Intent data can overwhelm Sales and Marketing teams. There can be a lot of data, with lots of detail leaving you unsure of what to do with it.
Like looking at your huge To-Do list, it’s best to divide things up into priority and delegate. You should work in the same way with intent data, except most of time we it’s not made simple for you to do that.
That has changed. Say Hello to intent data scoring, the easy way to prioritize the hottest leads and simplest way to understand where to devote your attention.
The purpose of intent data is to understand who is a hot buyer right now, because they’re engaging a competitor or engaging with content related to you. Maybe they’re attending competitor’s events, the list goes on.
But to make it easier to understand who is hottest, we’ve added scoring to out system. Put simply, scores of 1 to 20 are low and a score of 100 is the highest.
If you downloaded all of the leads in your CRM, how would you know who the hottest leads are? Having a simple number by the side of each lead would help you understand quickly.
There are 3 main factors in how simple intent data lead scoring works. Here’s the crux of it…
You could have the best lead ever, who’s engaging with your competitor and was at their event last week. They’re looking at content, hungry for information. They need to be reached out to. But is their company or their role slightly away from what your perfect ICP.
That doesn’t mean they’re not a really good lead.
So reviewing the lead fit and the account fit and assigning a score to it allows you to spot the hot lead but be aware that they’re not the 100% perfect, 100 score lead. 85 is a great score and a hot lead, but clearly if the scale is up to 100 you’d know there is less engagement or the targeting is marginally away from your perfect ICP.
The same goes for accounts. If you want clients who are between 50 and 200 employees, an account who has 49 employees or 201 is still likely a good fit. There are lots of ways targeting like this can let good opportunities pass you by, so we make sure you can still see them but have visibility that they’re not 101% on target. Maybe just 99% in cases like this.
The behind the scenes of this is that job titles, seniority levels and the industry a lead works in decide how good they are as a fit for you. If the decision maker at C level is looking for a solution, this is more significant than a mid level manager looking. So scoring reflects this.
Similarly, the industry a lead works in may mean that they’re not quite the perfect lead. Non profits may not be your perfect customer, but they may still get great value from you. On the flip side, if you see a SaaS decision maker looking for a solution, this may be absolutely perfect for you.
And at an even more granular level, the specific roles you review should reflect scoring. We’ve seen it tons of times, the “VP Marketing” is the perfect buyer. But really, the person we want to talk to is the “Marketing Ops” person, for example. So if the exact, perfect job title’d lead is looking for you, this is reflected by a higher score than other roles would score at.
There are lots of different trigger events that intent data captures. Clearly in some use cases, a prospect going to an event might be a huge trigger for one company and not so interesting for another. Scoring can be tweaked based on priority.
But usually a prospect engaging with a competitor is the biggest and best trigger event – worthy of the highest score.
Hiring decision makers and growing the team is also a big trigger event. This is similar to accounts winning funding or opening a new office – you’d know there is funds available and initiatives being worked on that you can tap into.
All of these triggers carry a higher score because they are genuine sales triggers, you could pass this context right to sales. Other trigger events like prospects engaging with
Lots of activity happens every day, your intent data provider will capture that. But actions taking place over a number of weeks count for more, there is more intent there if you’re a repeated engager. So, that should be counted for in the scoring.
On the flip side, a brand new lead is engaging with your competitor for the first time, so they’re on the first touch. That’s not as serious as a 15-touch lead. So we’ve built our scoring to reflect how accounts showing more intent count for more than first-timers.
This is especially important when you consider an account could have engaged with your Q4 campaign continuously, but then did not engage again once it finished. Over time, that lead is not as hot as it once was. Scoring should tell you this.
So, what do you do with leads who have particular scores? Not every lead requires immediate Sales follow up. This is difficult to talk about without considering how different one company is to the next, with different Sales team sizes and Marketing functions. Deal sizes will impact how you’ll take and engage these leads, but generally speaking we operate by this guide:
1 to 40 score
These are the leads that usually need more Marketing nurture before Sales should touch them. These leads have lower scores because your data has higher priority contacts you should focus on, which does not mean 1 to 40 score leads are weak or bad.
