Buyer Intent Data
Article | September 11, 2023
Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.
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Account Based Data
Article | June 29, 2023
Discover the top 10 buyer intent data tools for businesses to leverage advanced data analytics and real-time intelligence for gaining valuable insights into buyer intent and drive revenue growth.
The ability to effectively harness and leverage buyer intent data has become imperative for organizations striving to stay ahead of the competition in the dynamic modern business landscape. In this era of empowered consumers, businesses must go beyond surface-level understanding and delve into deeper motivations and preferences of their target audience. As organizations strive to understand their customers on a deeper level, sophisticated buyer intent software and tools have become indispensable for extracting actionable insights.
With the implementation of these sophisticated solutions, businesses can unlock invaluable insights into customer behavior, preferences, and purchase intent, enabling them to make informed decisions, tailor their marketing strategies, and ultimately drive substantial business growth. The following are some of the best buyer intent data tools and software essential for organizational growth:
SalesOS
Developed by ZoomInfo, SalesOS is a cutting-edge go-to-market platform tailored for B2B companies. It boasts the largest, most accurate, and regularly updated database of insights, intelligence, and purchasing intent data pertaining to companies and contacts. Complementing this wealth of information, SalesOS incorporates additional tools such as Chorus for conversation intelligence, Engage for sales engagement, and RingLead for data orchestration. Integrating these tools with existing systems, SalesOS equips go-to-market teams with the necessary resources to engage prospects and customers effectively. With SalesOS, organizations can optimize their sales efforts, close more deals, and achieve their sales targets with precision and efficiency.
Terminus Intent Data
Terminus Intent Data is a robust software solution that equips sales and marketing teams with precise insights to identify their most promising opportunities and evaluate their conversion potential. It leverages a combination of first-party and third-party intent data, enabling teams to focus their efforts strategically. With its native, multi-channel ABM campaigns, organizations can select and prioritize accounts demonstrating intent to buy throughout the entire buyer's journey. In addition, by initiating targeted brand promotion to companies exhibiting intent interest, Terminus helps businesses establish an early impression and activate their sales teams at the optimal time. With Terminus Intent Data, companies can optimize their go-to-market strategies, enhance customer engagement, and drive growth by capitalizing on valuable intent-driven insights.
Demandbase One
A comprehensive and intelligent go-to-market (GTM) suite, Demandbase One, empowers businesses to outpace their competition. With its single platform for orchestrating and automating seamless buyer journeys, Demandbase One enables organizations to accelerate their go-to-market strategies. The platform revolves around robust account intelligence, allowing teams to identify opportunities earlier, engage prospects more intelligently, and streamline the deal-closing process. It offers a complete GTM package, encompassing solutions for account-based experience (ABX), advertising, sales intelligence, and data. Alternatively, businesses can adopt the specific solutions they require at their own pace. Whichever path they choose, Demandbase One optimizes GTM operations, leading to a superior buying experience and positioning organizations for success in the competitive marketplace.
Identification
Identification, a powerful software solution developed by RollWorks, offers B2B businesses the capability to identify and engage their target accounts with precision. Leveraging advanced data intelligence and machine learning, Identification empowers marketers to uncover the companies visiting their websites and gain valuable insights into their intent and interests. It assists businesses in accurately identifying both known and unknown website visitors, enabling them to personalize their interactions, tailor messaging, and prioritize outreach efforts. With Identification, companies can optimize their account-based marketing strategies by effectively targeting high-value accounts, utilizing ideal customer profile (ICP) insights, and accessing sales intelligence. By capitalizing on this comprehensive tool, organizations can enhance engagement with their most valuable accounts, resulting in increased conversions and revenue growth.
Integrate Marketplace
Integrate Marketplace, powered by a global network of trusted partners and expert campaign strategists, empowers B2B businesses to execute turnkey brand and demand programs that generate qualified, compliant, and marketable leads. With its custom programmatic display campaigns and diverse content syndication partnerships, the software enables businesses to establish brand recognition among target accounts and drive demand effectively. Integrate also helps companies to leverage unified technology to run precise, holistic campaigns while gaining valuable data insights by incorporating media channels and providing a consistent buyer experience. The key features of Integrate Marketplace include predictable pipeline generation, meticulous brand campaigns, and beautiful cross-channel buyer experiences, facilitating businesses to drive measurable results and accelerate their demand generation efforts. As it works with vetted partners, Integrate Marketplace expands its reach on a global scale, ensuring that brand and content exposure reaches the desired markets.
