B2B Sales and Marketing

Connect sales and marketing with Intent data to drive customer acquisition and engagement

Events management

Challenge

Meetings and events are powerful marketing channels that require tremendous time and resources to execute. But it’s challenging to prioritize events that will deliver the greatest ROI, and recruit and engage the right audience for those events.

Benefits

Identify accounts and geographic regions interested in your products or services. With this data, you can source events in areas with greater interest and send more targeted ads or emails that drive attendees to your events.

Case study

Veristor generated an 18% increase in event attendance

Access

Marketo, Integrate

Marketing automation

Challenge

Marketing automation platforms are a hub for all things marketing. Often informing you what your prospect’s interests are through your own channels. But you may be missing the bigger picture to help better segment your audience and deliver timely and relevant messages that drive demand.

Benefits

Identify accounts in active buying cycles so you can better segment contacts, create more relevant and effective email nurture programs, and prioritize the highest quality leads for sales outreach. Direct integrations with leading marketing automation platforms make the data quickly actionable in your existing marketing workflows.

Case study

Marketo – 107% better email open rates, 120% better CTRs
Turbonomic – 36% lift in email conversions

Customer success

Challenge

Retaining customers and finding whitespace opportunities are critical goals for most businesses today. But signs that a customer is about to churn or interested in a competitive product are often missed or simply not available.

Benefits

Identify customers actively researching competitive products or services. By intervening early and focusing on delivering greater customer value, customer success teams can reduce churn or for multi-product businesses, discover whitespace opportunities that drive incremental revenue.

Case study

Increase whitespace revenue and reduce customer churn

Effort

Short to medium term (1 – 6 months)

Sales enablement

Challenge

Knowing who to call and what to say is consistently the dilemma of every sales professional. With a long list of target accounts or marketing leads to follow up on, it can be difficult to prioritize accounts and personalize the message to drive sales pipeline.

Benefits

Prioritize prospecting efforts or MQLs by identifying organizations in active buying cycles for your products or services. By focusing on higher likelihood buyers and engaging them with relevant talk tracks, sales teams can have more qualified and effective conversations. Direct integrations with leading CRM platforms make the data quickly actionable in your existing sales workflow.

Case study

Salesforce – 33% shaved off the sales cycle
Cloudera – 30 signficant business deals could be attributed to targeted ABM

Access

DiscoverOrg, Salesforce, SignalHQ, MeritDirect, Televerde, Netwise, DealSignal, Contanuity

Digital advertising

Challenge

Marketers have traditionally cast a wide net using basic demographic and firmographic attributes to define their target audience. Account Based Marketing has emerged as an alternative strategy, however only a fraction are interested in what you sell. With limited resources, marketers have little insight into which accounts to focus on and what messages will resonate.

Benefits

Refine your digital advertising and ABM campaigns to focus on businesses in active buying mode for what you sell. Tailor your advertising messages based on topics of interest across programmatic and paid social channels to increase engagement and drive more efficient demand.

Case study

DataStax -40% increase in paid social and 60% increase in Terminus display ads engagement
IBM -41% decrease in cost-per-registration through LinkedIn ads while still driving high quality leads

Access

MediaMath, AppNexus, Salesforce DMP, LiveRamp, Lotame, Adobe, Eyeota, Taboola, Oracle Data Cloud, The Trade Desk, Facebook, Adroll, Terminus

Lead generation

Challenge

Leads can come from many sources, but not all leads are created equal. Many are not interested in what you sell and can consume valuable resources that could be allocated to other efforts.

Benefits

Drive qualified demand for your business. By identifying organizations in active buying cycles for your products or services, your contact acquisition and content syndication programs can be more targeted and efficient.

Case study

Increase qualified leads for your business

Access

Integrate, Madison Logic, Blue Whale

Data science

Challenge

Sales and marketing have become much more data-centric for selecting the best accounts to focus on with which products or messages. Business intent is a key ingredient and when missing from data science models, overlooks the current interest of businesses in your products or services.

Benefits

Adding Intent to any data science model or data lake can augment account scoring, fit or other predictive models that drive more holistic and integrated sales and marketing strategies.

Case study

VersionOne – 88% increase in enagagement and 23% of new enterprise business from the same accounts by creating a Fit + intent + engagement model
OneLogin – 2X increase in email reply rates and 10% increase in sales pipeline by combining Fit + Intent

Products

Company Surge® Analytics, Company Surge® Feed, Visitor Insights

Effort

Long term (6 months+)