This document discusses using data and automation to improve conversion rates through more personalized experiences. It argues that salespeople are able to close deals by asking the right questions to gather data on customers and then adapting their pitch based on that personalization. However, current marketing lacks this level of personalization, resulting in lower conversion rates. The document then provides examples of how companies can use data from various sources like IP addresses, website usage, and other online activities to better understand customers and score their intent before they even visit the website. This enriched data can then be used to personalize the digital experience through dynamic content, trigger appropriate messages through different channels like chat, email, advertising, and more to move prospects further up the funnel.
4. 4
• Ask the right questions = gather data
• Adapt their pitch to close = personalize
• Problem: Lack of personalization in
marketing drives poor conversion
Lack of Data = poor personalization => poor conversion rates
Cracking the salespeople secrets
20. Model Performance
20
Leads with a “very good” customer fit
makes 80% of conversions while they
make less than 16% of leads.
Frictionless Signup & Onboarding
24. Using Email As The Key Is Easy
24
• There are many data providers
• Most marketing tools accept the resultant data
• No time sensitivity
• Match rate is high
• We can use lead scoring models
Frictionless Signup & Onboarding
26. 26
No Data? No Problem. IP Lookup.
GET IP
RETURNS DOMAIN
Ip Based Actions
27. Finding Outbound Opportunities Within Anon Traffic
27
By joining IP detection & company scoring
COMPANY
OBJECT IF SCORE >0.9
IDENTIFY MAX 4
USERS USERS
FIND
PERSONS
WITHIN
COMPANY
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN
Cold Email
28. 28
> 1,500
> 300
> 5000
New companies identified per week
Match our top score
New contacts identified per week
Cold Email
30. Email is good … but a
huge friction compared
to engaging directly
with the user on the site
Cold Email
31. Power Chat For High Score Visitors
31
By joining IP detection & company scoring
COMPANY
OBJECT IF SCORE >0.9
DISPLAY
LIVECHAT
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN
Livechat
36. 25%
50%
75%
100%
Pageviews Generic chat Chat with company name
5X improvement by
injecting company name
Impact? 5X!Livechat
But still only a fraction of all visitors
39. What Is The Scope Of Change?
39
Hero message
Signup CTA
Remove pricing link | customer fit
Inject supported technologies
Change customer logos | industry based
Dynamic Homepage
43. Before the funnel
43
no data, low intent
Engagement
Signup
Activate
Conversion
Acquisition
Dynamic Website
Power Chat
Frictionless Signup
Personalized Onboarding
IP
Email
47. 47
VISITED WEBSITE
More Data Signals
INSTALLED
WEB TECH
READING ABOUT
“REDSHIFT”
UNINSTALLED
SDK
HIRING DATA
ENGINEERS
SCORE PROSPECT
48. 48
More Output Channels
VISITED WEBSITE
WEB
TECHNOGRAHICS
TOPIC SURGING
MOBILE
TECHNOGRAHICS
CUSTOM SITE
SCRAPING
SCORE PROSPECT
Chat
Email
Web content
Advertising
Account, User &
Campaign Record
Physical goods
49. VISITED WEBSITE
INSTALLED
WEB TECH
READING ABOUT
“LIVECHAT”
HIRING SALES
DIRECTOR
t
INTENT
SCORE: 0.12
INTENT
SCORE: 0.33
INTENT
SCORE: 0.61
ADVERTISING:
INSTALL {TECH}
& 200+ TOOLS
EMAIL: DISCOVER
THE POWER OF
GREAT
COMMUNICATION
SEND BRANDED
GIFT
DEMO REQUEST!
INTENT
SCORE: 0.88
LC: ANYTHING I
CAN HELP WITH?
The Right Message At The Right Time