to Leverage It Intent Data: What It Is & How - ABM …...2020/03/20 · ABM Success | triblio.com...

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


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?


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


Intent data allows you to find the best accounts and engage them early in the buying process.

What do we meant by “intent”?


“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

email

Visited a specific

product page

?

1st party intent

3rd party intent

BUYER’S JOURNEY


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


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


CUSTOMER EXAMPLE

Goal

Approach

Results

Engage named accounts early in the buying cycle with relevant content


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


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


CUSTOMER EXAMPLE

Goal

Approach

Results

Improvements from non-ABM:

• 2x more meetings via phone

• 2x increase in email open rates

• 30% higher clickthrough rates


Other Common Use Cases

Upsell Triggers Retention RiskField Event Planning

Win-back Opportunities

Content Planning for Buyer Journeys

2

Sales Activation

EXAMPLE 2


Sales Alerts ARE NOT Sales Activation


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


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

Email

Day 5Social touch

….

Sales Activation Up CloseAuto-generate 1:1

Landing Page

Identify Top

Accounts

Segment by Intent

Competitor

Use Case

Field Event


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%


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

to Leverage It Intent Data: What It Is & How - ABM …...2020/03/20 · ABM Success | triblio.com...

Documents

Transcript of to Leverage It Intent Data: What It Is & How - ABM …...2020/03/20 · ABM Success | triblio.com...