Customer Marketing
Install Base Marketing Service
Understand what technologies and solutions your target accounts are using, identify relevant opportunities, and engage the right decision-makers with targeted campaigns.
ColedaB2B helps B2B companies use install-base and technographic intelligence to identify accounts using specific technologies, competing solutions, or complementary products. We turn this insight into targeted opportunities for customer expansion, cross-sell, upsell, and competitive displacement.
Technographic intelligence
Install-base segmentation
Expansion opportunities
How it works
How Install Base Marketing Works
Objective definition through to opportunity handover — seven stages, run in sequence for every campaign.
01
02
03
04
05
06
07
Define the Objective
Identify Accounts
Understand the Install Base
Segment & Prioritize
Map Contacts
Run Targeted Campaigns
Generate Opportunities
How it works
How Account-Based Experience Works
01
Define the Objective
02
Identify Accounts
03
Understand the Install Base
04
Map Contacts
05
Run Targeted Campaigns
06
Generate Opportunities
Definition
What is Install Base Marketing?
Install Base Marketing focuses on understanding the products, platforms, and technologies already in use across relevant accounts.
This insight helps businesses identify where their solution can create an opportunity—whether that means expanding within an existing account, introducing a complementary solution, or targeting an account using a competitor.
The goal is simple: understand the install base, identify the right accounts, and engage them with a relevant business proposition.
Our approach
Our Install Base Marketing Process
Seven stages we follow on every campaign. Select a stage to read the detail.
1
Define the Objective
2
Identify Relevant Accounts
We identify accounts that match your target market, industry, geography, company profile, and other relevant criteria.
3
Understand the Install Base
We identify relevant technologies, products, platforms, or competing solutions being used across target accounts.
4
Segment & Prioritize
Accounts are segmented based on technology usage, business fit, existing relationship, competitive presence, and campaign objectives.
5
Map Relevant Contacts
We identify the decision-makers and stakeholders relevant to the specific product, technology, or business opportunity.
6
Run Targeted Campaigns
We develop and execute campaigns with messaging aligned to the account’s technology environment and the client’s objective.
7
Generate Opportunities
Engagement and responses are captured and passed to the relevant sales or account teams for follow-up.
Programs
Install Base Marketing Programs We Support
Program 01
Technology Install-Base Targeting
01
Program 02
Competitive Install-Base Campaigns
02
Program 03
Customer Expansion
03
Program 04
Cross-Sell Campaigns
04
Program 05
Upsell & Upgrade Campaigns
05
Program 06
New Product Promotion
06
Program 07
Competitive Displacement
07
Program 08
Account-Based Marketing
08
Campaigns are planned according to the customer base, available account information, products or services, and business objectives.
- FAQ
Frequently Asked Questions
Install Base Marketing uses information about the products, platforms, and technologies already in use within accounts to identify and engage relevant business opportunities.
Technographic data provides insight into the technologies and solutions an organization uses. It can help businesses identify relevant accounts, technology environments, and competitive opportunities.
Yes. Identifying accounts using competing solutions can help businesses develop targeted competitive displacement campaigns.
Requirements depend on the campaign objective, but typically include your product or solution, target market, relevant technologies or competitors, geography, industry, and ideal customer profile.
Find More Opportunities Through Your Install Base
Talk to our team about your customer base, products, and expansion objectives to explore an Install Base Marketing program aligned with your B2B growth strategy.