G2

Aaron O.

Head of RevOps Strategy

Marketing and Advertising

Mid-Market (51-1000 emp.)

10/29/2022

"The B2B Version of Psychographic Targeting... FINALLY!"

5/5

What do you like best about Rev?

First, the data they compile is somewhat unique compared to their competitors. They bring together all of the obvious and normal data, but then they layer on seemingly random that end up making sense when viewed in concert by their AI. For instance, the age ranges of BOD and C-Suite members... turns out to be one of many factors in determining how early of an adopter a company is of new technology. And that's a level of insight I'm simply able to get from my other data vendors.

The other thing I love is their customer success investment. Most of my team is technically self-sufficient, but the Rev team is constantly providing suggestions to improve specific aiCPs (what Rev call's AI-generated account criteria and resulting lists), add custom Lenses (complex custom-built criteria that evaluate various data points unique to our use cases), and more. And when we have a user who is not so willing to jump into the deep end of a new platform, the Rev team will do ALL the work necessary to build and evaluate an aiCP. Review collected by and hosted on G2.com.

What do you dislike about Rev?

The two things that I'd like to see enhanced are:

1) The UX, which can be a bit glitchy at times and also hasn't yet been built to allow advanced users to leverage the most advanced functions (i.e. the Rev team needs to build custom Lenses, the UX doesn't show all 500+ Exegraphics, etc).

2) I would like to see 3rd party intent signals integrated. Both in the AI logic (looking for intent patterns that preceded purchase decisions of ideal accounts) and in the ongoing monitoring of account targets. In fairness, though, Rev focuses on finding high-fit PRE-intent accounts. And it is incredibly valuable to allow us to build relationships with likely buyers before competitors who only use intent targeting even have the account on their radars. Review collected by and hosted on G2.com.

What problems is Rev solving and how is that benefiting you?

Rev has started to level the playing field between B2B marketers and the B2C marketers we are all jealous of. Our B2C counterparts have been targeting audiences based on psychographics for several years, because they knew that somebody who was "more conservative-leaning" and "more impulsive" would be more likely to buy certain products than somebody who was "more progressive-leaning" and "slow to purchase."

It's certainly not perfect yet, but now B2B marketers can use similar "personality" targeting for accounts by using Rev. Rev calls these company personality traits "exegraphics," and they are tracking 500+ out-of-the-box traits, and they give us the ability to build our own custom exegraphic "Lenses."

So we use this technology to do two things for our clients:

1) Gain a deeper understanding of the hidden exegraphic ("personality") traits of our clients' best customers. Do they tend to be early adopters of new technology? Do they tend to invest more heavily in customer care? Are they hiring software developers faster than their competitors? This allows us to dial in our GTM messaging in ways that we hadn't considered before. Not to mention it allows us to build a REAL ideal client profile, instead of doing so with finger wavey guessing.

2) Find more companies that look like our ideal accounts. Rev gives us a list of companies that are MOST like the ideal current clients that we fed into the AI algorithm (or uses that criteria to rank a list we provide, when we have a tightly defined TAM).

To be clear, neither of the above comes out perfect as-is with the push of a button. But Rev gives us clear data and early insights that our strategists are able to quickly form into high-quality insights and recommendations. So we can focus on making decisions, not collecting and munging data. Review collected by and hosted on G2.com.