Intent is the New Lead: Understanding Intent Data Along the Buyer's Journey

INTENT IS THE NEW LEAD
JAY TUEL, VP SALES DEVELOPMENT | DEMANDBASE
KEVIN ROONEY, DIRECTOR SALES DEVELOPMENT | DEMANDBASE

AGENDA
▪ STATE OF ABM FOR SALES
▪ WHAT IS INTENT?
▪ FOCUS ON P³.I.E. & TURN INTENT INTO LEADS

© 2020 DEMANDBASE｜SLIDE 4
DOES THIS LOOK FAMILIAR?
• Is this account showing buying intent?
• Did they show interest in a meeting?
• Are they a member of our typical buying committee?
• Can they be a decision maker or influencer in the deal?
• Are they on our Target Account List?
• Do they have the characteristics of an account on our
Target Account List?
• SMB vs Mid-Market vs Enterprise
• Target Verticals
• B2B vs B2B2C vs B2C vs B2G vs EDU
156 Total “Leads”
86 “Leads” in ICP
64 on TAL
47 Good
Contacts
8 Opps
# of Leads in Campaign Remove/DQ Reason
5% Conversion Rate

TRADITIONAL B2B WASTES TIME AND MONEY
4.4% Inquiries convert
.03% Inquiries to closed/won
Source: Sirius Decisions

LEADS AREN’T VALUED
50%
of marketing generated
leads are never
followed up by sales.
Source: Miller Pierce

SALES & MARKETING MISALIGNMENT
We delivered
1,238 MQLs this
quarter.
+27% above goal!
Marketing isn't
supporting us.
MARKETING SALES

It’s all about the timing

COMPETITIVE
ü Which companies are researching your
competitors?
ü Do they already own existing
competitive technologies?
HIGH-VALUE KEYWORDS
ü Are they researching keywords that
relate to your product or service?
ü Are they searching for specific
keywords?
ü Are they searching for multiple related
high-value keywords?
TECHNOGRAPHIC
ü Do they own competitive technologies?
ü Are they hiring for roles with experience
using that technology?
ü Do they have other technologies that
partner/integrate with yours?
RECENCY & FREQUENCY
ü Have they shown a spike in interest?
ü Sustained interest in important
keywords?
ü How many people are researching
these topics?
ü How much content is being consumed?
ACCOUNT NEWS
ü Recent funding?
ü Executive hires?
ü Product releases?
ü Press releases?
ü Executive priorities in 10-K or other
financial reports?
CONTACT NEWS
ü What are they talking about on social?
ü What groups or companies do they
follow?
ü Have they done an interview or byline
that relates to your product or service?
ü Have they spoken or participated in a
panel at a conference or event about a
topic you care about?
ü Blog posts on topic you care about?
WHAT IS INTENT?

WHAT CONSTITUTES STRONG INTENT SIGNALS?
▪ Number of relevant articles on the topic they read?
▪ More articles = stronger interest
▪ Did they read about this topic on multiple days?
▪ Sustained interest = stronger intent
▪ How old were the articles?
▪ New articles = news of the day
▪ Old articles = vendor research
▪ How recently did they read these articles?
▪ Recency is crucial to intent strength
▪ How specific are the keywords?
▪ More specific keywords imply they are further into buyer journey
▪ What other intent are they showing?
▪ If they are looking at multiple keywords you care about, stronger intent for what you
care about

GRANULARITY & TRANSPARENCY ARE KEY
§ Specificity of keywords is paramount to
understanding buying signals. The
more specific the keywords and how
that keyword relates to what you sell is a
strong indicator of buying intent.
§ Knowing the number of people
researching and having insight into
which titles are relevant to that search is
going to give you a good sense of who
your buying committee is.
§ Understanding the actual pages they are
looking at and the source of that
research not only confirms buying intent,
but provides good insights into what
your messaging should be

FOCUS ON P³.I.E. & TURN INTENT INTO LEADS

P³.I.E?

P³.I.E EXPLAINED
PRIORITIZATION
PERSONAS
PERSONALIZATION
INTENT
ENGAGEMENT

© 2020 DEMANDBASE
PRIORITIZE BASED ON INTENT
Select
trending
intent to find
accounts
spiking for
that keyword
Create filters to
narrow list
Understand overall rank
and score of account
Top trending
intent for
prioritization

ORGANIZE INTENT TOPICS IN SALESFORCE
High Intent
Low Activity
These need to
be ingredients
in your PIE
Closed-Lost
Opps that are
showing
trending intent
signals
Ripe, low
hanging fruit for
PIE!
Engaged on
website &
with
keywords
you care
about
Fans of PIE
High-value
keywords
As
necessary
as the crust
of the PIE

PRIORITIZE BASED ON INTENT + ENGAGEMENT
▪ Understand Account Intent and
reach out in early phases of
research
▪ If the account is showing activity
on your website, understand
what they are looking at and
target them with information
relevant to their interests
▪ If showing intent + engagement
and open/clicks/responses to
email, make this a HOT account

