Case Study
Unlocking focused growth
through AI-driven ICP clarity
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Meet heyData
A growing portfolio, a blurry customer picture
heyData's rapidly expanding product portfolio made it difficult to maintain a clear and actionable ICP. Sales and marketing struggled to prioritise outreach, segment customers, and focus resources on the highest-value opportunities.
The customer base, as sales and marketing saw it: all alike, no way to tell who to focus on. (Schematic illustration, not actual customer data.)
Three solutions, one sharp picture
Gemma brought the ICP into focus in three steps.
Run them in order and watch the customer base sharpen
Customer Data Enrichment
AI-driven enhancement of customer attributes: the foundation for an actionable ICP definition.
ICP Analysis
Customer attributes, subscriptions and product usage reveal strong predictors of high-value customers.
Expanded ICP Definition
A nuanced, multi-segment ICP framework that reflects heyData's broader product portfolio.
Schematic illustration, not actual customer data.
Focused growth, team by team
Clear guidance for Marketing, Sales, and Account Management teams on which customer clusters to prioritize for acquisition and upsells.
Marketing
Campaigns aimed at the clusters the ICP framework marks as highest-value, instead of spreading budget across everyone.
Sales
Outreach prioritised by segment: prospects that match the strongest predictors of high-value customers come first.
Account Management
A clear view of which existing customers hold upsell potential across the expanded product portfolio.
© Gemma Analytics · Case Study heyData