InsightBASE Case Study: Bulldog Solutions
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B2B marketing agency Bulldog Solutions created a pilot program to find out whether intent data could improve time to the first meeting with a prospect. Here's what they discovered after using InsightBASE for 90 days.
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InsightBASE Case Study: Bulldog Solutions
- 1. Be there when they’re ready to buy Using Intent Data to Fuel the ABM Fire Mike Rogers Senior Vice President True Influence Todd Speicher Senior Vice President Sales and Marketing Bulldog Solutions Tuesday May 8th 2018
- 2. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com2 We are trueI n fluence • Activate the ABM landscape so you can be there when they're ready to buy • Leverage the largest collection of B2B intent signaling data • Deliver powerful fact-based insights on in-market buyers at all stages of the purchase funnel • Provide marketing and sales teams with highly actionable prospect insights • Combine purchase intent data with verified contact information
- 3. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com3 A Leading Data-Driven ABM Company Founded 2008 Relevance Engine 2010 InsightBASE® January 2016 Intent Monitoring Category January 2017 250+ Customers
- 4. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com4 True Influence Offerings Content syndication driven by intent • We mine InsightBASE for leads showing an active interest in your products • Leads are qualified using tailored email campaigns • We deliver TripleCheck verified leads for your sales and marketing teams Value-packaged tele-verified leads • We find customers ready and willing to pick up the phone • We ask a series of qualifying questions to determine interest level • Gain actionable intelligence and sales leads • Leverage profile intelligence • Understand pain points • Fill all stages of your pipeline with TripleCheck verified leads SPIKING INTENT SPIKING INTENT • Source new accounts by monitoring intent to purchase • Monitor existing accounts for activity spikes • Target accounts at the right time with the right message • Integrate seamlessly to unify your technology stack • Detect early sales opportunities to stay one step ahead of the competition • Self-service account acceleration platform based on intent TripleCheck verified contacts with a spiking interest in your solutions
- 5. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com5
- 6. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com6 Where Does the Data Come From? A few of our data partners Email Open and Clicks Webcast Registrations Content Downloads Website Content Reads Blog Content Reads Social Media Activity Searches
- 7. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com7 The Unique Breakthrough RELEVANCE ENGINE INTENT MONITORING MAPPING TO BUSINESS CONTACTS 3500 Topics Tech Install Firmographic Spike Identification
- 8. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com8 Twitter: @BDSolutions Website: www.bulldogsolutions.com Our Speaker Todd Speicher Senior Vice President Sales and Marketing
- 9. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com9 Agenda • Quick Introduction • What is Intent Data • Case Study: Intent Data in Action at Bulldog • Key Takeaways
- 10. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com10 BULLDOG IS A MODERN MARKETING AGENCY EXCLUSIVELY FOCUSED ON COMPLEX B2B. Channel Program of the Year SiriusDecisions 2016 Best Video Content “Finny” Killer Content Awards 2017 Best Direct Mail Campaign BMA Global ACE Awards 2017 Best Integrated Media Campaign FCS Portfolio Awards 2017 “StackMaster” Revvie Finalist Marketo Revvies 2017 Highest Conversion Response from a Content Program Content Marketing Awards 2016 Best Integrated Marketing Program BMA Global ACE Awards 2016 Kapost Top 50 Kapost 2017 2017 B2B Top Shop Chief Marketer 2017 ABMie Finalist FlipMyFunnel 2017 Best Social Campaign Oracle Markies (Gold) 2017
- 11. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com11 Intent Primer
- 12. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com12 Intent data…..what’s the big whoop anyway?
- 13. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com13 So Many, So Confusing
- 14. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com14 Not All Providers Are Created Equal STRATEGIC FULL SERVICE ANALYTICS COMMODITY DATA
- 15. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com15 Why we chose True Influence
- 16. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com16 What Matters Most • Source and Collection Techniques • Frequency of Updating & Ranking/Signal Strength • Search ++++ • Value Added Services (DSPs, Demand Services/Programs) • Access and Ease of Use • GDPR Compliance • Integration • Pricing
- 17. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com17 Intent Data In Action
- 18. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com18 Account Prioritization Legacy Process Size & Industry MAP Performance Social Creative Time @ Company Multiple Applications Time Consuming Manually Intensive
- 19. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com19 The Opportunity Marketers now have the ability to identify what prospects and customers are researching or buying… and trigger contextual, personalized marketing campaigns based on this data.
