How does it work?

First stage

For both sales and marketing, CRM data analysis is a golden ticket to the kind of customer segmentation that allows you to target the right types of accounts with the right message.

Relevant filters1.

We start with your CRM

At, we start with your CRM. We know that company data is often flawed, inaccurate, and not consistent across territories. It is not ready for any meaningful clustering and analysis, making it difficult to use for any targeting.

More importantly, ABM is about finding the best target audiences for you so the only place to start is with your CRM and the treasure trove of transactional data it contains.

CRM data2.

Keyword extraction

But we know you are only as good as your data so we use our unrivalled proprietary databases to enhance your existing CRM data to a clean and normalized level, with all the key company attributes needed to perform a meaningful analysis.

Through keyword extraction, Natural Language Processing, and ML, we have industry-tagged any company in our database so we can accurately pinpoint the exact business any company in your CRM is in and can group them with companies that have similar value propositions.

AI algorithms3.

Clusters of companies

Once it’s enhanced with that information, the AI then groups your data into clusters of companies with key, clearly identified characteristics that represent your best current customers.

Second stage

The second stage is converting that analysis into concrete information you can use to acquire new customers that are perfect for your value propositions, whether for sales or marketing.

To understand why we do this so well, you have to understand how our datasets work.

We cluster companies through several levels of complexity and with our proprietary algorithms. So far, the standard in B2B has been using industry codes, but we’re ready to change that with our own segmentation algorithms.

Multi-layered industry tagging

The way we do it is by classifying what a company does based on multi-layered industry tagging.

This multi-layered industry tagging correctly classifies companies that operate in an intersection of different categories and fields of expertise. Instead of classing Drift as a “Software” company, we’ll classify it as a “Software”, “Conversational AI”, “Marketing Automation” company – and so on until we get the most accurate classification.

Classify companies accurately

We will also correctly classify companies that have specialized within a given main category. For instance, a real estate company can operate with rentals, property for sale, real estate development, etc. “Real Estate” doesn’t cover the complexity of most companies operating in that sphere.

Combining this clustering with transactional data gives you exactly the type of targeted customer segmentation your organization needs, allowing you to focus on the right types of accounts to bring in through marketing and sales.