Last week’s blog post outlined how you can combine intent data with ABM. We highlighted a highly effective top-of-funnel campaign used by our client Redpoint Global, where they used 3rd party intent signals to segment and target different personas. Today we’ll be breaking down three ways to trigger sales follow-up using intent data. As a reminder, you can watch the webinar here.
Activate intent data for 1:1 sales conversations
There are three methods for activating intent data for sales conversations further down in the funnel:
- Competitive Box-Out
- Focused Interests and Concerns
- Detecting “Ghost Replies”
While selecting 3rd party intent topics, we suggest including your competitors. Knowing when buyers are looking at your competitors is extremely helpful during the sales process. It allows you to anticipate which questions buyers will have in the next meeting based on which competitors they’re looking at.
Deliver these competitive insights to the sales team so that they can “box-out the competition by directing the buyer to focus on specific advantages that you might have over your competition,” says Yee. You don’t want buyers to form conclusions about your solutions based on what they gather from your competitors. Instead, help your sales team proactively shape buyer perception in favor of your solution.
Additionally, you can tie these insights into your marketing campaigns to reinforce sales messaging. Run ads and web campaigns using personalized content that explains why existing clients picked your solution over your competitors.
Focused Interest & Concerns
The second method utilizes 1st party intent data to identify specific areas of focused interest or concern. When you’re deeper within the buying cycle, the prospect begins to focus more on specific areas of interest or concern.
For example, you may have an active buyer in the evaluation stage of the buying cycle and the question, “Is your product GDPR compliant?” may arise. Through account insights and analytics, you have visibility into the web history for this account. Your AE is able to identify the late-breaking interest regarding privacy and GDPR through the prospect’s search history. This allows the AE to prepare before the next discovery call, thus giving them enough time to line up their company’s security and privacy officer to engage with the buyer during the next meeting.
Additionally, if the AE had set up an account-specific content page for the account, they can update the page with messaging pertaining to GDPR then email the buyer about the new content added to the page.
“Being able to drill down on specific areas of interest or concern based on 1st party intent data can be a force multiplier in the selling process,” says Yee.
Being able to drill down on specific areas of interest or concern based on 1st party intent data can be a force multiplier in the selling processAndre Yee, Triblio CEO
Detecting “Ghost Replies”
We all know what ghosting is–it comes with that discouring feeling of rejection when you’re having an ongoing conversation with someone and then suddenly never hear from them again. Sales reps get ghosted by prospects all the time.
Luckily, with intent data, sales reps can gain visibility into other signs of account interest, even when prospects haven’t responded to any emails in weeks. For example, a common ABM practice for our AEs at Triblio is to curate relevant content to an account-specific content page. Often, when those accounts stop responding to our calls and emails, it may appear as if they ghosted us. However, they may still be engaging with us indirectly. These accounts could be buying time to check out our competitors or waiting for an internal position and, therefore, don’t want to directly reply to the salesperson.
By implementing sales notifications based on signals for purchase intent, sales can keep tabs on the campaigns they’re engaging with and content they’re consuming. This information shows the AE when prospects are still engaged, which gives them more confidence to continue reaching out to the buyer.
In summary, you want to ensure a consistent buying experience for the accounts you’re targeting, which means as a marketer, you’ll want to help sales follow-up with the right messaging at the right time. Activate the sales team alongside your marketing channels to deliver better results. When account executives have intent data on hand during their 1:1 sales conversations, they’re better equipped to engage prospective buyers on the most relevant topics.