bombora - intent data - the secret to smarter sales prospecting? - april 2016
TRANSCRIPT
Intent data –The secret to smarter
sales prospecting?
What’s the problem for Sales and Marketing?
Don’t know which leads or
contacts to focus their time on
Waste time following up on
leads that are not currently or may
never be interested
Not knowing where a prospect’s
specific interests are across a suite
of products
Today, B2B buying is a group activity and strongly influenced through content
One actionable stream of this data that we produce is ‘Surge’…Which is when a company starts consuming content on a topic much more than they normally do, according to historical data and benchmarks.
How do we define this ‘surging’ demand among B2B buyers?
Topic relevancy or strength of density
Interaction types are weighted (search>article read)
Unique user velocity by topic
Topic consumption velocity
We use the following four factors to identify a surge in our data:
Surges are scored across a range from zero to 100, at the company and location level.
§ 0 = Significant drop in consumption
§ 50 = Normal consumption
§ 100 = Significantly above average
Surge data can help sales and marketing teams identify when B2B buyers are ready to act.
Surge data can help you identify the topics that your target audience is most interested in
We ran an analysis on enterprise-level organizations (with 1,000+ employees) against 35 granular cloud-related topics
Surge data can help you speak to your target audience at the right time
This report allowed us to identify which companies were surging strongly on cloud topics in general
mofo.com
Cloud Applications
97
stateauto.com
Cloud Strategy
97hp.com
Hybrid Cloud
96
www.novartis.com
Cloud Security
97
Surge data can help identify the office locations where demand is located
And which ‘cloud’ topic was most likely to engage individuals at office locations of those organizations
visistat.com
Cloud Infrastructure
99
lexmark.com
Cloud Infrastructure
99
hp.com
Cloud Strategy
99
Knowing when demand is surging is only valuable, when you can act on it.
Surge data has multiple uses across sales and marketing
Sales outreach/upsell
Targeted lead generation
Inside sales prioritization
Targeted email campaign
Targeted LinkedIn advertising
Nurture path augmentation
Site personalization
Account-based programmatic display
Cold calling is never easy. But one of our clients, decided to use Surge data to supercharge its outsourced lead generation efforts!
The lead gen company’s average dial-to-conversion rate was:
Surging companies are 3x more likely to engage!
Meaning only one out of every 100 calls resulted in a conversion.
Meaning three out of every 100 calls resulted in a conversion.
The resultsBy calling companies in locations that we’re identified as surging increased the dial-to-conversion percentage by:
Surging companies were three times more likely to engage!
The outcome
Surge data drives conversions for sales and marketing alike
VMTurbo sent an email to contacts at companies and locations that were surging on cloud-as-a-service (The surge group). They also sent to a control group (The non surge group).
Next, they had their inbound sales team call all responders across both groups. The surge group
Sales follow up:
Of all opportunities came from the surge responders
Email open rates:
The non-surge group
The results
Intent data can help identify higher quality leads
that have an increased probability of closing
Intent data can help sales and marketing to be more targeted, timely and relevant!
Intent data can help increase the timeliness and efficiency of the
sales process, producing increased conversions
Intent data can help understand exactly when,
where and what topics your prospects are interested in
Bombora’s Surge data seamlessly integrates with Adaptilytics so you can engage the right people at the right time with the right content.
Surf’s up. Let’s take-off. Charles CrnoevichSales Director+1 646 759 [email protected]
bombora.com | @bomboradata