Date post: | 18-Mar-2018 |
Category: |
Marketing |
Upload: | digital-reach |
View: | 14 times |
Download: | 1 times |
ABM and the Magic of Intent Data
Contact: [email protected] | Digital Reach
We are a B2B Digital Marketing Agency focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation
Contact: [email protected] | Digital Reach
Leading provider of B2B intent data, find the businesses that are more likely to engage with you
Companies work with us to:
• Identify interested companies
& topics
• Target marketing efforts to key
opportunities
About Bombora
• Data gathered from across b2b
cooperative
• Integrate with CRM, email, online
advertising and other activation
platforms
Contact: [email protected] | Digital Reach
Marc Johnson, CMO at Bombora
“Rather than marketing handing over ‘qualified’ leads and sales attempting to close ‘opportunities,’ shared data about specific customer segments and accounts can help sales and marketing teams, leading to revenue growth.”
• Resonate• Experian Hitwise• Buzzmetrics
Contact: [email protected] | Digital Reach
Available Now:UNIVERSAL – Your Guide to Account Based Success
Our eBook is Available for Download!
6
Today’s Agenda
Contact: [email protected] | Digital Reach
1 Understanding Intent Data
2 Using Intent for ABM
3 Attributing Success with Intent
On the Agenda
8
Understanding Intent Data
Contact: [email protected] | Digital Reach
What is Intent, exactly?
Intent = demonstration of interest
• An account is researching your industry or product
• Individuals within that account are touching a variety of content sources
• Indicates in research cycle pre-purchase
Contact: [email protected] | Digital Reach
The B2B Buyer’s Journey has Evolved
Each stakeholder’s journey is
distinct across multiple sales
and marketing channels
Social
Website
B2B
Publisher
Tech Review
Site
Search
Source: HBR.org, 2015
The average number of stakeholders involved in a B2B purchase decision
5.4
Contact: [email protected] | Digital Reach
How does Bombora measure Intent?
Company Surge™ data identifies when businesses are actively researching products or services signaling buying intent. It indicates when a company starts consuming content on a topic significantly more than usual, according to historic data consumption behavior and benchmarks.
Scores (0-100) quantify the level of intent from an account. Then, you can connect that information to the CRM.
Contact: [email protected] | Digital Reach
Dynamic Signaling for ABM
• Engagement Data• Firmographics• Demographics • Geographics• Technographics• Predictive Data
And… Intent
• Staffing and Leadership changes
• Funding changes• Industry News• Survey results
Use Dynamic Signals to score accounts and identify the best point of entry.
Contact: [email protected] | Digital Reach
Why does this matter for ABM?
Intent might be the most valuable dynamic signal.
• Unlike signals that speak referentially, Intent is direct• Not only does it show company interest, it shows topic
interest• ONLY 15-20% of prospects are actively interested
A guide for both marketing AND sales teams
Contact: [email protected] | Digital Reach 15
Inside Sales Prioritization
Account Intelligence
ABM Ad Targeting
Content
Lead Generation
Social
Marketing
Sales
Aligns All ABM Activities
16
Using Intent for ABM
Contact: [email protected] | Digital Reach
What matters most for ABM?
• Timing – contact your target accounts when they’re receptive to your content
• Messaging – speak your prospects’ language• Developed competition surrounding Account-based target
goals• Attribution – Recycle data to keep your list fresh and
updated
Contact: [email protected] | Digital Reach
Intent and ABM Timing
When the opportunity arises, be ready to jump on it.
• Real-time updated Company Surge scores
• CRM integration
• Targeted Ad Integration
Contact: [email protected] | Digital Reach
Account Scores, Tiers, and Intent
Dynamic signals should contribute to account scores. And, account scores should set tiers.
• Connect Intent, the CRM, and Marketing Automation to adjust ABM tiers, assign leads and contacts, send content, and more.
• Accounts with the highest scores and most relevant topics should get the most personalization & prioritization
Contact: [email protected] | Digital Reach
Take a Look at the Past
• Use past intent data to help build a profile of what content topics really matter in the buyer journey
• Layer intent onto base firmographic and geographic criteria for a more accurate picture
What were your best customers consuming for before finding you?
Contact: [email protected] | Digital Reach
Intent and Paid Advertising
Use Intent data to put specialized ads in front of contacts at your target companies.
• Activate intent with paid advertising across programmatic ecosystem via partnerships with all major platforms (Oracle Data Cloud, The Trade Desk, Mediamath, Liveramp, Eyeota, etc).
• Connect your accounts to customer match lists across multiple platforms
• ABM targeting that puts the relevant message in front of the same (prioritized) prospects that sales is calling.
Contact: [email protected] | Digital Reach
Intent and SEO
Attracting highly qualified visitors can have great effects on organic rank.
• Time-on-site matters to Google!
• Better, more engaging, more targeted content will mean better on-site metrics (and better ranks)
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Attribute Success from Intent
Contact: [email protected] | Digital Reach
Report on Account Activity by Intent
Your CRM can identify “Intent” accounts, which means you can report on them.
• Compare ROI from “Intent” accounts to other Dynamic Signals• Evaluate the ROI of paid “Intent” campaigns relative to other
ABM efforts (and non-ABM efforts, for that matter!)• Don’t forget to use UTM Tags!
Contact: [email protected] | Digital Reach
Historical Examples
6xClosed/won companies
showed significantly more
Company Surge* activity
Purchase intent
indicator
Marketing & Sales
alignment
Social media
advertisingDemand-driven
ABM
of closed deals from
Q3/4 were targeted using
Company Surge* data
79%
LinkedIn sponsored ads
47%
CPL88%Increase in engagement
metrics using Intent data
with fit and engagement
technologies to create a
target account model
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Integrate Solutions
Let Bombora Intent Data help drive ABM success.Get 20 companies that are showing interest in your topics at www.Bombora.com
Connect with Bombora to:
Capture Intent Data for ABM
Target key accounts with messaging
Attribute ABM success
Connect with Bombora
Email [email protected] more information
Get a second opinion on your Demand Generation Approach
In a 30 minute consultation, learn:
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results from digital now
Andrew SeidmanHead of Operations
Thanks for watching!
Email [email protected] or call (415) 857-1263 for more information