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Making Your Marketing Team an Intent-Driven Machine
The document discusses the evolving landscape of B2B marketing, emphasizing the importance of understanding buyer intent and leveraging advanced technology like AI and account-based marketing (ABM). It highlights strategies for engaging target accounts through personalized marketing efforts, direct mail, and prioritizing outreach based on intent signals. Ultimately, the focus is on improving sales effectiveness and customer retention by tailoring messaging and leveraging data insights.
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Making Your Marketing Team an Intent-Driven Machine
- 1. INTENT FOR ALL! MimiRosenheim, Sr. Director Digital Marketing, Demandbase John Dering, Sr. Director ABM Technology and Strategy, Demandbase 3/14/19
- 2. § Picture ofa graduate § Who came out of undergrad thinking “I want to be a B2B marketer”? I think I’m going to be a B2B Marketer!
- 3. SO WE’VE CHASEDB2C EVER SINCE B2C Volume Automation Attribution And tried to make it work for B2B! B2B Quality Personalization Influence Has led to frustration and an inability to prove marketing value as a revenue driver in B2B
- 4. Close Rates Average DealSize Funnel Velocity THE GAME HAS CHANGED! Through a focus on accounts, and improved technology, B2B marketers can:
- 5. AI + ABM 1stParty data is limited Form fills RSVPs Email opens Sales activity 3rd Party data can be too much Website activity Off-site searches Spiking intent Understanding the Anonymous So how do we put it to good use? Social signals Company & Contact news
- 6. INTENT IS FOREVERYONE!
- 7. DIGITAL MARKETING Engaging targetaccounts online Understand who is showing Intent Segment those NOT on your site Use their search data to customize ad creative Personalize the website to match ad creative
- 8. DEMAND GENERATION Cutting throughthe digital noise Identify Target Accounts that are NOT engaging with your digital tactics But ARE showing intent signals Send high-value direct mail to grab their attention Enable the SDR team to reach out with relevant messaging
- 9. FIELD MARKETING Impactful face-to-faceengagement People who aren’t in a buying cycle will usually NOT come to a field event Use intent data to prioritize where your target accounts are showing buying signals Prioritize accounts to invite Layer that over engagement data from your CRM and MAS to figure out the contacts to invite
- 10. CUSTOMER MARKETING At renewaltime… Are your customers on your website? If so, are they looking at new products? Or, are they looking at your competitors site? In either case: Marketing can react And share with Sales to tailor their approach Keeping and growing your Customers Net Retention ✚ Renewals ✚ Pricing Increases ✚ Upsell/Cross-sell
- 11. SALES ENABLEMENT Help SDR’sprioritize Prioritize outbound Tailor messaging Help AE’s win Short circuit discovery Get out ahead of the RFP process Focus, efficiency and effectiveness
- 12. SALES ENABLEMENT Help SDR’sprioritize Prioritize outbound Tailor messaging Help AE’s win Short circuit discovery Get out ahead of the RFP process Focus, efficiency and effectiveness
- 13. SALES ENABLEMENT: PRIORITIZEOUTBOUND BY INTENT Relevant keywords to your business that the target account is showing increased interest in. Focus on accounts that are reading/researching relevant topics. Review the most common article employees at this account read that contains the term. Easy access to LinkedIn Sales Navigator, Salesforce, and Location breakdown for the page views. Bizmado
- 14. © 2018 DEMANDBASESLIDE 14 SALES ENABLEMENT: TAILOR OUTBOUND MESSAGING News insights give you something current and relevant to mention in your outreach. One-click access to the contact record in Salesforce News article about both your account/contact and terms specific to your business. Easy access to LinkedIn Sales Navigator and Salesforce.
- 15. SALES ENABLEMENT: SHORTCUT DISCOVERY Persistent Slack alerts over short time period Still hitting high-value pages Time to reach out!
- 16. SALES ENABLEMENT: GETAHEAD OF RFP Email sent... Email received... Relevant but not creepy subject. Ding ding ding!
- 17. KEY TAKE AWAYS Intentis for everyone! Make an impact digitally and offline Make the most of face-to-face engagements Retain and grow your valuable customer base Increase Sales effectiveness