A CONVERSATION WITH
Aron Kuehnemann
VP of Sales at Bevi
COMPANY OVERVIEW
Bevi makes smart water dispensers that provide customizable hydration options while reducing plastic waste.
Funding
$160M
Employees
190
Ideal Customer Profile (ICP)
Offices, hotels, fitness centers, retailers, and other brick & mortar businesses
Challenge
When Aron Kuehnemann joined Bevi as VP of Sales, he was handed very aggressive revenue targets and a unique product to sell: a smart water cooler.
Recognizing Bevi had a somewhat nuanced ICP, Aron set out to find a lead platform that could let them get in front of their best fit prospects.
Picking Orbital Over ZoomInfo and 6Sense
“Orbital was the only platform that could provide all four of the signals we cared about…office locations, workplace amenities, ESG goals, and return to office.”
Coming from the data industry, Aron was no stranger to the range of lead platforms and ran trials with ZoomInfo, Apollo, 6sense, a couple bespoke data providers, and Orbital.
Ultimately, Aron picked Orbital because they could track the custom attributes Bevi needed to identify their target accounts, score / segment based on ACV potential, and drive expansion.
Identifying Low Hanging Fruit Prospects
“Before Orbital, there was no way of knowing if a prospect would be a good target…if they would be both the right size and also have the resources to buy a Bevi”
Prior to Orbital, Bevi identified target accounts using general attributes from LinkedIn like industry, headcount, and HQ address.
Bevi found that reps spent a good amount of time trying to break into accounts only to learn they weren’t actually a good fit. Companies would get disqualified due to being remote-first, not prioritizing lunch & snacks at the office, or not having a large enough office (even though their total company headcount number looked high)
With Orbital, Bevi redefined their ICP around the attributes most correlated with their win rate and ACV. These included:
In-Office: company requires employees to go to the office several times a week
Investing in Food & Beverage : company already pays for snacks or lunches for their employees
Office with >X Headcount in Direct Market: company has at least one office with >X headcount in a market Bevi can service
Using this updated ICP criteria, Aron and the Bevi GTM team were able to shift from casting a wide net across hundreds of thousands of US companies, to focusing on the lowest hanging fruit companies most likely to pay for a Bevi.
This significantly cut time wasted on poor-fit accounts and boosted Bevi’s first meeting booked rate across both their phone and email channels.
Uncovering Expansion Opportunities Using Accurate Location Data
“Before, expansions were really a blind spot…we really had no way of identifying all the other offices we could call into. Orbital helped reps discover other offices at customers and let them pursue them more confidently.”
Historically, Bevi has found traditional lead platforms miss a lot of the office locations of a company, losing trust from reps and the broader company and preventing them from driving any decisions using this data.
With Orbital’s Location Module, Bevi has been able to make more accurate ACV estimates and identify the largest expansion opportunities. Today, Orbital is the backbone to Bevi’s expansion motion within their target accounts.
Planning Territories and Quotas with Accurate Data
After Bevi’s outbound and expansion motions were running smoothly using Orbital, Aron turned his attention to territory planning and quota planning.
Historically, Bevi based headcount decisions and territory assignments on company headquarters, however, they saw this is very different than how many offices are actually in each territory.
Bevi used Orbital to get accurate numbers on the total number and size of offices across each of their territories. This let them hire the right number of reps, split fair territories, and hit their aggressive annual targets.
Increasing Monthly Pipeline Creation by 2.5x
“We've 2.5x’d our monthly pipeline creation over the last 10 - 12 months, and the sales team has been hitting their required self generated pipeline numbers really for the first time in years.”
Today, Orbital powers Bevi’s entire go-to-market motion across new sales and expansion and has allowed them to run a GTM motion that is highly efficient, effective, and data driven.
In the first year of using Orbital, Bevi 2.5x’d their monthly pipeline creation and saw a >10x return.
Additionally, Bevi has seen the following impact:
- Reps spend a lot less time on manual research and on bad-fit accounts
- Reps have much more dialed-in messaging to an account
- More accurate territories and headcount planning
It’s really amazing to see Bevi harness the power of Orbital and level-up their outbound motion. What are you waiting for? Book a demo or give us a call today.