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How Abacus Increases Revenue by 30% with Intent Data

How Abacus Increases Revenue by 30% with Intent Data

About Abacus

Abacus is a full-service agency specializing in pre-growth stage companies. They are currently the #1 Facebook Ad Agency and top-rated Google, Tiktok, Pinterest, and video partner – working with forward-thinking brands seeking faster results and highly efficient working models.

The Problem

Before getting started with LeadSift almost two years ago, Abacus’s sales and marketing processes were traditional and manual. Sales and marketing functions were kept totally separate from each other. They were spending 20+ hours a week manually researching, gathering, and sanitizing data, and then looking for contact details before they could begin their outreach efforts. 

Without a better process in place, time and energy was wasted just searching for the right people. Additionally, with sales and marketing operating separately, there wasn’t any continuity of data throughout the funnel.

Their growth was predictable, but they were struggling to accelerate business with their existing resources.

The Solution

Abacus needed a better way to source prospects that fit their target buyer personas and tied sales and marketing together. Saving time, and speed to lead, were top priority for being able to scale and generate qualified pipeline.

Right away, LeadSift cut their manual research and prospecting time in half.

They use LeadSift to increase qualified pipeline opportunities and shorten their sales cycle from 42 to 17 days. At full scale, they now have LeadSift operating seamlessly across sales and marketing with continuity.

lance-muranaga

“Contact data speeds up qualified list building, intent data narrows our focus, and lead scoring means that our sales reps are focused on businesses that are the best fit.”

— Lance Muranaga, VP Revenue, Abacus Agency

Right now Abacus has LeadSift intent streams built to fit their process perfectly. Leads are pushed into their CRM and are prioritized based on seniority with more senior prospects being sent directly to their SDR team for one-to-one outreach. This allows the team to prioritize and personalize based on intent, and know for certain that they are focusing their efforts on prospects who want to hear from them. LeadSift lets Abacus know when leadership changes have been made, or a person has a new title, so they can move them up the list.

Leads below director-level are sent to marketing to be nurtured until they show signs they are ready to be engaged with on a one-to-one basis. Abacus takes advantage of custom audiences so they can best use their ads budget with intent-based custom audiences. The leads are leveraged this way until they qualify themselves to be reached by the sales team.

The Results

Abacus has increased their monthly lead flow by 35-40% depending on the account value, and they’ve increased revenue by 30% year-over-year with lower overhead. 

“LeadSift’s technology is faster and more accurate than the direct competitors in intent data platforms and really shines in value as they keep innovating the product without affecting the top-level customer support that sales and marketing teams need to make the best use of the technology.”

– LANCE MURANAGA, VP REVENUE, ABACUS AGENCY

Abacus now has sales and marketing departments that flow together and complement each other. The time spent to receive qualified leads and connect with them has been cut in half, freeing more resources to focus on high quality messaging and personalization. Now more than ever they can offer their clients top-notch solutions and are able to hit the ground running.

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.

Key Findings: Unlocking In-Market Accounts

Introduction

We set out to answer the question: what percentage of your target market is really in-market. Companies across every industry operate under a shared belief that at any given time, only 3% of our target markets are actually ready to purchase. But can we really risk operating under a false pretense?

We wanted to find out the truth. We partnered with Intentsify, a B2B intent data activation company. Both intent data companies rely on different sources of data. By comparing both sources, we hoped to find out if clients really benefited from using more than one intent data provider.

Together, we crawled, mined, and analyzed a target account list of 114,004 companies.

  • 70,271 small companies,
  • 30,533 mid-size companies
  • 13,200 large companies

We also wanted to know what your greatest challenges are with intent data. Intentsify surveyed 289 B2B marketing professionals to ask about their pain points and obstacles. At the end of the report, we offer solutions to help you make the most out of this powerful resource.

Here we’ll give you our key findings from the report. For the full report with our findings, industry-specific insights, and actionable steps on how to use the data, download it below.

Download the full report



Key Findings

Finding #1

At any given time across categories, a median of 7% of your target market is in-market. This breaks with the accepted assumption that only 3% of your target market is ready to purchase.

Finding #2

Larger companies have a greater percentage of accounts searching 2+ topics. Why? Likely due to budget sizes, more sophisticated processes, an increased need for solutions, and more people charged with research.

