How HockeyStack Transformed Anvilogic's Sales and Marketing

Overview

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“We needed a central place to collect all information from other platforms. That’s where we leverage HockeyStack today.”  - Marty Goldman, Regional Sales Manager

Anvilogic faced challenges in optimizing sales and marketing efforts due to siloed data across multiple platforms. By implementing HockeyStack, Anvilogic consolidated data, created customized dashboards, and gained valuable insights for their sales and marketing teams. The result was improved sales efficiency, enhanced marketing effectiveness, and data-driven decision making, ultimately driving business growth and establishing a data-centric culture within the organization.

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Company Background

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Employee Size: 51-200

Industry: Cybersecurity 

Headquarters: Palo Alto, California

Anvilogic, a cybersecurity company, sought a centralized platform to consolidate and analyze intent data from various sources. Their previous tool, 6sense, offered limited functionality, restricting data analysis to individual platforms.

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Their Challenges 

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Anvilogic faced several challenges in their sales and marketing processes:

• Data Siloing: Intent data was scattered across multiple platforms (G2, HubSpot, LinkedIn), hindering comprehensive analysis and insights.
• Inefficient Sales Cycles: Lack of centralized data made it difficult to identify customer pain points and tailor sales pitches effectively.
• Limited Marketing Effectiveness: Without a clear understanding of customer journeys, marketing efforts were less targeted and impactful.

“While 6Sense is great, we found a couple of objectives with it. The first objective was that while it had customer journeys; it was limited to one single source of intent data. Be it G2, be it Hubspot, be it anything, it was mapped to that one source. With HockeyStack, we can build multiple dashboards based on multiple data sets.”

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Solution: HockeyStack

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“We’re using HockeyStack to understand how our intent data is traveling and how to map that to customers’ journeys.”

Anvilogic implemented HockeyStack to address these challenges. By centralizing data from multiple sources, Anvilogic gained a unified view of customer behavior and preferences. HockeyStack enabled Anvilogic to:

• Centralize Intent Data: Consolidate intent data from various sources into a single platform for unified analysis.
• Create Customized Dashboards: Develop tailored dashboards to visualize and analyze data, providing valuable insights into customer behavior.
• Integrate with Existing Tools: Seamlessly integrate HockeyStack with tools like Slack for efficient communication and collaboration across sales and marketing teams.
• Inform Strategic Decision Making: Utilize intent data to make data-driven decisions across marketing, sales, and executive levels.

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Benefits of HockeyStack

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“With HockeyStack, we have the intent data to tell us who, what, and when is relevant.” 

By leveraging HockeyStack, Anvilogic achieved the following results:

• Improved Sales Efficiency: Gained deeper insights into customer pain points, leading to more targeted sales pitches and shorter sales cycles.
• Enhanced Marketing Effectiveness: Developed more effective marketing campaigns by understanding customer journeys and preferences.
• Data-Driven Decision Making: Made informed decisions based on actionable insights derived from consolidated intent data.
• Increased Productivity: Streamlined workflows and saved time by eliminating the need to switch between multiple tools.

Moreover, HockeyStack empowered Anvilogic to make data-driven decisions that drove overall business growth. By eliminating the need to switch between multiple tools, the platform streamlined workflows and increased productivity.

“HockeyStack enables much more than just the marketing team. It enables the sales team, the executive, and all the way up to the board level.”

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Conclusion

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Anvilogic's success story underscores the transformative power of a centralized data platform. By adopting HockeyStack, the company not only improved its sales and marketing performance but also cultivated a data-driven culture. This case study demonstrates the critical role of intent data in optimizing business operations and achieving sustainable growth.

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