So you understand the value of intent data, you’ve made sure you have everything in place to kick-off successfully, and you’ve got your CMO on board. What’s next? Well, even though 99% of intent data users report at least a moderate impact, it’s not a silver bullet. Get started right within your first 100 days of intent data to be set up for success for the long haul.
Days 1 to 7
Making sure your initial moves with intent data are solid is an important step for the rest of the process. Think of it as a chain reaction – if the first part works well, the rest should hopefully follow. This means the first week of your 100 days of intent data is the time to set measurable, realistic goals and make sure everything is in place to receive the leads as smoothly as possible.
Define Your Ideal Customer Persona
Take a look at your most successful customers. The ones that see great results from your solution, champion you to others and keep renewing. These are the people you want to model your ideal customer persona (ICP) after.
The trick here is balancing between being specific enough that you only get qualified leads based on your definition, without ruling qualified people out. Set your ICP criteria, then optimize as time goes on (see days 8-30).
Example: Senior Marketers at B2B Software Companies with 50-200 employees.
Build ICP Outreach Tactics
The only way to know it’s working is to start actioning the data. But, it’s important to do so in a meaningful way. Not just meaningful to you, but crafting outreach ads, emails, and content that are valuable, targeted, and touch on the pain points your contacts actually care about.
“Marketers have noted a 760% increase in revenue from segmented campaigns.”Campaign Monitor
Set Up Integrations
Teams that collect their intent data through marketing automation or CRM integrations see the most success. Aberdeen found that companies integrating their intent solutions saw 9% higher operating profits and 8% increases in the customer bases year-over-year.
Days 8 to 30
Now you’re set up. Time to optimize for what’s working and get rid of what’s not. Whether your intent data’s missing some key job titles, or your emails need some extra love to boost conversions, now’s the time to fix it.
Take a look at the data
Do these contacts fit your ICP? Are these companies relevant to the industries you sell to? If yes, great! If not, it’s time to make changes to your campaign setup. Work with your intent provider to make sure you’re targeting the right people at the right time.
This is an iterative process that you should keep an eye on in general, but trying to get it as close as possible to correct early on is a game-changer.
Update your outreach with intent signals
You already have ICP specific outreach tactics. Now it’s time to bulk them up with intent signals. You know exactly what these contacts are engaging with so you can tailor your touchpoints to the things they actually care about.
Include topics they’re engaging with in your email subject lines. Find and attach resources surrounding their mentioned pain points. Ask them about the event they attended. Talk about the tech they’re using.
Intent data allows you to create actual, meaningful outreach past the classic “Hi [first_name], I saw your post on LinkedIn…”. When you leverage it, you can craft emails and ads that speak to your target audience and meet them where they are.
Days 31 to 90
Create content around what your ICP care about
Analyze the intent signals in your data. Are there any trends? Are most of your ICP prospects engaging with the same topics or events? Everytime you’ve wished you could read your audiences minds, now’s your chance. You know what they’re engaging with so create content to complement that.
This includes touching on pain points, trends, and even buyer’s guide that they’re already interested in reading about. For example, if you see actively engaging with your competitors, now might be the time to release a competitive guide, or publish some positive reviews.
Retarget with ads
One of the most powerful tools to leverage using contact-level intent data is custom ad audiences. In 2020, a prospect needs to see your brand five to seven times to remember it. These intent-based leads are already in-market, making them warmer and often easier to reach.
Using a list of contacts already showing intent, plugging that into Facebook, Google, or LinkedIn, and retargeting them with meaningful ads (see above) leads to a much higher conversion rate. You can then build lookalike audiences based on these lists to reach even more people.
So you’ve reached the end of your first 100 days of intent data. By now you should be comfortable with integrating, actioning, and optimizing your data. This is where the part about intent data being an iterative process rings true. Keep optimizing. Update based on trends and best practices. Test new ideas.
Keep in mind intent data works when you do. Having intent data and not using it is like buying a gym membership and not going, you won’t see results. Make sure you are consistently actioning the data. Segment and prioritize your lists to reach the most relevant accounts first and automate the rest. No lead left behind. If you have leads that you think aren’t qualified to be nurtured, it’s time to go back and optimize your campaign settings.
Ready to start generating more relevant leads?
At LeadSift – we’re building a Sales Intelligence Platform to predict Buying Intent by mining the Public Web. We help B2B organizations identify and reach their best prospects at the right time. Over 100 of the leading B2B SaaS companies use LeadSift to help optimize ad spend, marketing nurture campaigns, and sales outreach.
