Mike Madden discusses how combining intent data from Bombora with engagement data from Marketo provides a more complete picture of customers to improve demand generation. Intent data on topics related to a company's products can be used to prioritize accounts for sales outreach, target reactivation campaigns, and personalize content delivery. This approach helped increase email open and click-through rates for intent-driven campaigns compared to traditional marketing emails.

1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Time, love and intent data - a killer recipe for demand generation
Mike Madden | Head of Commercial Demand Gen - North America, Marketo | @mike_p_madden

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
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4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Time, love and intent data - a killer recipe for demand generation
Mike Madden | Head of Commercial Demand Gen - North America, Marketo | @mike_p_madden

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Timing is Everything
#AdobeSummit @mike_p_madden

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Inside the Marketo machine
Named
Accounts
Target
Accounts
Non-ICP
Accounts
Named Accounts – Mintigo Score > 84, Meet
Core Ideal Customer Profile Requirements
Target Accounts – Mintigo Score > 49, Meet
Core Ideal Customer Profile Requirements
Non-ICP Accounts – Not a product or market fit
for Marketo
#AdobeSummit @mike_p_madden

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Sales likes our leads – Here’s why
AQL = Target Status (Target) + Behaviour Score (>19) + Account Score (>29)
• Right Job Title
• First/Last Name
• Valid Email/Phone
• Company Name
• Not junk Lead
• Email Clicks
• Form Completions
• Visited Booth
• Attended Webinar
• Attended Demo
• Downloaded Analyst Report
• Scoring decay to capture
inactivity
Predictive Account Score powered
by Mintigo
Looks at:
• Annual Revenue
• Employee Size
• Industry
• Location
• Technologies Used
• Other signals like hiring trends,
funding levels, social media
activity, etc.
#AdobeSummit @mike_p_madden

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Buyers get the right content, at the right time
Behaviour
Score = 0
Early
Stage, No
Activity
Behaviour
Score 1-10
Early
Stage
Behaviour
Score 11-29
Mid
Stage
Behaviour
Score > 29
Late
Stage
#AdobeSummit @mike_p_madden

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Investment Drives Content Consumption
Reactivation
(No Engagement in Past 1 Year)
Early Stage
(Behaviour Score = 0 - 10)
Mid Stage
(Behaviour Score 11-29)
Late Stage
(Behaviour Score > 29)
Any lead, regardless of vertical or
business type, with a last
engagement date before 1 year ago
Messaging:
• We Miss You
• It’s Been A While
• Call out unsubscribe
• Click = Reactivation
Content Types:
• Blogs
• Worksheets
• Cheat Sheets
• Infographics
• Slides and Templates
Engagement Segmentation:
In past 1 year
Content Types:
• Blogs
• Worksheets
• Ebooks
• Webinars
• Cheat Sheets
• Infographics
• Slides and Templates
Engagement Segmentation:
In past 1 year
Content Types:
• Blogs
• Worksheets
• Ebooks
• Cheat Sheets
• Webinars
• Analyst Reports
• Sales CTA
• Infographics
• Slides and Templates
Engagement Segmentation:
Past 30 days, past 60 days, past
90 days, & past 1 year
#AdobeSummit @mike_p_madden

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The marketing funnel, simplified
Anonymous
CapDB
Inquiries
AQLs
SQL
CLOSE
Program Types
Top of Funnel – New Name Acquisition
• Content Syndication
• Sponsored Emails
• Sponsored Webinars
• Virtual Events
• Paid Digital/Social
KPIs by Stage
Top of Funnel – New Name Acquisition
• Cost per new name (CPNN)
• Cost per Target acquisition
• FT Pipeline to Cost
• FT Revenue to Cost
• New Names & Targets
Mid Funnel – Behavioural Acceleration
• Cost per AQL
• Inquiry -> AQL Conversion Rate
• Engagement Rates
• AQLs (Leads/Contacts)
Mid Funnel – Behavioural Acceleration
• Database Emails (Early, Mid, Late, Reactivation)
• Webinars
• Behaviour Triggered Campaigns
• Field/Live Events
Bottom Funnel – Close the Deal
• Deal Support
• Pipeline Acceleration
• Accelerators
Bottom Funnel – Close the Deal
• Sales acceptance (MQL -> SAL -> SQL)
• Marketing Sourced vs Sales Sourced vs
Partner Sourced
• ASP
• Win Rates
• New Bookings#AdobeSummit @mike_p_madden

