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InsightBASE Lunch & Learn Presentation


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When B2B marketing agency Bulldog Solutions needed intent data to fuel a campaign for their personalized video service, they turned to InsightBASE. Here's how it helped them increase email breakthrough rates by more than 300 percent.

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InsightBASE Lunch & Learn Presentation

  1. 1. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com1 Be there when they’re ready to buy Intent Data and Personalization for Dummies Smarties
  2. 2. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com2 Your Presenters Janet Rubio Chief Marketing Officer Brian Maschler Chief Creative Officer
  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 SPIKIN G INTENT SPIKIN G 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 Today’s Take-a-Ways Learn what Intent Data is Learn how to operationalize it Discover a structured campaign formula using intent data as the foundation See real examples of personalized demand campaigns Walk away with a blueprint for any ABM or Demand initiative
  6. 6. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com6 If you know enough about a prospect to give them exactly what they want, marketing becomes irresistible. If not, you are simply an intrusion.
  7. 7. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com7 OK. So only give them what they want. I mean, who wants to be an intrusion??
  8. 8. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com8 Easy, right? Well, no. No, it’s not.
  9. 9. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com9 Timeless Challenges for B2B Marketers Targeting the right buyers at the right time Earning the attention of those buyers Turning attention into engagement – and engagement into sales
  10. 10. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com10 Marketers Tried a lot of Methods to get There Firmagraphic Data + Profiling Personas + Use Cases Predictive + Big Data But we’re still a bit Intrusive
  11. 11. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com11 Intent + Personalization “Irresistible Marketing”
  12. 12. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com12 “How can I target fewer people & focus on the ones that are already researching the solutions that I offer?”
  13. 13. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com13 With Intent, you are using data to inform your strategy, your prioritization, your messaging, your tactics. You are taking guesswork out of it. Matt Senatore Service Director, Account-Based Marketing SiriusDecisions “
  14. 14. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com14 Where Does the Data Come From? Email Open and Clicks Webcast Registrations Content Downloads Website Content Reads Blog Content Reads Social Media Activity Searches
  15. 15. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com15 Types of Intent Data 1st party data 3rd party data Gathered from systems your company owns and operates Provided by external sources
  16. 16. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com16 2 Models for Intent Data Collection Aggregators • Work with numerous partners • Domain specific. Usually anonymous when collected and is later mapped to accounts based on location • Very large pool of data Publisher networks • Gathered from properties they own and operate • Trackable to specific contacts • Limited breadth
  17. 17. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com17 4 Key Areas to Consider Data Volume The more intent signals collected for analysis, the more meaningful the analysis will be Quality Assurance Get a clear view of how the Intent Data is checked before it is passed to you Data Collection Method • Email opens and clicks are highly reliable • Tracking pixels are notorious for generating a lot of noise • Social signals are very reliable • Display advertising response can be a source for data quality problems Visibility into data sources and collection method Don’t settle for a “black box” approach, especially with regulations like GDPR looming
  18. 18. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com18 10 Ways to put Intent Data to Work for You Improved Digital Campaign ROI Topics for Content marketing Competitive Intelligence Advanced Nurture Streams Customer Engagement ProspectingOutsourced Lead Generation Renewals and Competitive Threats Customer Success Account Prioritization
  19. 19. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com19 B2B companies currently using Intent Data and Monitoring Tools Source: DemandGen Reports
  20. 20. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com20 Intent Fuels Campaign Success 50% lift in website visits with 70% of those visits coming from first-time visitors 75% lift in Sales Accepted Leads 46% higher average Opportunity value
  21. 21. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com21 “OK Janet. Let’s say I could target the right people. How do I grab their attention? There’s so much noise in the market.”
  22. 22. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com22 Intent + Personalization “Irresistible Marketing”
  23. 23. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com23 The Future of Marketing is Personalized
  24. 24. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com24 Marketing About Marketing
  25. 25. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com25 Increases email click-through rates by 300% - 1000% (actual range from campaigns we’ve run)
  26. 26. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com26 What is Personalized Video? This approach involves: 1. Planning and filming a video that’s choreographed for personalization 2. Then using a custom solution to personalize the video file for each person in the database 3. To deliver the videos, we create a personalized video thumbnail image for each recipient that receives an email (the personalized image is embedded within the email) OVERVIEW: Engages viewers 1:1 via personalization: • Viewer’s name • Company name • Job title • Company logo • LinkedIn photo and more Personalized video cuts through the clutter. Prospects are attracted when they see their name, and they stay engaged because they feel like they’re a part of the story you’re telling.
  27. 27. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com27 We Start with Intent Data Our listening terms: • Online video marketing • Personalized video • Personalized marketing • Video marketing • Personalization technology
  28. 28. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com28 I’m NOT invited?
  29. 29. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com29 Did they seriously make this video for me? It looks real. Let’s see…
  30. 30. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com30 Ellie, Ellie Hawkin Ellie,
  31. 31. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com31 Example “You’re Not Invited”
  32. 32. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com32 “Well done! Love it! Props to whoever put this video together " “Love!" “This is great! Very creative. I’m following your co on LinkedIn – will keep you in mind.” “Good one!" “Thank you so much for sending this over. Amazing job-great work! You absolutely got my attention and I’m super impressed with the video customization. I definitely want to keep in touch and I hope you don’t mind but I do want to share with other industry contacts…Kudos!"
  33. 33. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com33 So Many Applications Holiday Campaigns Event Promotions Content Promotions
  34. 34. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com34 So Many Applications
  35. 35. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com35
  36. 36. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com36 5 Tips for Crushing Personalized Video Start with the storyline, not the personalization Live action trumps animation Plan for inbound audiences Plan with the end in mind (your call-to-action) Go beyond the obvious
  37. 37. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com37 (Example) Framework Optional: Telequalification Intent Data (periodic) List-building Promotional Emails Personalized Video eBook/Guide Tailored Nurture Contact Us
  38. 38. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com38 Intent + Personalization “Irresistible Marketing”
  39. 39. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com39 Keys to Becoming Irresistible Time your contacts with appropriate content (Intent can help) Quality data, inspired creative Become personal - not just personalized
  40. 40. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com40 Thank You To learn more: visit | email: