Access the full event here: https://event.on24.com/wcc/r/1969810/FC4E13F6038189BCCD470ABCFAE5D5A1 "We’ve all been hearing about buyer intent data. And for years, we’ve all been waiting for it to make its way into our workflows and change our lives. Yet, in 2019, the promise of intent data still seems unfulfilled for a lot of sales and marketing teams. The average B2B buyer is 67% of the way through the buyer journey before they ever engage with a salesperson. So how do you intercept buyers in the early part of their journey? How do you ensure they don’t fly under the radar and end up with a competitor in the end? You use intent data — backed by verified contact data — so that when the right opportunity presents itself you'll know exactly who to target. Join DiscoverOrg's VP of Demand Generation, DeAnn Poe, on this webinar to learn how sales and marketing teams are using intent data to beat competitors to the door and shortcut a long sales cycle!"

1. #COSeries
Welcome – We’ll Be Starting at 2:00 PM (ET)
• Audio will stream through your computer or mobile device speakers. No dial-in is available or
required. Please ensure that your speakers are turned on.
• Should slides or video appear to freeze during the webcast, please try refreshing your browser
• For other technical issues, please access the Help widget (?) at the bottom of the screen
• This webcast will be recorded, and you will receive a link to the on-demand version via email
• Stay tuned for Q&A at the end. Please use the Q&A widget to ask your questions at any time
• Please download today’s available resources by clicking on each item in the Resource List
Thank You for Joining Us

2. #COSeries
Succeeding In The Age Of Intelligence: How
Accurate & Actionable Contact Information
& Buyer Insights Are Impacting Engagement
SPONSORED BY:

3. #COSeries
Follow This Webinar on LinkedIn & Twitter
#COSeries
Demand Gen Report: @DG_Report
Klaudia Tirico: @KlaudiaTirico
DiscoverOrg: @DiscoverOrg

4. #COSeries
#COSeries Prize Pack: Register & Attend to Win
Sign Up For & Attend All #COSeries Webinars
For Your Best Chance To Win!
• $5 Starbucks Gift Cards – 1 Winner Per Session
• Free Pass to #B2BSMX 2019 or #B2BMX20 – 1 Winner Per Day
• Apple AirPods – 1 Winner Per Series
Earn 1 automatic entry when you register and a
second entry when you attend each webcast live.

5. #COSeries
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#COSeries

6. #COSeries
Panelists
DeAnn Poe
SVP, Marketing
DiscoverOrg
@DiscoverOrg
Klaudia Tirico
Features Editor
Demand Gen Report
@DG_Report

7. SUCCEEDING IN THE
AGE OF INTELLIGENCE
How Accurate And Actionable Contact Information & Buyer Insights
Are Impacting Engagement Across Marketing & Sales

8. OUR PLIGHT
The Challenges of the Modern Sales & Marketers

9. SALES AND MARKETING
IS HARDER THAN EVER.
Every Sales and Marketer Known

10. THE
CHALLENGES
OF THE
INTELLIGENCE
AGE
CONFIDENTIAL 10
Crowded/ Noisy Market
Jaded/ Overwhelmed
Consumers
Lack of Control over the
Buyer’s Journey
Too Much Data – Where Do
You Start?

11. SUCCESSFUL ENGAGEMENT REQUIRES…
Hyper-Focus
• Target
Audience
• Understanding
Your Buyer
• Relevant
Messaging
Creativity
• Differentiate
Yourself
• Lead with Value
• Stand Out from
the Crowd
Luck
• Timing
• Knowing the
Stakeholders
• Getting Seen
• Insider Info
Great Data
• Accurate/
Verified
• Deep Context
• Complete
Profiles
• Constantly
Updated
11 CONFIDENTIAL

12. RIGHT PERSON + RIGHT TIME
+ RIGHT MESSAGE
ENGAGEMENT/PERFORMANCE
12 CONFIDENTIAL

13. KEYS TO ENGAGEMENT
The Variables and Formula to Improve Performance

14. KEYS TO ENGAGEMENT
FIT INTENT OPPORTUNITY
14 CONFIDENTIAL

15. Characteristics Shared with Your ICP
FIT
Demographic
• Title/ Role
• Responsibilities
• Department
• Location
Firmographic
• Industry
• Size
• Revenue
• Tech Stack
15 CONFIDENTIAL

