Learn how you can leverage intent data to increase conversion on your ABM campaigns and engage with your target accounts. We'll provide an intro about buyer intent data, the difference between 1st party data and 3rd party data, where to find it, how to track customers' offsite behaviors, how to make the intent data actionable, and a few examples of successful implementations.

1. How to Leverage Buyer Intent Data in
Real Time
Demand Generation Marketers Meetup (SF)
November 13th, 2019

2. Welcome!
Franco Caporale
Founder
Led Enterprise Marketing at:

3. ABM at Scale
Clients Include:
1. Account Prioritization - We help you identify
your Ideal Customer Profile and Target
Accounts based on intent data.
2. ABM Campaigns - We run targeted ABM
programs to generate qualified pipeline.
3. ABM Analytics - We track pipeline, ROI, and
revenue from ABM campaigns.

4. Agenda
6:30-6:50 - Introduction - How to Make Sense of Buyer Intent Data
(Franco Caporale - SaasMQL).
6:50-7:10 - Leveraging Buyer Intent Data in Sales and Marketing
(Josh Lucas & Hallie Kibert - Terminus).
7:15-7:45 - Q&A and Panel
- Hallie Kibert- Terminus
- Josh Lucas - Terminus
- Franco Caporale - SaasMQL
7:45 8:30 - More conversations, drinks & food

5. Our host tonight

6. Open Demand Gen Roles
https://jobs.comcast.com/jobs/description/regular?external_or_internal=external&job_id=208564
To promote your Demand Gen and Account-Based Marketing roles
in the Bay Area, contact info@saasmql.com

7. How to Make Sense of Buyer
Intent Data

8. Right Person, Right Time

9. Intent Data Types
Anonymous website visits Review websites (G2, Capterra) Fundings (Crunchbase)
Form submissions, Content Leads,
Event leads Publisher content consumption (Bombora)
Hiring data, Growth (LinkedIn, Indeed)
Sales Meetings, Opportunities
Ad Networks
Technology adoption (Datanyze,
BuiltWith)
1st Party 3rd Party Trend Signals

10. 1st Party Data

11. Anonymous Website Visits
Update Account Status to “Aware”

12. Leads & Form Submissions
Update Account Status to “Engaged” (depending on Account Score)

13. Opportunities
ACCOUNT STATUS
- Accounts with open oppts should be
tagged as “Opportunity”
- Accounts with Lost Oppts should be
tagged as “Lost Oppts”.
- Accounts with Closed-Won oppts
should be tagged as “Customer”

14. 3rd Party Data

15. Companies looking to buy

16. Trend Signals

17. New Fundings/Hires

18. Bonus: MailParser.io
Use it to scrape the content from recurring emails (e.g. new fundings, announcements etc) and add it to a
CSV file or CRM.

19. Operationalizing Intent Data
for Marketing

20. Account Scoring
CUSTOM SIGNALS
Can include specific data (e.g.department growth,
free account creation, technology adoption)
ROLL-UP TO THE ACCOUNT
This data must be rolled-up to the account level in
order to be leveraged.

21. Account Prioritization
1) SEGMENT & PRIORITIZE
Divide your target list in multiple
segments, based on fit (Tier 1,
Tier 2) and intent (scoring).
2) TARGET
For each segment (e.g. “Tier 1 -
High Intent”) create a campaign
workflow, which can be
scheduled or triggered.

22. Tier 1 - Low Intent
Meeting
Booked
Opportunity
(SQL)
Email
Sequence
Warm up cold accounts with digital ads and content. Once they show intent, trigger a high-intent flow.
x
Hand-Off
Closed-Won
TIER 1
LOW-INTENT
MQL

23. Tier 1 - High Intent
Meeting
Booked
Opportunity
(SQL)
ABM
Direct Mail
Email
Sequence
Trigger a direct mail flow to those accounts that qualify as “High-Intent”
x
Hand-Off
Closed-Won
TIER 1
HIGH-INTENT

24. Ex. Direct Mail - High Intent

25. Track Account Engagement
Segment
Total
Accounts
Engaged % Engaged
Meetings
Booked
ABM
Opportunities
ABM Pipeline
Corporate 773 95 12.3% 34 18 $810,000
Enterprise 343 61 17.8% 12 7 $1,050,000
TOTAL 1,116 156 14.0% 46 25 $1,860,000
For each segment measure the amount of engagement generated from
your workflows.

26. Engagio - Account Scoring

27. Operationalizing Intent Data
for Sales

28. Account Prioritization
REAL TIME NOTIFICATIONS
Trigger real-time email and Slack notifications when:
- You have a new lead from target accounts
- You have a new anonymous visit from target accounts
- A target account reaches a specific score
LIST PRIORITIZATION
- Keep your target account list sorted by intent and
overall score
- Create and maintain a separate a list of new accounts
that are showing intent (which are not currently part
of your target list).

29. Example: Slack Notification
SaasMQL Alert - Following named accounts are on your
website right now!

30. Back-End Automation

31. Conclusions
1. Intent data can help you discover and take advantage of low-hanging
fruit accounts that you would have missed.
2. Every company has a ton of first-party intent data to take advantage
3. 3rd party intent data can help you target accounts that are already in
buying process but don’t know about your company
4. Plan and implement automated workflows for campaigns and
notifications (avoid “one-offs” custom campaigns).

32. QUESTIONS?415-448-6551
www.saasmql.com

33. Leveraging Buyer Intent Data
in Sales and Marketing

34. Intent Data and
Account-Based
Marketing

35. ©2019 Terminus Software, Inc.
Josh Lucas
Solutions Architect
Terminus
SPEAKERS

36. ©2019 Terminus Software, Inc.
Agenda
Common Types of Intent Data
Intent-Powered ABM Use Cases
Q&A + Next Steps3
2
1

37. ©2019 Terminus Software, Inc.
What is intent data?
In ABM, Intent data is data that is collected and analyzed about web users’
content consumption or ‘observed behavior’ that can provide insight about
their interests and from this indicate potential ‘intent’ to take an action, like
make a purchase.
Terminus and Bombora have partnered to bring intent and ABM execution
within one platform to help our customers sell.

38. ©2019 Terminus Software, Inc.
Publisher Co-Op
Publisher Co-Ops are a collection
of many publishers and websites
which pool their data so that all
participants can benefit from a
larger data set.
Bidstream
Bidstream data is log-level data
generated by various tech vendors
(DSPs, SSPs, ad servers) involved in the
real-time bidding auction of digital
ads.
3 Common Types of Intent Data
Independent Websites
Independent websites collect consumer
information and deliver those insights to
3rd parties.
PROS:
> GDPR/CCPA Compliant
> High Quality Data
CONS:
> Low Volume
PROS:
> GDPR/CCPA
Compliant
> High Volume of Data
CONS:
> English Only
PROS:
> Real Time Data
> Multi-Language Support
CONS:
> Compliance is unclear
> Volatile / Low Quality Data

39. ©2019 Terminus Software, Inc.
Intent Topics
vs Keywords
Bombora’s Intent topic learning engine will
recognize when content is relevant, even
without containing specific phrases.
Keywords that will come up for that article
would contain simply article scraped terms
that appear in that article.
KEYWORDS
INTENT TOPICS
vs
Scrape for
keywords
“Social media”
does not
appear
No
Intent
Natural
Language
processing,
AI, Machine
Learning
Bombora
understands
the topic is
social media
Intent
increasing
above
historical
baseline

40. Benefits of
Intent for ABM

41. Data science
Add Intent to any data science model
to drive more holistic and integrated
sales and marketing strategies
Channel enablement
Identify and prioritize mutually interested
leads using Intent to work strategically with
channel partners and drive sales
Events management
Source events in areas with greater
interest and send more targeted ads
or emails to drive attendees
Sales enablement
Have more engaging conversations
with higher likelihood buyers
Content marketing
Uncover the content topics that your
target accounts are interested in to
drive better engagement
Digital advertising
Focus on interested buyers and tailor
advertising messages for more
efficient demand
Marketing automation
Better segment and send relevant
emails to interested people
Measurement
Uncover anonymous website visitors
to optimize ad campaigns and
web content
Lead generation
Drive qualified demand for your business by
being more targeted and efficient with your
lead generation strategies
Customer success
Identify customers researching
competitors to reduce customer churn
and increase whitespace
opportunities
Use more
Company Surge®
Intent data to do
less marketing
Variety of ways to get value and
drive impact across sales and
marketing programs

42. ©2019 Terminus Software, Inc.
3 ABM Use Cases for Intent Data
➔ Acquisition: Automatically trigger targeted digital
advertising efforts for high-fit accounts based on intent
topics to drive acquisition
➔ Expansion: Improve email response open rates for
cross-sell and upsell opportunities.
➔ Retention: Plan events in areas in which competitor intent is
increasing among target accounts to reduce churn.

