How to Use LeadSift’s Intent Intelligence to Facilitate Sales & Marketing AlignmentPosted on 30 Jul
Over the last decade, B2B buyer behavior and expectations have rapidly changed. Consumers have access to more information, technology, and opinions that help them to fuel their buying decisions. The marketing landscape in most industries has become more crowded than ever as companies gain access to software and new-age strategies that fuel their growth. It’s more important than ever to have access to a wealth of data outside of your own channels to improve strategies and facilitate sales and marketing alignment.
Intent data and business intelligence data is an asset that facilitates this alignment. Buyers engage with more pre-sale content than they ever have before. Most companies are only tracking interactions with their own content, leaving an account’s big-picture interactions within their industry unexplored. LeadSift’s platform allows you to identify prospects that have signaled intent and interest on social media and public forums by discussing your industry or engaging with your competitors. We help to facilitate sales and marketing alignment by delivering leads throughout the sales cycle.
In this article, we’ll take a look at how our intent & intelligence data can help companies achieve marketing-sales alignment with new accounts, current customers, and target accounts. But to have a full understanding of how our intelligence can help in this regard, you have to understand what our data signals and how it is collected.
What Is LeadSift’s Intent Data?
LeadSift allows companies to specify trigger events that apply to their industry in order to identify new prospects, current customers, or target accounts that may have interest in investing in a product similar to their own. There are many different types of trigger events that can signal intent that companies can use to identify prospects.
Some of these trigger events include:
- Engaging with competitors.
- Engaging with your partners or industry influencers.
- Mentioning target keywords on social networks.
- Engaging with industry news.
- Attending industry events.
- Following you or competitors on social networks.
LeadSift’s data provides extremely valuable business intelligence that can help to inform your marketing and sales strategies. Our intelligence gives you context for an account’s interactions within your industry, allowing you to custom-tailor an approach to engaging with them effectively.
Prospects identified through our intent data fall into one of three categories:
- New Accounts
- Target Accounts
- Current Clients
How you approach engaging with prospects and clients that fall into these categories will differ based on what category they are in, what trigger events led to their inclusion, and whether the account is already in your marketing or sales systems.
B2B deals are complex. According to SalesForce, it takes 6-8 touches to generate a viable sales lead. It’s important that sales and marketing teams make each touch count by speaking to the account’s biggest concerns. Having a better understanding of your accounts by examining their interactions across a number of different channels — and not just your owned content — will facilitate alignment and help your team’s to speak directly to stakeholders using terms and angles that appeal to them.
Let’s take a look at how engaging with prospects that fall into these different buckets could work:
New accounts are accounts that aren’t in your system and haven’t been a part of any marketing or sales campaigns. New accounts that you find in LeadSift’s platform present a unique opportunity to score and evaluate those prospects and assign them to the appropriate marketing or sales processes. Context is important when examining the intent data for new accounts. They must be segmented with the trigger event that led to their inclusion taken into account.
New accounts that have interacted with competitors are perfect candidates for initial nurturing and awareness-building campaigns. Just because they have interacted with a competitor doesn’t mean that they are aware of your company — but they could, and should be before they make their buying decision.
LeadSift’s intelligence helps you to better understand new accounts before your first engagement. Depending on what the data reveals about their interactions, you may be able to discern what is most important to them before you deliver your first nurturing campaign. This is extremely valuable, as it allows you to approach every new account from the context of their actions outside of your owned channels.
Target accounts are accounts that are already in your sales or marketing systems. LeadSift’s intent intelligence can provide you with additional context that can inform your communications with stakeholders within that account. This could influence the messaging of nurturing sequences and sales conversations, helping you to tailor your messaging to their most influential concerns.
If a target account is owned by sales, any data or intelligence that you can provide can have a huge impact on the outcome of the sales process. As soon as the intelligence is delivered directly to your CRM, you can personalize sales collateral and messaging to touch on the topics that the account has publicly stated are important to them. Your sales teams will appreciate the additional context and improved conversion rates.
Our intent intelligence also helps to customize and tailor your approach to target accounts that you are owned by marketing and in the nurturing process. Often, what a stakeholder from a target account shares on public web will be more honest and open than they may be willing to share in surveys. If you can’t identify interest in a specific feature, you can’t speak to it within your marketing materials. Intent data outside of your own channels will facilitate alignment and help your sales and marketing teams develop a more laser-focused approach with each target account.
Finding existing clients in the LeadSift system can be a positive or negative sign in regard to your relationship with that particular client. If a current client is interacting with a competitor, it may be a sign that they are unhappy with your solution and are considering another solution. Using LeadSift data to identify these accounts not only gives you a heads up, it also greatly improves your chances of retaining them as a client. Only 18% of companies place their primary focus on retaining customers, despite the fact that reducing churn by 5% can increase profits by 25%-95%.
Existing clients that are interacting with the competition or inquiring about competing solutions on public forums are perfect candidates for manual outreach or being added to a customer retention nurturing cycle. Our intelligence is an excellent tool for identifying unhappy clients and working to get ahead of things before they begin shopping for competing solutions in earnest.
As an example, if you identified a current client that was engaging with a competitor, you could send them nurturing campaigns that directly compares your solution to that competitor. Allowing them to see how your product stacks up against the one they are considering could open their eyes to why yours may be the better choice for their company.
Identifying a current client that is interested in the competition doesn’t necessarily have to trigger manual outreach, either and could instead trigger the delivery of a retention email sequence. Being creative and testing how different approaches affect outcomes is critical for getting the most out of your LeadSift intelligence data.
However, a current client showing up in LeadSift’s system doesn’t necessarily have to be a negative signal. They could be completely satisfied with your product and are just sharing their views on competing platforms, engaging with industry influencers, or commenting on a news article. Context is important.
You wouldn’t want to deliver a nurturing sequence with the goal of retaining the client when the client has no intention of leaving. Positive signals can trigger their own marketing campaigns aimed at furthering your relationship based on that intelligence. Either way, their actions outside of their owned channels provide insight into what is important to their company and to individual stakeholders within it.
When existing clients show up in our data, it’s important that you segment them and identify corresponding actions based on the trigger events that led to their inclusion. Use their statements and recorded interactions within LeadSift and your own channels to inform your strategy.
LeadSift’s Intelligence Facilitates Alignment
Leadsift’s intent intelligence facilitates sales and marketing alignment by delivering leads throughout the sales cycle. Data on existing clients can be used to improve retention and further build positive relationships with stakeholders within the organization. New accounts can be enrolled in valuable nurturing campaigns that build trust and credibility while pushing them down the pipeline toward becoming a sales qualified lead. Intelligence on existing target accounts can be used to personalize marketing and sales messaging to speak to their most pressing concerns.
Utilizing intelligence and data outside of your owned channels will provide you with a more complete picture of each account and allow you to tailor your messaging to their personalized needs. With B2B deals being so complex, it’s important that you are able to make the most out of each interaction with target accounts. Having a better understanding of your accounts will help you to ensure that every interaction hits home and speaks to their organizational concerns. LeadSift’s intent intelligence helps to facilitate marketing and sales alignment by giving you a bird’s eye view of your accounts and industry-at-large, so you can best position your product throughout the sales cycle.