With increasing sophistication of marketing, flow of leads is not the problem – rather understanding which leads are worth following up is now the challenge for sales teams. Intent data can help marketing and sales teams to easily determine which leads are ‘worthy’. This presentation was from a recent webinar, presented by Charles Crnoevich, Sales Director at Bombora. Charles discussed what intent data is and how it can be applied for smarter sales prospecting (in particular outbound calling). The presentation also covers best practice case studies of how B2B companies are using intent data to optimise their lead-gen processes.

1. Intent data –
The secret to smarter
sales prospecting?

2. What’s the problem for Sales and Marketing?
Don’t know
which leads or
contacts to focus
their time on
Waste time
following up on
leads that are not
currently or may
never be interested
Not knowing where
a prospect’s
specific interests
are across a suite
of products

3. Today, B2B buying is a group activity and
strongly influenced through content

4. One actionable stream of this
data that we produce is ‘Surge’…
Which is when a company starts consuming
content on a topic much more than they normally
do, according to historical data and benchmarks.

5. How do we define this ‘surging’ demand among B2B buyers?
Topic relevancy or strength
of density
Interaction types are weighted
(search>article read)
Unique user velocity by topic
Topic consumption velocity
We use the following four factors to
identify a surge in our data:
Surges are scored across a range from zero
to 100, at the company and location level.
§ 0 = Significant drop in consumption
§ 50 = Normal consumption
§ 100 = Significantly above average

6. Surge data can help sales and
marketing teams identify when
B2B buyers are ready to act.

7. Surge data can help you identify the topics
that your target audience is most interested in
We ran an analysis on enterprise-level organizations
(with 1,000+ employees) against 35 granular cloud-related topics

8. Surge data can help you speak to your
target audience at the right time
This report allowed us to identify which companies were
surging strongly on cloud topics in general
mofo.com
Cloud
Applications
97
stateauto.com
Cloud
Strategy
97
hp.com
Hybrid Cloud
96
www.novartis.com
Cloud Security
97

9. Surge data can help identify the office
locations where demand is located
And which ‘cloud’ topic was most likely to engage
individuals at office locations of those organizations
visistat.com
Cloud
Infrastructure
99
lexmark.com
Cloud
Infrastructure
99
hp.com
Cloud
Strategy
99

10. Knowing when
demand is surging is
only valuable, when
you can act on it.

11. Surge data has multiple uses across sales and marketing
Sales outreach
/upsell
Targeted lead
generation
Inside sales
prioritization
Targeted email
campaign
Targeted LinkedIn
advertising
Nurture path
augmentation
Site
personalization
Account-based
programmatic display

12. Cold calling is never easy. But one of
our clients, decided to use Surge data
to supercharge its outsourced
lead generation efforts!
The lead gen company’s average dial-
to-conversion rate was:
Surging companies are
3x more likely to engage!
Meaning only one out of
every 100 calls resulted
in a conversion.
Meaning three out of
every 100 calls resulted
in a conversion.
The results
By calling companies in locations that
we’re identified as surging increased
the dial-to-conversion percentage by:
Surging companies
were three times
more likely to engage!
The outcome

13. Surge data drives conversions
for sales and marketing alike
VMTurbo sent an email to contacts at
companies and locations that were
surging on cloud-as-a-service (The surge
group). They also sent to a control
group (The non surge group).
Next, they had their inbound sales team
call all responders across both groups. The surge group
Sales follow up:
Of all opportunities came
from the surge responders
Email open rates:
The non-surge group
The results

14. Intent data can help
identify higher quality leads
that have an increased
probability of closing
Intent data can help sales and marketing to
be more targeted, timely and relevant!
Intent data can help
increase the timeliness
and efficiency of the
sales process, producing
increased conversions
Intent data can help
understand exactly when,
where and what topics your
prospects are interested in

15. Bombora’s Surge data
seamlessly integrates with
Adaptilytics so you can engage
the right people at the right
time with the right content.

16. Surf’s up.
Let’s take-off.
Charles Crnoevich
Sales Director
+1 646 759 8928
ccrnoevich@bombora.com
bombora.com | @bomboradata