Transform Your Cloud GTM Approach With Tackle Prospect
In an economy focused on efficient growth and bespoke sales engagements, leveraging data as the backbone of your Cloud GTM strategy and activities is more crucial than ever. Tackle Prospect provides powerful cloud buyer intent data to go-to-market teams and offers invaluable insights that can shape and refine your approach.
By leveraging buyer and seller transaction data, Tackle Prospect provides scoring that indicates the likelihood of an account making a purchase in a cloud marketplace. Tackle has processed over $10B in Marketplace transactions and we’ve found that accounts with high scores are over 500x times more likely to close in the Marketplace compared to those with low or medium scores. This metric not only validates the effectiveness of Tackle’s scoring but also provides customers with tangible insights into the potential impact on their bottom line.
Learn more: Tackle Exceeds $10B in Total Revenue Processed Through Cloud Marketplaces
From identifying high-potential leads to optimizing account targeting, Prospect provides a wealth of data to guide your company toward growth and success.
Six Ways to Use Prospect to Guide Your GTM Strategy
Our customers leverage Tackle Prospect in various ways.
In this blog, we’ll explore six of the most common ways Tackle customers leverage Prospect to enhance their Cloud GTM strategy and drive results, at every step of the sales process. We’ll dive into:
- Ideal Customer Profile Analysis
- Account Segmentation
- Data Integration for Targeted Co-Sell
- Cloud Provider Targeting
- Renewals Simplified
- Reviving Closed-Lost Opportunities
Let’s get into it!
#1 Ideal Customer Profile (ICP) Analysis
Define and target your ideal customer with precision.
Tackle Prospect goes beyond traditional use cases by analyzing transaction data to help ISVs define their Ideal Customer Profile. The Tackle Cloud ICP is more targeted than your overall ICP because it identifies your prospects that are a good fit for cloud.
A TAM analysis is a good place to start, so you can identify overlaps with marketplaces and understand which clouds are best suited for your business. Should you target AWS or Microsoft partnerships in the upcoming quarter? Tackle can help answer questions like that.
Our analysis helps ISVs understand their target demographic more precisely, enabling them to tailor marketing campaigns and sales efforts accordingly. By identifying key attributes and demographics of their most valuable customers, ISVs can optimize for maximum impact.
Once you’ve gained a deeper understanding of how your ICP aligns with various cloud platforms and established a priority list, you can refine your marketing efforts to target high cloud propensity buyers with a clear narrative and target audience. Strategies may include hosting virtual or physical events tailored to your cloud ICP, networking with cloud buyers at major events, collaborating with Cloud Providers on customized content and campaigns, or optimizing keywords for search targeting your cloud ICP audience.
John Isley, AWS Alliance Manager at Jamf, “We can leverage Prospect data to make smart choices about where we invest our time, effort, and energy across the board, not just on the sales side.”
With Tackle Prospect’s account targeting, ISVs can discover new leads or customers that match their ICP. By leveraging the ICP and known accounts, Tackle can identify potential leads that may have otherwise been overlooked. This proactive approach to lead generation ensures that ISVs can expand their customer base while staying aligned with their target audience, driving growth and revenue.
Once you have your ICP analysis, the next step is to look at how you can segment those accounts.
#2 Account Segmentation
Build targeted lists with advanced account segmentation.
Tackle Prospect empowers marketing teams to more effectively segment accounts. Combining 6sense with Tackle intent data and other sources of data signals produce more highly targeted and refined lists. By filtering accounts based on intent data and Prospect scores, ISVs can build highly targeted account lists for their campaigns, ABM efforts, and/or sales outreach. This segmentation strategy ensures that resources are allocated efficiently, focusing on accounts with the highest potential for conversion.
One of our customers runs quarterly ABM campaigns focused on their Marketplace offering. They create specialized landing pages in Marketo tailored to marketplace buyers, incorporating ‘Buy With AWS’ functionality on the page to simplify purchasing. Each quarter, they’re able to seamlessly import their target customer segment from 6Sense into Marketo, enabling them to build highly effective campaigns.
These customer segments can be reused beyond marketing and ABM efforts. For example, advanced segments can be helpful for territory planning. You might use a strategy of assigning every rep an equal number of deals that are a good fit for cloud co-sell and/or marketplace. Alternatively, you might have specialists on your team who focus on cloud deals so you can direct all opportunities with a high cloud propensity to them.
Some of your channel partners might be more experienced than others in working with Cloud Partners. A smart good strategy is to send opportunities with high cloud propensity scores to partners who excel in that space, while leveraging other partners for more traditional direct deals. Similarly, consider assigning accounts to distributors based on their expertise with specific Cloud Providers—some specialize in Microsoft, while others focus on Google or AWS.
#3 Data Integration for Targeted Co-sell
Make your co-sell efforts more effective by integrating third-party data with Prospect.
Many of our customers leverage Tackle Prospect alongside internal or third-party data to effectively prioritize accounts for co-sell. By integrating data such as propensity to buy scoring from the Cloud Providers and/or information from data enrichment sources like ZoomInfo, ISVs can significantly enhance the quality of co-sell engagements. With Tackle, you can identify cloud buyers who are highly likely to engage and fine-tune your co-sell engagement with the cloud reps, ensuring a more successful collaboration.
