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Intent is the New Lead: Understanding Intent Data Along the Buyer's Journey

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In the digital world, there are varying degrees of intent data and insights that help Sales better target and engage high-value accounts based on their propensity to buy.

As we are increasingly reliant on data, digital bread crumbs can become scattered along complex buyer journeys. Sales really needs to lean in with intent data in order to understand those journeys.

Teams that leverage intent data are engaging with their prospects with more precision and more engagement, well before their competitors are. During the webinar, Jay Tuel, VP of Sales Development and Kevin Rooney, Director of Sales Development will dive deep into:

How to leverage real-time intent data
Best-practices for contact discovery and personalized outreach
Using Sales Action Reports to prioritize and organize accounts showing buying signal intent

Veröffentlicht in: Marketing
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Intent is the New Lead: Understanding Intent Data Along the Buyer's Journey

  1. 1. INTENT IS THE NEW LEAD JAY TUEL, VP SALES DEVELOPMENT | DEMANDBASE KEVIN ROONEY, DIRECTOR SALES DEVELOPMENT | DEMANDBASE
  2. 2. AGENDA ▪ STATE OF ABM FOR SALES ▪ WHAT IS INTENT? ▪ FOCUS ON P³.I.E. & TURN INTENT INTO LEADS
  3. 3. STATE OF ABM FOR SALES
  4. 4. © 2020 DEMANDBASE|SLIDE 4 DOES THIS LOOK FAMILIAR? • Is this account showing buying intent? • Did they show interest in a meeting? • Are they a member of our typical buying committee? • Can they be a decision maker or influencer in the deal? • Are they on our Target Account List? • Do they have the characteristics of an account on our Target Account List? • SMB vs Mid-Market vs Enterprise • Target Verticals • B2B vs B2B2C vs B2C vs B2G vs EDU 156 Total “Leads” 86 “Leads” in ICP 64 on TAL 47 Good Contacts 8 Opps # of Leads in Campaign Remove/DQ Reason 5% Conversion Rate
  5. 5. © 2020 DEMANDBASE|SLIDE 5 TRADITIONAL B2B WASTES TIME AND MONEY 4.4% Inquiries convert .03% Inquiries to closed/won Source: Sirius Decisions
  6. 6. © 2020 DEMANDBASE|SLIDE 6 LEADS AREN’T VALUED 50% of marketing generated leads are never followed up by sales. Source: Miller Pierce
  7. 7. © 2020 DEMANDBASE|SLIDE 7 SALES & MARKETING MISALIGNMENT We delivered 1,238 MQLs this quarter. +27% above goal! Marketing isn't supporting us. MARKETING SALES
  8. 8. © 2020 DEMANDBASE|SLIDE 8 INTENT IS THE NEW LEAD It’s all about the timing
  9. 9. WHAT IS INTENT?
  10. 10. © 2020 DEMANDBASE|SLIDE 10 COMPETITIVE ü Which companies are researching your competitors? ü Do they already own existing competitive technologies? HIGH-VALUE KEYWORDS ü Are they researching keywords that relate to your product or service? ü Are they searching for specific keywords? ü Are they searching for multiple related high-value keywords? TECHNOGRAPHIC ü Do they own competitive technologies? ü Are they hiring for roles with experience using that technology? ü Do they have other technologies that partner/integrate with yours? RECENCY & FREQUENCY ü Have they shown a spike in interest? ü Sustained interest in important keywords? ü How many people are researching these topics? ü How much content is being consumed? ACCOUNT NEWS ü Recent funding? ü Executive hires? ü Product releases? ü Press releases? ü Executive priorities in 10-K or other financial reports? CONTACT NEWS ü What are they talking about on social? ü What groups or companies do they follow? ü Have they done an interview or byline that relates to your product or service? ü Have they spoken or participated in a panel at a conference or event about a topic you care about? ü Blog posts on topic you care about? WHAT IS INTENT?
