Like most start-ups, we're finding that our product is evolving pretty quickly and not always in the direction we might have forecast when we started out. The most recent evolution has seen us recognise that today CANDDi has two distinct functions and slightly different audiences for those functions.
Like most start-ups, we’re finding that our product is evolving pretty quickly and not always in the direction we might have forecast when we started out. The most recent evolution has seen us recognise that today CANDDi has two distinct functions and slightly different audiences for those functions. It remains one product and the features are totally integrated, but we thought it might be useful to break them down here to show our thinking.
CANDDi for Sales is, as you might guess from the heading, primarily a tool for salespeople. It gives them richer information about prospects so that they can prioritise and approach leads more intelligently. This includes details about the prospect’s interests and the customer themselves. Today for example, in working with the automotive industry, we might show which search terms the customer used when browsing the dealer’s website, so that you can understand their priorities, and we might show which cars they spent time looking at. As well as the details they have given us we will show what else the web knows about them: social media profiles, picture, location and demographic data. The feedback we have had from our test customers tells us that all of this helps them to filter out the good leads from the weak ones.
CANDDi for Marketing is more focused on how a prospect reached your website in the first place. Because of CANDDi’s ability to track customers across multiple visits - whether or not they actually enquire - we can show exactly what impact different marketing channels have over the lifetime of a prospect. For example, if someone is shopping for a major purchase like a car it’s unlikely that they will only look at your site once. They may have found you through an advert the first time, but then typed your address in when they came back to make an enquiry. Wouldn’t it be good to know that? Or which search terms people use when they find your website on search engines or through search advertising? How about whether things like Facebook and Twitter are having any impact on your enquries? Or which channels bring in tyre-kickers and which ones bring in customers? All this CANDDi can tell you, and you can track every single lead back to the individual to find out what happened to them. Which loops us neatly back to CANDDi for Sales.
If you’d like to try either of these features/functions then drop us a line.