- 20. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com20 Focus: Actionable Data Intent data answers the following questions: Who’s searching? (accounts and contacts) What they are searching for? (search terms) Where? What sites they are going to? (context) How much? Frequency/density of search activity? (urgency, importance)
- 21. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com21 Ease of Use and Speed to Market
- 22. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com22 Signal Strength = Laser Targeting
- 23. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com23 Pinpoint Search Origins at Site Level
- 24. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com24 Intent Pilot: Hypothesis Can intent improve time to the first meeting?
- 25. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com25 Intent Pilot • Q4 2017 • 90 Days • 300 Accounts • 8 Search Terms
- 26. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com26 “ Let’s say I could target the right people. How do I grab their attention? There’s so much noise in the market.”
- 27. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com27 Engaging with Personalized Video It’s not a magic bullet. But when done well, you can expect 3X-10X increase in conversion rates. 3X-10X. Not kidding.
- 28. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com28 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Email (Your name)
- 29. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com29 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Landing Page
- 30. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com30 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Video
- 31. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com31 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Follow-up emails (from Chief Creative Officer)
- 32. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com32 Pilot Results 39% Open rates 22% CTRs 14 Meetings Closed first deal within 90 daysPipeline of $6.8M
- 33. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com33 What’s Next – Scaling with Play Books ABM Creative Services Digital Agency Is it time for a fresh idea? Emotionally connect to convert Winning ABM recipes PERSONA SEARCH TERM SALES PLAY Demand Gen
- 34. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com34 Key Takeaways • Define your data needs first, then focus on intent • Not all intent vendors are created equal • Align goals for intent with sales and marketing • Move quickly to establish small wins
- 35. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com35 Q & A
- 36. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com36 Thank You To learn more: visit: www.trueinfluence.com | email: sales@trueinfluence.com Visit us at booth #163
Hinweis der Redaktion
- Our background: We began in 2008, with the intention to monitor the internet and how people engage online. Our team comes from marketing automation. We measure and monitor 1000s of websites. Many companies use marketing automation to measure and monitor engagement … but only those who come to your website. What True Influence can do is see what companies are doing across the web around your product or topic and bring that to you. In 2010, we built regression analysis against that data to create our relevance engine, and we have been studying and writing about it for many years. In 2016, we attached an easy-to-use interface to our relevance engine, and we called it InsightBASE. It’s a SaaS product that puts intent signal monitoring at your fingertips. In 2017, SiriusDecisions identified Intent Monitoring as a distinct category. We have acquired more than 250 customers through this process.
- While other vendors try to be all things to all people, True Influence focuses on filling your pipeline— and doing it better than anyone else. InsightBASE, our account acceleration platform monitors the internet for intent. InsightBASE is the lens we use in all of our products It’s a SaaS-based platform that “listens” for online behaviors that match the needs you address. It provides access to companies and contacts as they leave a digital footprint while traversing the web and showing interest in particular topics or topics. It uncovers prospects and tracks behavior to identify s in activity that indicate a possible intent to buy, so marketers can connect with targets at the right time with the right message. ContentLEADS – content syndication leads that were discovered by intent, then qualified by their actions with your content. TripleCheck verification. TeleLEADS – we tele-verified decision makers to gather intelligence at every stage of the buying journey, supplying a consistent flow of leads at all purchase consideration stages. All ContentLEADS and TeleLEADS are guaranteed. 100% replacement. Let’s take a closer look at these offerings one at a time, starting with InsightBASE.
- Let’s look at InsightBASE, which provides a direct line of sight into customer online actions, placing them in context.
- So where does the data come from? The intent signaling data comes from many online sources. We can (1) analyze what companies are doing through intent data signaling, then (2) attach technology installation data to this information, and (3) infer which contacts are genuinely interested in these topics. We partner with some of the most widely accepted and respected sources including Dun & Bradstreet and the Allant Group so we can bring better data and improved data processes to vastly improve campaign targeting. This immediately translates to improved business results for our customers (and btw, at no additional cost). These three practices work together to indicate clearly there is an intent of purchase or at least an interest in your product or service. Our partners monitor thousands of B2B websites for website visits, searches, impressions, email opens and clicks, webcast registrations, and more. We also derive signal data from the content our customers’ prospects consume, such as the blogs and online publications they read, content they download, videos they watch, etc. Our InsightBASE data cloud has aggregated more than 52 billion intent signals, adding about 300 million every day. Data is continuously being augmented, verified, and refreshed; intent data and contact data are refreshed daily and quarterly, respectively.
