5 min

How to Leverage Bulk Mobile App Data for B2B Sales Success

Companies targeting mobile app publishers can use mobile app data to identify potential customers. This blog discusses using bulk mobile app data for sales outreach.

Applied AI

Data Analytics

Data Engineering

Author

Pedro Machado

Founder, General Manager

Table of contents

1. Make the Bulk Mobile App Data Available in a Data Warehouse

2. Apply Business Rules to Identify Target Apps

3. Integrate with Your Customer Database

4. Run a Small Pilot with Your Sales Team

5. Gather Feedback and Fine-Tune the Logic

6. Integrate with Salesforce, Hubspot or Other CRM Systems

7. Leverage Your CRM to Measure Effectiveness and Make Adjustments

Conclusion

The mobile app ecosystem presents a wealth of opportunities for companies providing products or services to mobile app publishers and developers. Its closed nature sets the mobile app market apart from most others; app stores like Apple, Google Play, and Amazon list virtually every available app, giving a comprehensive overview of the total market for companies and products targeting this ecosystem. Mobile app data providers like data.ai compile and curate information about virtually every app in the ecosystem, estimate performance metrics, and make this data available for other companies to use for a number of use cases.One common use case is utilizing mobile app data to drive demand generation and outbound sales efforts. Most often, the target identification process involves a series of manual steps that users perform through the vendor's web user interface. While this method is available to all users of the web interface, it is prone to inconsistencies and difficult to scale.In this blog post, we will discuss a more effective approach that involves leveraging bulk data to optimize your outbound sales process and achieve scalable results.

1. Make the Bulk Mobile App Data Available in a Data Warehouse

To efficiently process and analyze the data, you first need to make it available in a data warehouse. This allows you to analyze multiple app signals and metrics and apply the business logic your company requires to identify the most relevant apps.

There are multiple ways to make bulk data available in a data warehouse. The easiest approach is to leverage the secure data-sharing feature of some data platforms, such as Snowflake. As a Snowflake user, you can access the mobile app data right in your cloud data account without having to worry about setting up a data pipeline to ingest the data.

If you are using a different data platform that does not offer secure data sharing, you can explore the possibility of the mobile app data vendor pushing the data into your cloud infrastructure from where it can be easily ingested into your data warehouse.

2. Apply Business Rules to Identify Target Apps

Once the data is ingested, the next step is to process it to derive the metrics your company cares about.

Many useful metrics are readily available from the data provider. When the exact metric you care about is not available, you can leverage the processing power of the data warehouse to compute it yourself.

For example, if you are interested in growing apps, you can compute growth metrics using the time series of monthly active users (MAUs) or downloads. If you are looking for apps that have good user engagement, you can derive custom metrics from other time series, such as sessions per user, time in the app, and the ratio between daily active users (DAU) and MAUs.

Once you have a set of relevant metrics, you can add other criteria such as genre, publisher HQ country, age, and presence or absence of certain SDKs to fine-tune the targeting logic.

3. Integrate with Your Customer Database

The previous step will give you a list of target apps, but some of these apps may already be in your customer base.

Fortunately, due to the close nature of this market, every app has a unique ID which makes it possible to identify which apps are net-new to your company and which ones already have a relationship.

You can use this information to expand an existing relationship or go after net-new apps/publishers depending on your sales strategy, therefore focusing your efforts on the most promissing leads.

4. Run a Small Pilot with Your Sales Team

The success of any outbound sales program depends on alignment and support from multiple areas in your company, especially from your sales team.

A salesperson’s time is very valuable, and you want to make sure they are not spending time on unproductive leads.

Once you have preliminary targeting criteria your sales team agrees with, the next step is to run a pilot program with one or two members of your sales team. This will help you get buy-in from sales and test and improve the effectiveness of this data-driven approach.

5. Gather Feedback and Fine-Tune the Logic

Work closely with the pilot program team and collect feedback. Use the feedback to fine-tune the logic behind the identification of target apps, ensuring that your efforts are as effective as possible.

6. Integrate with Salesforce, Hubspot or Other CRM Systems

When you're ready to scale, integrate the information with your CRM system.This allows your entire sales team to consistently pursue apps and publishers meeting your company’s target criteria, making the process more consistent and efficient.

Traditionally, the process of automatically pushing data to your CRM required significant engineering effort. Fortunately, there are several affordable tools on the market such as Census and Hightouch that will move data from your data warehouse to Salesforce, Hubspot, or other CRMs.

7. Leverage Your CRM to Measure Effectiveness and Make Adjustments

Make sure you work with your CRM admin to track and measure the progress and effectiveness of your data-driven sales efforts. Analyze the results and make adjustments as necessary to continuously improve your approach.



Conclusion

By leveraging bulk data from providers like data.ai, B2B companies selling to mobile app publishers and developers can optimize their sales efforts and achieve scalable results. Implementing a data-driven approach, integrating it with CRM systems, and continuously refining the strategy based on feedback will ensure that your sales team targets high-potential apps and publishers, ultimately leading to increased revenue and success. By moving away from manual and inefficient processes, you'll be able to achieve greater consistency and effectiveness in your sales efforts.

Are you interested in exploring this approach for your company and need implementation help? With over five years of experience working with mobile app data, our team can help you implement this type of solution, even if you don't have a data warehouse or access to internal data resources. Start a conversation with us today, and let us help your team sell more effectively and efficiently!

Data Analytics

#Data Warehouse

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