Company Surge
Company Surge, a comprehensive data intelligence solution developed by Bombora, provides businesses with valuable insights into buyer intent. Leveraging a vast B2B intent data database, Company Surge empowers organizations to gain a deep understanding of the topics and interests potential customers are researching across the web. Businesses can refine their understanding of their target audience, identify key accounts displaying buying signals, and optimize their marketing and sales strategies accordingly by harnessing this database. Company Surge helps businesses enhance their lead-generation efforts, personalize their messaging, and improve overall marketing effectiveness, resulting in higher conversion rates and revenue growth. With the power of intent data, businesses can make informed decisions and strategically align their efforts to meet the needs and interests of their prospective customers, driving meaningful business outcomes.
MRP Prelytix
MRP Prelytix is a purpose-built software solution that addresses the specific needs and challenges faced by enterprise sales and marketing teams. With over 20 years of experience in serving these teams, MRP Prelytix simplifies the complexities of the operating environment and enables coordinated account-based programs alongside existing marketing initiatives on a global scale. The software's key features include enterprise administration for efficient management, omnichannel orchestration for cohesive marketing campaigns, pre-built integrations for seamless data connectivity, and revenue-driving analytics for actionable insights. Recognizing the distinct requirements of enterprise-class marketers, MRP Prelytix offers a mature and sophisticated platform that facilitates seamless coordination of ABM programs across teams. Integrating the capabilities of MRP Prelytix, enterprise sales and marketing teams can optimize their operations, enhance customer engagement, and drive revenue growth in their highly sophisticated operating environment.
6sense Revenue AI
6sense Revenue AI transforms the way organizations drive pipeline and revenue, offering advanced capabilities for capturing anonymous buying signals, targeting ideal accounts, and recommending effective channels and messaging. Removing guesswork and streamlining sales efforts, the platform empowers sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and drive predictable revenue growth. 6sense also enables businesses to uncover hidden signals and missed opportunities in their funnel, utilizing intent data from multiple sources to accurately match buying signals to accounts across devices, channels, and locations. With features such as dynamic account targeting, predictive analytics, and a centralized tech stack, businesses can craft precise audience-building strategies, automate workflows, and engage buyers through hyper-targeted advertising campaigns and conversational emails.
Capture
Capture, offered by Clearbit, is a versatile software product designed to assist businesses in obtaining accurate and comprehensive lead data in real time. With Capture, sales and marketing teams can instantly enrich lead information by entering an email address or domain. Key features of Capture include the ability to reveal hidden pipeline opportunities, find critical buyer contact information, add new records to the CRM, and seamlessly integrate with the entire technology stack. Leveraging Clearbit's vast database and powerful algorithms, the software provides valuable details such as company information, social media profiles, and job titles. It also empowers businesses to streamline lead qualification, personalize outreach, and enhance the effectiveness of sales and marketing campaigns by seamlessly integrating with existing workflows and systems.
PurePush
PurePush, offered by Demand Science, is an innovative software solution that revolutionizes B2B content syndication. It enables businesses to effectively target their desired audience and deliver tailored content across various digital channels. PurePush leverages advanced targeting capabilities and precise audience segmentation to ensure the right content reaches the right individuals at the optimal time. It also assists organizations in amplifying their content visibility, expanding their reach, and driving engagement with high-quality leads. The software provides actionable insights and analytics to optimize content syndication strategies, allowing businesses to nurture prospects, generate quality leads, and accelerate their sales pipeline. With PurePush, enterprises benefit from dedicated customer experience managers who provide exceptional support and guidance throughout each campaign, ensuring a seamless experience.
Conclusion
The integration of buyer intent data software and tools has become essential for businesses aiming to maximize their growth potential in the business landscape today. The top 10 tools for finding intent data discussed in this article offer a wide range of features and capabilities that enable businesses to gain valuable insights into buyer intent, optimize their marketing and sales efforts, and drive revenue growth.
