fbpx
The inside scoop on measuring intent data ROI

The inside scoop on measuring intent data ROI

LeadSift’s CEO and co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing;  ABM and Intent Data. These guys were doing ABM and Intent Data before it was cool. This is the third article in a series of 7 in which we share the highlights of our discussion.

Where do you see ROI?

ROI is easier to measure in more sophisticated marketing organizations with BDRs where you can establish a baseline from which you can measure any sudden peaks in productivity. That enables you to go down the chain and get a good clear ROI number. Jamie sees Intent Data definitively impacting ROI on increases in click-through and conversion rates in direct mail etc.

How soon can you expect to get an ROI when implementing an Intent solution?

There’s almost a leap of faith, to begin with as it can be difficult to get a baseline to measure ROI from depending on the organization, what they’re tracking, their goals, and how the organization defines ROI. Some organizations are simply looking at conversion to marketing qualified leads – in that case, you will find an ROI a lot quicker than if your goals are a pipeline creation where it will take longer to track. It is usually easy to see ROI when using Intent Data to get better leads on content syndication, for example, where you can expect conversion within 3-6 months.

Even without an ROI, Intent Data is a way to funnel things with the first level of prioritization as it enables you to allocate resources to the right targets so you can also track time savings. For example, giving BDRs Intent Data enables them to prioritize their calls –  and they will be keen to try anything that can enable them to get ahead.

Baselines for measuring Intent Data ROI

In David and Kathy’s experience, identifying a baseline isn’t the norm or priority for most companies, but it is something more marketing organizations need to be doing. There are two ways to measure, either:

  1. With a baseline using historical data; or
  2. With a control using accounts that they wouldn’t have otherwise been put into the system.

The key is to figure out where to put the Intent Data discipline in – typically Kathy sees this happening where companies are making a big enough investment to want to measure Intent Data ROI.

Ready to boost your sales growth with intent data?

Treasure Data activates LeadSift’s contact-level insights to convert 35% of leads to MQLs

Treasure Data activates LeadSift’s contact-level insights to convert 35% of leads to MQLs

About Treasure Data

The Treasure Data Customer Data Platform (CDP) empowers enterprises by delivering rich insights that drive outstanding customer experiences. Built on a strong data management foundation, its CDP enables brands to securely unify customer data across silos at scale so they can better identify, engage, and acquire customers. The highly configurable platform boasts a comprehensive connector network that evolves with your existing technology stack to future-proof all customer data initiatives.

The Problem

Treasure Data has a number of tools in place to give its marketing and sales teams access to account-level data, but it wanted deeper insights into the contacts within those accounts. Despite a comprehensive marketing approach that leverages key channels, content, virtual events, and webinars, Treasure Data’s marketers felt they may be missing out on in-market leads that aren’t aware of the Treasure Data brand. 

Without deeper insights into the specific account contacts actively looking for a solution, there was untapped growth potential. They wanted access to contact-level intent data so their sales team could be equipped with more actionable, meaningful data for prospecting that not only included the contact information but details into their intent signals and engagements.

“Prior to LeadSift, we didn’t have access to contact-level intent-based data. Our sales teams leveraged our lead rating system and other tools that all relied on first-party or account-level data,”

Karen Mason, Director of Marketing Operations at Treasure Data

The Solution

Using LeadSift, Treasure Data marketers activate contact-level intent data to not only identify which contact at a company is in-market, but also to gain all the information necessary to personalize, target, and prioritize accounts based on buying intent signals. They use the LeadSift user interface to configure their campaigns, which helps them get clear and complete data that is up to date with Treasure Data’s latest offerings and developments. 

The Treasure Data team activates its LeadSift data by building custom ad audiences for retargeting through ad platforms including LinkedIn, Twitter, Facebook, and Google. The goal is to have the leads re-engage and become MQLs. 

LeadSift data allows Treasure Data to know when someone is actively in-market, as well as what exactly they’re engaging with. This data is used in tandem with behavioral and demographic data for prioritizing leads and accounts as part of the sales process. This way the Treasure Data sales team knows they’re reaching out to the warmest prospects first. 

The Results

“Many companies provide account-based intent data but only LeadSift provides person-level data,” says Mason. 

