B2B Sales and Marketing
Align marketing and sales towards a unified approach focused on Intent data.
Surf's upSays Jessica Garrett, Head of Marketing at Veristor.
Whether it’s an email, event, or a sales conversation, Intent data has driven better results for Veristor. By using Company Surge® Intent data, Veristor has seen a two-fold increase in email open rates, an 18% increase in event attendance, and many anecdotal sales success stories that have made many instant believers.
Veristor has a reputation for close-knit partnerships and custom solutions that are truly transformative for customers. Given that reputation, it only made sense that Veristor’s marketing team would look to build this level of personalization into its sales and marketing approach.
That’s where Intent data came in.
Implementing any new marketing system or data takes time and resources. Getting buy-in from the sales team meant they had to understand and embrace a new source of intelligence.
Veristor started with a small group of sales reps to find early success. Anecdotal success with Intent data would be the key to driving adoption.
Meanwhile, Veristor’s marketing team used Intent data on everything from digital ads to in-person events to start from a verified place of interest.
Veristor partnered with Bombora to deploy Company Surge® Intent data with the sales team and across a few marketing initiatives.
In one instance, a sales representative went into a meeting to speak about the networking product line. After receiving an alert that the prospect was actively researching a storage solution, the sales rep changed his pitch to focus on the storage solution, which ultimately closed the deal.
Veristor’s marketing team also used Intent data to drive event attendance. The company identified 200 people at target accounts showing intent to receive a direct mail piece. Those who engaged with the tailored mailing received an invitation to a special Veristor dinner event in Atlanta.
The early successes in sales conversations and conversions led to the entire sales team loving Company Surge® Intent data and Veristor building a custom Salesforce integration to trigger alerts directly from the CRM.
In recent integrated marketing campaigns, efforts fueled by Intent data saw similar boosts:
Align marketing and sales towards a unified approach focused on Intent data.
Surf's upDeliver better results for your clients with highly targeted campaigns that focus on businesses showing intent.
Dive inEnrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.
Take offCompany Surge® helps you identify 'in-market' businesses before they have landed on your website, so you can proactively coordinate sales and marketing around accounts with active intent.
Find out how you can surf Company Surge®