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Targets
Marketing Leaders (Director or Above) at Technology Companies		Anti-Persona
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Main DifferentiatorRevenue$1M to $10M$10.01M to $50M50.01M to $100M$100.01M+
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Segmentation/QualificationCore Tools UsedHubSpot CRM, HubSpot Marketing, Help Scout SupportHubSpot CRM or SFDC, HubSpot Marketing, Help Scout or Zendesk SupportSFDC, HubSpot Marketing, Zendesk SupportEloqua, Marketo, Other CRMs
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Tech AttitudesEarly adoptersMix of Early Adopters and IncumbentsLate Adopters/Enterprise Style buyersLate Adopters/Enterprise Style buyers
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InternationalizationU.S. OnlyU.S. with expansion to EU and CanadaMulti-regionMulti-Region, but very specific needs in Middle East and Sub-Saharan Africa
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AcquisitionValue Props"Seamlessly Scale" "Seamlessly Scale""High volume ready""High volume ready"
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Pain Points/NeedsNeed inituive solution that plugs into their stack and automatesResolution times the biggest deal hereNo clear vendor to unify their stack, lack of dependability and stack scalabilityCusom building solutions around our product
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Main ChannelStartup ProgramReferrals, Events, OutboundPartner referrals, outboundPartner Referrals
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Purchasing Processtouchless/minimalNeed Approvals, DocusignProcurementProcurement
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Feature PreferencesHigh PreferenceCore integrations, live chat support, contact managementCore integrations, phone support, contact management, AnalyticsSecurity, role management, dedicated CSM, APIInternationalization, 24/7 support, very custom integrations
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Low PreferenceSecurity, role managementSecurity, role managementLive Chat support, contact managementLive Chat support, contact management
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IndifferenceAnalytics, APIAPIAPIAPI
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PricingIndifference Price Point$257$503$1,878$847
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Range$189 to $304$447 to $1017$1024 to $4783$552 to $2158
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Liklihood to Buy Score3.94.84.26.3
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Discounting NeededNoneToken (5-10%)Procurement (Raise List by 15%)Heavy Discounts Needed
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Value Metric PreferenceContacts BundleContacts BundleContacts BundlePer User
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Unit EconomicsCAC$1,300$2,025$13,150$38,422
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LTV$5,400$10,800$36,450$15,089
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ARPU$314$625$4,825$1,033
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NPS483720-25
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