PROBLEM: Primarily B2B cloud file storage and transfer startup had a strong user base and high adoption and engagement but lacked clarity around who their users were. This information is key to marketing, business development and sales.

FINDINGS: Utilizing Responsys (ESP and CRM) data matched with external data sources (primarily Jigsaw, now part of Data.com/Salesforce), we were able to group a projectable sample by SIC and NAICS codes to allow for B2B industry segmentation.

ACTION/RESULTS: The Business Development team was able to take the segmentation information to market to make stronger cases for industry specific partnerships, while the Marketing team was able to better target their ad spend.