16. INTENT
Behavior-Based Activity
• 1st Party Behavioral Data
• Engagement with Your Content/ Brand
• 3rd Party Behavioral Data
• Engagement with Other Content/ Brand
Intent
Competitive
Comparisons
Other
Relevant
Content
Your
Content
16 CONFIDENTIAL

17. Ideal Buying Conditions
OPPORTUNITY
17 CONFIDENTIAL
• ex. RFP, Known Project, Inquiry
Explicit
• ex. Leadership Change, Funding, M&A
Implicit

18. RIGHT PERSON + RIGHT TIME
+ RIGHT MESSAGE
ENGAGEMENT/PERFORMANCE
18 CONFIDENTIAL

19. PERSONALIZATION
Delivering the Right Message to Solicit Action

20. FIT
Persona-Based
Messaging
Segment. Segment.
Segment. And Segment.
Create or Modify Content for
Each Segment
Leverage Data Points and
Tokens (where possible)
20 CONFIDENTIAL

21. INTENT
Engagement-Based
Messaging
Leverage Previous
Engagement
Match Themes and Interest
Share Stage-Appropriate
Content
21 CONFIDENTIAL

22. OPPORTUNITY
Context-Based
Messaging
Reference Significant Event
Share Industry Expertise
Provide Relevant Value
22 CONFIDENTIAL

23. PRIORITIZATION
Identifying & Reaching Right Person at the Right Time

24. FIT
Scoring/ Evaluation Against ICP
Common Decision Makers
Specific Geo-Region
24 CONFIDENTIAL

25. INTENT
Have vs. Have Nots
Consumption Spikes/ Multiple Topics
Education vs. Evaluation
25 CONFIDENTIAL

26. OPPORTUNITY
Personnel/ Leadership Changes
Funding and M&As
Awards, Launches, Announcements
26 CONFIDENTIAL

27. YOUR B2B DATA
The Lifeblood of All Prospecting Efforts

28. DATA MAINTENANCE MUST-DOS
APPEND/ ENRICH VERIFY EVERYTHING UPDATE REGULARLY
28 CONFIDENTIAL

29. REAL-LIFE EXAMPLES
Effectively Implementing the Engagement Formula
CONFIDENTIAL

30. The Challenge
Complex Outbound
Strategy
Stale, Outdated
Database
Inability to Focus on
Target Personas
The Solution
Granular Search to
Find Targets
Valuable Market
Research
Prioritizing Outreach
based on Need
The Results
14x Increase in
Response Rates
514% Increase in
Opportunities Created
23% Increase in
MQL-to-Opp Rate
30 CONFIDENTIAL

31. The Challenge
Difficulty Timing
Outreach
Need to Engage High-
Level Stakeholders
Manual, Inefficient
Process
The Solution
Find and Connect with
True Decision Makers
Automated Alerts for
Predictive Signals
Accurate, Verified
Contact Information
The Results
8x Increase in C-Suite
Meetings Booked
6x Augmented Client
Portfolio
560% Increase in
Annual Revenue
31 CONFIDENTIAL

32. THE B2B DATA TRIFECTA
Quality + Depth + Quantity
CONFIDENTIAL

33. ABOUT DISCOVERORG
Highest Quality
Verified Contact Information
Regularly Refreshed Profiles
Accuracy-Guaranteed
Integrated with Your Systems
Real Depth
Reporting Structure
Job Function and Roles
Installed Technologies
Intent & Opportunity Data
Massive Quantity
Millions of Companies
Even More Contacts
More Direct-Dials
1000s of Industries Covered
33 CONFIDENTIAL

34. KEEP IN TOUCH
DeAnn Poe
SVP Marketing, DiscoverOrg
deann.poe@discoverorg.com
dorg.ly/dgr-co
34 CONFIDENTIAL

36. #COSeries
Q&A // Panelists
DeAnn Poe
SVP, Marketing
DiscoverOrg
@DiscoverOrg
Klaudia Tirico
Features Editor
Demand Gen Report
@DG_Report

37. #COSeries

38. #COSeries
Register for more sessions now thru April 26th
Join Our Next Session:
Why You Must Invest More in Customer Storytelling, Stat
http://webinars.demandgenreport.com/campaign-optimization-series/2019/
April 25th
12:00 PM Eastern