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Succeeding In The Age Of Intelligence: How Accurate & Actionable Contact Information & Buyer Insights Are Impacting Engagement

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Access the full event here: https://event.on24.com/wcc/r/1969810/FC4E13F6038189BCCD470ABCFAE5D5A1

"We’ve all been hearing about buyer intent data. And for years, we’ve all been waiting for it to make its way into our workflows and change our lives. Yet, in 2019, the promise of intent data still seems unfulfilled for a lot of sales and marketing teams.

The average B2B buyer is 67% of the way through the buyer journey before they ever engage with a salesperson. So how do you intercept buyers in the early part of their journey? How do you ensure they don’t fly under the radar and end up with a competitor in the end?

You use intent data — backed by verified contact data — so that when the right opportunity presents itself you'll know exactly who to target.

Join DiscoverOrg's VP of Demand Generation, DeAnn Poe, on this webinar to learn how sales and marketing teams are using intent data to beat competitors to the door and shortcut a long sales cycle!"

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Succeeding In The Age Of Intelligence: How Accurate & Actionable Contact Information & Buyer Insights Are Impacting Engagement

  1. 1. #COSeries Welcome – We’ll Be Starting at 2:00 PM (ET) • Audio will stream through your computer or mobile device speakers. No dial-in is available or required. Please ensure that your speakers are turned on. • Should slides or video appear to freeze during the webcast, please try refreshing your browser • For other technical issues, please access the Help widget (?) at the bottom of the screen • This webcast will be recorded, and you will receive a link to the on-demand version via email • Stay tuned for Q&A at the end. Please use the Q&A widget to ask your questions at any time • Please download today’s available resources by clicking on each item in the Resource List Thank You for Joining Us
  2. 2. #COSeries Succeeding In The Age Of Intelligence: How Accurate & Actionable Contact Information & Buyer Insights Are Impacting Engagement SPONSORED BY:
  3. 3. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Klaudia Tirico: @KlaudiaTirico DiscoverOrg: @DiscoverOrg
  4. 4. #COSeries #COSeries Prize Pack: Register & Attend to Win Sign Up For & Attend All #COSeries Webinars For Your Best Chance To Win! • $5 Starbucks Gift Cards – 1 Winner Per Session • Free Pass to #B2BSMX 2019 or #B2BMX20 – 1 Winner Per Day • Apple AirPods – 1 Winner Per Series Earn 1 automatic entry when you register and a second entry when you attend each webcast live.
  5. 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
  6. 6. #COSeries Panelists DeAnn Poe SVP, Marketing DiscoverOrg @DiscoverOrg Klaudia Tirico Features Editor Demand Gen Report @DG_Report
  7. 7. SUCCEEDING IN THE AGE OF INTELLIGENCE How Accurate And Actionable Contact Information & Buyer Insights Are Impacting Engagement Across Marketing & Sales
  8. 8. OUR PLIGHT The Challenges of the Modern Sales & Marketers
  9. 9. SALES AND MARKETING IS HARDER THAN EVER. Every Sales and Marketer Known
  10. 10. THE CHALLENGES OF THE INTELLIGENCE AGE CONFIDENTIAL 10 Crowded/ Noisy Market Jaded/ Overwhelmed Consumers Lack of Control over the Buyer’s Journey Too Much Data – Where Do You Start?
  11. 11. SUCCESSFUL ENGAGEMENT REQUIRES… Hyper-Focus • Target Audience • Understanding Your Buyer • Relevant Messaging Creativity • Differentiate Yourself • Lead with Value • Stand Out from the Crowd Luck • Timing • Knowing the Stakeholders • Getting Seen • Insider Info Great Data • Accurate/ Verified • Deep Context • Complete Profiles • Constantly Updated 11 CONFIDENTIAL