- This is really the breakthrough: We are able to see online activities such as opens and clicks, website registrations, content downloads, social media activities, and topic searches. Then we engage our relevance engine with its database of 3,500 topics. We can see activity related to “content consumption” or “cloud computing” or “network storage” or whatever your market you are in. We can also see technology installs and tell you which companies are interested in which technologies. Then we incorporate firmographic info, such as contact records, and we put that through the relevance engine. Now becomes a . The is an identification, much like a scoring model similar to what’s in your marketing automation, but worldwide. We can see that in an interest in, say, cloud computing and deliver that information to your sales or marketing automation campaign. That really is the power, to see interest in action while its happening, not after the RFP comes or after a decision is made. One customer comes to mind: They gave InsightBASE to their Enterprise sales teams to research internet and customer lists rather than going to Google each time. They indicate that using our software is saving their sales teams more than 40 hours a week — 160 hours a month. We all know that this type of research can consume a lot of time — time that we helped them save.
- Here’s what I want to plan to share: Quick introduction and context for why Bulldog is using intent data I want to spend a few minutes defining what intent data is and isn’t – The solution provider landscape and what sets them apart from one another The majority of my time –I’d like walk you through our thinking on how we socialized intent data at Bulldog, developed our pilot and the results we were able to achieve in a short time And then we’ll wrap up with a few takeaways and questions.
- A MODERN MARKETING AGENCY EXCLUSIVELY FOCUSED ON COMPLEX B2B. That means deep experience in leading strategic insights, planning and execution of highly technical and wildly creative marketing programs. We provide a deep bench of experts to redefine campaign planning, execution and measurement, accelerating our clients to become modern marketers and deliver better performance from their marketing technology.
- Like with any new technology or innovation in marketing – there are many different providers approaching intent from a different perspective. This was confusing to us and for that reason we took our time to understand each provider, what was (or wasn’t) unique and then developed a simple way of graphing. We spent several months meeting with various vendors and learned some are sources, some are aggregators of a variety of different data (intent, and traditional), some are analytics companies, some are media DSPs building ABM or programmatic campaigns. Each offers a different value which will appeal to different customers based on their size, objectives, and existing stack.
- After spending time speaking with a half dozen providers and researching many others we found it helpful to create a simple graph to display all the data providers, SaaS and media partners. Disclaimer – we’re not a research company trying to build a magic square or something – this is strictly our POV on the space and many of the providers that play in the intent space – and come at from their own unique way.
- Really liked that they aggregated what we felt was best of breed in the area of data Intent, technology installs, contactability Ease of use & Accessbility Applying their own “ science “ and regression analysis to determine a baseline for activity going back 6 months (some only go back 30-90 days)
- As we went through our process we identified the following criteria as important considerations for our use of their data, whether it was for own use in Bulldog Marketing or on behalf of our clients. If and when you are evaluating intent providers – these are a great starting point to develop your internal score card and to formulate questions for the provider.
- LOOKING FOR MORE CAMPAIGN REPORTING TYPE CHARTS—MAYBE DEVIN OR MIKE CAN POINT TO SOME EXAMPLES FORM OUR INTERNAL CAMPAIGNS
- Brian opens up: customers
- GINA: MAYBE ADD A ZOOM IN ON A SIDEBAR OR SOMETHING THEY MAY WANT TO SHOWCASE/SPEAK TO.
- GINA: MAYBE ADD A ZOOM IN ON A SIDEBAR OR SOMETHING THEY MAY WANT TO SHOWCASE/SPEAK TO.
- GINA: MAYBE ADD A ZOOM IN ON A SIDEBAR OR SOMETHING THEY MAY WANT TO SHOWCASE/SPEAK TO.
- GINA: MAYBE ADD A ZOOM IN ON A SIDEBAR OR SOMETHING THEY MAY WANT TO SHOWCASE/SPEAK TO.