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Integrating Intelligence into the Work Flow of Marketing (and Sales!)

Justin Hoskins Vice President, Product Innovation and Architecture

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The Challenge: finding new opportunities and the prospects behind them

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Awareness Consideration Decision

Typical Marketer Data

Bill Jones

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Deal Data™ helps fill gaps with real-time, actionable purchase intent & prospect data

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Awareness Consideration Decision

TechTarget Deal Data™

Prospects with activity

Key buying signals

Pain Points Detected

New Location Activity

Shift to Decision Stage

Buying Team Detected

Julie Grey

Tom Ford

Mark Hill

Multiple Vendor Interest

Sustained Interest

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NEW

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Bill Jones

Julie Grey

Tom Ford

Mark Hill

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One account is complex enough, but what about all the accounts out there?

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Don’t try to boil the ocean – there are relatively simple approach to finding the right prospects at the right time.

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Intelligence is not our master – it’s here to serve you, not the other way around

1. Generating new contacts/opportunities

2. Named accounts

3. Newly expanded offerings/cross-selling

4. Stretching marketing budgets

5. Competitive conquesting

6. Live event recruitment

7. Maximizing Inside Sales/BDR productivity

8. Ensuring/expanding Field Rep’s knowledge

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What are you responsible for?

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Marketing

How to use Priority Engine™ to generate new contacts or opportunities

I’m responsible for generating new contacts and opportunities within SalesForce.com

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Functionality

– Run the report each week to find new contacts within your segment at accounts

Utilization

– Add contacts or generate an opportunity directly within that view with the click of a button

How to use Priority Engine™ to maximize the yield of your Named Account Strategy

In 2015, we are hyper-focused on 500 accounts that we need to penetrate…but generating enough leads from those accounts is hard/too expensive.

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Functionality

– Use Account Views in Salesforce.com to define your list

– Let Priority Engine update you each week on which accounts are researching a solution.

Utilization

– Ensure you are never in the dark about your key accounts.

– BONUS: See the other side of the coin, and prioritize accounts outside your Top 500

Marketing

Field Sales

How to use Priority Engine™ to expand into new markets/segments

Our go-to-market story is changing to show we're bigger than XYZ technology. We want to target accounts in related spaces to get our foot in the door.

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Functionality

– Drill into an account profile with multi-segment Priority Engine

Utilization

– See where accounts are engaging with adjacent segments

Marketing

How to use Priority Engine™ to stretch marketing budgets

We spent so much money on lead gen in 2014 across multiple sources. How can I leverage the dollars I’ve already spent?

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Functionality

– Create account views using fields like Account Source, Initiative, Attendance, etc.

– Marketing can run this report weekly for updated views

Utilization

– Reclaim “Closed:Lost” opportunities by viewing buying signals and alerts to activity beyond your nurturing efforts

Marketing

How to use Priority Engine™ to conquest competitors

We're bumping into our competitor a lot, and we want to make sure we're always in the conversation when a prospect is looking at them.

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Functionality

– Run a report to create a prioritized hot list

– Download the results to a spreadsheet for even more filtering options

Utilization

– Reports show competitive engagement

– Consider outbound marketing efforts to win the head to head battle

Marketing

How to use Priority Engine™ to recruit for an event

We want to recruit for a live event we're holding in Chicago

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Functionality

– Build an account view based on the Chicago geography

– Run a report using that view to build a prioritized hot list

Utilization

– Generate an updated recruitment list each week with contact information for accounts actively researching your segment in the greater Chicago area

How to use Priority Engine™ to maximize inside sales/BDR productivity

Inside sales assigned by region are goaled with setting meetings for Field Sales. How do they know who to call first?

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Inside Sales

Functionality

– Build an account view based on Inside Sales Rep territory

– Run a report with that account view to create a prioritized call list

Utilization

– Reports include email and phone contact information

How to use Priority Engine™ to keep field reps aware of their territories

We want our field reps to have the most complete understanding of their territory as possible

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Field Sales

Functionality

– Field reps can use Priority Engine as well!

Utilization

– Mobile-friendly weekly email alerts keep them informed on their book

– Reports showcase key buying signals and alerts to significant activity