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.
What if your Intent Data shows a spike for a company that isn’t currently a target account, but is a good fit?
Kathy finds that having reps dedicated to both your target accounts and leads that come in in other ways and making sure that they have good processes or choreographed orchestration for each scenario avoids losing leads in a black hole.
With ‘Dell’ as an example, first of all, consider consent:
- I don’t have consent – If you don’t have consent, there is quite a bit of work to be done in getting that consent before you can move on to making contact.
- I have consent – Be thoughtful about how you build your tech stack and the tools that you’re selecting that work together.
- I have consent but is this the right person? – If you already have some contact details, that person might not be part of that buying committee that’s actually looking at your product. In that case, you need to try to get contacts for that buying committee. A good way of doing that is third-party lead generation or content syndication targeting a specific company. If the lead engages with branded content syndication that’s an extra layer of intent, they download it and you have the contact info and there’s a good chance that they are on that buying committee. And, with enterprises like Dell, the buying committee is located across the globe, so make sure that you can localize where the intent is coming from. You may find that the buyer is located in Austin or New York so focus your efforts on those regions.
How to engage companies once they’re ready
If ‘Dell’ starts demonstrating some elevated activity through Bombora, 6sense, MRP, or another intent provider and you have consent, you could trigger:
- Programmatic advertising – running programmatic advertising is one of the easiest things a lot of ABM vendors do if they haven’t already run it. Over the past few years, it has become key when using Intent Data to use smart programmatic – cookie data – to filter out the targets so that you’re not wasting impressions on just a broad range of people at a particular IP address. This is even more important now many of us are working from home. Choose vendors that have really strong identity graphs who can help you identify device IDs and potential target ad accounts either using geolocation or some other way to identify a person that appends to their cookie device, so you are actually targeting the user.
- Emails – after you have run programmatic for a week or two, start triggering a few emails specifically targeted to some of the key contacts. So for Dell, it might be white papers.
- Direct Mail – If it’s a high-value account and they don’t respond to the email, then you can start executing direct mailers after an email. If they respond to the email, you can save the money and not send the direct mail.
- BDR Team – if the lead visits your website, they get your email and they have converted on direct mail then you can start funneling them over to your BDR team.
It’s really about being thoughtful and mapping out that touch process. Once you have the touch process mapped out and you’ve executed a few times, you’ve got some baselines and you can start playing with the order of things. Then you can start changing what the initial signal was versus what you’re actually marketing to see if there’s a correlation between what the signals are and what they’re actually interested in.
Looking to engage a more relevant audience? Book a demo.
Interested in real-life examples of Intent Marketing used in ABM? Watch the full YouTube webinar here: