andre yee, founder

August 10, 2021

How to Grow Your Pipeline with ABM + Intent Data

Andre Yee, Founder

What We’ll Cover Today

WHY Intent Data?

WHAT Do We Mean by Intent?

HOW Do We Pair ABM with Intent to Grow Your Pipeline

?

Triblio from IDG Communications, Inc. | triblio.com

We learn from the best — our own customers

Sales Activation

Website Personalization

Account-based Advertising

Orchestration

Intent-based Audiences

Marketing Channels Sales Channels

The Triblio ABM Solution


Why Intent?


Point of Purchase

Buyers are delaying “hand-raise”

45% of Prospects Engage 90 Days Prior to Form Registrations*

RESEARCH

60%-80% of the buyer journey is hidden or “pre-funnel”

Contact Registration

Initial Point of Interest

Marketing Campaigns

Sales Pipeline

How Do You Target Potential Buyers in the “Hidden Funnel”?

Hidden Funnel

ABM proactively targets accounts by identifying INTENT earlyto trigger sales at the right time with the right messaging


What do we mean by "intent"?


Purchase intent includes 1st and 3rd party buying signals

Watched awebinar

Replied to an email

Visited your homepage Visited a

product page

1st party intent

Attended user group

3rd party intent

Watched a video in your category

Downloaded industry survey

Read industry

article

Researched a competitor

Interest

Time

Purchase

Upsell


Understand the value of 1st and 3rd party intent data

Pros Cons

Reliable Limited

Extensive Noisy

1st party intent

3rd party intent


How do you combine intent data with ABM?


#1 - Orchestrating Buyer Experience w/ 3rd Party Intent Signals

Monitor 3rd party intent data and launch ABM campaigns when accounts surge on relevant topics

“Hidden Funnel” Intent Triggers

DisplayAds

WebsitePersonalization

SalesActivation


CUSTOMER EXAMPLE

Technical Buyer“CDP”

Customer Marketing “Customer

Experience”

Customer Data PlatformObjective: Growing Pipeline by

Targeting Different Buyer Personas


Web SalesAds

“Customer Data

Platform”

“Customer Experience Platform”

CUSTOMER EXAMPLE


#2 - Orchestrating Account Prioritization for Sales Outbounding

Who Should We Target Right Now?Target Account based on Firmographic Fit & Intent Signals

Dynamic Target Account List (Weekly)

Active Demand ( In-Market Buyers)

Who Should We Target?Target Accounts based on Firmographic -Fit (1000s)

Static Target Account List

Outsourced HR SolutionsDynamically prioritize highest

potential accounts for sales outreach

CUSTOMER EXAMPLE


Automatically deliver high-value accounts to BDRs

Account Prioritization at Scale

15006 million

Prioritized 1500 accounts per week by fit, intent, recency, and engagement

Challenge: didn’t have the capacity to reach out to its total addressable market

Segmented into 5 messaging segments and triggered unique x-channel playbooks for each segment (phone, email, direct mail, digital)

TRIBLIO ORCHESTRATION

Marketing Ads, Web

Personalization

Assign to Regional Managers

Launch CampaignsExclusion

Filters

Customers

Previously Targeted in

90 days

Pipeline

Enrich & Tag

Enrich Data

Add FIRE Tags

Sort by Priority

AddContacts

Split & Output

Segment by Region

Split by Solution

Deliver List to BDR team

Total Universe of Accounts

Bombora Third Party

Intent

Triblio First Party Intent MAP

API

Import: “Fit” Accounts

Cross-Match: “Intent ” Signals

ABM Success | triblio.com

CUSTOMER EXAMPLE

Increase in contact list efficiency

5.5x

Discovery call pace after just 4 months

2xChallenges

Objective

Results

Orchestration


#3 - Activating Relevant Sales Conversations with Intent Signals

Based on purchase intent signals, learn what the accounts you’re talking to are interested in and use that insight when following up.

In-Pipeline Campaign Triggers


Sales InsightsDeliver purchase intent insights into your CRM to prepare sales reps for 1:1 conversations

Web PersonalizationPersonalize your website with the competitive counter offers that sales is pitching

AdsSupport sales with air cover that reinforces competitive messaging

Sales Activation Play: Competitive Box-Out

Prepare for competitive sales conversations by watching for heightened interest in specific competitors - respond proactively with counter-claims across multiple channels

Need Product Graphic for Sales Insights

Need Ad or Personalized Site visual - example : who does Nasdaq or Redpoint compete against - and we can put an ad positioned against competitor


SummaryIntent data signals gives us insight into in-market buyers -> better target account list

1st party intent is reliable but limited. 3rd party intent is expansive but noisy.Leverage both.

Orchestrated ABM campaigns are key to unlocking potential of intent data


ABM Campaign Orchestration

Questions?

How to Power Your Pipeline with ABM + Intent Data

andre yee, founder

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