  11. 11. © 2020 DEMANDBASE|SLIDE 11 WHAT CONSTITUTES STRONG INTENT SIGNALS? ▪ Number of relevant articles on the topic they read? ▪ More articles = stronger interest ▪ Did they read about this topic on multiple days? ▪ Sustained interest = stronger intent ▪ How old were the articles? ▪ New articles = news of the day ▪ Old articles = vendor research ▪ How recently did they read these articles? ▪ Recency is crucial to intent strength ▪ How specific are the keywords? ▪ More specific keywords imply they are further into buyer journey ▪ What other intent are they showing? ▪ If they are looking at multiple keywords you care about, stronger intent for what you care about
  12. 12. © 2020 DEMANDBASE|SLIDE 12 GRANULARITY & TRANSPARENCY ARE KEY § Specificity of keywords is paramount to understanding buying signals. The more specific the keywords and how that keyword relates to what you sell is a strong indicator of buying intent. § Knowing the number of people researching and having insight into which titles are relevant to that search is going to give you a good sense of who your buying committee is. § Understanding the actual pages they are looking at and the source of that research not only confirms buying intent, but provides good insights into what your messaging should be
  13. 13. FOCUS ON P³.I.E. & TURN INTENT INTO LEADS
  14. 14. © 2020 DEMANDBASE|SLIDE 14 P³.I.E?
  15. 15. © 2020 DEMANDBASE|SLIDE 15 P³.I.E EXPLAINED PRIORITIZATION PERSONAS PERSONALIZATION INTENT ENGAGEMENT
  16. 16. PRIORITIZATION
  17. 17. © 2020 DEMANDBASE PRIORITIZE BASED ON INTENT Select trending intent to find accounts spiking for that keyword Create filters to narrow list Understand overall rank and score of account Top trending intent for prioritization
  18. 18. © 2020 DEMANDBASE|SLIDE 18 ORGANIZE INTENT TOPICS IN SALESFORCE High Intent Low Activity These need to be ingredients in your PIE Closed-Lost Opps that are showing trending intent signals Ripe, low hanging fruit for PIE! Engaged on website & with keywords you care about Fans of PIE High-value keywords As necessary as the crust of the PIE
  19. 19. © 2020 DEMANDBASE|SLIDE 19 PRIORITIZE BASED ON INTENT + ENGAGEMENT ▪ Understand Account Intent and reach out in early phases of research ▪ If the account is showing activity on your website, understand what they are looking at and target them with information relevant to their interests ▪ If showing intent + engagement and open/clicks/responses to email, make this a HOT account
  20. 20. © 2020 DEMANDBASE|SLIDE 20 • Use relevant intent keywords • Focus on quantity, frequency and recency of intent keywords • Form-fills are out, page views are in! • Remember, researching high-value keywords + activity on website + engagement with sales = Leads INTENT IS THE NEW LEAD: PRIORITIZATION
  21. 21. PERSONAS
  22. 22. © 2020 DEMANDBASE|SLIDE 22 PERSONAS FOR SALES TEAMS Sales Reps Need to Know: ▪ ALL deal influencers and their role ▪ Influencers’ responsibilities ▪ Influencers’ goals ▪ Influencers’ challenges ▪ Influencers’ KPIs
  23. 23. © 2020 DEMANDBASE|SLIDE 23 PERSONA EXAMPLE – SDR DIRECTOR • Goals • Challenges • Responsibilities
  24. 24. © 2020 DEMANDBASE|SLIDE 24 PERSONA EXAMPLE – SDR DIRECTOR Call out persona relevant challenge Add value prop that addresses challenge
  25. 25. © 2020 DEMANDBASE|SLIDE 25 • Prioritize the buying committee • Leverage intent keywords to personalize outreach • Personas + Intent = More responses • Remember, more responses means engagement INTENT IS THE NEW LEAD: PERSONAS
  26. 26. PERSONALIZATION
  27. 27. © 2020 DEMANDBASE|SLIDE 27 THE INTENT CHECK LIST Personal Self-Authored Content Speaking Engagements Panel Sessions Interviews, Blog Posts & Bylines New Role or Anniversary LinkedIn Profile Twitter Profile Company Funding New Product Release Merger & Acquisitions Partnerships Financial Reports/10-Ks CRM Past Conversations Sales Cycles Previous Customers