The growing integration of advanced technologies, such as data analytics, machine learning algorithms, and real-time intelligence in buyer intent data tools, further empowers businesses to identify high-value accounts, personalize their messaging, prioritize their outreach efforts, and deliver exceptional buyer experiences. With the ability to uncover hidden signals, target the right accounts at the ideal time, and make data-driven decisions, businesses can significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and ultimately achieve their growth objectives. Embracing these buyer intent data tools as part of a comprehensive business strategy will give organizations a competitive edge in the dynamic and ever-evolving B2B landscape.
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Buyer Intent Data
Article | March 6, 2023
More than half the world’s population uses email. It is one of the most preferred means of communication today. For businesses, emails are a medium for account-based marketing. They help nurture leads, sell products, create brand awareness, drive website traffic and increase sales and revenue by conveying lucrative content to the target audience.
Sending emails to current and potential customers with the goal of improving your brand's standing, content engagement, and eventually landing a sale is an example of an effective email marketing campaign. Neglecting email marketing while carrying out your marketing strategy can be dangerous because it has the highest conversion rate compared to other marketing channels.
According to a 2020 Statista report, 3.9 billion people use their emails daily. By 2023, this number is projected to rise to 4.3 billion. Moreover, 78% of marketers have seen a steep increase in email engagement in the past year, based on Hubspot’s Not Another State of Marketing 2020 report. These statistics highlight the importance of email marketing in a marketing campaign.
Email Marketing: Implementation and Challenges
Ever since the pandemic hit, the importance of digital marketing has skyrocketed. Without utilizing all the digital marketing channels, it is impossible to reach the target audience. In the realm of successful digital marketing, email marketing has a big stake. It has the highest conversion rates, is preferred, and is simple and affordable.
In an interview with Media 7, Mike Dickerson, Chief Executive Officer at ClickDimensions talked about the importance of digital marketing in the current reality impacted by COVID-19.
"Digital marketing, and all the channels included within that, is more essential than ever before for businesses around the globe."
Businesses use email marketing to build brand credibility, deliver crisp and accurate messages to their target audience, and generate leads. They strengthen existing customer relationships, boost sales and achieve higher ROI, gauge the response of customers to content through metrics, and automate marketing workflows to streamline marketing processes. By interconnecting their marketing channels, they create a fluid buyer journey to increase the chances of conversion.
Like every other marketing campaign, an effective email marketing campaign needs effort, vigilance, testing, and upgrading. Email marketing can be challenging, but the good news is that you can remedy the issues easily. Here are some snags you might hit:
Ideal Email Frequency
Achieving the right frequency of emails can be challenging. If you send too many emails, the recipient might unsubscribe from your email list. However, if you don’t send enough emails, the recipient might not remember your brand. You can review your subscription process to know what frequency and information you have promised your recipients. You can consider revising the frequency based on the click rate, subscribe and unsubscribe rates, and post-click activity.
Low Subscriber Engagement
If your subscribers are not engaging with the emails, you can start by testing the segments and personalizing the content.
Data Syncing
You need to ensure that the data that comes from CRM and ESP responses is synced.
Irrelevant Content
Keep reviewing your click-through rates to pinpoint content that works. If your content is not relevant, your subscribers might stop opening your emails and may go as far as unsubscribing. Content includes everything from your subject line to your call to action, so make sure your content quality is high.
Unsatisfactory Campaign Results
If your delivery rates are lower than expected, consider subscribing to a list validation tool and reevaluating your subscription process. If the open rates are too low, try using different ‘from’ names to create a better impact. If the click rates are low, then align your content with your goals.
Creating Effective Email Marketing Campaigns for Business Success
To create an effective email marketing campaign, follow these crucial steps:
Decide Your Goal
Efforts without direction go nowhere. Define and understand the goals of your campaign. They can be anything from increasing website traffic, lead nurturing, creating brand awareness, or getting customer feedback. Aim for tangible results once you figure out what you want to achieve. Your goals should ideally align with larger organizational goals.