They need nurture. Share top of funnel, easy to use content with them. Generate opt-in and nurture them through your funnel. Go for cheat sheets and webinars, not whitepapers and case studies. Educate these leads, get them interested in your tone and message over your brand and differentiator. It will pay off later.
41 to 70 score
Depending on your team structure and if Sales is super hungry for leads, you’ll either pass them the 50, 60 and 70 score leads or decide to nurture them all. Again, top of funnel content is best to push in front of these people. You need to be generating opt-in so that they’re warmer for your Sales team. If they opt-in and have a score of 65, the lead is probably ready to be spoken to. They won’t need much more content from here on in.
71 to 100 score
These are the leads Sales wants. Engaging with competitors, totally on target with your ICP and engaging right now. Reach out to them right now. Use great context, you have the timing, now you just need to deliver the right message.
If you want to try out intent data for yourself, try LeadSift Buzz for free. We’ll deliver insights to your inbox when your target accounts are winning funding, creating new content, winning awards and hiring.
CDP’s are becoming a big deal in B2B, major corporations in tech like Oracle and Salesforce are getting in on this too. Customer Data Platform, or CDP for reference in this post are a single source of data to run all communications.
CRMs are seen as the number 1 platform for practices like this right now, but they require a lot of manual input. Lots of syncing and APIs are needed to make sure you can run great customer communications. There’s a lot of technology you can use to make this easier. But it shouldn’t need to be like this.
The reality for many SaaS companies and startups now is, not all of this gets done and it’s a missed opportunity to scale quickly with smarter practices helping you do so. We’re looking at how and why intent data canfuel the CDPs of the future…
The CDP opportunity
Data is one of the most valuable resources in the world. It can teach us so much, debunk theories and show us the exact paths we should go down in our marketing and sales activities. But we’re not using it as well as we could.
This is a hard truth about CRM right now. CRM is built to track and maintain customer or potential customer relations – not to find missed opportunities or poor experiences along the way that can be addressed. It’s just now what they are built for. Even though they are amazing tools and without what they do, many people would struggle these days.
It’s these opportunities that are being missed, which in our minds fuels the growth in CDPs. The value proposition of a CDP is that it’s a 360-degree view of a customer, including a history of behaviors. That includes intent data. But it also eliminates data silos that have historically crippled organizations and their ability to provide seamless customer experiences.
Intent data’s role
With the benefit of a CDP combining all of the insights you’d need to run a stellar growth program, intent data fits in very nicely. The set back with CRM and Marketing Automation is that there is always the “contact or account” issue.
CDP strips that back to “customer or potential customer” – where intent data can shine. Great intent data works on the contact level, this is where it’s most useful. You can approach a person, over their company. Just like if you were selling to a company, you’d be better off mentioning the person you target than just company level context.
Intent data at the contact level can be found on your current customers as well as potential ones.
So if your customer engages with a competitor or attends an event, it’s time to reach out proactively. In CRM or Marketing Automation, this is way too difficult to do. Especially considering how simple this sounds, it’s not as easy as you’d think to get this insight out of a CRM system.
The reality is that a CDP is built around the action of customers, not accounts, so the data you fuel it with should be focused on the same.
This is why CDP is becoming so big.
The next levels of CDP
With organizations shifting towards Account-based-everything and aligning tools and systems to find accounts, people, who actually buy on behalf of a company, are forgotten. CDP’s realigns customers and future customers’ data first and then tie it back to the account. It allows easier access to more data that can help us provide more personalized experiences for customers and future customers. This is a great strength of intent data, the ability to look at hard data that tells you X person did X action allows you to customize the next step in your process greatly.
If we tried to use intent data as a single source of truth, it would look like a blanket email that a sales rep has loaded into SalesLoft and blasted out to 100 people. The intention of the rep can be good but the functionality of the data silos is literally holding back what you can do with the data.
This is the massive perk of using CDP, it wants you to work smarter with more insight that’s easy to access.
Don’t forget to try out LeadSift Buzz – our FREE tool to give you intelligence to use in your prospecting!
Incorporating more types of intent data
There are of course different types of intent data. 1st, 2nd and 3rd party.
1st is what you could call Marketing Automation system data. It’s future customers who raise their hand by downloading your content and providing their details to you. You should have this fully working and working overtime.
The key is now to incorporate 2nd and 3rd party intent data, and they come in different mediums. This is the challenge.