  12. 12. RIGHT PERSON + RIGHT TIME + RIGHT MESSAGE ENGAGEMENT/PERFORMANCE 12 CONFIDENTIAL
  13. 13. KEYS TO ENGAGEMENT The Variables and Formula to Improve Performance
  14. 14. KEYS TO ENGAGEMENT FIT INTENT OPPORTUNITY 14 CONFIDENTIAL
  15. 15. Characteristics Shared with Your ICP FIT Demographic • Title/ Role • Responsibilities • Department • Location Firmographic • Industry • Size • Revenue • Tech Stack 15 CONFIDENTIAL
  16. 16. INTENT Behavior-Based Activity • 1st Party Behavioral Data • Engagement with Your Content/ Brand • 3rd Party Behavioral Data • Engagement with Other Content/ Brand Intent Competitive Comparisons Other Relevant Content Your Content 16 CONFIDENTIAL
  17. 17. Ideal Buying Conditions OPPORTUNITY 17 CONFIDENTIAL • ex. RFP, Known Project, Inquiry Explicit • ex. Leadership Change, Funding, M&A Implicit
  18. 18. RIGHT PERSON + RIGHT TIME + RIGHT MESSAGE ENGAGEMENT/PERFORMANCE 18 CONFIDENTIAL
  19. 19. PERSONALIZATION Delivering the Right Message to Solicit Action
  20. 20. FIT Persona-Based Messaging Segment. Segment. Segment. And Segment. Create or Modify Content for Each Segment Leverage Data Points and Tokens (where possible) 20 CONFIDENTIAL
  21. 21. INTENT Engagement-Based Messaging Leverage Previous Engagement Match Themes and Interest Share Stage-Appropriate Content 21 CONFIDENTIAL
  22. 22. OPPORTUNITY Context-Based Messaging Reference Significant Event Share Industry Expertise Provide Relevant Value 22 CONFIDENTIAL
  23. 23. PRIORITIZATION Identifying & Reaching Right Person at the Right Time
  24. 24. FIT Scoring/ Evaluation Against ICP Common Decision Makers Specific Geo-Region 24 CONFIDENTIAL
  25. 25. INTENT Have vs. Have Nots Consumption Spikes/ Multiple Topics Education vs. Evaluation 25 CONFIDENTIAL
  26. 26. OPPORTUNITY Personnel/ Leadership Changes Funding and M&As Awards, Launches, Announcements 26 CONFIDENTIAL
  27. 27. YOUR B2B DATA The Lifeblood of All Prospecting Efforts
  28. 28. DATA MAINTENANCE MUST-DOS APPEND/ ENRICH VERIFY EVERYTHING UPDATE REGULARLY 28 CONFIDENTIAL
  29. 29. REAL-LIFE EXAMPLES Effectively Implementing the Engagement Formula CONFIDENTIAL
  30. 30. The Challenge Complex Outbound Strategy Stale, Outdated Database Inability to Focus on Target Personas The Solution Granular Search to Find Targets Valuable Market Research Prioritizing Outreach based on Need The Results 14x Increase in Response Rates 514% Increase in Opportunities Created 23% Increase in MQL-to-Opp Rate 30 CONFIDENTIAL
  31. 31. The Challenge Difficulty Timing Outreach Need to Engage High- Level Stakeholders Manual, Inefficient Process The Solution Find and Connect with True Decision Makers Automated Alerts for Predictive Signals Accurate, Verified Contact Information The Results 8x Increase in C-Suite Meetings Booked 6x Augmented Client Portfolio 560% Increase in Annual Revenue 31 CONFIDENTIAL
  32. 32. THE B2B DATA TRIFECTA Quality + Depth + Quantity CONFIDENTIAL
  33. 33. ABOUT DISCOVERORG Highest Quality Verified Contact Information Regularly Refreshed Profiles Accuracy-Guaranteed Integrated with Your Systems Real Depth Reporting Structure Job Function and Roles Installed Technologies Intent & Opportunity Data Massive Quantity Millions of Companies Even More Contacts More Direct-Dials 1000s of Industries Covered 33 CONFIDENTIAL
  34. 34. KEEP IN TOUCH DeAnn Poe SVP Marketing, DiscoverOrg deann.poe@discoverorg.com dorg.ly/dgr-co 34 CONFIDENTIAL
  35. 35. #COSeries Q&A // Panelists DeAnn Poe SVP, Marketing DiscoverOrg @DiscoverOrg Klaudia Tirico Features Editor Demand Gen Report @DG_Report
  36. 36. #COSeries
  37. 37. #COSeries Register for more sessions now thru April 26th Join Our Next Session: Why You Must Invest More in Customer Storytelling, Stat http://webinars.demandgenreport.com/campaign-optimization-series/2019/ April 25th 12:00 PM Eastern

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