Basics of HG Insights Flashcards
What does HG Insights do?
HG Insights collects and surfaces 4 key areas of insights; showing how much companies are spending on IT segments in aggregate, the products and vendors they’re spending on and how much with each, when those contracts expire, and what technologies a company is actively in a buying cycle for.
What is IT Spend?
How much your prospects spend on IT
What is Technology Install?
Which technologies your prospects use
What is Contract Intelligence?
When your prospects’ contracts end
What is Contextual Intent?
When your prospects are ready to buy
What is TAM/SAM/SOM?
Total Addressable Market, Serviceable Attainable Market, Serviceable Obtainable Market
What is TAM?
Total Addressable Market.
How big is the total market?
How many companies are in the market?
What is their average spend?
What is SAM?
Serviceable Attainable Market
What is the size of the total market by country, industry, and size band?
Which market segments spend the most?
How many companies are in each segment?
Where should I best deploy my resources?
What is SOM?
Serviceable Obtainable Market. These are you ideal customers.
What is the competitive density and profile of each market?
Where can I best compete? Where are my partners most present?
Where is my white space? How are client vendor decisions changing over time?
What companies occupy the Market Size and Trends (Plan) bucket?
Gartner, Forrester, and IDC. They provide industry wide trends.
“Market analyst firms are trusted to support market sizing but lack the actionable bottom up company intelligence required to refine and activate strategy”
They build their data sets top down.
We actually build our intelligence from the bottom-up, tracking IT spend and technology installations data at the account-level.
Our intelligence allows our clients to understand the market in extremely specific ways and gives our clients visibility and line of sight to the actual companies that make the market opportunity figures up.
What companies are in the Optimize bucket and how do you handle this bucket’s objections?
They are not our competitors, Companies like Salesforce and Power BI occupy this bucket.
“HG Insights bridge the critical disjunct between your TAM to the markets and companies tailored to your ICP, that not only represent the largest revenue potenital but also have the highest propensity to buy. Allowing you to effectively reduce operational inefficiencies in your GTM and drive key revenue outcomes.”
What companies are in Execute Bucket and how do you handle this buckets objections?
Sintel > Web scrapers & server pings
HG-Look-a-likes > Web scrapers & server pings
Intent > Web scrapers & server pings
Demand base -Demand matrix > Web scrapers & server pings
Discovery ORG > Web scrapers & server pings
6 Sense > Great intent but we have contextual intent which is completely different. Essentially we combine our insights with the intent so you can understand the story behind the searches themselves
Bombora > Great intent but we have contextual intent which is completely different essentially we combine our insights with the intent so you can understand the story behind the searches them selves
Data Fox > Partners of ours - we license 5-10% of our data to them but we have a lot more install data that we don’t license to them. They also don’t have plan optimize and execute all in one platform.
“Tactical intent and contact providers lack the depth of context as to why a company is a good fit for your products and services, bringing you in front of sub-optimal prospects too late in the discussion.”
What is technographic data and where do we get it?
It is data, speaking to the companies individual tech stack type data, that we ultimately get from job postings and resumes.
It’s what HG specializes in and what not very many companies are able to do.
We are the only company able to track both Contextual Intent and Spend.
How do you collect your technographic data?
Give an example of how it’s collected
So we have a unique process and really, the secret is in the job postings and resumes. That’s where we invest tens of millions of dollars a year.
I’ll give you an example. So let’s say that Amazon is hiring for a Salesforce admin out of Santa Barbara, CA, right? We’ve seen five resumes from that office and 10 job postings in a given week for that position. To us, that would be 10 different indications that Amazon is running Salesforce in that particular office location.
So our secret is determining where an install is geographically and then make inferences about how much they’re spending, based on their office footprint.
What is Market Sizing & Planning?
Market sizing is traditionally defined as estimating the number of buyers of a particular product, or users of a service.
