What is Intent Data?
Real-Time Emails vs Nurture Emails
Getting Started: Capture the data you need
Getting Started: Converting intent into content
Measure Success
What’s Intent Data?
Any action taken by a lead that signals to the marketer who
to focus on when, and with what messaging.
Whenever a customer takes web actions (i.e. reads articles, fills
out a form, visits a webpage), responds to a campaign (email
clicks) or conduct research (posts on social media, comment on
articles)….
They tell us what they want and need.
A lot of leads in your database don’t open your emails
or visit your website.
Without additional insights on what they’re interested in,
your marketing emails are just built on guesses.
First party
data -> Known
Leads in
your
Martech
system
That’s why nurture emails don’t work all that well….
Nurture Emails:
• Treats every lead the same
• Assumes every lead is on the same buying timeline
• Assumes every lead wants the same information
• Built on intuition and takes a long time to optimize
20%open rate
1.0%click-through rate
But when you add social media activities into your
database, you cover a lot more of your leads
First party
data Known
Leads in
your
Martech
systemThird party
social media
behaviors
This is the breakdown of activities in Socedo’s marketing database.Most of the activities are social media activities.
And you get a lot more insights to inform your emails
With real-time insight into the social media activities your
leads are taking….
You stop sending emails based on guesses, and build
emails that :
• React to each lead as an individual
• Send content to leads when they are showing the
most interest in a topic
You’ll also be able to see the performance of your emails
immediately and iterate more rapidly on messaging.
Nurture vs Real-Time Emails
Nurture Emails:
• Treats every lead the same
• Assumes every lead is on the
same buying timeline and
needs the same information
• Built on intuition and take a
long time to optimize
• 20% open, 1% CTR
Real-Time Emails:
• Reacting to each lead
• Send content to leads when
they are showing the most
interest in a topic
• See email performance
immediately
• 29% open, 3.5% CTR
Socedo adds real-time activities in your marketing
database, you can do a lot more with your leads….
Here is how we’ve set up our marketing automation
platform to enable these intent-based email campaigns
1. Track mentions of Twitter handles and hashtags relevant to our business. Data comes
into lead record as a timestamped activity
Intent-based email set up
2. Create a Campaign for everyone who mentions the relevant Twitter handle, in
this example @HeinzMarketing.
Real-Life Example
• Anna is a Marketing Operations Analyst at a tech company
• Became a lead on June 1, 2016 from a cold list
• For 6 months, only opened 1 nurture email and never clicked
Real-Life Example
Until December 16, 2016, when she Tweeted about the next
year’s Marketing Nation Summit…
Real-Life Example
Within 24 hours, Anna:
Clicked on the email
Visited our website
Became an MQL
Responded to an email from our SDR
Converted into a sales opportunity
Capture Data You Need
Determine activities (keywords) to track:
• What is your target audience talking about online?
• Chat with your SEO / content team
• Use tools!
Hashtag.fy
Talkwalker
Keyhole
Capture Data You Need
Pro Tips:
1. Look for upcoming events in your industry. Hashtags
typically pick up a month or so before the event – and last
a couple of weeks after.
2. Monitor your competitors’ handles and hashtags.
3. Start broad: general targeting on a lot of leads is better
than specific targeting on zero leads.
Craft Content Campaigns
• Use existing emails and nurtures
• Group keywords into similar intent buckets
• Group leads & campaigns by buying stage
• Broad keywords = broad content
• Specific keywords = specific content
Craft Content Campaigns
• Send a blog post to leads at the top of the funnel using a
broad keyword - #SEO
Learn More
To see more examples and tips, view on our own-demand
webinar “how to implement intent-driven email campaigns”:
http://bit.ly/2keZVGJ
See how you can add intent data from social media into your
marketing mix: http://bit.ly/2kcZFwN
Socedo’s platform delivers dynamic intent data from the social web to create a 360
degree view of prospects and target accounts, delivering better, more timely
engagement and higher conversion rates. Socedo integrates with leading marketing
automation and CRM systems including Marketo, Hubspot, Oracle Eloqua and
Salesforce. Socedo is based in Seattle WA.