Case Study: GrayMatter’s AA+
WHAT WAS GRAYMATTER LOOKING
has been rapidly gaining pace under the strong leadership of Vikas
Gupta, CEO. The company has a rich suite of mature, well
established products along with a very a potent list of marquee customers.
However, the airport industry is going through a revolutionary phase.
GrayMatter will want to capture the bigger market share with its robust set of
modules designed specifically for airports. In the airport industry, deals come
in occasionally, have long sales cycle, and a very good ticket size.
in the lookout for a partner who could equip them with the new generation account-based
marketing. They had the next-gen airport CRM. They needed the right
platform to capture the right kind of signals.
signals are either any kind of infrastructural upgrades, launching of smart
terminals or implementation of ERPs. This indicates that an airport is
generating bulk revenue and would be open to a robust CRM to help them increase
their marketing and sales.
GrayMatter needed a platform, which could drive a data driven marketing to target
prospective accounts. Hence, their decision to approach OceanFrogs.
WHAT IS GRAYMATTER’S DOMAIN?
is the leader in Business Intelligence, Analytics,
Big Data and Data Science company that provides cutting edge products and
services. They have become a pioneer
in Airport Analytics with their flagship solution AA+(Airport Analytics).
Airport Analytics help
users to perform historical data analysis with role intuitive and insightful dashboards.
The users range from people belonging to sales and to that of parking. AA+
leverages the non-aero data and integrates
across 20+ airport systems into a centralized data warehouse. Their high-end
statistical models help in seamlessly forecasting revenue and airport
HOW DID WE HELP??
is a data
driven platform, which generates the next generation account intelligence for
B2B sales. GrayMatter wanted insights on fresh leads. OceanFrogs and
GrayMatter discovered and fed the persona of the airport decision makers to
our powerful AI Powered Engine.
Marketing leaders at GrayMatter wanted to target the right decision makers in
order to pitch their innovative analytics software. We were only too
glad to empower them.
mature AI algorithms got to work. The data hungry engine started discovering
potential accounts for our client by harnessing data on
buy intent and identifying
decision makers. This helped
generate insights and zero-in on airports, catering to a traffic of over 2
million passengers. We told them who they should approach by leveraging
our detailed data on an airport’s revenue, technographics, commercial
operations, employee count and infrastructural upgrade.
Industry recognizes leaders using the ACI awards. We identified decision makers
who have won awards in the recent years. OceanFrogs platform generates insights
on award winners for all major industries to enable account-based marketing.
a short duration, the data engine was able to provide
3000 decision makers’
. We also helped in doing their social media campaigns. For
every airport, OceanFrogs figured out which ones were making the news and
getting recognized for their innovations. These data gave enough fodder to
build up the conversational marketing for GrayMatter. OceanFrogs provided
insights on airports undergoing terminal upgrades and the ones implement ERPs.
This reflected if an airport was trying to invest in growth, thus, helping
GrayMatter take an informed decision if a lead was worth pursuing.
WHAT HAPPENED NEXT?
With our insights on potential accounts intending to buy and go-getter decision makers,
GrayMatter now knew “whom to target”. The data the platform pulled was
validated through various verification services such as hunter, mail tester,
verify-email, clear bit to name a few. This assured a direct communication to
prospective decision makers’ through emails and their LinkedIn ids. The data
helped GrayMatter customize their emails for outbound marketing. This
immediately gained raving attention of the prospective leads.
The insights were used to
strengthen the marketing campaigns. This resulted in increasing the open
rate and decreasing the bounce rate of emails. More people were
visiting their sites, filling up forms and generating a healthy traffic. Not
all the visits were sales qualified leads but it generated more interaction
from the market. Our data insights brought them better business and spiked
their sale pipeline by 30%, which was more than what they had wished for.
OceanFrogs also helped in their
services department. Based on their technographics (Click, Pentaho and SAP), we
redirected their focus to companies using the technologies they used. We
provided insights on the job profiles to see if the said company were offering
any contractual position. This data helped GrayMatter approach the prospective
organization and convince them to outsource the responsibility to the expert.
FROM THEN TO NOW:
GrayMatter has an enhanced
response to their next generation pharma CRM with their focused their marketing
campaigns. We continue to maintain a healthy business relationship with them.
It is extremely rewarding to see them continue their customer acquisitions and
grow as we grow alongside.
-----And it's a WRAP!!!-----