Intent-­‐Based  Marketing  and  Selling  Overview  

Recap:  The  Big  Willow  helps  you  

Find AND Engage your buyers faster

than your competition*

*  And  ours!  J  

Revenue  and  Pipeline  Creation  

Sales  Rep  Productivity  

Marketing  Effectiveness  

Impact  we  have  

What  The  Big  Willow  Does…1B  times/day  

Website/Publisher  Keyword  analysis  Category  of  interest  

Company  Location  People  

A  New  Channel  for  B2B  Leads  &  Insight  -­‐  Which  companies…  -­‐  Are  research  what  topics…  -­‐  Who  is  taking  action,  how  often?  

Track:  150  Million+    B2B  and  B2C  PCs,  Phones,  Tablets  

Monitor:  20,000+    B2B  and  B2C  web  destinations  

We  help  you  turn  intent  data  into  action  via  services  &  platform  

SERVICES

“Always-­‐On”  services  solving  problems  w/  Device-­‐Level  Intent  

SOLUTIONS* Account    Validation  &  Growth  

Brand  to  Demand  Close/Won    Attribution  

Web  Behavioral  Pre-­‐Targeting  

Churn  Model/  Defection  Detection  

SDR  Enablement  

*  Our  solutions  are  client  driven.  We  are  not  smarter  than  them!  

Pre-­‐Targeting  via  Intent  Data  at  Commvault  

Commvault:  Pre-­‐Targeting  Via  The  Buyer’s  Journey  

                             

Opportunity  Created  in    

CRM  8/26/13  

180  Days  Before  

Opportunity  Creation  2/27/13  

Opportunity  Closed  Won  

10/31/14  

   

       

   

       

   

   

   

   

3/25/13  Tech  Target    

Content  Syndication  Storage  Magazine  Online:  March  2013  

4/4/13  Network  World  

Content  Syndication  Digital  Spotlight  on  Enterprise  Storage  

8/23/13  InfoWorld    

Content  Syndication  Digital  SDDC  Spotlight-­‐  

Modernizing  Enterprise  IT  

9/16/13  Virtualization  Review  Content  Syndication  Gartner  BaR  MQ  

10/29/13  Tech  Target    

Content  Syndication  Balancing  Cost,  Risk  &  Complexity  in  Your  DR  Strategy  

2/11/14  Integrate    

Content  Syndication  Get  Smart  About  

Big  Data  

2/21/14  Virtualization  Review    Content  Syndication  CIO  Guide  to  Virtual  

Server  Data  Protection  

5/14/14  Tech  Target    

Content  Syndication  Webinar:  Modernize  Disaster  Recovery  with  Simpana  10  

   

6/27/14  IDG  Enterprise    

Content  Syndication  Windows  XP  

Migration:  Protect,  Secure  Critical  Data  

8/4/14  Tech  Target    

Content  Syndication  Storage  E-­‐zine    

July  2014  

Web  Buyer  Intent  

CRM/MAP  Data  

Pre-­‐Targeting  Zone  

“[What  explains  the]…biggest  growth  in  software  in  five  years?”  

“We   made   a   major   investment   in  digital…to  bring   leads   into   the   funnel…and  getting  out  in  front  of  competition.”    

Commvault:  Pre-­‐Targeting  gets  CXO  attention  

Commvault  CEO  Bob  Hammer,  01/27/16  Earnings  Call  

Named  Account  Validation  and  Growth  at  Electric  Cloud  

Step  1:  Determine  &  Augment  Named  Account  List  

“Look  Back”  60/90/180  days  for  Web  Buyer  Intent  

Sales  Delivers  Named  Account  List:  1000  Named  Accounts  

300  –  Intent  Confirmed  

600  -­‐  No  Active  Web  Research  Shown  

700  -­‐  Net  New  Accounts  Showing  Web  Buyer  Intent  

Deliverable:  “Validated  TIM”   Deliverable:  “Net  New  TIM”  

100  Were  Active,  Now  Inactive  

12  

Electric  Cloud’s  ABM  execution  

In 8 months found via intent, engaged via phone and closed:

Brand  to  Demand  Attribution  at  Five9  

Five9  Results  

“The  Big  Willow  was  able  to  deliver  a  view  through  conversion  rate  53X  better  

than  the  next  closest  ad-­‐network.”      

Jason  Yang  VP  of  Digital  Marketing  

Intent-­‐Based  Sales  Enablement  at  Apperian  

Sales  Insights  via  Onsite  +  Offsite  Intent  

ABM  Results  

Predictive  Customer  Churn  Modeling  at  Akamai  

Intent-­‐Based  Churn  Modeling  

Renewal  Date  

20%  of  all  customers  that  defected  exhibited  the  same  multi-­‐spike  behavior  of  buying  committee  researching  alternatives  online  

“Like  DemandBase…but  across    the  entire  web,  not  just  my  site.”  

Sr.  Director  Market  Operations  F1000  company