Post on 05-Jul-2020
Intent Data: What It Is & How to Leverage It
Tuesday, February 25, 2020
Agenda
1 Why use intent data?
What types of intent data are available?2
How do you leverage intent with ABM?3
4Years at Triblio
100+ABM Program Launches
A Little About Me
ABM Success | triblio.com
ABM Insights from Award-Winning Teams
ABM Success | triblio.com
SalesActivation
Website Personalization
Account Based Advertising
Reach Engage Activate
The Triblio ABM Solution
ORCHESTRATIONSmart Score, Campaign Triggers
TARGETINGAudience Definition by Fit & Intent
ANALYTICS & REPORTING
MAP & CRM Integrations
Ad Network Integrations Sales Ready Opportunities
Analytics Integrations
CustomerWarehouse
• Workflow Triggers• Account Insights
Why Intent?
ABM Success | triblio.com
Point of Purchase
Buyers are delaying or avoiding form registration
45% of Prospects Engage 90 Days Prior to Form Registrations*
RESEARCH
60%-80% of the buyer journey is hidden or “pre-funnel”
Contact Registration
Initial Point of Interest
ABM Success | triblio.com
Intent data allows you to find the best accounts and engage them early in the buying process.
What do we meant by “intent”?
ABM Success | triblio.com
“Intent data” refers to both 1st and 3rd party buying signals from accounts
?
Watched a video in your
category
Visited your
homepage
Visited industry
publication
Signed up for a
webinar
Researched a competitor
Replied to an outbound
Visited a specific
product page
?
1st party intent
3rd party intent
BUYER’S JOURNEY
ABM Success | triblio.com
Understand the value of 1st and 3rd party intent
1st Party Intent
3rd Party Intent
Pros Cons
Reliable Limited
Extensive Noisy
How do you leverage intent data?
Campaign Orchestration
1EXAMPLE 1
ABM Success | triblio.com
CUSTOMER EXAMPLE
● IT Solutions provider
● Large named account list and 15+ solutions to offer made accurate targeting a challenge
● Needed to align messaging with sales well into pipeline
ABM Success | triblio.com
CUSTOMER EXAMPLE
Goal
Approach
Results
Engage named accounts early in the buying cycle with relevant content
ABM Success | triblio.com
CUSTOMER EXAMPLE
Goal
Approach
Results
Intent data identifies use case interest
Website personalized by intent topic
Sales plays by intent topic
Account-based adsby intent topic
ABM Success | triblio.com
CUSTOMER EXAMPLE
Goal
Approach
Results
Why it Works
• Early-stage research signals could be responded to at scale
• SDRs prospected into accounts based on mix of 3rd party signal and anonymous web activity
• Marketing aligned web messaging to support sales
ABM Success | triblio.com
CUSTOMER EXAMPLE
Goal
Approach
Results
Improvements from non-ABM:
• 2x more meetings via phone
• 2x increase in email open rates
• 30% higher clickthrough rates
ABM Success | triblio.com
Other Common Use Cases
Upsell Triggers Retention RiskField Event Planning
Win-back Opportunities
Content Planning for Buyer Journeys
2
Sales Activation
EXAMPLE 2
ABM Success | triblio.com
Sales Alerts ARE NOT Sales Activation
ABM Success | triblio.com
Sales Alerts ≠ Sales Activation
Sales Alerts
Hey rep,
Acme Co was on our website today. You should follow up!
Specific person(s) to contact
Custom content for
account
Sales messaging to execute
Sales Activation
ABM Success | triblio.com
Our Sales Activation challenge
Quarterly sales appointment goals in ICP1
3 intent-based plays2
6 sales territories3
Enrich with Contacts
Sales Campaign
Day 1Call / VM
Social touch
Day 2 Email
Day 3Pause
Day 4Call / VM
Day 5Social touch
….
Sales Activation Up CloseAuto-generate 1:1
Landing Page
Identify Top
Accounts
Segment by Intent
Competitor
Use Case
Field Event
ABM Success | triblio.com
2019 ABM program results
Engaged leads per account doubled on
1:1 landing pages(vs website)
2x
Increase in SDR revenue influence
18%
Increase in AE close rate
28%
ABM Success | triblio.com
The status quo of playing the volume game is a no-win situation.Centrify CMO at SiriusSummit 2018
Takeaways1 Use intent to prioritize and segment accounts
Deliver a consistent message across channels2
Activate sales with contacts + plays + 1:1 content3