We are looking for a Sales Manager to help us keep growing and work hands-on with prospects and customers through the buyer journey. Your job will be to develop and execute sales strategies, sell the value of LeadSift, going the extra mile to meet prospects where they are. You’ll be responsible for building relationships and driving sales. To be successful in this role you need to be hungry, with a passion for sales and a deep understanding of MarTech and the B2B SaaS world.
You’ll be part of a strong, hard-working team in a startup environment, and learn hands-on about our industry and our customers. We love people who can set their own direction, are self-motivated, and are passionate about what they create. See Level 5 team-mate.
LeadSift is backed by some of the most prominent venture investors including OMERS Ventures, Salesforce Ventures, Innovacorp, East Valley Ventures, and a stellar group of angel investors.
Full Time / Halifax, NS / Starting Immediately
- Develop and execute compelling sales strategies in line with company goals
- Meet and work closely with prospects to create and close deals
- Build and maintain strong relationships with prospects and customers
- Be the voice of LeadSift to our prospects – pitching value first in a data-driven way
- Understand not only current use cases but keep an eye on industry trends to keep evolving processes
- Negotiate price and other terms with customers
- Identify opportunities to cross and upsell new and existing customers
- Work closely with Marketing to make sure strategies are aligned and communicate market signals
- Demonstrate creativity and drive when it comes to closing deals
- 3+ years of SaaS sales experience
- Consistent track record of 100%+ of quota achievement as a manager/individual contributor
- High proficiency in modern sales methodologies and sales process
- Strong knowledge of CRM and knowledge of Marketing Automation systems (Hubspot or similar)
- Scrappy, data-driven, and entrepreneurial mindset – you have to love sales
- Some technical knowledge or interest – the ability to understand and speak clearly about technical topics. You don’t need to know everything but you need to be open to learning.
- Articulate and creative people-person – you feel like you could find common ground with almost anyone
- Thrives under pressure and keeps a positive attitude when things get busy
- To show you paid attention – put “target” in your application email’s subject line
- BONUS: Started an online business or project (<< Highlight this in your application)
- BONUS++: Strong personal brand in Linkedin / Twitter
- Start-up culture = being able to get your hands dirty with many things at once
- Full health benefits from day one
- 10-days vacation + statutory/federal holidays + we also take the last week of the year off
- Regular team lunches
- Equity Options
Send your resumes to [email protected]. Along with your application, please include links to any side projects (i.e. Github, HackerNews, your own website)
Continuing our series on Forcemanager’s hugely successful May 2020, Virtual Summit Alex Field, Leadsift’s Head of Growth got deep into the metrics with Forcemanager VP of marketing, Jordi Capdevila Espitia.
- 9,977 people had registered for the event by the time we spoke to Jordi in June – and that number was continuing to climb as the event remained enabling late registration for the replays;
- Approximately 80% of the registrants became leads; and
- around 8,000 people registered for the event that had no pre-existing knowledge of Forcemanager.
Conversion to meetings:
Forcemanager have a scoring system in place- which the event contributed to. Prospects who reached that threshold were then contacted by Forcemanager’s SDR’s. Within 3 weeks of the event, Forcemanager had:
- 2,721 MQL’s from the event that were being contacted by sales on an ongoing basis;
- 40 meetings directly influenced by the event of which 10 had turned into opportunities that were being worked by sales; and
- Over 500 free trials.
When we spoke with Jordi (in June 2020):
- He was anticipating sales in the following week or so;
- They had made sales internally from their existing customer base as a result of their focus on nurturing those customers through COVID as part of the run up to the event, culminating in their best April in terms of services sold to customers.
- ROI was more than the 5K sold in May. Their average ticket is around 1,000 Euro MRR /12,000 Euro ARR, which would result in a healthy ROI on converting from the 10 opportunities mentioned above.
The NPS success:
Right after the event, Jordi and his team wanted to know exactly what the feeling was amongst attendees. So, they asked them how likely they would be to recommend the event to a colleague or a friend. They received over 500 replies – a good rate for an NPS survey. The NPS from those replies was 68 (over 30 higher than the average NPS for SaaS) and the mean average, without NPS math was 9.
Jordi’s biggest takeaways:
- Branding and Design was really important to make the campaign as viral as possible and to engage with people. It took two good designers a good week, or two, to put it together.
