poll question - hg insightshginsights.com/wp-content/uploads/how-to-accelerate-abm.pdf · our core...
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Poll QuestionHow would you describe the level of ABM implementation in your
company?
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ACCELERATING ABM CONVERSIONSUsing the ABM Demand Diamond to get results
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Enriched Data Accelerates Conversions
The ABM Demand Diamond helps:
• Identify customer profile (ICP)
• Find the right target accounts
• Run effective ABM campaigns
• Close more selling opportunities
$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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Analyze Won Accounts to Find ICP
Top Ideal Customer Profile Inputs
• Deal clusters & deal size• Sales cycle: time and effort from sales• Lifetime value (ARR)• Company size/industry• Technology products installed
$$$$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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Identify More Target Accounts That Match Your ICP
Expand account selection with:
Firmographics: • Company size• Revenue• Industry• Location
Technographics• Software• Hardware• IT Spend• Install Location
$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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“ Tech install data helped us identify accounts with the right technology profile for our solutions. As a result, we can now identify the accounts that are 64% more likely to turn into closed won revenue”
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TECHNOGRAPHICS USED FOR ACCOUNT SELECTIONIdentify Prospects with the Most Potential
Customer Example
• Challenge:Customer needed to identify target accounts for their sales team.
• Solution:Through ICP analysis was able to determine that any accounts with three specific technologies installed had a 64% higher likelihood of turning into closed/won revenue. HG Data Technographics were used to identify and score these accounts.
• Result: Customer saw a 49% increase in revenue from target accounts with technographic insights.
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Account Scoring Steps• One: Review the technologies installed at your
highest-revenue-producing customer base
• Two: Update your ideal customer profile with your technographic findings
• Three: Tag all prospects that fit your new technographics-based ideal customer profile
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How to build the report:Report Type: Accounts with HG Data TechnologiesAccount type = CustomerCross Filter: Accounts with Assets (or whatever report your org uses to view account products)
How to build the report:Report Type: Accounts with ContactsAccount Type = ProspectMQL StatusCross Filter: Accounts with HG Data Technologies
Prioritize Prospects with the Most Potential TECHNOGRAPHICS USED FOR ACCOUNT SELECTION
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Run ABM Campaigns on Target Accounts Leads
Increase conversion rates with campaigns segmented by:• Complementary technologies• Competitive technologies
Qualify campaign response by:• Website visits• Content downloaded
$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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“ Based on the targeting we can do using technographics, we saw way above average response through email outreach in just our first month, which led to some quick sales wins for us.”
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Customer Example• Challenge:
Customer needed increase conversion rates of ABM campaigns.
• Solution:Used Technographics to identify the cloud solutions in place at their ABM accounts, and develop campaigns and messaging specific to the incumbent technologies – including email, digital advertising, and content marketing.
• Results: More targeted ABM efforts achieved engagement rates that were 2.5x industry average, and turned into sales in less than 30 days.
BETTER ABM WITH BETTER DATAUse Data to Find Accounts and Inform Your Outreach
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Close More Qualified Account Leads
Generate more closed/won business with contextual technographic data (SQL)
• Contract size• Contract renewal date
Account rep can reach out with better offer before competitor contract is up for renewal
$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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“ The data drove some quick sales wins for us and soon my entire SDR team was asking for more. The information was so useful and accessible, it became a no-brainer…”
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TECHNOGRAPHICS USED FOR SDR OUTREACHProvide SDRs with the Context to Engage Target Prospects
Customer Example
• Challenge:Customer need to provide context on more than 70K accounts for SDR outreach
• Solution:Customer used technographics to find accounts with legacy software that was no longer supported or about to expire. They then focused their SDRs on these accounts with specific messaging designed to address pain points and initiate relevant conversations
• Result: Closed business within weeks of enriching their accounts with technographic data
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Use Technographics to create and close accounts
Analyze Closed/Won
Identify Target Accounts
Run ABM Campaigns (MQL)
Close more qualified account leads (SQL)
Closed/Won
$$$
Firmographics / Technographics
Behavioral
Contextual
$$$
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Poll Question 2What type of third-party enrichment data do you use today?
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HG DataComprehensive and Accurate Technographics
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Use Advanced Data Science to Process & Curate Data
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BILLIONS OF DOCUMENTS ARE
AGGREGATED
Unparalleled and ever-expanding pool of raw data
including: Case studies, whitepapers, press releases, blogs, job postings, resumes, gov’t documents, and more…
AND PROCESSED THROUGH THE HG
PLATFORM
Using our own curation IP, documents undergo deep analysis via the HG Data
Integrity platform to extract previously
unseen intelligence.
TO PRODUCE STRUCTURED CUSTOMER INSIGHTS
Empowering you with the Confident, Actionable, Data-driven decisions.
THE BUILD PROCESS
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WHO
Company/Prospect
TechnologyStack
WHAT
Physical/Cloud/Geography
WHERE
VerificationDate
WHEN
OVER120,000,000TECHNOLOGY
INSTALLATIONS
USED AT OVER13,000,000
LOCATIONSGLOBALLY
OF9,000+
TECHNOLOGYPRODUCTS
MANUFACTURED BY4,500+
TECHNOLOGYVENDORS
VERIFIED BY240,000,000DISTINCT DATE
STAMPS
Build Most Comprehensive & Accurate Technographics
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HG Data for Salesforce embeds tech install information in Salesforce
Technographic Options• HG Data for Salesforce – embeds
technographics directly in Salesforce so you can use for account selection, lead scoring, reporting, and setting up automated business processes
• HG Data Universe - license large portions of our core data set to targets sales/marketing efforts on right accounts, or to generate more accurate models, forecasts, and trend reports.
• HG Data Audience – use comprehensive tech install data to create hyper-targeted segments for your digital display advertising. You can also easily deliver these segments to leading DMPs and DSPs.
USING HG DATA TECHNOGRAPHICSEasily Access Tech Install Data for Account Selection, Scoring, and Reporting
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Expanded Product Offering
• Richer combined technographic datasets
• Deeper technographic insights
• Better access to data
• Larger global footprint
HG Data Acquires Pivotal iQOffers High Value Contextual Data for Prioritizing Accounts
Acquisition adds IT contract data, spend intelligence and intuitive interface
+
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Q & A Learn more at hgdata.com