purchase intent data for enterprise tech sales and marketing - … · 2016-09-13 · utilize...
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#TTGTSummit | www.techtarget.com/ForMarketers
Worldwide ROI Summit | © TechTarget
Jeff Ramminger, SVP, Field Marketing & Client
Consulting
Justin Hoskins, VP, Product Architecture & Innovation
Sales Intelligence –
The Secret Weapon
for 2014
2014 sales challenges
© TechTarget 2
● More… - content getting consumed
- places for buyers to go
- data to mine and manage
● Higher… - prospect expectations
- degree of prospect intelligence
● Less…
- dependency on sales for information
- time to influence the buy
Buyer expectations of sales – circa 2014
© TechTarget, 2013 Media Consumption Report 3
Buyers expect a high level of
knowledge from sales teams
17% Increase in revenue
productivity per rep
from effective use of
sales intel1
9.3% higher quota
achievement
in orgs with
mature lead
generation &
management
practices3
45% need help figuring
out which accounts
to prioritize3
42% feel they don’t have
the right information
before a sales call4
Today’s sales teams…
© TechTarget 4
…need
better
intelligence
to sell
…benefit from
alignment &
mature lead
generation &
management
…want help
to prioritize
accounts
within their
territories
Sources: 1 Eloqua; 2 CSO
Insights; 3 & 4 Lattice Engines
and CSO Insights
The new, Intelligence-Driven
marketing & sales paradigm
© TechTarget 5
What do many sales people
still deal with today?
© TechTarget 6
Leads in a spreadsheet are quite
literally only one small piece of a
complex buyer “puzzle”
Maybe you’re nurturing leads
before they go to sales…
© TechTarget 7
What about their behavior before
they became a lead for you?
© TechTarget 8
What’s the complete picture of the prospect that
you can deliver to sales?
© TechTarget 9
In 2014, Marketers need to expose as much of the
buying team as possible
© TechTarget 10
Learning from consumer behavior:
The paradigm of buyer research & intelligence
11 © TechTarget
● Purchases
● “Dwell” times
● Items you have added to cart but
abandoned
● Product ratings
● Address
● What your neighbors are buying
● Sizes: yours, anyone you’ve
bought for
Revenue from buyer-intelligence driven targeting: 35%
Data science is bringing a completely new
dimension to B2B marketing and sales…
12 © TechTarget
The application of data science to CRM data, 1st party and
3rd party data sources powers real revenue improvement
The B2B intelligence spectrum
© TechTarget 13
Litigation Funding
Hiring
Social
Signals
Patents
International
Revenue
Technology
Jobs
Social
Presence
Project
Detail
Competitive
Interest
Content
Access
Content
Pace
Content
Rate
Name,
Account Demos &
Firmos
PREDICTIVE 3rd party data helps predict
opportunity potential
ACTIVITY 1st party data shows specific
opportunity potential & details
CONTACT Name, role, company, etc.
The new, Intelligence-Driven
marketing & sales paradigm
© TechTarget 14
17% Increase in revenue
productivity per rep
from effective use of
sales intel1
9.3% higher quota
achievement
in orgs with
mature lead
generation &
management
practices3
45% need help figuring
out which accounts
to prioritize3
42% feel they don’t have
the right information
before a sales call4
To effectively Close more deals
your marketing needs to…
© TechTarget 15
…need
better
intelligence
to sell
…benefit from
alignment &
mature lead
generation &
management
…want help
to prioritize
accounts
within their
territories
Sources: 1 Eloqua; 2 CSO
Insights; 3 & 4 Lattice Engines
and CSO Insights
Generate an
approach (and
rework systems) to
deliver
demographic, firmographic,
activity & predictive
intelligence to you
sales teams.
Utilize account-
level activity
insights to aid
sales in
identifying when buying signals
exist within their
territory
Develop
measurement
strategies that
account for
marketing contribution to sales
revenue to build
relationships with
sales management
#TTGTSummit | www.techtarget.com/ForMarketers
Sales & Marketing
Intelligence:
Playing the Odds
Predictive Data vs. Observed Intelligence
© TechTarget 17
● Predictive Data: Your clients look like XYZ, so let’s
find prospects that look like XYZ too
● Platforms: Lattice Engine, Mintigo, Infer
● Sources: News/Firmographic sites, Social Media, data
from your own CRM systems, etc.
● Overall:
- Good if you cross-sell several products
- More powerful for existing companies than
start-ups
- Can require significant set-up,
methodology building, etc.
- Rarely has any element of time, flow, or
change
Predictive Data vs. Observed Intelligence (cont.)
© TechTarget 18
● Observed Intelligence: Your prospects who do XYZ
are highly likely to buy in the near future.
