Greenlight Guru Boosts Outbound Conversions with DataBees’ Tailored Data Enrichment

“Within weeks, we saw immediate returns with DataBees – our team started booking more meetings with ideal prospects right away,” Dylan Raser, Senior Manager of Revenue Operations at Greenlight Guru.

Dylan Raser is the Senior Revenue Operations Manager at GreenLight Guru, a cloud-based quality management software platform for the MedTech industry. Serving a highly specific niche meant the revenue team needed data support in two key areas. First, they wanted to enrich key missing data points in their Salesforce instance. Second, they sought new prospect data to fuel targeted outreach and drive pipeline.

The problem is that niche MedTech data isn’t publicly available in any database, so DataBees stepped in.

The Challenge

Before working with DataBees, GreenLight Guru’s CRM (and the records within) had gaps. This occurred because the SDRs manually entered their prospect data during the sales process, leading to inconsistencies and missing critical information. Because of this, sales reps revisiting past prospects often lacked a complete picture, making it impossible to prioritize and retarget the good-fit accounts and personalize outreach effectively.

“There was no tangible rigor around our contact and account data. Our fields were manually filled on the fly during the sales process.” Dylan explained.

In addition to incomplete records, Greenlight Guru encountered challenges in identifying new accounts for outbound targeting. Due to their target market consisting of niche medical device companies, some operate under the radar with hidden public data.

“So many companies in our space are like ‘ghosts’ – you can’t find them. They don’t even have websites at times.” – Dylan Raser.

While they had data enrichment setups with ZoomInfo and 6sense, those tools only provided standard data points such as geography and company size. Great for scoping out their Total Addressable Market, but failed to supply the unique data points specific to the MedTech industry that could determine whether an account was a good or bad fit for their solution.

To fix these issues, Greenlight Guru sought a solution to enrich their historical data and support their ongoing data operations and prospect pipeline.

The Solution

“It wasn’t until we worked with DataBees that we started receiving the exact data we required for assessing Greenlight Guru prospects.” – Dylan Raser.

Our approach was two-fold. First, we worked with GreenLight Guru’s historical Salesforce account data to ensure all records were enriched with the required fields.

Second, to support their new revenue goals, DataBees collaborated closely with the RevOps function to identify repeatable processes that would enable researchers to locate nuanced data points that align with their ideal customer profile.

Both approaches required research of industry-relevant MedTech data points such as: 

• Medical device type

• Pre-market and post-market product information

• • Medical device components (Sensors, Materials, User Interfaces, Monitoring Systems etc.)
  • Registration status with the relevant body (FDA, Healthcare Canada, EUDAMED, etc.)

• Clinical trial information and status

The aforementioned data points required extensive manual research across company websites, regulatory databases, medical publications, professional networks and forums, and market research reports.

On an ongoing basis, DataBees prepared this data into formatted spreadsheets ready for the revenue team to review and seamlessly import without any data factoring headaches.

The Results

The impact of DataBees’ data enrichment was immediate and measurable. Greenlight Guru’s outbound metrics and sales efficiency saw a notable lift:

• Higher Conversion Rates:
  • “We saw an immediate return in terms of the number of meetings we were converting, the number of deals moving in the pipeline.”
  • “After implementing Databees in our outbound motion, the number of meetings that moved into pipeline increased by 12%”

• Better Lead Segmentation:
  • With more complete and relevant information, the sales team could tailor outreach and engage the right companies at the right time.

• More Meetings & Pipeline Growth:
  • “Outbound honestly had a really spectacular first half of 2024.” 
  •  “In Q2 2024 our conversion of meetings to Pipeline was up 24% from the prior half”

By eliminating time spent on bad-fit prospects and focusing on ideal prospects, Greenlight Guru converted more leads into opportunities and revenue.