How Siemplify Generates 60% of Revenue with LeadSift
As intent data becomes a staple in B2B marketer’s stacks, actionability becomes more and more challenging. It’s reported that 67% of marketers struggle to activate their intent data (The B2B Marketer’s State of Intent Data). And what good is data without a plan to use it? How do you build a multi-channel intent data strategy?
We sat down with the team at Siemplify to cover how they integrate intent data throughout their sales and marketing processes, for a multi-channel approach. They’ve built intent throughout the funnel so the data is prioritized and activated continuously, and they have the results to back it.
Rather than looking at it as a challenge, some marketers are using intent data as the glue to connect multi-channel marketing strategies and let them feed their sales efforts.
Multi-channel strategies are all about understanding where your prospects are, and meeting them there.
Let’s dive into how Siemplify does multi-channel powered by intent, how they optimize, and the numbers proving it works (hint: 60% of revenue identified early by intent).
Where intent fits in Siemplify’s stack
For marketing, Siemplify uses Marketo for almost all of their marketing operations including email nurturing, automation, and connecting their content syndication programs. For ads platforms, Google AdWords is the go-to.
On the sales side, Siemplify generates reports through Salesforce CRM to get a visual on the top accounts, top leads, and any intent-driven leads that may not have made the cut but are still worth contacting since they’re been engaging. All of their outreach is done through Outreach.io.
Bizible for tracking.
LeadSift is their only intent data source. Since the data is provided at the contact level, they use it across sales and marketing in a number of ways such as lead generation, scoring indication, ABM lists, and more (we’ll get to that).
“LeadSift has been incredibly easy to work with. They’ve been truly like a partner in that anytime we have questions, need help, or even suggestions on how to optimize intent streams they have been very flexible and eager to help and that has gone a very long way.”
– Christopher Mitchell, Demand Generation Manager, Siemplify
How to set up intent streams
Siemplify started with foundational keywords related to their solution then evaluated results weekly. They would check which leads didn’t fit their ICP and optimized for this by making changes or removing keywords that didn’t bring in relevant leads.
They’ve built two intent streams. One is keyword-focused and the other is competitor-focused. The intent campaign focuses on the keywords that will most likely signal positive buying intent, like ‘SOAR Vendors’. This is the ‘main’ campaign and the one that helps identify in-market buyers.
The leads that LeadSift sends over are scored according to the type of trigger that caused them to be sent in the first place, leads that have engaged with keywords directly (engaged with industry news) are given a higher score, than similar leads in the account that aren’t showing intent at all.
Siemplify applies a relatively small score based on each intent signal, roughly about the same as a web page view. But they aggregate them at the account level and apply some relatively simple score modifiers to try and differentiate between organizations that are considering SOAR vs 1 person that is very interested.
Here’s an example:
They use a roll-up within Salesforce to pull all of the LeadSift scores from all contacts to the account level, and then add a multiplier based on the number of individual people who are showing intent. So 10 people with 1 or 2 intent signals each will score higher than 1 person with 10-20 intent signals.
How Siemplify does multi-channel
“We’re able to layer intent data on top of everything else we’re doing top of funnel”
– Christopher Mitchell, Demand Generation Manager, Siemplify
Starting with ABM campaigns, Siemplify gives content syndication vendors a list pulled directly from LeadSift intent data to target accounts that are actively showing intent to buy. This allows them to better allocate budget and gain a better ROI from content syndication programs since they are focusing efforts on more relevant accounts.
When it comes to leveraging intent with ads, Siemplify has set up automation so that leads that signal positive intent are automatically synchronized over to Google AdWords with the intention of getting Siemplify’s offer in front of the prospect with some top of funnel messaging. Where they can find a match on their ad platforms they adjust the bids for AdWords slightly higher to help get better placement.
LeadSift is built into Siemplify’s scoring. Leads get extra points if their account is showing intent. From a marketing perspective, they also provide this data to the SDR team so that if an account shows intent but isn’t on their target account list (TAL) or a lead is showing intent but hasn’t reached the MQL threshold, they still know those are relevant leads and accounts to prioritize, prospect into and follow up on.
Siemplify dives into the granularity and visibility of knowing specifically which keyword or competitor each lead is engaging with for purposes. They are able to put together strong value propositions based on specific keywords leads are actively engaging with so they can be sure their messaging hits the nail on the head every time.
“LeadSift helps us identify better opportunities for strategic marketing and in most cases are informing us of a buyer’s intent before anyone else”
– Mike Hardwicke Brown, VP Demand Gen, Siemplify
The next step will be implementing intent data into their marketing nurture program so leads showing intent towards certain custom keywords are put into an expedited track or sent specific emails based on topic engagements.
The Results
“We started using LeadSift 3 years ago when we were a younger company, trying to figure out how to strategically use intent data,” says Mike Hardwicke Brown, VP of Demand Gen at Siemplify, “LeadSift came forward as a potential partner and delivered on that promise. They have implemented multiple feature requests and in several cases done some pretty significant product development to help us solve our problems. It’s what most vendors promise and few deliver.”
LeadSift lives across Siemplify’s sales and marketing funnel, tying the two departments together with intent-driven leads and the power to nurture them through the pipeline with relevance and value.
Today, with LeadSift identifying intent signals in over 60% of Siemplify’s opportunities before they are created, LeadSift aids in driving over 60% of their pipeline and revenue.
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