A CRM needs lots of custom fields to map 2 types of external data, which could become hard work for a Salesperson to digest easily.
But CDP makes this easy.
Think of getting an alert on a future customer who downloaded your eBook. You’ll see name and email, company, maybe job title. You can also see 2nd and 3rd party intent data on this lead if you’re collecting it in CDP.
So now, it’s all of the details above plus insight on which events this lead attended or what content they have engaged with. What keywords they have been interacting with. You can then tailor your outreach based on this information.
Bringing in the insights of which customers are engaging with competitors and events gives you context to use. This, alongside intent data on your customers researching a competitor or industry keyword arms you with even more context. The reason intent data is used, is to give more context so you can break through with better messaging. Better targeting. CDP is a home for more sources of intent data. CRM and Marketing automation are more like rented accommodation for it.
Let us know what you think about it. And don’t forget to share this article on social media!
Are you targeting the right people with your marketing strategy? It’s not particularly easy to work out if you are, or not. Your results will tell you in some ways, but without testing out different markets and campaigns you’ll find it hard to truly know. We’ve highlighted 3 easy ways you can begin to do this, because everyone wants to make sure their marketing strategy makes sense and makes money.
Stay tuned if you want to unlock hidden insights into your market and where the hot-spots truly are, as well as how to dig into what you’re doing and sanity check your marketing strategy…
Marketing Strategy Checks
Total Market Data
What is your total addressable market? Marketing strategy is about knowing that and refining your messaging to talk to the right people. If we talk to people who are the most receptive, we can get listened to far cheaper and easier.
But the problem with knowing who our market should be is that we don’t check to see when a surprise is going to crop up. The hint is the word surprise…
If you don’t know that a certain industry is showing a lot of interest in what you do, you don’t know that you should market to them. There will always be people we miss out on marketing to, and some who we probably shouldn’t market to. But if you can use data to verify your marketing strategy and the targeting you use, that’s a big advantage over competitors who do not have that data.
So how do you uncover something you can’t see? Intent data is one simple and easy way to do it. It takes very little time and is easy to analyze when you get the data.
This is the most interesting part we find about working with companies. Everybody knows who they want to find and talk to, but it’s uncovering the surprises that we enjoy most. Here’s an example…
A SaaS company uses intent data and wants to target anyone in North America who is in a Sales leadership position that has above 10 employees, but not enterprises. We can find that data and those people, but we can also find out if there happen to be a ton of marketing leaders looking at their competitors in these same companies too. We can also see if there is a lot of interest in the SaaS company and their competitors from CEOs, who were not part of the brief. The market is hardly ever as you expect it to be.
Checking what competitors are doing is a good exercise if you don’t take the findings too literally. Every company has slight differentiation from their competitors and may be running topical campaigns to different industries where they’re stronger. Each company may also be performing below optimal levels so it’s wrong to take what you find competitors doing as gospel. But…
You can gain an understanding of what most of the companies in your space are doing and pull the results together to establish trends and common ground between them. This is the information you’ll need to review, not the intricacies of each campaign each company is running.
A few things you can use to find out about a competitor’s marketing strategy:
Check their blog, what are they writing about
Review their resources and downloads library, are they making lots of the same format of content or on the same topics
Check their social media, are they doing lots of collabs or sharing a lot of content around a specific topic
Use Facebook Ads library to see what ads they are running to boost their content and campaigns – this is a good way to see what they’re really pushing
Sales and Customer Success
Sales should have a great understanding of who you should be targeting. But they’ll also have some insights that you won’t have.
Sales speaks to your leads and generates their own. There may be great uses cases for your product and service outside of your current ICP. Sales is the ideal testing group to find out if this new market is going to work.
On a more day-to-day level, they’ll know if the product sells better to SaaS companies against Finance companies, or non profits. Although Marketing should know who to target, that does not mean they’re only targeting the best people. Usually Marketing are targeting the good fits for their product. Not always the perfect based on real sales that have been made and experiences with prospects and customers.
On the flip side, Customer Success is a good measure of your targeting. If you’re closing deals with the wrong companies, the churn rate may be higher. There will be more complication in the CS side of things.
If CS is noticing that working with particular companies of a certain size or industry is harder and more problematic, it may be that you should focus your marketing strategy away from these types of companies.