Finding #3

Using 2+ (complementary) intent data providers unearths more high-quality prospects. When you have more providers crawling and mining the internet, you know more about the activity of your prospects and ICP.

Finding #4

Contact-level data is a gamechanger. Marketing teams report struggling to identify target audiences and accounts with intent data.

Contact-level data tells you more than an in-market company. It tells you the person who is searching and how to reach them.

Download the full report



Finding #5

88% of intent data clients use multiple providers.

33% of intent data clients use four or more providers.

Finding #6

Data is good, but most of your competitors don’t know how to use it. Differentiate yourself with a game plan for every step of the buyer journey.

Finding #7

Sales teams struggle to action intent data. From poor transitions to unuseful pieces of data, sales teams don’t know what to do when intent data is handed off to them from marketing.

Industry Analysis

Human Resources

% of in-market accounts within the topic of HR Technology based on company size.

Sub Topics: HR technology systems, employee engagement, talent management, applicant tracking system, and payroll.

Data Storage

% of in-market accounts within the topic of Data Storage based on company size.

Sub Topics: data storage, data warehouse, storage as a service, storage management, and storage virtualization.

Security

Sub Topics: application security, cybersecurity, data security, endpoint security, identity access management (IAM).

Download the full report



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.

How e-days turned £50 into a media driving awareness campaign

How e-days turned £50 into a media driving awareness campaign

This is the second article in a series of 3 diving into how e-days used LinkedIn and a £50 budget to drive brand awareness and gain A-list media coverage.

E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.

In this article, Tom Whiley talks us through how they identified the topic that they wanted to mine data on and then used that data to their advantage.

Identifying a topical data set to collect

Against the backdrop of COVID, Tom looked to find a unique insight around the transition from home working back to office-based working – which was happening at that time in the UK, where he is based. E-days wanted to understand why, even though employees were able to work in the office, they were choosing to continue to work from home. 

Their hypothesis was that, whilst some employees preferred the office environment, others didn’t want to break their new work-from-home routine and that many people felt that working from home was more productive and better for well-being and work-life balance. So, they ran a Linked In poll aimed at answering the question:

‘What is the real reason why you’re so hesitant about returning to work?’

They kept it simple, with just two questions around establishing whether that reluctance to returning to work was a result of:

  1. COVID related health concerns about the risk of infection associated with returning to the office; or 
  1. Not wanting to break their new work from home routine and lack of commute.

65% of 250 respondents said that their reluctance to return to the office related to the daily commute.  Having a choice as to how to spend the hours that they had previously spent commuting wasn’t something that they wanted to give up.

This insight enabled e-days to build a unique PR message from which they were able to gain valuable press coverage.

This resulted from an entirely organic, low-cost approach

LinkedIn polls can’t be sponsored or boosted (which meant no Ad spend).

Here’s how they got their poll in front of as many eyes as possible:

  1. Tom and his team asked e-days internal workforce to share the poll on their linkedin profiles;and
  1. They ran an internal competition which offered a £50 Amazon voucher to whoever got the most shares from their poll post.

From that £50 investment, they received 250 survey responses – which was enough data to convince PR and news outlets that their story was newsworthy.

What e-days did with this insight

E-days don’t have PR resources internally so they fed the poll results back to their B2B specialist PR agency who were able to create a spin on it. Tom explained that investing in PR has been of huge value to e-days due to its ability to elevate their position as thought leaders compared to doing the job organically. This was an indirect cost for the campaign that would be avoidable to teams with internal PR expertise.

e-days’ PR agency worked with e-days CMO and identified the story and the opportunity for them which was:

 ‘People are hesitant about coming to work because of the commute.’

How much content was e-days able to spin out this one unique insight?

  1. A Press Release;
  2. A couple of blogs; and
  3. An infographic.

To Tom, repurposing content is key in order to squeeze out as much value from each unique insight as possible.  He recommends that if, for example, you invest in a bigger content piece such as a white paper or an ebook, you turn that larger piece into a series of blogs, videos, a few emails, and an infographic. It is a top priority, for him, to get the most return out of e-days content investment particularly given their limited marketing budget.

Read the next article  in this series in which Tom shares the outcomes that e-days generated from this strategy.