- The ratio of success depends on the entire company buy in, no matter whether a company of 10 or 100. Jordi told us that getting everyone involved was really important, had a lot of benefits and enabled a lot to happen very quickly.
- Try out the first day of the event, and do as full a rehearsal as possible, one week ahead of the live event. As this was the first three day virtual event that Forcemanager had run, things came up that they hadn’t expected meaning that, on the first day of the event, some of the team stayed up until midnight or 2:00 AM processing all the videos and uploading the replays because there were tricks to it that they hadn’t yet learned
- The virality of the exponential reach of the event goes beyond the event itself. As a result of the virality of their campaign, a lot of people wanted to speak at the event.
- The event itself was the beginning of something much bigger – speakers and attendees connected afterwards and became partners. So, now Forcemanager have people that talk about them and spread their word and give them opportunities beyond that event.
The beauty is in the Evergreen
Forcemanager now has a 100% evergreen virtual event that Jordi expects to last for 1-1 ½ years, by which time they will have hosted another virtual event at which they will be able to showcase even better speakers, more people and make it even bigger.
This is the last in our series on Forcemanager’s Virtual Summit, you can find the previous two posts here and here.
Ready to amp up your own lead generation strategy?
You can find Jordi and Forcemanager here:
LinkedIn so that would be the best way for sure. a website Forcemanager: https://www.forcemanager.com/
www.jordice.com that’s my personal website.
Continuing our series delving into Forcemanager’s hugely successful Virtual Summit using their own mobile CRM. Alex Field, LeadSift’s Head of Growth, got the inside scoop on Forcemanager’s unique playbook for this event from Forcemanager VP of marketing, Jordi Capdevila Espitia.
The Target Attendees
The buyer persona and ideal buying profile that Forcemanager targeted were companies with sales reps and a decision-maker Sales Director, within a number of different niches and industries. They then dug deeper to identify who to specifically target within those companies. In this case, Forcemanager’s ideal target was both prospects and existing customers who were Spanish speaking and working in sales who needed content, education, and training on the topic of Sales, particularly as a result of COVID. The promotional activities varied for each of these targets.
The Unique Playbook:
The marketing team used a combination of many different channels to drive attendees to the Virtual Summit in what was a very limited amount of time. The short promotional period meant they couldn’t get super creative in terms of doing direct mail, personalized video, or more complex techniques. So they optimized the activity around:
- social advertisement and remarketing (mainly LinkedIn, Google, Facebook, and Instagram)
- Emailing their customers – they knew that it was really important to take good care of, empathize and nurture their existing customers with content
- Emailing existing prospects, blog readers, etc
- Ads placed on their own high traffic website – which drove a huge amount of registrants to the Virtual Summit
- PR – Just one press release, because of the type of event, which was pretty successful
- Throughout the four weeks prior to the event, the customer success team and SDRs nurtured their existing customers and prospects ensuring that they gave maximum value whenever they were in contact
Jordi told us that this was a huge team effort, on top of being confined and having to re-learn how to work together remotely. They kept track of the overall project by using a massive Trello board. Everything was happening fast and being able to see that on the Trello board was the right motivation for the whole team.
Looking for new ways to generate and target relevant leads?
You can find Jordi and Forcemanager at:
At LeadSift we are building a Sales Intelligence platform to mine intent from the public web to help B2B organizations identify and reach their best prospects at the right time.
You’ll be part of a hard-working engineering team in a start-up environment, working on diverse projects and learn hands-on about our industry and our customers. We need you to set your own direction and be passionate about what you create.
LeadSift is backed by some of the most prominent venture investors including OMERS Ventures, Salesforce, and Innovacorp, and is on a high growth trajectory.
Full Time / Halifax, NS / Starting January 5th, 2021.
- Collaborate with other programmers to design and implement features across the stack
- Produce well-organized, optimized, tested, and documented source code
- Be able to work independently when required
Must Have Skills
- Fluent in Python – This is mandatory! (Must have professional experience)
- Experience with Test-Driven Development
Nice to Have Skills
- Working knowledge of VueJS, NUXT
- Experience with big data applications
- Experience with Elasticsearch
- Experience building a large scale web application
- DevOps experience
- Experience with Celery or other queueing software
- Experience with AWS
- Start-up culture = being able to get your hands dirty with many things at once
- Full health benefits from day one
- Regular team lunches
- Equity Options
Send your resumes to [email protected]. Along with your application, please include references to any open source contributions you’ve made or examples of side projects (i.e. Github, HackerNews, your own website)