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How to Identify when Prospects are in Market
- 1. HOW TO IDENTIFY WHEN PROSPECTS ARE IN-MARKET PAUL GIBSON, VP EMEA, DEMANDBASE LEANNE CHESCOE, SENIOR MANAGER FIELD MARKETING, DEMANDBASE
- 2. © 2019 DEMANDBASE｜SLIDE 2 Paul Gibson VP EMEA Demandbase Leanne Chescoe Snr. Manager Field Marketing, EMEA Demandbase TODAY’S PRESENTERS
- 3. AGENDA PRIORITISING IN-MARKET COMPANIES UNDERSTANDING INTERESTS & ENGAGEMENT TAKE CONTROL OF THE BUYER JOURNEY FROM THE START USE CASE: DIRECT MAIL KEY TAKEAWAYS
- 4. © 2019 DEMANDBASE｜SLIDE 4 TOO MUCH RELIANCE ON “CROSS FINGERS AND HOPE”
- 5. © 2019 DEMANDBASE｜SLIDE 5 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS BUYERS KNOWN BUYERS MAS Email nurture to known contacts based upon CRM / MAS data Use known signals to fuel lead scoring
- 6. © 2019 DEMANDBASE｜SLIDE 6 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation Personalised, targeted nurture campaign to known contacts at accounts showing intent Use account signals to influence account scoring Advertise to the broader buying committee within a target account & accelerate contact acquisition Identify & add new accounts to list ANONYMOUS AND KNOWN BUYERS MAS
- 7. © 2019 DEMANDBASE｜SLIDE 7 SPENDING TIME AND MONEY TO DRIVE VISITORS TO B2B SITES SEO Keywords VideoSocial PR Display Ads But if we aren’t providing the right content, relevancy and personalised experiences, we’re wasting both time and money.
- 8. © 2019 DEMANDBASE｜SLIDE 8 1. I need to know which accounts to focus on & why? 2. Can I understand my buyers interests and engagement? 3. How can I make customer experience relevant from start? HOW DO I KNOW WHICH STRATEGY IS BEST WITHOUT GUESSING?
- 9. © 2019 DEMANDBASE｜SLIDE 9 WHAT MAKES A GOOD ACCOUNT? ✓ BASIC CRITERIA Revenue Headcount Region Industry ✓✓ BASIC CRITERIA + FIT Demonstrating a need Showing a strong match for your value proposition ✓✓✓ BASIC CRITERIA + FIT + TIMELY INTENT Researching topics Engaging with your site content Presence of a buying committee Available budget
- 10. © 2019 DEMANDBASE｜SLIDE 10 Take the guesswork out of building your target account list Identify companies that meet your buying criteria and are showing the right intent signals. Boost sales and marketing effectiveness throughout the funnel.
- 11. © 2019 DEMANDBASE｜SLIDE 11 1. I need to know which accounts to focus on & why? 2. Can I understand my buyers interests and engagement? 3. How can I make customer experience relevant from start? HOW DO I KNOW WHICH STRATEGY IS BEST WITHOUT GUESSING?
- 12. © 2019 DEMANDBASE｜SLIDE 12 DRILL INTO AUDIENCES
- 13. © 2019 DEMANDBASE｜SLIDE 13 ACCOUNT-BASED ADVERTISING: END-TO-END IDENTIFY TARGET ACCOUNTS REACH KEY BUYERS ON PREMIUM, BUSINESS-APPROPRIATE SITES, WITH PERSONALISED CREATIVE MEASURE RESULTS BY ACCOUNT
- 14. © 2019 DEMANDBASE｜SLIDE 14 PERSONALISE THE MESSAGING GENERAL COMPANY-TARGETED Company Name Tesla Industry Healthcare Company Size Enterprise Learn More COMCAST BUSINESS DRIVES BUSINESS Learn More SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS Learn More SEE HOW HEALTHCARE IS DRIVING BUSINESS Learn More TESLA, EVER WONDER WHAT IT’S LIKE TO SIT ON A CLOUD?
- 15. © 2019 DEMANDBASE｜SLIDE 15 ACCOUNT- AND SITE-LEVEL DELIVERY REPORTING
- 16. © 2019 DEMANDBASE｜SLIDE 16 1. I need to know which accounts to focus on & why? 2. Can I understand my buyers interests and engagement? 3. How can I make customer experience relevant from start? HOW DO I KNOW WHICH STRATEGY IS BEST WITHOUT GUESSING?
- 17. © 2019 DEMANDBASE｜SLIDE 17 SO WHAT HAPPENS WHEN THEY COME TO OUR WEBSITE?
- 18. © 2019 DEMANDBASE｜SLIDE 18 IDENTIFY WEB VISITORS AND PERSONALISE THE EXPERIENCE Identify both known and anonymous visitors in real time Deliver a personalised website experience to your target accounts Impact the buying group with relevant content & messaging Move your target accounts through every phase of their journey
- 19. USE CASE: DIRECT MAIL
- 20. © 2019 DEMANDBASE｜SLIDE 20 ACCOUNT SELECTION: FIND RELEVANT COMPANIES IN-MARKET TODAY
- 21. © 2019 DEMANDBASE｜SLIDE 21 ACCOUNT SELECTION: WHAT INTENT ARE THEY SHOWING?
