks the ‘Update’ button. The information he requested is appended as a new column where it can easily be used to determine which of the prospective companies has had the most website traffic in the last month. Now, SM software has valuable information incorporated into their list and can start to make plans regarding a strategy for contacting these potential customers.
While this information is invaluable in the team’s search for clients, Explorium can also help them optimize the list by organizing and prioritizing it.
In the next post, we will look at how Explorium provides the capability to score accounts into tiers. This allows a more directed focus on the most promising potential customers, saving time and promoting an efficient way of growing SM Software.