Define Your Target Audience
Identify the unique needs and pain points of the customer base you want to target. Create special campaigns for a specific group of customers. You can segment the customers based on their age, location, interests, gender, online activity, or engagement levels.
Choose a Relevant Type of Email Campaign
Depending on your campaign goal and target audience, choose a relevant email campaign. Some of the most popular email campaigns include welcome emails, cart abandonment campaigns, newsletters, re-engagement emails, announcements, holidays, invitations, promotional, seasonal, and testimonial or rating emails. These email campaigns can be executed using marketing automation workflows.
Time Your Campaign Correctly
Timing is important for effective email marketing campaigns. For maximum engagement, consider the ideal day of the week and time of day. Based on data from co-schedule, the best days to send out emails are Tuesday, Thursday, and Wednesday, while the ideal timings are 10AM, 2AM, and 8PM. Proactively verifying your target audience’s time zone and location before starting your campaign is advisable. Marketing automation makes it easy to time your campaign effectively.
Use a Conversational Tone
Nobody wants to read drab emails with no personal touch. For the recipients to respond, you need to create a relatable copy and an attractive subject line that compels them to open your email.
How Conversational Emails Helped the Obama Campaign with Fundraising
By using a conversational tone in the email and creating effective, attention-grabbing subject lines, the Obama Campaign raised a huge chunk of the $690 million.
They used great opt-in forms, which helped them collect more email leads. They also sent a follow-up/thank you page to encourage subscribers to donate to the campaign. They also kept on constantly testing email conversions using split testing of key pages.
Test Your Emails
A/B testing your emails is a good way to understand which of your email designs and content creates the most impact. Look at campaign performance metrics like open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.
Make Great Opt-ins
Experiment with different opt-in forms like welcome gates, exit pop-ups, and lightbox pop-ups. They can help you get new subscribers.
Focus on Design and Content
Your content should offer value to your recipient. It should also be pleasant to look at, concise, and effective. Focusing on the design and content elements is vital to the success of your campaign.
Wrapping it Up
If executed correctly, effective email marketing campaigns can be a game-changer for your conversions and, in turn, your revenue.
FAQ
What are the benefits of email marketing?
Effective email marketing campaigns help businesses create brand awareness, outreach to new and existing customers, and achieve high conversions.
What are the important email marketing metrics?
Some of the important email marketing metrics are open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.
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Core ABM
Article | September 30, 2021
Account-based marketing has gained momentum incredibly in the B2B industry. ABM promises a higher conversion rate than any other marketing strategy. It is the best personal approach to B2B marketing.
If you are new to ABM, here is a little introduction to the strategy. ABM is creating a funnel of your clients and filtering the ones who have higher chances of conversion. Once you have the required data, your sales and marketing team can collaborate to create marketing campaigns for these exclusive clients. This strategy can overcome many challenges faced by the marketing and sales team.
Generally, the challenges faced by your businesses can be to
Drive retention with the key accounts
Deliver relevant content to exclusive customers
Boost conversion percentage with the clients most likely to convert
Build a strategy for a personalized marketing approach
Once you know what ABM is and implement it correctly, your business can easily overcome these challenges. Thus, we have provided some insights on how to overcome hurdles and excel in your ABM campaign.
How to Excel in Your ABM Campaign
According to B2B data-driven companies, personalization is the biggest challenge to succeed in ABM. Nowadays, B2B clients demand personalization like B2C clients. Now, this is a difficult task as business clients have access to business profiles. Thus, the sales and marketing teams have to develop unique ideas and make extra efforts to personalize campaigns.
So basically, this means utilizing the available data in the best way possible. But sometimes, that takes up a massive investment in terms of time and resources.
Abhi Yadav, Founder & CTO of Zylotech, says,
“Drawing intelligence from data is like pushing a boulder uphill. In most cases, it takes a team of data engineers & scientists an enormous amount of time that comes with a hefty price tag.”
So how do you minimize efforts and still excel in your ABM campaign strategy?
Well, we have six lessons that organizations have learned while implementing ABM in their marketing strategy. Some of these lessons are answers to why a particular strategy failed.