● Platforms: Activity Intelligence™, Hubspot, Marketo
● Sources: Content consumption, event attendance,
web site activity, etc.
● Overall:
- Works equally well for big, established
companies and new, emerging companies
- Results are real-time and actual, instead
of inferred
- Because behavior changes over time,
prospects not interesting today are likely
tomorrow's deals
Who’s likely to have a baby in the next 3
months?
© TechTarget 19
Who’s likely to have a baby in the next 3
months?
© TechTarget 20
● Predictive Data:
- Married within the past 1-4
years
- Has large family on both
sides
- Significant number of
friends/peers having their
first baby
- Dual professionals from the
Northeast in their late 30’s
● What are the odds?
● Observed Intelligence:
- Traded in sports car for mini-
van.
- Researched naming trends
on www.babynames.com
- Signed up for Baby R’ Us
rewards program
- Changed health insurance
from “Individual” to “Family”
plan
● What are the odds?
Traditional marketing based on predictive data
© TechTarget 21
● Often use predictive data to filter
demand and maximize productivity
- “We target the Financial Sector, with
5,000+ employees, and want VP’s or
higher”
● Tend to be transactional, FIFO, and
implement myopic processes
- Often because we’re chasing the allure
of measuring ROI over achieving ROI
● Over the next several years, the
market will change as more tools begin
to marry predictive facts with observed
activity
Let’s talk about how we leverage Observed
Intelligence to find qualified projects
© TechTarget 22
We use 7 key activity patterns that emerge as
projects go from research to decision
● New Contact
- When a new contact is discovered at an account
● Repeat Engagement
- Every time a secondary lead is dropped from an existing contact
● Critical Mass
- When a contact hits 3 touches inside the client’s campaign
● Account Penetration
- When an account has 3 unique, discovered contacts
● Competitive Situation
- When contacts at an account have viewed content from 3 IT vendors
● Activity Spike
- When an account has significant competitive, social, or editorial activity
● Decision Making
- When an account downloads decision stage content from any source
23 © TechTarget
Applying values, or scores, to each pattern
enables us to transform raw data into….
© TechTarget 24
…a much more meaningful analysis of Wells
Fargo’s activity cycle
© TechTarget 25
Next Step: Analyzing each pattern unto itself
© TechTarget 26
With ongoing observation, your marketing and
sales efforts can be oriented around this pulse
© TechTarget 27
Observed Intelligence requires an entirely
different marketing-sales-sales ops relationship
© TechTarget 28
● We believe, based on our own use of this
methodology, that companies who adopt this model
will have an unfair advantage at winning more deals.
● Predictive facts, while useful, no longer drive
campaign structure
- Real time data feeds will dictate sales behavior
● Certainly the transactional model of “extend online
offer, wait for prospect response, then call them”
becomes quite out-dated.
Full Service Qualification: Leverage TechTarget
to qualify your opportunities
© TechTarget 29
● While observed behavior is highly predictive of a
deal, it can never tell you:
- The size of the opportunity
- Current solutions used by the prospect
- The prospect’s key purchase considerations
Individual Reports are sent weekly as we verify
the opportunity
© TechTarget 30
To ensure we’re qualifying prospects at the
right time, we built a Salesforce.com App
© TechTarget 31
● We have a dedicated team of researchers who every
day use the application I’m about to show you….
● We’ve had such success using this tool, that we’ve
decided to license it to our clients as something we
call IT Deal Alert: Account Watch
● If you want to learn more about this service, I’m
running demo’s all afternoon
The intersection of Activity Intelligence™
CRM & 3rd party intelligence
© TechTarget 32
Activity
Intelligence™
3rd Party
Intelligence
Customer
Records
Intelligence-Enhanced
Customer Record
Name
Account
Activity Intelligence™
Contact
3rd Party Intelligence
Sales intelligence can influence and impact
marketing strategies and programs
33 © TechTarget
● Roll-ups of specific opportunities and
their detail across brands or pillars give
marketing clear feedback on
- Challenges and gaps in
consideration
- Opportunity similarities that can be
exploited
● Better visibility and understanding to
cross-solution opportunities within
“macro” level topics like cloud,
business analytics, etc.
● Better understanding of cross-brand or
cross-pillar opportunities within an
account
Applying sales intelligence
34 © TechTarget
● Intelligence should influence your
content marketing strategies and
tactics
● Insight into emerging projects and
accounts – give marketing and
sales the visibility, and time, to
target and engage the buying team
● Discover missed leads or leads
stuck in nurture phase – leading to
increase in MQL’s, increased
pipeline and increased revenue
of MQL’s
never close 94%
of NA prospects
get to short list
without sales 80%
of prospects
download 4+
assets before
shortlist
67%
35
Thank you
Worldwide ROI Summit | © TechTarget