GeoIq · Customer Discovery Case Study 120% to goal, 20% response rate in insurance.

Before engaging JJELLYFISH, 2X Founder and CEO of GEOIQ was focused on growing their $1MM+ business in the Indian market. Given exponential growth goals, the US was the next big target for GeoIQ. They were aware, however, that identifying who to target, what value proposition to target them with, and developing market traction were all challenges. GeoIQ held hypotheses on industries and titles to target, but beyond those that were the heaviest location-data users, they needed help in honing the list of prospects down the most pertinent companies where Data Scientists may be empowered to make their own decisions on tools they purchase.

In the first two weeks, the JJ team worked side by side with GeoIQ’s team to develop an ideal customer profile, assumptions to test in the market, and an outbound playbook to generate meetings with this ideal customer profile.

Over the course of 90 days, the JJ team conducted cold outreach to Data Science Leaders across mid-size Tech and Finance Companies. The JJ team was able to generate meetings with senior data leaders, though in the interviews and demo calls it became clear that Managers and execution-focused roles were more likely the problem owners. Thus, we adjusted our targets to try and build a repeatable process to speak with higher ups that had budget control, as well as front-line data employees that could build the business case for GeoIQ.

It was clear from our response rates and customer meetings that an outbound approach with personalized messaging can be successful with this target market. In other words, we can get meetings with strangers who fit their ideal customer profile.

In addition to building a successful outbound strategy, the JJELLYFISH team was able to validate that much of the market was new to the idea of a platform being able to recommend data sets to enhance predictive model accuracy. Higher ups also tended to rely heavily on their teams for much of the manual process of making this data ML-ready, though they were too far from the work to understand that this was a challenging workflow for those employees. GeoIQ could enter these companies with an educational approach that reached across seniority to build a business case.

In less than 90 days GeoIQ was able to (a) Identify what Ideal Customer Profile they should be targeting, (b) Develop a successful outbound prospecting strategy, and (c) quickly test and gain nuance for their business assumptions with their product offering.