People Data Labs
Positioning as Multidimensional as People
“The work ZOOM did with us was so important in helping us think about our strategy going forward. It helped align and decrease friction across all different areas of our company. ”
Reason to Reposition
A Variety of Buyers and An Evolving Vision
Henry Nevue, People Data Labs’ Co-Founder and President, saw the challenge of selling their data solutions across a number of different use cases, each aimed at different personas. He realized they didn’t have standardized messaging, making it difficult to go to market with a clear value proposition that resonated across audiences. At the same time, there was lots of internal debate and strong opinions about where the company should focus its vision and strategy. The company’s data-driven team needed confidence in not only their messaging, but in their direction for future growth.
Doubling Down on Strategy & Message
“Because the work that ZOOM did with us was so important in helping us think about our strategy going forward, it really helped align and decrease the level of friction across all the different kinds of areas of our company—everything from sales training to the product roadmap.”
With data from both customer and prospect conversations, People Data Labs gleaned valuable insight into where they are today, their future, and the bridge to get there. The company builds data on a number of different entities, such as people, companies, schools and locations. They also provide insights and enrichment capabilities that customers use to clean, augment, standardize, and enrich the data that they already have. The big “aha” was that their market thinks of People Data Labs as providing both person and company data.
The Data-Driven Team at People Data Labs
Most surprising to People Data Labs was the many other ways the positioning work positively impacted the company. Henry explained, “Because the work that ZOOM did with us was so important in helping us think about our strategy going forward, it really helped align and decrease the level of friction across all the different kinds of areas of our company—everything from sales training to the product roadmap.”
Business Results
We look forward to People Data Labs’ success. Here’s a summary of their positioning success so far:
Company-wide confidence in messaging and strategy
A single message that addresses a number of different buyers, companies and use cases
Reduced friction across the business—from sales training to the product roadmap
Market Insights
People and Company Intelligence for the Win
Data-Driven Win
People and Company Intelligence
72% of prospects really liked or liked
“It encompasses both types of data and the purpose for it—insights and understanding.”
-Prospect
Comparative Concept
The People Data Source for Developers
19% of prospects really liked or liked
“It’s very specific and targeted when I could see everybody in the company using it.” -Prospect
Why a clear market category matters:
95% preferred both people and company in the category because it eliminates the heavy lifting of data collection, standardization and updates
“Intelligence” implies greater value than “data” with the potential to provide better insights or fuel AI
In contrast, “The People Data Source for Developers,” is too narrow and excludes buyers who are not developers