- 22. © 2019 DEMANDBASE｜SLIDE 22 ACCOUNT SELECTION: IS THAT ACCOUNT ENGAGING ON OUR WEBSITE?
- 23. © 2019 DEMANDBASE｜SLIDE 23 ACCOUNT SELECTION: WORKING WITH SALES
- 24. © 2019 DEMANDBASE｜SLIDE 24 SALES INSIGHTS POST DM CAMPAIGN LAUNCH
- 25. © 2019 DEMANDBASE｜SLIDE 25 KEY TAKE AWAYS 1. I need to know which accounts to focus on & why 2. How can I understand my buyers interests and engagement? 3. Help make customer experience relevant from start
- 26. © 2019 DEMANDBASE｜SLIDE 26 Q&A
- 27. © 2019 DEMANDBASE｜SLIDE 27 • WEBINAR: “How to reach prospects when they are not engaging with you”, 13 Sept 10am • WEBINAR: “Turn anonymous website visitors into known accounts”, 19 Sept 10am • ROUNDTABLE: “Get more from your 2020 marketing strategy”, 25 Sept 9am -11am NEXT IN OUR SERIES
- 28. THANK YOU
Editor's Notes
- Over the past five to ten years we’ve seen the habits of B2B Buyers change dramatically, conducting anywhere from 2/3 to ¾ of their research anonymously before they begin to engage with your marketing campaigns or sales people. And Pardot is a great tool for engaging them once they self-identify. But in today’s world of account-based marketing, waiting for that hand-raise means you’re already behind. Now imagine being able to activate Pardot to engage and nurture the right, best-fit accounts when they are first starting their research out on the web – not just on your website or with your marketing campaigns? The Demandbase for Salesforce Pardot integration enables you to activate orchestrated, cross-channel campaigns in Pardot using these anonymous buying signals to get you out ahead of the competition. Knowing that a target account is showing intent – interest in specific topics relevant to your products and services - you can launch personalized, targeted display ads to the accounts and buying teams, run email nurture campaigns to your known Pardot Prospects at those accounts to drive them to a hand-raise faster, and use the unique intent of the account to prioritize the best leads to sales.
- Over the past five to ten years we’ve seen the habits of B2B Buyers change dramatically, conducting anywhere from 2/3 to ¾ of their research anonymously before they begin to engage with your marketing campaigns or sales people. And Pardot is a great tool for engaging them once they self-identify. But in today’s world of account-based marketing, waiting for that hand-raise means you’re already behind. Now imagine being able to activate Pardot to engage and nurture the right, best-fit accounts when they are first starting their research out on the web – not just on your website or with your marketing campaigns? The Demandbase for Salesforce Pardot integration enables you to activate orchestrated, cross-channel campaigns in Pardot using these anonymous buying signals to get you out ahead of the competition. Knowing that a target account is showing intent – interest in specific topics relevant to your products and services - you can launch personalized, targeted display ads to the accounts and buying teams, run email nurture campaigns to your known Pardot Prospects at those accounts to drive them to a hand-raise faster, and use the unique intent of the account to prioritize the best leads to sales.
- What makes a good account? [CLICK] First, an account must meet your basic buying criteria. Are they of the size they’d need to be to want or afford your offering? Are they in a region that you serve? Do you have a solution for their industry? [CLICK] Beyond basic qualification, you want to know whether they’re in-market for your category. Are they demonstrating a need for an offering like yours? Are they researching topics related to your offering on the web? [CLICK] The best accounts will also be showing timely intent for your offering. These are the people who are actively engaging with the content on your site, have an identifiable group of decision makers and stakeholders, and have the budget buy.
- Account Selection is a new tool that helps marketers: Take the guesswork out of building account lists Identify companies that meet buying criteria and are showing the right intent signals And boost sales and marketing effectiveness throughout the funnel
- Since marketers view their world through this account – and aggregate audience – lens, they want to dig deeper into things like website activity - how many sessions are you seeing from this audience? How has this audience’s behavior changed over time? What specific content is being consumed? Especially if this list has been generated by Account Selection, you’ll want to understand more about the makeup of the audience. If these are your highest valued accounts, you want to know where they are concentrated, and build your marketing and sales territories around those areas that are most densely populated with great accounts. The same thing goes for industries. What kinds of verticals are present in the audience? What revenue ranges or employee sizes? All of this helps you to make decisions about how best to market to this audience. Finally, and maybe most importantly, you need to be able to understand the performance of these audiences. How are they progressing through the funnel, and what actions can you take to improve?
- How does GDPR affect all this? 2. I’ve already got Marketing Automation why do I need this? 3. I don’t have the time, resource or budget for something like this 4. Where would I get started?