Why Incognia Chose HockeyStack
Learn how HockeyStack helped Incognia with their challenges
Company Overview
Incognia, a location identity company that delivers cutting-edge user verification and account security, wanted to understand the impact of various touchpoints on their customer journey. With a growing marketing team and sales force, they needed a solution to optimize their go-to-market strategy and improve brand awareness.
About Incognia
Incognia is the innovator in location identity solutions that deliver cutting-edge user verification and account security across the digital journey. Leveraging over a decade of expertise in location technology, Incognia's novel approach provides frictionless experiences using device intelligence and the most precise location data available.
Challenges
Before implementing HockeyStack, Incognia faced two significant challenges:
1. Lack of visibility into the customer journey: The company didn’t have a way to understand how different touchpoints influenced their customers' buying decisions.
2. Inability to measure brand awareness: They needed a way to quantify the impact of brand awareness on their target audience.
How HockeyStack Helped Incognia
HockeyStack provided Incognia with the necessary data and insights to overcome these challenges. With HockeyStack, Incognia was able to:
- Develop custom metrics: With HockeyStack’s data, Incognia developed its own metrics, such as proxies for brand awareness and brand consideration at an account level.
- Gain visibility into customer journey: HockeyStack provided Incognia with a clear understanding of where certain accounts were in their journey, allowing them to tailor their marketing efforts accordingly.
- Understanding the intent signals: HockeyStack provided the necessary data to Incognia to identify the intent signals of the companies their sales team is targeting, enabling their sales team to prioritize their outreach.
Key Reports and Metrics
The marketing team at Incognia derives the most value from the following reports and metrics:
1. Intent Signals: Providing insights into account-level intent, enabling targeted marketing efforts.
2. Account Engagement Score Touchpoints: A custom metric developed by Incognia using HockeyStack, offering a granular view of account engagement.
Alternatives Considered
Before selecting HockeyStack, Incognia evaluated alternative solutions, including:
1. Dreamdata: For attribution modeling
2. Clearbit: For intent signals
But Incognia preferred HockeyStack due to the wide range of features, it's capabilities and exceptional customer service.
Future Plans
To further optimize its go-to-market strategy, Incognia plans to develop improved dashboards, creating more actionable insights for the sales team that are specifically tailored for ABM campaigns.
ROI and Adoption
While it's challenging to quantify a direct ROI for HockeyStack, Incognia considers it an indispensable part of its marketing toolkit. Currently, the marketing team and sales team benefit from HockeyStack reports, with the head of performance and data analytics accessing the platform daily.
Conclusion
Incognia has deeply understood its customer journey through HockeyStack, empowering them to make data-driven decisions that optimize their marketing strategy and boost both brand awareness and brand consideration. As they continue developing actionable insights, Incognia is well-positioned to drive sustained growth and revenue, with HockeyStack as a cornerstone of their go-to-market strategy.
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Our customers are already managing over $20B in campaign spend through the HockeyStack platform. This funding will allow us to expand our product offerings, and continue to help B2B companies scale revenue with AI-based insight products that make revenue optimization even easier.
We are super excited to bring more products to market this year, while helping B2B marketing and sales teams continue driving efficient growth.
A big thank you to all of our team, investors, customers, and friends. Without your support, we couldn’t have grown this fast.
Reach out if you want to learn more about our new products and check out HockeyStack!
About HockeyStack
HockeyStack is the Revenue Acceleration Platform for B2B. HockeyStack integrates with a company’s CRM, marketing automation tools, ad platforms and data warehouse to reveal the ideal customer journey and provide actionable next steps for marketing and sales teams. HockeyStack customers use this data to measure channel performance, launch cost-efficient campaigns, and prioritize the right accounts.
About Bessemer Venture Partners
Bessemer Venture Partners helps entrepreneurs lay strong foundations to build and forge long-standing companies. With more than 145 IPOs and 300 portfolio companies in the enterprise, consumer and healthcare spaces, Bessemer supports founders and CEOs from their early days through every stage of growth. Bessemer’s global portfolio has included Pinterest, Shopify, Twilio, Yelp, LinkedIn, PagerDuty, DocuSign, Wix, Fiverr, and Toast and has more than $18 billion of assets under management. Bessemer has teams of investors and partners located in Tel Aviv, Silicon Valley, San Francisco, New York, London, Hong Kong, Boston, and Bangalore. Born from innovations in steel more than a century ago, Bessemer’s storied history has afforded its partners the opportunity to celebrate and scrutinize its best investment decisions (see Memos) and also learn from its mistakes (see Anti-Portfolio).
