Prior to the standardization of a primarily online corporate sphere, forming a recognizable and accessible organizational identity ended with the introduction of a strong, unique, and representative company name. Both finding and being found by other businesses was simply a matter of knowing which letter to look under in the yellow pages.
In the digital age, creating visibility and corporate identity through titling has become increasingly complex. The accessibility of each aspect of an organization’s online presence is now wholly dependent on that company’s domain, which defines brand identity, contact information, and other signifiers critical to understanding who this organization is, how they operate, and where they can be found.
Company name vs. domain name
A company’s legal name remains a crucial factor in generating brand recognition and establishing corporate presence, both in the digital as well as real-world spheres. This identifying title appears on legal documents, establishes a parental organization, and also defines the business type – LLC, partnership, corporation, cooperative, etc.
A company’s domain name provides an address which gives access to the organization’s digital presence. Most typically this describes a website, however digital domains can include applications, social media outlets, networks, and other – less visible – digital assets.
For websites, which are usually the first point of contact, the totality of a domain name includes both aspects of a web address. For example, The Coca-Cola Company’s domain name is “coca-cola.com.” This web address however is not the only domain operated by the above organization and discrete aspects may have their own domain names.
Most typically a domain name directly reflects the name of the organization. However it may include additional information and vocabulary to optimize searchability or accessibility, or define specific aspects of the organization.
What domain name can tell you about a company
In context, a domain name provides myriad information which extends far beyond simply the organization’s digital address. B2B researchers can gain extensive insight into a target’s identity, infrastructure, and operational pattern through a comprehensive understanding of all domains associated with an overarching organization.
Organizations typically operate a variety of domains in order to support different aspects of the business. This can include the B2B and B2C sides of a single company, or child and grandchild domains working under a single parent company, among others.
Critical data which B2B researchers can engage to support their marketing and sales departments is not often stored on an organization’s front-facing domain, and finding information relating to CRM datasets, marketing automation systems, user databases, etc. might necessitate the engagement of a domain API to aid in the location process. Doing so can bridge the information gap for sales teams, and open new contact avenues if a previous address has become stale.
The sophistication of a company’s domain can also give you critical insight into an organization’s technological engagement, thus indicating how likely they are to budget for SaaS products.
Company name vs. domain name for marketers
Successful marketing campaigns hinge upon the marketers themselves having a critical understanding of who they are communicating to within an organization. Different aspects of a company will have unique requirements for your solution, and marketers need to know how to frame your company’s product in order to construct an efficacious strategy.
So, having the company name is a good first step. But it is unlikely that you will gain the insight you need through an organization’s primary domain. Defining your target and generating a promising lead means having access to the right domain, and understanding the context of that domain within the larger scope of the organization overall.
If all you have is the company name, a name-to-domain tool can help you to find exactly what it is you need by generating a bulk list of domains from a single organizational identity. This allows you to narrow your target and give the right campaign to the right company representatives.
Company name vs. domain name for sales operations
Efficient, effective sales operations are similarly dependent upon the sales team’s access to accurate, up-to-date organizational information, including contact lists, spending habits, buying hierarchies, etc. All of this is possible to find and maintain via enriched data gathered through the right domain name.
The most successful sales efforts are ideally supported by a narrow lead funnel. Understanding company name vs. domain name provides a parallel functionality: the company name gives the sales team a broad look at what an organization is and what they might need. The domain name allows for a more specific understanding of how specifically various aspects of a company might engage with your product, allowing you to precisely target representatives for a more effective application of your sales strategy.
And sales teams too can benefit from a name to domain API that lets them dive a little deeper into the company’s operations. This will help you to understand who makes buying decisions for different aspects of the company, and allow you to build the right relationships with the right people.
Intricately can help
Intricately is a data-driven B2B sales and marketing platform that helps you build better relationships for your organization with unparalleled insight into target companies. With Intricately, defining, finding, and mapping domains is as easy as clicking a button, and allows you to dive deeply into the context of a company and gain a better understanding of how they operate, and who you need to talk to to make successful marketing and sales efforts.
Generate a company document from a domain in as little as 15 minutes with our new domain tool, and link domains to existing company profiles to neatly store all your data in one place.
Sign up for a free demo today to see what else Intricately has to offer you.
