How AppsFlyer Optimized Prospecting, Doubling Productivity

Challenge

Marketing analytics company AppsFlyer needed a way to identify quality leads (emerging apps that may need marketing analytics support) as soon as they came up. Sifting through the right data points at the right time to uncover companies that were ready for AppFlyer’s solutions quickly became a challenge. The team, even with limited resources, had to move quickly in order to optimize their mobile attribution and stay ahead of competitors — so they turned to Sensor Tower as the foundation of a smarter sales strategy.

Solution

AppsFlyer first turned to Sensor Tower’s mobile app data as a preliminary method of qualifying whether a fast-growing app was ready for attribution. Calculating the rate of growth in both revenue and downloads became a sure-fire way to recognize the potential of an app becoming a quality lead, as well as tracking ad spend through Sensor Tower’s Top Advertisers data.

The AppsFlyer team then leveraged Sensor Tower data to successfully allocate sales reps into their own “territories,” allowing for even coverage of the mobile market and distribution of precious time. App Advertising Insights further allowed the company to develop critical strategies around prospecting. Because companies that run ads are primed to receive pitches around ad attribution, the team used Sensor Tower’s mobile app data to automate the discovery process, developing Custom Alerts to keep tabs on companies that had recently published a new ad, and who were high on their hit list.

By fine-tuning these alerts — for example, setting one for when a particular app hit a certain revenue number or position within Top Apps in a given category — the heavy lifting could be offloaded to Sensor Tower itself. The ease and accessibility of Custom Alerts allowed sales reps to free up their time for other tasks.

Result

When applying Sensor Tower’s in-depth mobile app data to its overall sales cycle, AppsFlyer was able to optimize its prospecting and lead generation with critical mobile data. The sales team created a refreshed end-to-end process that allowed them to experiment and optimize the way they approached different mobile companies.

In one instance, a sales rep received an email alert about a short-listed app that had a sudden spike in downloads. With the information in hand, AppsFlyer contacted the developer, who was immediately ready to begin negotiating a deal with AppsFlyer. Integrating key metrics helped contextualize the team’s own intuitive analysis about when a company was ready to be approached, and experiment in novel ways they would not be able to without that visibility. Overall, this method has contributed significantly to AppsFlyer’s sales, enabling it to continue growing exponentially in a highly competitive market.