• Use relevant intent keywords
• Focus on quantity, frequency and
recency of intent keywords
• Form-fills are out, page views are in!
• Remember, researching high-value
keywords + activity on website +
engagement with sales = Leads
INTENT IS THE NEW
LEAD: PRIORITIZATION

PERSONAS FOR SALES TEAMS
Sales Reps Need to
Know:
▪ ALL deal influencers
and their role
▪ Influencers’
responsibilities
▪ Influencers’ goals
▪ Influencers’
challenges
▪ Influencers’ KPIs

PERSONA EXAMPLE – SDR DIRECTOR
• Goals
• Challenges
• Responsibilities

PERSONA EXAMPLE – SDR DIRECTOR
Call out persona
relevant challenge
Add value prop
that addresses
challenge

• Prioritize the buying committee
• Leverage intent keywords to
personalize outreach
• Personas + Intent = More responses
• Remember, more responses means
engagement
INTENT IS THE NEW LEAD:
PERSONAS

THE INTENT CHECK LIST
Personal
Self-Authored Content
Speaking Engagements
Panel Sessions
Interviews, Blog Posts &
Bylines
New Role or Anniversary
LinkedIn Profile
Twitter Profile
Company
Funding
New Product Release
Merger & Acquisitions
Partnerships
Financial Reports/10-Ks
CRM
Past Conversations
Sales Cycles
Previous Customers

CONTACT NEWS & INTERESTS

ACCOUNT NEWS

CRM DATA

FINAL PRODUCT

IMPACT OF PERSONALIZED MESSAGING
Generic Messaging
29% Open Rate
4.5% Reply Rate
Personalized Messaging
53% Open Rate
10% Reply Rate

• Do your research
• Be timely and relevant
• Remember, account news,10-ks, funding
or executive announcements can show
intent for your product or service
INTENT IS THE NEW LEAD:
PERSONALIZATION

USE INTENT TO FIND THE RIGHT LEADS
Keywords Traffic Location
Location Insights
Global Traffic:
Technographic
Look for
contacts in the
location intent
is coming from
Find contacts
who have
experience with
related or
competitive
solutions/
groups
Titles at Account
w Intent
Use intent
keywords to
find contacts
who have
those
keywords in
Sales
Navigator
Cookied Contacts
from MAS

© 2020 DEMANDBASE
UTILIZE INTENT TO PERSONALIZE 1:1 MESSAGING
Congratulations on work anniversary,
promotion, recent award, etc.
Mention prior outreach
Company news update from
Conversion
Role + Intent Topic

INTENT USAGE IN AUTOMATED MESSAGING
Intent Keywords to
focus your
messaging around
Top Intent Keywords
will automatically
populate
Body of email is a
value prop centered
around keywords

© 2020 DEMANDBASE
MAKE IT EASY TO TAKE ACTION ON INTENT
Easily
search for
keyword
Use tags to
organize
Understand
email metrics
(open, clicks,
responses) and
build more
templates like
the high
performing
ones
Create
templates
for high-
value intent

ENGAGEMENT + LOCATION = RIGHT PERSON, RIGHT TIME
Your Account Name
Your Account Name

Email sent...
Email received...
Address the keyword/topic in your
follow up
Ding ding
ding!

ON-SITE ENGAGEMENT
Track recency,
frequency and
total page
views
Events
Digital
Programs
Case Studies
Products

TRACK ENGAGEMENT AND PRIORITIZE
High-Value Web Page + Trending
Keyword Engagement
High-Value Email Engagement

IMMEDIATELY RESPOND TO ENGAGEMENT
REAL-TIME ALERT
1. CALL IMMEDIATELY
REFERENCING PAGES/LINKS
THEY ENGAGED WITH
2. SEND A FOLLOW-UP EMAIL
INCLUDING LINKS TO MORE
CONTENT ON THE TOPIC THEY
ENGAGED WITH
3. TRACK EMAILS FOR FURTHER
ENGAGEMENT
What your account is reading on your website:
What your account is reading on your website:

© 2020 DEMANDBASE
PERSONALIZATION + INTENT + ENGAGEMENT TRACKING
Personalization
on promotion,
role and
hobbies Intent Keyword

EMAIL 2 – CASE STUDY TRACKING LINK
Competitor
case study
with link

EMAIL 3 – IMMEDIATE FOLLOW-UP USING LINK TRACKING
Prospect clicked link in
email, prompting an alert
from Demandbase
Conversion solution,
allowing for immediate
follow-up

INTENT + PIE IS THE NEW LEAD

§ From Reactive to Proactive
Sales no longer need to be
reactive if they leverage intent
§ Supercharge Enablement
Marketing can now focus on
accounts showing intent and
enable sales with timely insights
§ P³.I.E. Works!
Organizations targeting
accounts showing intent and
utilizing P³.I.E, can see an
increase in conversion rates of
25-65% (Demandbase did!)
INTENT IS THE
NEW LEAD

Intent is the New Lead: Understanding Intent Data Along the Buyer's Journey

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