How Dreamdata revealed 35% more high-intent accounts for ComplyAdvantage
ComplyAdvantage
INDUSTRY
Regtech, focused on anti-money laundering and fraud detection
HQ
London/UK
SIZE
400-500 Employees
“In the past 30 days Dreamdata has shown us high intent visitors, where 35% of those were not previously captured in the CRM. And the sales teams have now been able to target and convert these high-potential leads effectively, with the aim of enhancing overall sales performance.”
Bhanu Chawla, Global Director of Demand Generation
#Challenges
1. Complex and siloed customer journey data
ComplyAdvantage looked to better understand their multi-channel customer journeys that stretched over months. With data siloed in their primary ad platforms - Google Ads, LinkedIn Ads, and G2 - ComplyAdvantage needed a centralised view of their customer touchpoints.
2. Unified overview of end-to-end account journeys
Not having a unified view of their customer journeys, made it more difficult for ComplyAdvantage to see how their customers progressed down the pipeline. This meant that the team were sometimes operating with an incomplete view of what was working and when.
3. Hidden opportunities
ComplyAdvantage needed to make sure that they were identifying all the actively engaged ICPs interacting with their brand across their ad networks and website.
4. Identifying account intent
They faced the challenge of splitting the funnel and understanding the role each channel played in signifying buying intent. Without being able to easily distinguish low-intent and high-intent accounts meant that time was sometimes spent on accounts not ready to buy.
5. Producing relevant content
ComplyAdvantage needed an overview of what content was truly influencing prospects who make it down-funnel, in order to drive a pipeline and revenue-focused content strategy.
#Solution
1. Unified B2B customer journey data
Dreamdata connects all the tools on the B2B go-to-market tech stack, providing ComplyAdvantage with a comprehensive, real-time picture of each customer journey, down to the contact level. Further enabling a deeper understanding of their pipeline from MQLs, SQLs, to closed-won.
2. Enriched understanding of the customer journey
Utilising Dreamdata's customer journey report, gave the sales team actionable insights into the behaviour and touchpoints of MQLs, SQLs and leads so that ComplyAdvantage could tailor their outreach, follow-ups and meetings based on this.
"You can filter down by which contacts have been visiting high value pages. For example, I can understand how many companies visited the demo request page or our solution pages and then really focus on those accounts whilst understanding their intent. So that's pretty powerful”
Bhanu Chawla, Global Director of Demand Generation
3. Uncovered hidden demand and intent
Dreamdata’s Reveal feature provides a detailed view of website interactions, LinkedIn engagements, G2 activity, conversions, combined with intent signals. ComplyAdvantage have used this to track and identify accounts, including those not in their CRM. Even more, Bhanu and his team use Reveal to see exactly what content customers are engaging with, whether it's a demo request or pricing page, further revealing their intent.
“Understanding which accounts in the last 30 days that are visiting our website exist in our CRM and which accounts don't exist in our CRM gives us a huge potential to actually take our outbound to next level.”
Bhanu Chawla, Global Director of Demand Generation
4. Detailed content analytics
With Dreamdata's content analytics, ComplyAdvantage can see the impact that their content has in turning views into leads, prospects and new business. Plus, they can extract more precise analytics by filtering down to the URL level, to see exactly what visitors are looking at.
“We use the first-touch model to tell us what content is working to get people in the door. And the last-touch model to understand what's pushing them to closed-won or a pipeline stage. We can now really understand what kind of content is resonating with the audience and how we can improve the content.”
Bhanu Chawla, Global Director of Demand Generation
#Results
35%
of high-intent accounts not in Complyadvantage’s CRM were revealed by Dreamdata.
1. Uncovered high-intent accounts not in CRM
After just one week of using Dreamdata’s Reveal, ComplyAdvantage discovered which users were showing high intent, and how many of those were not in their CRM (35%). Reveal enables the sales team to go ahead and target hot accounts, ensuring no missed opportunities.
“I already know about the sales folks who have used the Reveal report and booked meetings out of it because they’ve seen the accounts visiting our website which don't exist in the CRM. And that’s with just one week of access to the report.”
Bhanu Chawla, Global Director of Demand Generation
2. Moving more deals down the pipeline
Dreamdata’s journey report further enhanced their sales team’s understanding, allowing them to see where prospects had been before reaching out or meeting with them. The sales team therefore had the tools to follow up more effectively and be more successful in moving deals down the pipeline.
“The sales team can understand the customer journey and then go deeper in terms of what content is being consumed by that account and then reach out via LinkedIn, following up with that activity, and create a meeting as a result. So it's already working for the team.”
Bhanu Chawla, Global Director of Demand Generation
3. Scaling successful content to drive pipeline
ComplyAdvantage have been able to make more informed decisions surrounding their content marketing strategies using Dreamdata’s content analytics. This has led to a boost in relevant content creation, truly driving pipeline and revenue.
Conclusion
Utilising Dreamdata, ComplyAdvantage were able to solve the challenges they faced regarding sales opportunities and gain a better understanding of their long customer journeys.
These insights have led to improved sales outcomes and efficient content marketing strategies, showcasing the impactful role Dreamdata has for ComplyAdvantage.
About ComplyAdvantage
ComplyAdvantage is a prominent player in the Regtech sector, specialising in AI-driven anti-money laundering and fraud detection software. Employed by over 2000 global customers, including banks, payment companies, crypto firms, and web gaming companies, ComplyAdvantage offers an array of solutions like monitoring and transaction screening.
Bhanu Chawla, the Global Director of Demand Generation at ComplyAdvantage, oversees growth marketing, automation, SEO, website conversion, and optimisation analytics.
