Introducing Reveal For Data-Driven Ideal Customer Profiles

Today we’re happy to announce a game-changer update to Breadcrumbs Reveal, the free tool for B2B go-to-market teams we released in May 2022.

We first designed Reveal to ingest and analyze data from HubSpot, Salesforce, Marketo, and more to unearth insights around data collection health—what data you can trust and what attributes best predict your ideal customer profile and have revenue potential.

However, we soon realized that, like most analyses, we tended to be over-indexed on fit. Sure, determining your ideal customers is vital, but it’s equally crucial to understand when they are ready to purchase.

This is why we worked hard on adding lead activities and events to the set of data you can analyze when using Reveal. This new release is, at its core, a powerful engine that identifies which actions predict a higher buying intent and result in a better lead-to-sale rate.

When examining your database with Breadcrumbs Reveal, you can now:

1. Analyze your leads and customers, so you’ll get total clarity on your CRM data quality and your Ideal Customer Profile within minutes.
2. Explore events your contacts perform most frequently on your website or product and trends over time.

This is the foundation for creating and implementing highly-performing lead scoring models based on both fit and activity.

Before we reveal more, it’s important to look at the reasons why knowing your ideal customer profile and what actions they do on your properties are mission-critical in today’s hyper-competitive environment.

Fit for Reveal: Turn your CRM data into ICP data

An ideal customer profile (ICP) is a template of demographic and characteristics relating to companies that benefit the most from your product or service. Companies that fit your ICP are most likely to buy and continue to use your product—making them the foundation for acquiring new paying customers and growing revenue. 

The reality is that your tech stack probably already contains all the data you need to identify your ideal customer profile. And yet, since the information is scattered, it’s also likely that you are struggling to make sense of the data.

ICP: The foundation for growth

In today’s hyper-competitive environment, your product or service may compete with dozens to hundreds of alternatives, creating a lot of marketing noise and hyperinflating customer acquisition costs. Yet, businesses still blindly spend billions of dollars every year chasing the wrong ICP.

Most B2B professionals are familiar with the MarTech landscape illustration above, which is now virtually unrecognizable unless printed on a billboard. This list has grown from 150 in 2011 to over 8,000 in 2020, and the growth doesn’t stop there. 

Competition across all industries is growing at an accelerated pace. Those that win in the long run will win because they understand their ICP and do a better, more efficient job at marketing and selling their products to businesses that are the most likely to buy vs. wasting time and money chasing vanity metrics or shiny objects.

Events for Reveal: Find the actions that drive revenue

Fit, however, is only one side of the picture. To predict purchase intent from your buyer personas, you need to understand which actions drive conversions and what kind of engagement indicates a higher propensity to buy.

As for fit categories, you probably already have this data sitting in your product analytics tools or website analytics. Why not use your existing product and website analytics to identify activities that can directly and positively influence revenue?

Buyer intent: the key to increasing win rates

Another effect of the current MarkTech landscape is that it also means prospects and customers alike now expect personalization in all communications from you and for your company to meet them where they are in the customer journey.

This is why it’s important to know the value and potential revenue of each action your future customers (or indeed your existing customers: hello, upsell!) do on your website and product. Being able to respond with the right content at the right time and not throwing a generic sales outreach at each lead is essential when there’s an overload of poor information.

Companies that know which actions predict solid buyers are one step ahead in offering a great experience to target prospects and customers, closing more deals, and identifying which target accounts are ready to convert.

Fit + Events for Reveal: turning data into ICP dollars & boosting your lead-to-sale rate

As illustrated in the MarTech illustration above, there are plenty of marketing technology tools in the market, but adding more tools doesn’t translate into a better marketing strategy. 

As we have seen, most businesses are sitting on a wealth of data in their existing tech stack that’s often overlooked because unearthing the insights requires either a data science team or tons of manual analysis using complicated pivot tables. Well, now you can just pipe your data into Breadcrumbs and let Reveal be your data scientist sidekick.

Reveal’s no-code connectors ingest marketing, sales, product, and customer experience data from your existing tech stack: 

You can define the lists of contacts you want to run an analysis against. This is typically your master lead list against your main objective list (i.e., all paying customers or paying customers on a specific plan):

Once configured, our algorithms will get to work to reveal insights regarding data health and value and pinpoint which actions your contacts perform the most on your website or product and the trends over time:

These insights alone are not a silver bullet, but they are a key building block to understanding

• Good data vs. bad data
• What data you can rely on to create, validate, and improve your ideal customer profiles
• Which events happen most frequently to identify which activities impact revenue

Lift scores are calculated based on the statistical significance that specific properties are most likely to predict customers. You can drill down into a detailed view of values for any given property to see which values are positively vs. negatively correlated to success. 

You can also identify data collection and enrichment gaps that can be improved to guide your ICP and sellers. For example, if you unearth that Company Employee Count is a predictor of success, but you only have the data enriched for a small percentage of leads, you can prioritize integrating with a third-party enrichment provider such as Clearbit to improve fill rates.

On the events side, here are a few examples of the insights you will uncover:

• What actions your contacts perform the most on your website or product.
• View which contact properties are used most often and what data you lack.
• Trends of actions and contact fields to see where gaps in your data exist.

We’re also planning some future updates to make this tool even more useful, like seeing which web pages have the most positive impact on revenue, which lead magnets drive the best quality conversions, and which actions make a free trial user a PQL.

Reveal will catch and analyze new data as it is introduced from your connected tools. We’ll apply machine learning that gets smarter over time as new leads are created, data is enriched, or customers are converted. 

When your sales and marketing teams are aligned on your ideal customer profile and on what activities indicate purchase intent, they are able to focus their energy on campaigns and conversations that are most likely to generate revenue.

Get started today with a free Breadcrumbs Reveal account! Make data-driven decisions around the attributes that make up your data-driven ICP based on your best customers (or any customer segments) and the actions your contacts perform the most on your website or product.