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Sprinkling in the Intent Data
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12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Munchkin Code Can Track:
• Email Engagement
• Web Engagement
• Form Fills
• Asset Downloads
• Landing Page Performance
Marketo + intent data = the complete picture
What Marketo Can See
What Bombora Can See
#AdobeSummit @mike_p_madden

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Gave Bombora List of
Customers Who Closed Won
in Past 6 Months
Mapped Historical Intent Data
to 100 Topics over 18 Months
Before Closed Won
Used Top 50 Topics to Build a
Powerful Intent Data
Processor in Marketo
Laying the intent data cornerstone
#AdobeSummit @mike_p_madden

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The original historical data set
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15. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Building the case for our sellers
17,995
11,324
7,983
5,156
3,783 3,702
7,852
5,044
3,381
2,386
1,623 1,469
0-3 Months 3-6 Months 6-9 Months 9-12 Months 12-15 Months 15-18 Months
Total Topic Surges Over Time
Customer Group
Control Group
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16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The 3 most important factors behind intent data
Surge Score Specific Topic Topic Count
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17. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Condensing intent data into a single scoring field
A few things we can do:
• Immediate account prioritisation for sales
• ‘Wake the Dead’ campaigns to reactivate
sleepy subscribers
• Extremely targeted digital advertising to
high intent accounts
• Hyper relevant database emails
Surge
Score
Specific
Topic
Topic
Count
Bombora
Weighted
Score
#AdobeSummit @mike_p_madden

18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The process for intent-powered email marketing
Then Email
Leads at Account
that fit buying
profile based on
Topic Cluster
If Account shows
intent, Weighted
Surge Score
threshold met,
and ICP criteria
met…
Weekly Bombora
Update – Sunday
Evenings
#AdobeSummit @mike_p_madden

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The results speak volumes for timing & intent
0%
5%
10%
15%
20%
25%
30%
35%
Bombora Emails Marketing Emails
Open Rate
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
Bombora Emails Marketing Emails
Click-Through Rate
#AdobeSummit @mike_p_madden

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
How to immediately prioritise the right accounts
And if we want sales to call specific
people at the account:
1. If weighted score threshold is met and
account has…
• High predictive account score
• Marketing Manager + Title
• Fits the right business unit
2. Then, P3 AQL, write interesting
moment, update account in SFDC, and
send sales alert
Weighted Surge Score
TotalAccounts
P3/P4 AQLs
#AdobeSummit @mike_p_madden

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Sales reps now have one killer talk track
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22. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Outbound never had better timing
Surge by category:
• Competitive
• Solution oriented
• Product oriented
• Topic total
DIGITAL
Topic or
Category Surge
EMAIL
Topic/Category
Surge
REACTIVATION
Topic/Category
Surge &
Unengaged Past
One Year
WHITESPACE
Complete
whitespace at
key accounts
with intent
CRM UPDATE
Surge Data on
Account
Record
SALES PLAYS
Email and
calling
sequences
ALYCE
Personalised
direct mail for
named/target
accounts
DONUT DROPS
Actually
dropping
donuts at key
accounts
MARKETING AIRCOVER
SALES OUTBOUND
#AdobeSummit @mike_p_madden

23. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Even our cross-sell model is fueled by intent data
AQL = Ideal Cross-sell Target + (Product Interest > X OR Bombora Surge)
• Does not have Product ‘X’
• Is identified as a fit for
Product ‘X’ using Mintigo
predictive model
• Has shown interest, via
Marketo tracking, in
specific categories
related to cross-sell
products
• Customer account shows
surge on keyword or
categories related to
Product ‘X’, which they do
not currently own
#AdobeSummit @mike_p_madden

24. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
But it hasn’t always been perfect…
Big Database = TONS of API calls, slowing down our Marketo instance
Sales adoption isn’t easy when it’s more of an inbound culture
Marketo speaks in leads, not accounts
1
2
3
#AdobeSummit @mike_p_madden

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key takeaways
1. Harness intent data for
campaigns, outbound, and lead
qualification models for near
perfect timing that’ll have your
sales people laughing.
2. Utilise intent data to delight
customers with hyper-relevant
cross-sell demand gen…and even
prevent customer churn!
3. Timing is everything. With a little
bit of luck and the right timing, you
could walk right past your future
wife on the street and two years
later…marry her.
#AdobeSummit @mike_p_madden

26. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
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Mike Madden
mmadden@adobe.com
Twitter: @mike_p_madden
LinkedIn: michaelmadden824/

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