Thirty-five percent of Treasure Data’s LeadSift leads convert to MQLs. This is higher than other lead sources the marketing and sales teams use. With contact-level data, the teams are able to focus their marketing efforts and budget on people—specifically decision-makers—already actively searching for a CDP, and they don’t need to worry about missing in-market leads. 

“LeadSift provides exceptional value and they are always adding features to deliver even more value. Their customer service is exceptional,”

Karen Mason, Director of Marketing Operations, Treasure Data

Start getting deeper, contact-level insights into your most relevant accounts.

Green Leads prioritizes and engages their clients’ ICP with LeadSift

Green Leads prioritizes and engages their clients’ ICP with LeadSift

About Green Leads

Green Leads specializes in full-funnel pipeline generation services. They use phone and email-based outreach to provide their clients with various types of leads through email marketing, content syndication, outbound marketing, and appointment setting. Green Leads provides their clients with the highest level of subscription-based pipeline generation services and enables their clients to achieve top-line revenue growth and position them as their category leader. 

The Problem

Green Leads was looking for better ways to source and prioritize prospects for their clients. They faced a common challenge of determining how to prioritize large, cold lists without wasting time focusing on massive lists when chances are only 50% of those contacts are open to looking, and even fewer are actually looking to buy. 

They were used to using more traditional tactics for activating their leads such as traditional data sources, email campaigns, and content syndication but were looking to revamp their process. Many of Green Leads’ clients have a wide range of offerings – so when Green Leads calls a prospect on behalf of a client they have to take a broad approach to the point of view (messaging) presented.

“When starting any new project prioritizing which accounts would be more open to our clients’ offering was a shift we were eager to make,” says Michael Farrell, CEO of Green Leads.”

The Solution

Green Leads began looking for an intent data solution to be able to increase conversion rates to highly qualified leads and set more appointments on behalf of their clients – and ultimately leads that had a higher propensity to buy.  How could they find a way for their campaigns to move more efficiently and reach buyers who were already showing interest? After evaluating a number of options, they chose LeadSift for its ability to give insights at a contact level so when they are targeting large accounts, they don’t need to determine who, out of many prospects, is the one actively seeking a solution. 

Farrell continued, “When we saw LeadSift was contact-level and not just account level, we got very excited”.

They take their LeadSift leads and first work with them in spreadsheets to extract data for prioritization and personalization. This includes seeing how intent varies by vertical, prioritizing who to call based on how many contacts within each account are showing intent, and using keywords to add highly-targeted personalization to their email campaigns. Now, instead of listing all their clients’ solutions to a prospect, they can focus on the one they know the lead is in-market for. Next, they import them into Salesforce and start the activation process in an educated way. Since they know what the leads are looking for, they can pitch their clients’ value proposition in the most effective way possible.

“LeadSift has given Green Leads a way to see the trees within the forest. We are able now to prioritize how we engage with our clients’ ideal customer profile (ICP) – allowing my team to optimize their production as well as increasing the quality and ultimately – satisfying and retaining the client”

Linda Flanagan, COO, Green Leads

The Results

Since using LeadSift, Green Leads’ SDRs and clients are happier. The meetings they’re setting for their clients cancel and reschedule less and lead to higher quality conversations. In some campaigns, 50% of the meetings booked come from the intent list – even though it’s a smaller list, the prospects are already in the buyer’s journey. 

Continues Flanagan, “We often hear comments from prospects along the lines of ‘are you a mind reader?’ or ‘It’s funny you should mention that. We were just talking the other day about that very thing.’” 

They’ve been able to find prospects now that previously had no easy way to identify with traditional methods or data sources. With LeadSift they’re finding people that have the titles they’re looking for showing interest in their clients’ solutions that they weren’t able to discover when they initially built their lists. Instead of building massive cold lists, they can now wait for LeadSift to deliver in-market leads.

Farrell closes, “It’s like a fish finder – it means you’re dropping your line knowing there are already fish there.”

About LeadSift

Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand, and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.

Prioritize and engage more relevant leads and book more meetings with LeadSift.

Why you need to get into first-party intent data now and how to use it

Why you need to get into first-party intent data now and how to use it

Leadsift’s CEO and co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing; ABM and intent data. These guys were doing ABM and intent data before it was cool. This is the second article in the series where we’ll share how and why you should be using first-party intent data in 2021.

