Druva, a leading provider of cloud-based SaaS data backup and security solutions, uses Cognism to:
- Generate 22% growth in quarterly pipeline.
- Improve collaboration with marketing and enrich MQLs.
- Have more conversations with high-intent prospects.
- Drive growth in EMEA.
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The company
Druva is the leading provider of data security solutions, empowering customers to secure and recover data from all threats.
By centralising data protection, Druva enhances traditional security measures and enables faster incident response, effective cyber remediation, and robust data governance.
Trusted by nearly 7,500 customers, including 75 of the Fortune 500, Druva safeguards business data in an increasingly interconnected world.
Druva has more than 1,000 employees across its California headquarters and locations in London, Ireland, India, and throughout the EMEA and APAC regions.
What teams use Cognism?
Druva has two sales teams using Cognism - a team of five SDRs in London, Delhi and Singapore, and a team of 25 AEs.
The challenge
We interviewed Antony Arcan, SDR Manager, EMEA, at Druva, to find out why his team uses Cognism and what it helps them achieve.
How did you first find out about Cognism?
Antony told us:
“We evaluated Cognism as part of a proof-of-concept (POC) test to find out if we could improve on the EMEA data provided by ZoomInfo.”
Antony explained how he arrived at his decision to onboard Cognism:
“We used to use ZoomInfo, but it didn’t quite fit our needs from an EMEA and APAC perspective.”
“We weren’t always getting good enrichment on contact data, particularly in EMEA and APAC, in terms of mobile numbers, direct dials, and emails not delivering.”
“But the ultimate measure was contact rates – how many we were connecting with and how many of those we were having a conversation with. With Cognism’s data, contact rates have improved by 34%.”
How does Cognism perform against its competitors?
“When looking for a new solution, we looked at many measures – phone number accuracy, contact rates and how easy it was to use the system.”
Antony explained the outcome of the POC:
“Cognism was a lot easier in terms of functionality. The intent data is good for us, and the Diamond Data made it a lot easier to get through on the phone and have a conversation.”
The solution
Who is Druva’s ICP/target audience?
“Our personas are IT people – infrastructure, cloud architects and VPs of IT and technology.”
“Many of our customers are large companies, as bigger companies tend to have a lot of data - and a lot of pain points with that data. The Druva platform can recover any company data, as long as they are protecting backups with Druva.”
How does Druva use Cognism?
Antony explained how Cognism’s intent data drives his SDR team’s cold outreach:
“We have flags for things like cybersecurity, backup-as-a-service and ransomware recovery, as well as the top five backup providers, including us.”
“We always ensure we’re in front of the company searching for those terms because they’re more likely to converse with us over cold outreach.”
Antony also told us how he uses Cognism in collaboration with Druva’s marketing team:
“Cognism is really easy to use. Any marketing leads we get from events, webinars, on the website or demo requests, we’ll use Cognism on our Salesforce CRM and enrich the data.”
“On the first step of our outreach, we’ll always add any additional numbers from Cognism. Then we use them to research other decision-makers within the account.”
The results
How has Cognism helped Druva?
Antony explained the impact Cognism had on his teams’ performance:
“When we looked at three months prior to go-live compared to three months after, we saw an increase in meetings, pipeline generation and opportunity generation.”
“We’ve seen, typically, an increase of around 10-15% in meetings booked.”
“In terms of pipeline, my team of five generated a 22% increase in the last quarter, which was the best for the last six quarters.”
“We also had the largest marketing closed-won for the financial year.”
Have there been any intangible benefits to having Cognism?
“My team has had a very good couple of years. We’ve had four promotions from SDR to AE in the last six months. The team also hit several consecutive green quarters for pipeline opportunities and meetings booked. And it has also helped the business source some good logos.”
Antony explained Cognism’s time-saving effect:
“It has definitely saved time – we don’t have to rely on email and Sales Navigator, which takes a lot longer, now that we have mobiles or direct dials.”
“In terms of usability, it’s very easy to load up to 25 contacts at a time, but also, with the bulk credits, you can load 100, 200, 300 at a time in the space of a few minutes. We then enrich them in our Salesforce.”
How did Antony find Cognism’s onboarding process?
It’s safe to say Antony is pleased with Cognism’s onboarding and customer support:
“The onboarding process and customer support have been exceptional. Cognism has been there by our side throughout the process. They’ve been happy to come in for onsite training, do virtual training, join one-to-ones, help build out lists and add intent data for topics of interest.”
“It’s been excellent in terms of building out what works for us and what our use case is. What’s worked well for us is the internal collaboration with our marketing team regarding our outreach.”
What are Druva’s top reasons for recommending Cognism?
“I certainly would recommend Cognism. It’s ideal for any sales organisation that wants to increase their outreach and have more conversations.”
“Whether it’s a collaborative marketing campaign or a siloed sales outbound campaign, I think there are a couple of use cases there.”
“The main use case for us is collaborating with our marketing team using that data to enrich and add multiple contacts within those accounts - that’s where we’ve had the most success.”
“So I absolutely recommend Cognism for anyone who wants to increase their outreach contact rates and intent data.”