Improve your LinkedIn targeting with intent data

Why e-days chose to use a LinkedIn poll to gain industry insight and A-List PR coverage

Why e-days chose to use a LinkedIn poll to gain industry insight and A-List PR coverage

In this episode of the Show Me the Data podcast, we chatted with Director Of Demand Generation at e-days, Tom Whiley about how e-days used LinkedIn polls to gain 5.5. Million Organic Impressions by curating their own research via LinkedIn.

E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.

In this first article of a series of 3, we dive into the story behind their use of LinkedIn Polls to curate their own unique commercial insights – rather than outsourcing – and just how cost-effective that was.

A need for unique insights gives rise to innovation

E-days were looking for unique commercial insights that they could put into the HR market to establish themselves as an industry thought leader, create greater authority, and provide a PR hook. As a small business, without the huge marketing budget available to larger SaaS businesses,  they wanted to explore other options and leverage as much free opportunity to get data as possible.

Traditionally, there are two ways to gather this kind of data:

  1. Use unique in house data that takes specialist resources; or 
  2. To outsource – and incur the associated expense.

Having previously outsourced to a research agency, to target people outside of their main database, they weren’t keen to replicate this due to the low cost-benefit return. They had previously found that much of that return was white paper fed which, with a customer acquisition life cycle of 1 ½ to 2 years to enterprise, didn’t work for them. Using unique in-house data wasn’t an option for e-days at that time as they hadn’t yet hired an internal absence intelligence specialist and didn’t want to outsource so, they needed a stopgap solution. This need gave rise to an innovative alternative approach – the use of LinkedIn Polls.

E-days used the resources that were available to them

With over 250,000 users, e-days had a large pool of data available to them from which they could derive unique insights on absence and sickness trends.  From those insights, they then hoped to be able to create a unique spin for PR and content opportunities. They also wanted to mine this data and create content quickly – that’s where LinkedIn came into play.

Read the next article in this series to learn how e-days collected enough data via a LinkedIn Poll to gain coverage in Forbes and multiple HR industry A-List Publications


Start leveraging intent data to charge your sales and marketing

Intent Data and Marketing Attribution

Intent Data and Marketing Attribution

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 last article in a series of seven in which we share the highlights of our discussion, specifically around intent data and marketing attribution.

Tracking attribution to accounts already in your pipeline

Marketing attribution has been a problem for as long as marketing has existed and it’s no different with intent data. To combat that, David’s team at Intentsify have done analysis by mapping back from the close date to the start of the meaningful intent activity in which they saw a high percentage with a direct correlation between predictive intent activity and what happened three to four months out from a close. So, they use this as a signal to identify that three to four months early they are starting to see this activity and which points to a closed deal.

He has also seen this with another client on renewals, with specific spikes and activity happening a month before renewals. In this particular case, the renewal conversation had happened six months out not one month out, but it was interesting to see this spike in activity pretty much every single time on a renewal. It wasn’t caught early enough, but having that signal, means that you can start extrapolating even further out and maybe get more signals out when it is meaningful.

Actionability and intent data

A lot of platforms now get a feed from either their own or another, intent data vendor, which is often not time-stamped – so you have no idea how old the data is. It will often come in the form of keywords added each week. To make sense of it for your business and to make it actionable, you need to pull it out of that system and put it somewhere where you can analyze it to start seeing a pattern over time and to categorize the activity. 

Actionability is a particular challenge for intent data particularly because many companies know that they need it, but don’t know what to do with it. In a recent TOPO survey, 67% of B2B marketing leaders who were surveyed said that actionability is the number one challenge that they had within intent data – a problem that Intentsify has been working on building solutions for throughout 2020.

Jamie sees that it’s tough to operationalize the data within the companies that are getting the insights from intent data and to turn that into something meaningful and useful within the marketing organization. He sees that as a big gap across all the intent providers and ABM platforms in activating that data.

In Kathy’s experience, it’s really hard to get companies to commit to doing historical analysis because they often don’t appreciate the long-term nature of analyzing intent data and expect to see results in weeks rather than months. She sees your past wins and going back and doing that historical look back is critical if you want to get the most impact out of your intent data.

Ready to start using actionable, contact-level intent data?

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.