CS can also think about the referrals they have been given from happy customers. If a lot of them are companies in a certain industry, you have a big hint right there to take on board.
And obviously, if there are 5 or 10 super customers who are crushing it with your service, analyze them. Why are they so good, why are they using your service so well? And what about their specific business makes that so? Often when you ask these questions, you’ll uncover more information that company size and industry data that you can use.
You’ll find that specific team sizes within your ideal client crop up. Or dependency on the client having a dedicated person to manage a process.
For example, we find that LeadSift works best for companies with a specific Marketing stack set up… here’s a quick video about this granular level of insight that is actually super powerful.
What do you think? If you want to get a check-up on your industry just drop us a message via our Driftbot. Don’t forget to share this article on social media and tag us so we can show you some love!
The problem with events is that they cost a lot of money. If you’re flying your SDR team out to a different city, putting them up in a hotel and having some food out together there will be big cost. You’re sponsoring or exhibiting and paying for passes to get everyone into the event. There’s things you have to take with you, free swag on your stand and lots of internal planning pre-event and followup to orchestrate after.
Event marketing does not need to be so much work! We’re going big on one simple way to avoid all of this legwork. We’re going to expose our roadmap to doing it below…
So seriously, if event marketing is a big driver of leads for you… consider how you could work several events during the same week without having to clone your salespeople and send them all over the country.
Stage 1 – Identify events
Stage 1 is the easy part. Research which events are out there. Your competitors may have events, there will be industry publishers and communities that run events. We’re talking everything on the scale from 40 people in a room to DreamForce or Inbound (SalesForce and Hubspot events).
Clearly the bigger ones like Inbound will be a bigger pool of people to market to, but event marketing isn’t all about the larger crowds every time.
It’s worth properly researching all of the events out there, not just listing the ones you know of. A lot of the time, the same people go to the same events year on year. So finding new ones, finding niche events and keeping an eye on them is smart.
Stage 2 – Capture data
This is the key part of the process. Anyone can go into Twitter and follow an event hashtag throughout the day and tee-up conversations with event goers.
Unless you sponsor the event and pay the thousands to get the attendee list (so you can email people afterwards like every other vendor will be doing) you cannot get your hands on the attendee list.
But that’s not true anymore. Intent data captures this.
Specifically, contact level intent data which is capable of tracking social interactions and website engagements.
What this means is, you don’t have to follow the event on Twitter. We have used this tactic to identify who is sponsoring and attending an event without having to look manually – the follow up upon getting this data is down to you.
So after identifying which events you want to track and target, plug them into your intent data system.
Here’s a quick video outlining what data you can find with a real life example…
The video referenced SHRM, check this post to get the a view on everything we found from analyzing the data. We analyzed the SHRM event to understand what the attendance looked like (industries, job roles, company sizes in attendance etc). The data will tell you who went, not just a holistic view of what the field looked like in terms of job roles and companies that were there. We’re talking names and details.
Stage 3 – Review data captured
Once you have the data from an event, you’ll need to review what information you have an use this data for 2 decisions.
1 – Should we go to this event next time?
2 – What campaign intelligence do we have?
Should we go next year?
If you’ve been to many events, sometimes the field is made up of tons of consultants who would never be your buyer (if you’re a B2B software or SaaS company). A lot of the time, companies bring their Sales team and marketers to capture content and have conversations from their stand at the event. This is the most common trend we see when analyzing events, salespeople are prevalent at almost every event.
So if the field is made up of too many people who are not buyers or relevant for you, don’t go. Your results won’t be as you’d like them to be if the field is made up of the wrong people. Wasted money and time as well.
It’s not just that though. Commonly events are filled with micro startups with under 10 employees, which may not be the type of company who are a fit for you. Not many enterprises attend, this is a trend our analysis of many events picks up nearly every time.
Sometimes events have a lot of non-profits in attendance too, which may not be a fit for you.
All of these questions are there just to help you evaluate if enough of your perfect buyers are actually there at the event… and if it’s then worth you being there next time. With intent data, you can capture the crowd and pick out who you want to follow up with. But you cannot do that when you’re in the room.
So, with an idea of which companies were there and which job roles were in the room, you can move forward. You will be able to pick out which companies to target. You can review the event itself and look at what the topics of the keynotes was, check if there was a major product announcement.
