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.

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