I've been working with data at one of Europe's fastest growing tech companies for one year now, and decided to spend my first paid summer vacation almost completely out of reach, camping and hiking in Norway. After coming back to civilization after two weeks, I wanted to know how much data I had missed out on during my two weeks in the dead zone.

This is what I found out:

Three years ago the total amount of data in the world was 4.4 zettabytes. By 2020 it is going to be 10 times that, 44 zettabytes. To put that in perspective, one zettabyte is equivalent to 1 trillion gigabytes (and 1 000 000 000 000 000 000 000 bytes).

The amount of data created during my 14-day holiday was 35 exabytes. That is equivalent to:


Image 1. The amount of data created in 14 days is equivalent to 7,4 quadrillon songs, 2,1 billion iPhones or 1,260 years of HD video.

It is quite obvious that with this tempo of creating data, we have to get much better in using it.

Facebook, one of the biggest data machines in the world, certainly knows how to do it:


Image 2. Today: Facebook knows you'll get divorced even before your friends do. Tomorrow: Facebook knows you'll get divorced even before you do.

The way Facebook can take advantage of it users’ digital footprint leads to quite scary scenarios on a personal level.

But imagine.


Image 3. What if we could predict the actions of companies the same way Facebook can predict the behavior of people?

If you want to be succesful in B2B sales, you can’t miss out on any relevant information about your prospects or customers. The companies who know how to use both

1. behavioral data (that is in your CRM and marketing automation systems)


2. external data (that is out there in the Internet)

are and will be ahead of competition.

Can the right data at the right time make you more successful?

The digital footprint of companies is growing with the same speed that people share information about themselves. For people working in sales and marketing this means that there’s a lot of information in the world wide web that is too crucial to miss out on. How do you use open and public data to identify the companies that haven’t become your fans yet? Can the right data at the right time make you more successful?

Which companies are using HubSpot?

If you are a digital marketing agency, a video producer, an online chat provider or a marketing automation partner, you’re most likely interested in companies who have a marketing automation tool, are blogging and using different social media channels actively. Perhaps more specifically, you would like to know which companies are using Hubspot.


Image 5. Which companies in Finland and Sweden use Hubpsot?

With a tool called Vainu Analyzer you learn to know your HubSpot target group better. You quickly see that almost one fourth of the Hubspot users are in the IT industry. In addition to Hubpsot, 90 % also use Google Analytics and have - to no surprise - a responsive website. Putting the companies on a map, you see that Helsinki is definitely a HubSpot hub with far more companies using this marketing automation than in Stockholm.

The companies using Hubspot have 30 employees on average, showing that companies don't acquire expensive marketing automation tools like these at an early stage. Diving deeper into our Hubspot users we see that 45 companies have recently recruited for marketing and over 100 are growing more than 50 % per year. Especially these last mentioned groups within all Hubspot users signalize that the companies are clearly investing in their marketing.

To make this kind of information useful for a wide variety of other marketing service providers, we can amongst others discover if the companies

  • are using Youtube or Vimeo
  • have an online store
  • if they have their website in e.g. Russian or Spanish
  • how many Twitter followers they have and how often they publish on Facebook
  • how popular their website is according to the global Alexa ranking and
  • if they have just launched a product or started new projects

These are only examples of the pieces of informartion that a cloud service crawling open and public data can deliver you in real-time. Our mission is to gather the most relevant data for your business to one single place. And our job is to make it as easy as possible for you to use this data.

Isn't it easier to breath when things are organized and you can focus on what inspires you the most?

Topics: Company Data

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