  28. 28. © 2020 DEMANDBASE|SLIDE 28 CONTACT NEWS & INTERESTS
  29. 29. © 2020 DEMANDBASE|SLIDE 29 ACCOUNT NEWS
  30. 30. © 2020 DEMANDBASE|SLIDE 30 CRM DATA
  31. 31. © 2020 DEMANDBASE|SLIDE 31 CRM DATA
  32. 32. © 2020 DEMANDBASE|SLIDE 32 FINAL PRODUCT
  33. 33. © 2020 DEMANDBASE|SLIDE 33 IMPACT OF PERSONALIZED MESSAGING Generic Messaging 29% Open Rate 4.5% Reply Rate Personalized Messaging 53% Open Rate 10% Reply Rate
  34. 34. © 2020 DEMANDBASE|SLIDE 34 • Do your research • Be timely and relevant • Remember, account news,10-ks, funding or executive announcements can show intent for your product or service INTENT IS THE NEW LEAD: PERSONALIZATION
  35. 35. INTENT
  36. 36. © 2020 DEMANDBASE|SLIDE 36 USE INTENT TO FIND THE RIGHT LEADS Keywords Traffic Location Location Insights Global Traffic: Technographic Look for contacts in the location intent is coming from Find contacts who have experience with related or competitive solutions/ groups Titles at Account w Intent Use intent keywords to find contacts who have those keywords in Sales Navigator Cookied Contacts from MAS
  37. 37. © 2020 DEMANDBASE UTILIZE INTENT TO PERSONALIZE 1:1 MESSAGING Congratulations on work anniversary, promotion, recent award, etc. Mention prior outreach Company news update from Conversion Role + Intent Topic
  38. 38. © 2020 DEMANDBASE|SLIDE 38 INTENT USAGE IN AUTOMATED MESSAGING Intent Keywords to focus your messaging around Top Intent Keywords will automatically populate Body of email is a value prop centered around keywords
  39. 39. © 2020 DEMANDBASE MAKE IT EASY TO TAKE ACTION ON INTENT Easily search for keyword Use tags to organize Understand email metrics (open, clicks, responses) and build more templates like the high performing ones Create templates for high- value intent
  40. 40. © 2020 DEMANDBASE|SLIDE 40 ENGAGEMENT + LOCATION = RIGHT PERSON, RIGHT TIME Your Account Name Your Account Name
  41. 41. © 2020 DEMANDBASE|SLIDE 41 INTENT IS THE NEW LEAD Email sent... Email received... Address the keyword/topic in your follow up Ding ding ding!
  42. 42. ENGAGEMENT
  43. 43. © 2020 DEMANDBASE|SLIDE 43 ON-SITE ENGAGEMENT Track recency, frequency and total page views Events Digital Programs Case Studies Products
  44. 44. © 2020 DEMANDBASE|SLIDE 44 TRACK ENGAGEMENT AND PRIORITIZE High-Value Web Page + Trending Keyword Engagement High-Value Email Engagement
  45. 45. © 2020 DEMANDBASE|SLIDE 45 IMMEDIATELY RESPOND TO ENGAGEMENT REAL-TIME ALERT 1. CALL IMMEDIATELY REFERENCING PAGES/LINKS THEY ENGAGED WITH 2. SEND A FOLLOW-UP EMAIL INCLUDING LINKS TO MORE CONTENT ON THE TOPIC THEY ENGAGED WITH 3. TRACK EMAILS FOR FURTHER ENGAGEMENT What your account is reading on your website: What your account is reading on your website:
  46. 46. © 2020 DEMANDBASE PERSONALIZATION + INTENT + ENGAGEMENT TRACKING Personalization on promotion, role and hobbies Intent Keyword
  47. 47. © 2020 DEMANDBASE|SLIDE 47 EMAIL 2 – CASE STUDY TRACKING LINK Competitor case study with link
  48. 48. © 2020 DEMANDBASE|SLIDE 48 EMAIL 3 – IMMEDIATE FOLLOW-UP USING LINK TRACKING Prospect clicked link in email, prompting an alert from Demandbase Conversion solution, allowing for immediate follow-up
  49. 49. © 2020 DEMANDBASE|SLIDE 49 INTENT + PIE IS THE NEW LEAD
  50. 50. © 2020 DEMANDBASE|SLIDE 50 § From Reactive to Proactive Sales no longer need to be reactive if they leverage intent § Supercharge Enablement Marketing can now focus on accounts showing intent and enable sales with timely insights § P³.I.E. Works! Organizations targeting accounts showing intent and utilizing P³.I.E, can see an increase in conversion rates of 25-65% (Demandbase did!) INTENT IS THE NEW LEAD

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