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InsightBASE Case Study: Bulldog Solutions

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B2B marketing agency Bulldog Solutions created a pilot program to find out whether intent data could improve time to the first meeting with a prospect. Here's what they discovered after using InsightBASE for 90 days.

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InsightBASE Case Study: Bulldog Solutions

  1. 1. Be there when they’re ready to buy Using Intent Data to Fuel the ABM Fire Mike Rogers Senior Vice President True Influence Todd Speicher Senior Vice President Sales and Marketing Bulldog Solutions Tuesday May 8th 2018
  2. 2. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com2 We are trueI n fluence • Activate the ABM landscape so you can be there when they're ready to buy • Leverage the largest collection of B2B intent signaling data • Deliver powerful fact-based insights on in-market buyers at all stages of the purchase funnel • Provide marketing and sales teams with highly actionable prospect insights • Combine purchase intent data with verified contact information
  3. 3. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com3 A Leading Data-Driven ABM Company Founded 2008 Relevance Engine 2010 InsightBASE® January 2016 Intent Monitoring Category January 2017 250+ Customers
  4. 4. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com4 True Influence Offerings Content syndication driven by intent • We mine InsightBASE for leads showing an active interest in your products • Leads are qualified using tailored email campaigns • We deliver TripleCheck verified leads for your sales and marketing teams Value-packaged tele-verified leads • We find customers ready and willing to pick up the phone • We ask a series of qualifying questions to determine interest level • Gain actionable intelligence and sales leads • Leverage profile intelligence • Understand pain points • Fill all stages of your pipeline with TripleCheck verified leads SPIKING INTENT SPIKING INTENT • Source new accounts by monitoring intent to purchase • Monitor existing accounts for activity spikes • Target accounts at the right time with the right message • Integrate seamlessly to unify your technology stack • Detect early sales opportunities to stay one step ahead of the competition • Self-service account acceleration platform based on intent TripleCheck verified contacts with a spiking interest in your solutions
  5. 5. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com5
  6. 6. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com6 Where Does the Data Come From? A few of our data partners Email Open and Clicks Webcast Registrations Content Downloads Website Content Reads Blog Content Reads Social Media Activity Searches
  7. 7. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com7 The Unique Breakthrough RELEVANCE ENGINE INTENT MONITORING MAPPING TO BUSINESS CONTACTS 3500 Topics Tech Install Firmographic Spike Identification
  8. 8. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com8 Twitter: @BDSolutions Website: www.bulldogsolutions.com Our Speaker Todd Speicher Senior Vice President Sales and Marketing
  9. 9. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com9 Agenda • Quick Introduction • What is Intent Data • Case Study: Intent Data in Action at Bulldog • Key Takeaways
  10. 10. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com10 BULLDOG IS A MODERN MARKETING AGENCY EXCLUSIVELY FOCUSED ON COMPLEX B2B. Channel Program of the Year SiriusDecisions 2016 Best Video Content “Finny” Killer Content Awards 2017 Best Direct Mail Campaign BMA Global ACE Awards 2017 Best Integrated Media Campaign FCS Portfolio Awards 2017 “StackMaster” Revvie Finalist Marketo Revvies 2017 Highest Conversion Response from a Content Program Content Marketing Awards 2016 Best Integrated Marketing Program BMA Global ACE Awards 2016 Kapost Top 50 Kapost 2017 2017 B2B Top Shop Chief Marketer 2017 ABMie Finalist FlipMyFunnel 2017 Best Social Campaign Oracle Markies (Gold) 2017
  11. 11. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com11 Intent Primer
  12. 12. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com12 Intent data…..what’s the big whoop anyway?
  13. 13. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com13 So Many, So Confusing
  14. 14. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com14 Not All Providers Are Created Equal STRATEGIC FULL SERVICE ANALYTICS COMMODITY DATA
  15. 15. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com15 Why we chose True Influence
  16. 16. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com16 What Matters Most • Source and Collection Techniques • Frequency of Updating & Ranking/Signal Strength • Search ++++ • Value Added Services (DSPs, Demand Services/Programs) • Access and Ease of Use • GDPR Compliance • Integration • Pricing
  17. 17. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com17 Intent Data In Action
  18. 18. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com18 Account Prioritization Legacy Process Size & Industry MAP Performance Social Creative Time @ Company Multiple Applications Time Consuming Manually Intensive
  19. 19. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com19 The Opportunity Marketers now have the ability to identify what prospects and customers are researching or buying… and trigger contextual, personalized marketing campaigns based on this data.
  20. 20. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com20 Focus: Actionable Data Intent data answers the following questions: Who’s searching? (accounts and contacts) What they are searching for? (search terms) Where? What sites they are going to? (context) How much? Frequency/density of search activity? (urgency, importance)
  21. 21. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com21 Ease of Use and Speed to Market
  22. 22. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com22 Signal Strength = Laser Targeting
  23. 23. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com23 Pinpoint Search Origins at Site Level
  24. 24. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com24 Intent Pilot: Hypothesis Can intent improve time to the first meeting?
  25. 25. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com25 Intent Pilot • Q4 2017 • 90 Days • 300 Accounts • 8 Search Terms
  26. 26. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com26 “ Let’s say I could target the right people. How do I grab their attention? There’s so much noise in the market.”
  27. 27. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com27 Engaging with Personalized Video It’s not a magic bullet. But when done well, you can expect 3X-10X increase in conversion rates. 3X-10X. Not kidding.
  28. 28. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com28 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Email (Your name)
  29. 29. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com29 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Landing Page
  30. 30. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com30 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Video
  31. 31. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com31 “You’re Not Invited” Inviting prospects to a *fake* event to showcase creative personalization. Follow-up emails (from Chief Creative Officer)
  32. 32. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com32 Pilot Results 39% Open rates 22% CTRs 14 Meetings Closed first deal within 90 daysPipeline of $6.8M
  33. 33. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com33 What’s Next – Scaling with Play Books ABM Creative Services Digital Agency Is it time for a fresh idea? Emotionally connect to convert Winning ABM recipes PERSONA SEARCH TERM SALES PLAY Demand Gen
  34. 34. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com34 Key Takeaways • Define your data needs first, then focus on intent • Not all intent vendors are created equal • Align goals for intent with sales and marketing • Move quickly to establish small wins
  35. 35. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com35 Q & A
  36. 36. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com36 Thank You To learn more: visit: www.trueinfluence.com | email: sales@trueinfluence.com Visit us at booth #163

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