How to Pair ABM and Intent Data to Drive Pipeline Growth... · Data to Drive Pipeline Growth Andre Yee, Founder and CEO August 12, 2019. ABM Success|triblio.com ... 60%-80% of the

How to Pair ABM and Intent Data to Drive Pipeline GrowthAndre Yee, Founder and CEO

August 12, 2019

ABM Success | triblio.com

ABM + Purchase IntentWhat we’ll cover today

1 Why intent?

What do we mean by intent?2

How do you combine intent data with ABM?

3

Andre YeeFounder and CEO, Triblio


Real Experts: Triblio’s Customers


The Triblio ABM Solution

SalesActivation

Website Personalization

Account Based Advertising

Reach Engage Activate

Audience Management

Account Identification

Account Intent Scoring

AUDIENCE TARGETING

MAP & CRM Integration

Ad Network Integration Sales Ready Opportunities

Analytics Integration

CustomerWarehouse

• Workflow Triggers• Account Insights


Why Intent?


Point of Purchase

Buyers are delaying or avoiding form registration

45% of Prospects Engage 90 Days Prior to Form Registrations*

RESEARCH

60%-80% of the buyer journey is hidden or “pre-funnel”

Contact Registration

Initial Point of Interest


Point of Purchase

How do you engage buyers early in the purchase journey?

Contact Registration

Initial Point of Interest


ABM proactively targets accounts and identifies INTENT earlyto trigger sales at the right time with the right messaging


What do we mean by "intent"?


Purchase intent includes 1st and 3rd party buying signals

?

Watched a video in your

category

Visited your

homepage

Visited industry

publication

Signed up for a

webinar

Read an analyst guide

Replied to an outbound

email

Visited a specific

product page

?

1st party intent

3rd party intent


Understand the value of 1st and 3rd party intent

1st Party Intent

3rd Party Intent

Pros Cons

Reliable Limited

Extensive Noisy


How do you combine intent data with ABM?


1.) Orchestrate the buying experience with3rd party intent signals

Monitor 3rd party intent data and launch ABM campaigns when accounts surge on relevant topics

Top-of-Funnel Campaign Triggers

DisplayAds

WebsitePersonalization

SalesActivation


CUSTOMER EXAMPLE

Technologist

Marketer orCustomer Success Manager


Web SalesAds

“Customer Data

Platform”

“Customer Experience

Platform”

CUSTOMER EXAMPLE


2.) Activate intent data for 1:1 sales conversations

Based on purchase intent data, learn what the accounts you’re talking to are interested in and use that insight when following up.

In-Pipeline Campaign Triggers


Monitor surges in 3rd party intent, watching for heightened interest in the names of your competitors, and respond proactively to counter competitive claims

Competitive Box-Out1

Three Methods for Activating Sales with Intent


Sales InsightsDeliver purchase intent insights into your CRM to prepare sales reps for 1:1 conversations

Web PersonalizationPersonalize your website with the competitive counter offers that sales is pitching

AdsSupport sales with air cover that reinforces competitive messaging

Prepare for competitive 1:1 sales conversationsCompetitive Box-Out



Monitor 1st party intent to derive insights into specific interests and concerns based on top pages and content downloads

Focused Interest & Concerns

2


Help sales uncover the most relevant topicsFocused Interest & Concerns

Synchronized Follow-upCustomize sales offers and web content based on intent

Hidden IntentDetect hidden interests in specific topics to prepare for upcoming sales conversations

SalesDiscoveryThrough conversations with the buyer, sales learns about a variety of concerns



Watch for account activity on 1st or 3rd party websites when buyers aren’t responding to sales inquiries

Detecting “Ghost Replies”

3


Prioritize sales outreach based on intent dataDetecting “Ghost Replies”

IntentMonitor 1st and 3rd

party intent signals to watch for activity on custom account pages, the website, and third party sites

Custom Outreach & ContentSales reps reach out to buyers and curate content on custom account pages

Prioritize Follow-upContinue engaging on relevant topics when you detect ghost replies

Summary1 Leverage both 1st party and 3rd party intent data

Personalize buying experiences by intent topic2

Activate intent for 1:1 sales conversations3

Documents

How to Pair ABM and Intent Data to Drive Pipeline Growth... · Data to Drive Pipeline Growth Andre Yee, Founder and CEO August 12, 2019. ABM Success|triblio.com ... 60%-80% of the