Gather intelligence on what context and what targeting you can leverage to deliver a tailored message to the right people at the right time (which is now, they’re at and have been to an event in your industry).
The best case situation is that like many Hubspot events, there is a host of new features of product announcements that get released at the event. Leverage this! If Hubspot release brand new lead scoring models, take this and run with it. Talk to the right buyers who were in that room (via your intent data which tells you who those people are out of the crowd) and deliver messaging to them about why YOURS is what they need to pay attention to.
If they’re excited about the new feature but you already have it, or you’ve got it but better – talk to them. If the new feature is good but the real difference-maker is another feature you have, talk about that and why.
Get all the campaign intelligence you need on your target accounts for free with LeadSift Buzz…
Stage 4 – Campaign creation
A huge difference-maker in any campaign is the asset that you promote. With the context that you have, you’ve got a great chance to create an asset that is SUPER targeted to what the prospect wants.
You’ve got data that they’re in a room learning about specific topics. You have data that they’re a fit for your solution.
Now you need to be creating a lightweight asset to market to them, get them in your funnel using a top of funnel asset. Even something as basic as a “What You Didn’t Learn At X Event” checklist.
The benefit of this type of content is that you’re speaking to them about something they resonate with, offering a unique insight they haven’t got yet and also delivering them this at the right time with hyper targeting. The right people will enter your funnel if this is executed well.
How do you get the message out there?
Contact level intent data gives you contact level details, like phone and email data. Leverage the email data (of course in a GDPR compliant way with regards to EU data). Run Facebook and LinkedIn ads to the targeted audience you have narrowed down and want to speak to.
Stage 5 – Prospecting
The last part of the process is having your Sales team prospect to the leads. But they can do this in a totally different way than most other teams at the event or looking to sweep up the leads will – giving them a huge advantage to get better results.
They already have the trigger event to reference – the prospect went to the event.
But the key difference your team can leverage is that you’re not saying “it was nice to meet you at X event – let’s continue the conversation on a demo”.
Provide some extra value, everyone at an event is looking to pick which keynotes they watch (you cannot see them all).
Use what your Marketing team are creating. Share an insight the prospect did not get from the event. Show them something that is more interesting than the product announcement they cared about at the event.
The advantage you have over your competitors is that you have better context to use and a better hook to bait your prospects on.
The advantage you have over your Marketing team is unlimited follow up with that material. Use that.
Once you have done the process for one event, repeat it. You’ll have a better idea of what type of asset converts best, which messaging is best and generally which events are best to target. If your solution stands up best when you talk about 1 specific part of the offering, target the events that work to that angle. Everything with intent data is a learning process because there is no silver bullet or singular way to win with it. It requires smart marketing, which is why we love it.
Prospecting success is hard to come by. We want to ensure you book more meetings and achieve your goals, but nobody ever succeeded by doing the same thing over and over. Use these 7 sales prospecting tips to differentiate and stand out with killer messaging and attention grabbing prospecting. You do the rest…
The problem is, there is no singular way to be a better sales person or get more meetings. You need more than just one idea, or one technique. It’s not just follow up more, or just use video.
Here’s the 7 sales prospecting tips that are top of mind for us right now…
#1 Master the follow up
This is one of the most obvious and over-mentioned sales prospecting tips, but it’s there for a reason. Even if you think you’re following up, there is always another way to follow up even more than you currently do.
Below is a great clip from John Barrows’ podcast, with the guest Amir Reiter talking about how great salespeople followup with further information rather than perusing their own goal, and nothing else.
This is a great reminder that outreach is not about the meeting itself, it’s about the assistance to the prospect so that sometime, they can buy from you. Not now, not next week, but they can when the time is right.
All your follow up needs to do is help them more over time.
But generally, follow up is about when they don’t respond. One thing we have found useful is logging Tasks in the CRM to followup with a date attached and some notes on what your planned follow up is.
It’s much easier to get to your desk and see a bunch of to-dos in your CRM all for follow up than try and scan it and remember who you need to email.
In your notes attached to this task, try and mix up which channel you plan to follow up on. If your last 2 touches were via email, call them next time. Make a note of that so you can mix things up.
#2 Leverage Trigger Events
This does not just apply to outbound prospecting. Inbound leads have “trigger events”, they downloaded something or entered your list and became a lead after doing “something”. Leverage that trigger event in your outreach, even if it seems obvious.
Remember that you as the salesperson know who the prospect is, but the lead doesn’t know you. You need to remind them where you come from and why you’re emailing them. It’s likely they have signed up for more than one eBook in the last year, so may not remember yours specifically.
For outbound, trigger events are vital. If you’re reaching out at random, you have a tiny chance of success. Salespeople who reach out when their target account wins funding, the decision maker moves into a new company, if the company is growing or wins an award – do better. There is a reason for the outreach, not just that you think a solution or service can help the prospect.
Leveraging that context is huge. If you want instant context for your outreach to target accounts delivered to your inbox for free, use our new FREE tool. It’s called Buzz and we’re really excited about it…
#3 Keep it short and sweet
Novels should be written by authors, not salespeople. If you’re emailing people, you have to work around their short attention span. Hook them early in your copy with a reason to read on. Take Ryan O’Hara’s word for it…
We learn a ton from Lead IQ about prospecting, but this is a huge tip. If you cannot articulate why a prospect needs to meet with you within 1 phone screen of text, they probably shouldn’t meet with you.
One easy way to get better at trimming down your emails is to remove all of the filler words. Any non-essential words in your whole email should go.
Another place we are learning tons about copy which is helpful for this is the Marketing Swipe File podcast, where Drift’s Dave Gerhardt talks about copy regularly.
#4 Use video
This is an important one. Video is no longer a novelty in prospecting anymore, so you need to be creative. It’s no longer about turning your camera on and saying exactly what you would in your email copy.
It’s not about using a whiteboard with their name written on it anymore.
Use video to express yourself. We’ve had videos sent to us before from a rep who made a parody rap from a popular hip hop song, where they mentioned multiple prospects of a similar caliber and industry in the song. It was hilarious, attention grabbing and different. The lyrics were made out to explain why they needed to meet with us, which made it less of a random outreach with a pitch at the bottom.
The key thing with video is to be different, be different by being yourself (just in video format).
#5 Use voicemail creatively
Voicemails are not fun. We don’t listen to them, but they are worth leaving. If marketers are customizing their error 404 pages on their websites to share content with prospects, voicemails should be used creatively by salespeople.
1 thing to avoid: asking for a call back or not explaining when you will reach out again.
Our advice is that every voicemail should reference an interesting reason you reached out and an interesting thing you wanted to say. If you’r prospecting strategy means you have emailed the prospect and are calling to follow up, reference the email to get them to open it.
If you had a crazy gif in the email, mention that in the voicemail.
The creative part of your voicemail is going to be what makes them care about it. Every single voicemail is someone asking for a call back, some kind of errand or action item a person probably doesn’t want to do.
So flip the switch on it, give them something that will stick in their mind and something they’ll want.
#6 Gifting done differently
Alex Field had some thoughts on this recently. We know that gifting is one way to break through the noise in prospecting these days, but just sending something totally unrelated to the prospecting to their office will waste money.
If you’re going to send a gift to a prospect, make it hyper-personalized to the person. Not even the company, because if the prospect gets sent a gift that they would appreciate it’s likely to go home with them.
We’ve heard of teams buying a prospect’s team pizza for lunch which is good, but our thinking is that these types of gifts can easily become a novelty that prospects become accustomed to.
If you want to truly impact the prospect and grab their attention, for reasons other than that they’re hungry, go down the personal route. This requires research which should justify your investment into sending the gift much more than hoping they like pizza.
#7 Social proof done correctly
One thing we see often is a rep mentioning very, very big clients their company works with. The same old “Microsoft, Oracle, HP and Google work with us” is so boring, almost so boring that we don’t believe the email.
But we do understand why reps mention these companies in their outreach. There’s one reason that we don’t care about the huge companies reps mention when they email us: we are not like Google or Oracle.
You have to make the companies or competitors you mention in your outreach resonate with the prospect. Mention the companies in the prospect’s industry so that they can see your work has been successful in their situation. Working with LeadSift will be very different to working with Google.