Put Yourself in Your Customer’s Shoes
If you have limited access to personal data but have plenty of professional data, put it to the correct use. Put yourself in your customer’s shoes and look at the challenges they are facing at present. You can also think about their future problems and provide solutions to avoid them. Once you think like your customers, strategies and solutions become a simple task.
For example, if your targeted client is the MD or CFO of a healthcare sector. Determine how the pandemic has impacted their revenues or how they need to manage personal and government financing in these challenging times. Also, you can provide visionary solutions about future implementations for the healthcare sector.
Flip the Funnel
The traditional funnel of awareness, interest, consideration, and purchase needs to change. The implementation may work even today, but the conversion process takes time. Thus, it’s time to flip the funnel.
Flipping the funnel is the new strategy that is uprooting the traditional funnel. This method implies putting targeted organizations on the top of the funnel and then broadening it. First, it means to target the people of the organizations, then ways to connect them, and then the broadest part is to provide them with appropriate solutions.
This funnel strategy has proved to work wonders in the ABM strategy.
Personify is the leading constituent management and engagement (CME) platform. Their challenge was to create a funnel for better insights into their target market.
Their solution was to partner with product marketing and sales for an ideal customer profile (ICP). Thus the top of the funnel was sorted. Then they researched and set up personalized digital ad campaigns and sales strategies. Thus, these creative campaigns increased their brand awareness, engagement, and conversions.
They increased their on-site visitors by 39 times by implementing this strategy.
Make the Best Use of Technology
There are a plethora of tools available to strategize and implement ABM. But organizations do not make full use of these tools, leading to wastage of time, resources, and resources.
Survey the market and know there are tools developed to optimize ABM strategy and keep track of account-based metrics. Implement these tools, and you will notice that your work gets executed faster and in an intelligent way.
P.S. Human-assisted AI technologies help organizations to build compelling campaigns and optimize revenue operations.
Streamline Your Processes
Sometimes organizations do not realize that ABM requires streamlining processes with the regular ones. ABM strategies require experimentation. You have to select the strategy that suits you and your organization in the best way. Thus, ensure that your teams do not get overwhelmed by the process.
Thus, define roles, responsibilities, and the entire execution plan when the target accounts are shortlisted.
VersionOne, a cloud-based agile application life-cycle management (ALM) software provider, simplified the process by implementing data-driven approaches. Thus, VersionOne gave both teams access to monitor the ABM strategy and the success of the targeted accounts. Thus both the teams worked in collaboration and focused on segmentation. This helped in building a proper pipeline between the sales and marketing teams.
This doubled VersionOne’s sales by streamlining the processes between the sales and marketing teams.
Focus On Retention
ABM is not only targeting exclusive clients and converting them. But you have to track and retain them. Many a time clients convert and the organization forgets to follow up. Thus, it creates a void for current and future clients, as the success rate is incredibly defined by retention.
For example, small gestures like regular surveys, emails regarding workflow, and more can play an essential role for the clients to know that you care.
Do Not Refrain from Outsourcing
Outsourcing is a great way to ease out tasks and get a filtered list of high-value clients. Also, companies that specialize in data-driven technologies can provide you with more relevant information about the clients than your in-house team.
So, avail services from experienced companies and industry leaders in providing you with the best list of relevant clients. These professional organizations know the pain-point of the clients, which helps you in planning your ABM strategy.
That’s All Folks
We hope we have provided you with solutions to the hurdles that you face while strategizing ABM. Remember, ABM strategy cannot be mastered overnight. So set goals, implement ABM, learn from the results and repeat- it is that simple!
Frequently Asked Questions
Which is the best way to succeed in ABM?
The key idea is to focus on the personalization and retention of the clients. Your ABM strategy is likely to succeed if you provide personalized solutions to your exclusive clients. Success in your ABM strategy depends on your team, your account-based marketing campaigns, and the level of experimentation you do.
Is it okay to outsource for account-based marketing?
If your organization does not want to invest the time, resources, and technology required for ABM, it is good to outsource it. These third-party organizations can help you provide you with a list of the best clients and their information.
How important is ABM strategy?
ABM is an essential strategy as it helps to shorten the sales process and increases the conversion rate. In addition, it helps an organization concentrate on the most exclusive clients and retain them, thus generating better revenue and ROI.
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