Lockton, the world’s largest privately-held US insurance company, uses Cognism to:
- Identify target accounts and prospects.
- Find accurate email and phone data.
- 100% increase in meetings booked.
- Integrate with Salesforce.
Teams using: SDRs, Marketing
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The company
Lockton provides insurance, risk management, and employee benefits. It has 29 Cognism licenses globally, nearly half of which are used by its UK team, which is working hard to expand in this country.
The challenge
We interviewed Jack Hooper, SDR at Lockton UK, to find out why his team switched from Lusha to Cognism.
What problems was Lockton trying to solve?
“The problem we had was poor data quality from our previous prospecting platform, Lusha, which was hampering our business development efforts.”
“We used Lusha for around a year but didn’t receive a very good service. The UX wasn’t that smooth and their data quality was poor. Lots of companies we knew existed weren’t in their database.”
“This made growing our Life Science business, which is my industry segment, difficult.”
How does Cognism perform against its competitors?
“Cognism is a massive step up. I’ve found Cognism’s data to be extremely accurate; I know my email will be delivered to my prospects and my calls will reach the right people.”
“In my experience, Lusha’s green tick verification is unreliable, compared to Cognism’s, which is.”
Jack added:
“Often, I’ll call the office line first, and Cognism has direct dial numbers I’ve not found elsewhere.”
The solution
Who is Lockton’s ICP?
“My target companies are in the pharmaceutical, medical devices, biotech, med tech and nutraceutical sectors.”
“In terms of profile, I typically look for people in finance because CEOs focus more on the scientific part of their business rather than the insurance side.”
“But it depends on the size of the company. I could reach out to the MD or CFO, or in the case of companies on a larger scale - your GSKs and AstraZenecas - they might have a dedicated insurance person. Sometimes, it’s even an office manager who handles insurance.”
How does Lockton use Cognism?
“I use Cognism in a few ways. I use SIC codes to find companies in my target vertical.”
“I use both the Web App and the Chrome Extension. I use the Chrome Extension on basically every company I call because the data is accurate.”
“When an email has the green tick, you know it’ll reach them. I use the extension when I go on their website, so I know if it’s linked to Salesforce.”
“If I post a domain or company name into the Web App, it usually comes up. That’s a time when I’d use the Web App alone.”
“From there, I look into the contacts on the Chrome Extension. Sometimes Cognism has the office number when I can’t find it anywhere else.”
In terms of his outreach routine, Jack said:
“I’ll call the office gatekeeper first to find out what their vibe is and if they’ll pass me through. If they don’t, I’ll email my target directly and use Cognism to phone their number later on, so it’s not a totally cold approach.”
“To find target accounts, I use Cognism’s filters. I filter for my relevant SIC (industry) codes and export those out as a .cvs file.”
“The job change filter is really useful, too. It lets you know if a company is hiring, so I can be on the case straight away if something comes up.”
The results
How has Cognism helped Lockton?
“Because of Cognism’s data accuracy and smooth user experience, we’ve seen an uplift in email responses, and I’ve been able to call more companies.”
“We’ve definitely seen results improve since we switched from Lusha to Cognism.”
“I save maybe 30 minutes to an hour a day, but more than anything, I spend more time on the platform compared to Lusha because I know I’m more likely to get results from it.”
And on those results, Jack explained:
“Results have roughly doubled. I’ve gone from booking one to two meetings per week.”
Have there been any intangible benefits to having Cognism?
“Because the data is more accurate, I’m willing to spend more time on Cognism. If I do get the correct person, I know they’ll get my cold email.”
“If I’m struggling to find someone, I don’t mind spending that extra minute trying to find that person. That’s because I know the chance of them receiving my phone call or email is so much higher.”
How did Jack find Cognism’s onboarding process?
“Onboarding was really good, and setting up an account was smooth. Support has been helpful.”
“Cognism’s operations have got in touch, asking us questions about how we’re finding the tool and if we need advice or have any feedback. It’s good to know support is there.”
What are Jack’s top reasons for recommending Cognism to other organisations?
“One would definitely be accuracy of data, which is far superior to other data providers like Lusha.”
“Two - the web app is very easy to use. It’s simple and easy to understand. You get the results you want.”
“Thirdly, Cognism’s Salesforce integration lets you see if accounts already exist in our CRM. It lets you go directly to that Salesforce contact with the click of a button.”
“I would definitely recommend Cognism to people in similar roles at companies like mine.”
Try Cognism’s sales intelligence solution
Over 3,000 sales and marketing teams around the world trust Cognism to:
✅ Build their ICP and discover their ideal buyers
✅ Connect with decision-makers in accounts that are ready to buy
✅ Plan and launch their outbound campaigns
✅ Power up their social selling
✅ Meet and beat their revenue targets
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