Here’s one way we do this…
What do you do to stand out when prospecting? Let us know in a comment, and don’t forget to try LeadSift Buzz to get free context to leverage in your outreach to target accounts!
At LeadSift one of the big uses of our intent data – is it’s power in leveraging event marketing tactics even if you are not at an event. To be clear, intent data can predict who is going to (before) and who went (during) to an event. It allows you to survey the field and cherry pick the leads you want to follow up with, without the cost of being there.
No stand, no employees and hotel bills. No gimmicks to bring people to your stand. Just analysis of the attendance at the individual and company level.
So, we analyzed the SHRM event, one of the largest conference in the HR space.
Analysis of SHRM
So what can intent data tell you about an event, what does it tell us about SHRM ’19?
First of all, we know the attendee’s names. If you’re thinking about how your competitor’s big event is coming up soon, talk to our Driftbot and we’ll send you the CSV file with the names. You can use it to consider how you’d use this intelligence vs their event.
Second, we know every attendee’s job title and company. We have their LinkedIn profile, Twitter profiles too if they have one.
Lastly, we can analyze the seniority levels of those who attended. We use this data to understand which industries are present at events, if the crowd is full of decision makers and to decide if we should run event marketing campaigns against events in future.
So let’s get into the SHRM conference analysis…
Which industries were most prominent in the crowd? As SHRM is an HR event, we would expect mainly HR companies.
We were surprised that only 15% of the crowd was made up of HR companies. Our assumptions about the audience was that you would only go to this event if you were in that industry.
But this is the power of intent data, we proved our own theory wrong.
On reflection, 85% of the crowd came from other industries. When you think about it, every business needs an HR function. So naturally there could be a person or team in attendance from any business with an HR professional in the building.
Company sizes in attendance
Do enterprises attend SHRM conferences and similar events? Is it mainly consultants walking around? Let’s take a look.
26% of the crowd is made up of companies with between 1 and 10 employees. But 21% of the crowd comes from companies with 11 to 50 employees. Interestingly, as we look into the data and see how many people from bigger companies attended, we see smaller and smaller numbers. Not just this, but the “1 man band” companies made up a tiny segment of the crowd. So it seems a lot of start-ups attended.
Many events do not attract enough attendees from these types of companies, so we were surprised to see as much of the crowd coming from these companies as we can see here.
SHRM runs events around the world but at the time we analyzed this data, the USA event was their big priority. So we can expect to see a lot of US based attendees, possibly some from Canada.
We’re surprised to see as much as 6% of the crowd come from the UK. Only 2% made the (much) shorter trip from Canada to the event, even though another 2% of the crowd came all the way from India.
What did we learn from this? Look at events ahead of time. We have all been sent emails from salespeople trying to meet us at events, use this data. If you know where people come from, you know the different challenges they face and can target them with messaging or sales outreach accordingly.
Attendee job roles
What job roles did the SHRM conference attendees have? Predictions from our team were that mostly HR teams would be there, but with every event there are salespeople and some marketing team members. If senior leadership employees are attending, they’re likely from the smaller companies there or speaking at the event.
As expected the HR teams were most prominent along with the sales and marketing folks. The data shows a higher level of Founder/CEO attendance than we would expect. But thinking back to previous data on the company sizes section of this infographic, many of the companies here are small. If you’re a 1-10 employee company, your CEO is probably the salesperson. It makes sense that senior leadership would be there when you analyze things further.
When we analyze any market or event, the results vary. When there is common ground between industries or events, it’s the low levels of senior leadership being part of the event and vast numbers of management/lower level employees in attendance.
Well, that was a surprise. Directors actually were the most common titles in attendance. C level and Owners were very close behind too.
With this data in hand, we’re looking at a completely different audience than we predicted the SHRM event would have.
What to do with this data
Re-think your assumptions. A lot of our predictions turned out to be the complete opposite of what the data shows.
Let the data do the talking. From this data, we can plan an actionable campaign to target attendees of this event if we wanted to sell to them.
Do things differently. If we hadn’t looked at this data and wanted to sell to the audience of this event, we could have ran ads on Twitter and Facebook to people we thought we attending. Now, we can see who went and which companies were there. There’s no need to guess or waste ad budget on people who may just be following the event on social media.
If you want to see the raw data, chat to our Driftbot and we will send you the CSV!