43. ©2019 Terminus Software, Inc.
60% of the buyer’s journey is
done before they reach out.
With Terminus, you can help guide that journey.
Your
Competitor
Your
Marketing
w/ Terminus
P R E - F O R M F I L L P O S T - F O R M F I L L
Acceleration
Activities
Demo
Complete
Complete
a Demo
Deal
Won
Personalized
Content
Form Fill
Interest Consideration Purchase Decision
Sales Alert
First Web VisitAnon Research
Intent alert Sales alert

44. ©2019 Terminus Software, Inc.
Can intent help
digital ads? Let’s
ask Salesforce.
33%shorter sales cycle
“We’ve seen about a 271%
return on our ROI for display
and paid social when we
combine Bombora Company
Surge®
and 1st party data
through a couple of other
providers.”
Ben Howell, Head of Demand Generation and
Paid Digital for Salesforce
271%greater ROI

45. ©2019 Terminus Software, Inc.
Intent-
Powered
Email Best
Practices
> Track multiple topics relevant to
your target accounts’ industries
> Customize subject lines and body
content based on the topics and
website engagement (don’t send
repeat material)
> Use mid-funnel and
product-focused content, like case
studies and ROI
> For competitor campaigns, focus
on key differentiators to help frame
the narrative

46. ©2019 Terminus Software, Inc.
Email Marketing for
Up/Cross-Sell
Example

47. ©2019 Terminus Software, Inc.
Lenovo
uses co-op intent
data to drive better
performance in
email and display
advertising
The scorecard
Compared against Lenovo’s internal benchmarks, the use of
Company Surge Intent data helped Lenovo:
50% 25% 3.8x
22% 5x
+6% 75%
EMAIL
DISPLAY
BUSINESS
METRICS
Lift in CTR vs
control group
Lift in opens Increase in
click-to-open rate
Increase in
click-through rates
“The data eliminates
waste and generates
solid leads.”
K.B. Reidenbach,
Levelwise
In file downloads
Higher close rate Opportunities from
net-new customers
“By not having to rebuild
and update campaigns
constantly, we’re estimating
a 33% decrease in
campaign creation.”
Michael Ballard,
Lenovo

48. ©2019 Terminus Software, Inc.
Easily build
target account
lists based on
both intent and
engagement
data and filter by
location.
Plot a roadshow
calendar based
on the largest
cohorts and
invite experts
based on the
topic areas.
Intent Topics
Event Planning with Intent

49. ©2019 Terminus Software, Inc.
Veristor
kickstarts campaigns
from a verified place
of interest to increase
email performance,
event attendance and
meetings booked.
Intent data fueled results:
18%
EVENTS
Increase in events attendance registration
2X 133% 3%
EMAIL
CAMPAIGNS
Increase in
open rates
Increase in
click-through rates
Decrease
in opt outs
2x
TELEMARKETING
CAMPAIGNS
Increase in meetings booked

50. How Sales
Can Leverage
Intent Signals

51. Next Steps

52. Special Offer!
Terminus will work with your team to define your ideal customer profile and deliver 100 accounts which are a
good fit for your product and also surging with intent for your offering.
TRY INTENT FOR FREE
with a sample intent report of 100 accounts
researching your product.
Sign up now at: terminus.com/intent

53. ©2019 Terminus Software, Inc.
Next Steps
Set Up Topics By Product Line & Competitor
Automate Ad Tactics for Acquisition,
Renewal, and Expansion Programs
Train Sales to Personalize Outreach with Intent
and Account Insights
Build Email Nurture Programs Using Intent4
3
2
1

54. Q&A