High-quality engagements not only boost your visibility with individual cloud sellers and potentially lead to more opportunities, but also establish your product as top-of-mind for cloud sellers more broadly. Data plays a key role in achieving quality co-sell engagements. Pairing this data with Tackle Prospect insights allows sellers to gauge Cloud Provider affinity and prioritize accounts effectively.
A co-sell deal may or may not end up closing through marketplace, but Tackle can still help you identify the opportunities you should submit for co-selling to the Cloud Provider.
Tackle will help you increase key co-sell metrics like percentage of opportunities accepted by the Cloud Provider, number of deals impacted by sellers at Cloud Provider, and number of deals closed. Improving these metrics is key to getting Cloud Provider originated deals submitted back to you.
Adam Segar, Manager of Channel Accounts at Jamf said, “It’s been very impactful to have Prospect data. Without it, you’re really taking a guess. Using Tackle Prospect, my volume of deals through Marketplace has quadrupled and my close rate has gone from 5% to 20% in the past year.”
#4 Cloud Provider Targeting for New Business
Optimize your outreach with Cloud Provider-specific targeting.
Later in the sales funnel, the seller is working with an individual account and trying to determine the best approach. They want to close the biggest deal they can as fast as possible, and Tackle’s Prospect score will help them do that.
ISVs can strengthen their sales approach by tailoring outreach to align with the Cloud Providers their customers are using. Through targeted account planning and channel-building around specific Cloud Providers, sales teams can drive relevant engagement and increase win rates using Prospect.
For example, if a customer has a high Intent score with AWS but low with Google and Microsoft, they are more likely to transact through AWS. This targeted approach increases Cloud Provider-specific sales efforts through refining campaign messaging and positioning ISVs to engage with customers where they’re most active.
By combining Tackle’s Prospect score with Cloud Provider intent signals, like the AWS Engagement Score, sellers gain a more comprehensive view of account readiness. Using these insights together allows teams to craft a tailored, strategic plan for each account, and ensures they maximize deal size and accelerates the path to closing.
Additionally, leveraging cloud marketplaces is not only preferred by procurement teams for the streamlined processes, but they also open access to additional budgets through cloud commit programs. This dual advantage helps sellers close deals faster while potentially increasing deal size by aligning with customer purchasing preferences.
John said about Cloud Provider targeting, “Tackle Prospect made it super easy to bring a new channel. We can say, ‘these are the customers who are going to care about AWS and these customers potentially might not.’ We’ve been able to improve the sales effort when we know specifically which deals to target.”
#5 Renewals Simplified
Streamline renewals using Tackle Prospect to increase customer retention.
ISVs have long recognized the value of priming the pump of their Cloud go-to-market motion by focusing on customer alignment with Cloud Providers and leveraging cloud budgets, especially within renewal cycles. By understanding cloud alignment and potential cloud commitments, ISVs can pinpoint upsell opportunities and strengthen customer relationships. Tackle Prospect plays a crucial role in this process by providing insights into customer cloud alignment and intent, helping ISVs drive more value from renewals.
Even if a deal originally closed directly, renewing through a marketplace can still offer benefits. Marketplace renewals tap into committed cloud budgets, simplify procurement processes, and deepen alignment with Cloud Providers.
At-risk renewals can be strategically addressed by mapping them to the clouds, engaging in co-selling, and helping unblock budgetary constraints. One of our customers, a developer security platform, ran a data-driven risk renewal play with Cloud GTM and saw a 17% increase in renewal rates by leveraging cloud budget, co-selling, and Marketplace. By employing these tactics, ISVs can not only secure renewals but also drive additional revenue and strengthen their position within the cloud ecosystem. This streamlined approach can lead to increased renewals as it simplifies the process for both the ISV and the customer.
Renewals can also be a great place to start if you are just beginning with Cloud GTM. you can get a quick win with a renewal to help build internal alignment around Cloud GTM strategy.
#6 Reviving Closed-Lost Opportunities
Salvage lost deals with cloud commit burndown through Marketplace purchases.
Tackle Prospect can be instrumental in revisiting and potentially salvaging closed-lost opportunities, particularly focusing on accounts lost due to budget constraints. Because a Marketplace purchase allows the customer to burn down their cloud commit with one of the Cloud Providers, it unlocks a path to budget that may not have been an option before.
Re-engaging with co-sell at this point can also be a good idea. If you previously had access to a cloud seller’s contact information, consider reaching out to them to uncover any significant changes at the account or if their needs have shifted.
Don’t overlook the role of channel partners in this process. Engaging with partners who have relationships at the account level can provide valuable insights and open additional doors. Their perspective, combined with your co-sell efforts, can help you identify shifts in account priorities and uncover new opportunities that align with Cloud Provider goals.
Tackle continuously keeps Prospect intent scores up to date. As the account grows or changes, Tackle will automatically update the score for you to reflect those changes. Over time, you can filter for updated scores to identify accounts worth revisiting, ensuring you stay aligned with emerging opportunities and know which accounts you should take another look at.
Embrace the Possibilities with Tackle Prospect
Tackle Prospect serves as a guide and a foundational layer of your Cloud GTM strategy, offering invaluable insights to fuel growth. By incorporating these strategies into your approach, you can unlock new opportunities, target your ideal customers with precision, and drive more impactful results.
