Build a Fit + Intent approach to account targeting with simple technology that works, says Jib Hunt
As they say, Rome wasn’t built in a day. MediaMath’s automated tech stack that runs like a well-oiled machine is Rome in this case. Jib Hunt and the Digital Marketing team at MediaMath had a history with spreadsheets and manual processing before getting to the point of automating their target account profile lists today.
In this episode of the Inside Intent podcast, JibHunt and Mike Burton sit down to discuss the process that MediaMath went through to automate Fit + Intent modeling and account targeting. With the right technology stack, and evolving from spreadsheets to dashboards, “It’s been really great to connect sales and marketing. It takes a lot of the guesswork out. They know when to reach out to people and what to talk about,” Hunt praises.
Identifying the inefficiencies and improving the process
Like many growing teams, MediaMath started slowly by relying on a few crucial daily tools. “Prior to using the current strategy, there was a lot of manual data collecting and list compiling to come up with named accounts.” The team would manually append notes or other relevant data from Marketo and Salesforce to weekly Company Surge® reports, a process that naturally took plenty of time each week for the marketing team. Early wins coming from those named account lists justified this grueling process to some degree, however. That’s why Jib instructed the teams to continue working in their Bombora instances.
Ultimately, Jib said he “saw the writing on the wall,” and had to find a way to free up the marketers’ time and find a way to automate. As the marketing team was simultaneously working in the original instance, he presented an automated process and, “their jaws literally dropped as they could see right off the bat how much time and energy was going to be taken off their plate each week."
Building a technology stack with the right tools and syncing them
Bombora, EverString, Marketo, and Salesforce were the tools proving to be necessary components to the overall account targeting strategy. The dashboard that Jib ultimately had built out includes the Fit accounts from EverString, the Bombora Intent data, and first-party insights from sales and marketing all combined into one.
“We have a dashboard that automatically tells the SDRs how they should prioritize their outreach. We also built out Salesforce reports where each region would have their own automated Bombora report. And when the refresh happens every weekend, they can go in there on Monday and have their own list of prioritized accounts in their own report without doing any spreadsheets, without doing any cross-checking with other systems. It's just all right there and they [can] also use that data for upcoming B2B marketing campaigns.”
Organizing Intent data and getting more granular with campaigns
Now that the automation process is complete and has proven success within the organization, Jib and his team can focus more on granularity and precision. The accounts are sorted into Tiers 1-3 based on their Fit + Intent scores, and the higher scores entice sales activity. On the marketing side, certain attributes from the lower tiers, are clustered together by common threads, “let's grab all the accounts that have been to the website more than, let's say, three times and in the last month. We'll make a campaign around that. And we can dig even deeper and figure out which pages [were visited]. We could break that down so we could have a website ‘visitors interested in video’ group. And then we create campaigns around that,” Jib explains.
Pushing high-value accounts over the finish line with 1-to-1 ABM
The true test of syncing sales and marketing activity, of course, is being able to attribute specific campaign efforts to sales. Jib details an especially compelling use of data that drives both synchronicity and revenue.
“In conjunction with sales, we’re identifying a handful of accounts every month that marketing is committed to helping push over the finish line. We'll do campaigns around an account's headquarters and digital out-of-home in the area so that they're seeing our ads and we're using Intent data to help us craft the messaging around that.”
Jib gets into plenty more detail on the process of automating campaigns and coordinating his team’s activities with sales in this episode of Inside Intent. Catch the full episode to hear more on the transformation of spreadsheet headaches to seamless automation.