Andre Yee, Founder
Transcript of Andre Yee, Founder
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August 10, 2021
How to Grow Your Pipeline with ABM + Intent Data
Andre Yee, Founder
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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
?
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We learn from the best — our own customers
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Sales Activation
Website Personalization
Account-based Advertising
Orchestration
Intent-based Audiences
Marketing Channels Sales Channels
The Triblio ABM Solution
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Why Intent?
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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
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Marketing Campaigns
Sales Pipeline
How Do You Target Potential Buyers in the “Hidden Funnel”?
Hidden Funnel
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ABM proactively targets accounts by identifying INTENT earlyto trigger sales at the right time with the right messaging
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What do we mean by "intent"?
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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
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Understand the value of 1st and 3rd party intent data
Pros Cons
Reliable Limited
Extensive Noisy
1st party intent
3rd party intent
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How do you combine intent data with ABM?
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#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
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CUSTOMER EXAMPLE
Technical Buyer“CDP”
Customer Marketing “Customer
Experience”
Customer Data PlatformObjective: Growing Pipeline by
Targeting Different Buyer Personas
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Web SalesAds
“Customer Data
Platform”
“Customer Experience Platform”
CUSTOMER EXAMPLE
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#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
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Outsourced HR SolutionsDynamically prioritize highest
potential accounts for sales outreach
CUSTOMER EXAMPLE
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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)
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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
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ABM Success | triblio.com
CUSTOMER EXAMPLE
Increase in contact list efficiency
5.5x
Discovery call pace after just 4 months
2xChallenges
Objective
Results
Orchestration
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#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
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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
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ABM Success | triblio.com
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
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ABM Success | triblio.com
ABM Campaign Orchestration
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ABM Success | triblio.com
ABM Campaign Orchestration
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Questions?
How to Power Your Pipeline with ABM + Intent Data