It’s savvy to invest in first-party intent data now

Intent providers tend to use ad exchange which is going to evolve in a pretty big way over the next couple of years as we see cookieless Chrome and Google arrive. This makes it vital to start looking at investing in first-party data now and to really think about the assets that you have and putting plans into place to start understanding how to leverage that data. This will avoid finding yourself stuck 18 months from now if, all of a sudden a lot of your feeds and pipelines are either turned off or you see them slowly not performing as well as you had planned.

Where to use intent data

How you choose to use and implement intent data depends on how you measure success, outcomes, and ROI and the type of company that you are working with.

At one end of the spectrum, you could use it to hand a list of prioritized accounts to the BDR team which you have been able to narrow down using your intent feed rather than random filtering and selection.

At the other end of the spectrum, you can create a larger story and program where intent informs multiple touchpoints with customers or prospects. Seeing a sudden surge in records from Bombora or your intent feed in relevant keywords can be used to inform how you personalize touchpoints beyond knowing a prospect’s name and into ‘I think you might be interested in these products that we have’.

Larger B2B companies with sales organizations of several thousand people find it harder to create alignment between sales and marketing, especially with longer sales cycles. So, as a marketer, you can use intent data in the earlier stages in the funnel, market, and life cycle as a first step to identify where you have the most impact.  Start small and focused and then look at what intent should look like throughout the entire organization.

The next article in this series dives into ROI when using intent data or watch the full YouTube webinar here: Highly Effective ABM Strategies Utilizing Behavioral Intent Data

Ready to start 2021 right with more relevant leads?

What is intent data and why should B2B marketers take it seriously?

What is intent data and why should B2B marketers take it seriously?

LeadSift’s CEO and Co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest strategies in B2B Marketing;  ABM and buyer intent. They were doing ABM and intent data before it was cool. Let’s dig into the types of buyer intent, what it is, and what it isn’t.

What is intent data?

Intent data is an aggregation of all of the data that you can collect on your prospects that you can use to inform marketing decisions based on activity that indicates a potential intent or interest in your solution or product.

There is a misconception in the industry that there’s just one type of buyer intent and that you must use it in a certain way. In fact, there are two types that should be used together to fully harness the power of intent.

Types of intent data

  • Internal or first-party data: gleaned from weblogs, marketing automation systems, or application logs that show intent or interest. You should get first-party buyer intent by tracking your own website or tracking engagement.
  • External data: First-party buyer intent is of little value alone. Once you have it, you should add different layers of external data available from various vendors who all source their data differently. External data could include information you glean from B2B publishers, their website tags or bid stream data taken from the Ad Exchange, publisher site data, co-op data, or from sites that use user registrations like G2 Crowd. What you’re looking at are those topics and keywords that flag that people searching are interested in your solution.  No one type of external data is better than another – they all provide their own picture piece of the puzzle and bringing those all together will give you a more holistic, sophisticated, and nuanced view of your target audience. 

Intentsify offers a platform that aggregates multiple intent data sources. They believe that there’s a lot of value from all these different intent sources but that using each source in a vacuum isn’t really of value. Bringing them all together helps marketers to digest all that data quickly in a meaningful way and then activate that data through turnkey style solutions.

The benefit of using external buyer intent in addition to internal is that, with enough external data, you can really get an idea of whether someone is in-market at the relevant time rather than having to wait until they visit your site and you are able to collect first-party data.  To get maximum value, you should have a strategy for how you are going to use buyer intent from the outset – and before you invest in the data itself.

What intent data isn’t

Google Data – Everyone feels they should have buyer intent, they have heard the buzz and, as a result, they want to know what people are searching on Google. That’s Google data and there is no way you’re getting that!

Data on what your customers are doing on your competitors’ websites – you’re not going to get that kind of data either.

A silver bullet for B2B marketers – rather it is just one very useful tool to add to your toolbox.

The next article in this series dives into why you should be investing in First-Party buyer intent now and its use cases. Find it here or watch the full webinar on YouTube.

About LeadSift

Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand, and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.

Don’t miss out on in-market leads