InsightBASE Lunch & Learn Presentation

©2018 True Influence. All Rights Reserved | www.trueinfluence.com1
Be there when they’re ready to buy
Intent Data and Personalization for
Dummies Smarties

Your Presenters
Janet Rubio
Chief Marketing Officer
Brian Maschler
Chief Creative Officer

A Leading Data-Driven ABM Company
Founded 2008 Relevance Engine 2010 InsightBASE®
January 2016
Intent Monitoring
Category January 2017
250+ Customers

True Influence Offerings
Content syndication driven by
intent
• We mine InsightBASE for leads showing
an active interest in your products
• Leads are qualified using tailored email
campaigns
• We deliver TripleCheck verified leads for
your sales and marketing teams
Value-packaged tele-verified
leads
• We find customers ready and willing to pick
up the phone
• We ask a series of qualifying questions to
determine interest level
• Gain actionable intelligence and sales leads
• Leverage profile intelligence
• Understand pain points
• Fill all stages of your pipeline with
TripleCheck verified leads
SPIKIN
G
INTENT
SPIKIN
G
INTENT
• Source new accounts by monitoring intent to
purchase
• Monitor existing accounts for activity spikes
• Target accounts at the right time with the right
message
• Integrate seamlessly to unify your technology stack
• Detect early sales opportunities to stay one step
ahead of the competition
•
Self-service account acceleration platform
based on intent
TripleCheck verified contacts with a spiking
interest in your solutions

Today’s Take-a-Ways
Learn what Intent Data is
Learn how to operationalize it
Discover a structured campaign formula using intent data as the
foundation
See real examples of personalized demand campaigns
Walk away with a blueprint for any ABM or Demand initiative

If you know enough about a prospect to
give them exactly what they want,
marketing becomes
irresistible.
If not, you are simply an
intrusion.

OK.
So only give them what
they want.
I mean, who wants
to be an
intrusion??

Easy, right?
Well, no.
No, it’s not.

Timeless Challenges for B2B Marketers
Targeting the right
buyers at the right
time
Earning the
attention of
those buyers
Turning attention into
engagement – and
engagement into sales

Marketers Tried a lot of Methods to get There
Firmagraphic
Data +
Profiling
Personas
+
Use Cases
Predictive
+
Big Data
But we’re still a bit Intrusive

Intent
+
Personalization
“Irresistible Marketing”

“How can I target fewer people & focus on the ones
that are already researching the solutions that I
offer?”

With Intent, you are using data to inform your strategy, your
prioritization, your messaging, your tactics. You are taking
guesswork out of it.
Matt Senatore
Service Director, Account-Based Marketing
SiriusDecisions
“

Where Does the Data Come From?
Email
Open and Clicks
Webcast
Registrations
Content
Downloads
Website
Content Reads
Blog
Content Reads
Social Media
Activity
Searches

Types of Intent Data
1st party data 3rd party data
Gathered from
systems your
company owns
and operates
Provided by
external sources

2 Models for Intent Data Collection
Aggregators
• Work with numerous partners
• Domain specific. Usually anonymous when
collected and is later mapped to accounts
based on location
• Very large pool of data
Publisher networks
• Gathered from properties they own and
operate
• Trackable to specific contacts
• Limited breadth

4 Key Areas to Consider
Data Volume
The more intent signals collected for analysis, the
more meaningful the analysis will be
Quality Assurance
Get a clear view of how the Intent Data is checked before
it is passed to you
Data Collection Method
• Email opens and clicks are highly reliable
• Tracking pixels are notorious for generating a lot of
noise
• Social signals are very reliable
• Display advertising response can be a source for data
quality problems
Visibility into data sources and
collection method
Don’t settle for a “black box” approach, especially with
regulations like GDPR looming

10 Ways to put Intent Data to Work for You
Improved Digital
Campaign ROI
Topics for Content
marketing
Competitive
Intelligence
Advanced Nurture
Streams
Customer
Engagement
ProspectingOutsourced Lead
Generation
Renewals and Competitive
Threats
Customer
Success
Account Prioritization

B2B companies currently
using Intent Data and
Monitoring Tools
Source: DemandGen Reports

Intent Fuels Campaign Success
50% lift in website visits with 70% of those visits coming from
first-time visitors
75% lift in Sales Accepted Leads
46% higher average Opportunity value

“OK Janet. Let’s say I could target the right people.
How do I grab their attention?
There’s so much noise in the market.”

Intent
+
Personalization

The Future of Marketing is Personalized

Marketing About Marketing

Increases email click-through rates by
300% - 1000%
(actual range from campaigns we’ve run)

What is Personalized Video?
This approach involves:
1. Planning and filming a video that’s choreographed
for personalization
2. Then using a custom solution to personalize the
video file for each person in the database
3. To deliver the videos, we create a personalized
video thumbnail image for each recipient that
receives an email (the personalized image is
embedded within the email)
OVERVIEW:
Engages viewers 1:1 via personalization:
• Viewer’s name
• Company name
• Job title
• Company logo
• LinkedIn photo and more
Personalized video cuts through the clutter. Prospects
are attracted when they see their name, and they
stay engaged because they feel like they’re a part of
the story you’re telling.

We Start with Intent Data
Our listening terms:
• Online video marketing
• Personalized video
• Personalized marketing
• Video marketing
• Personalization technology

I’m NOT invited?

Did they seriously
make this video for
me?
It looks real.
Let’s see…

Ellie,
Ellie Hawkin
Ellie,

Example
“You’re
Not Invited”

“Well done! Love it! Props to
whoever put this video together "
“Love!"
“This is great! Very creative. I’m
following your co on LinkedIn – will
keep you in mind.”
“Good one!"
“Thank you so much for sending this over. Amazing job-great
work! You absolutely got my attention and I’m super impressed
with the video customization. I definitely want to keep in touch
and I hope you don’t mind but I do want to share with other
industry contacts…Kudos!"

So Many Applications
Holiday Campaigns Event Promotions Content Promotions

So Many Applications

5 Tips for Crushing Personalized Video
Start with the storyline, not the personalization
Live action trumps animation
Plan for inbound audiences
Plan with the end in mind (your call-to-action)
Go beyond the obvious

(Example) Framework
Optional:
Telequalification
Intent Data
(periodic)
List-building
Promotional Emails
Personalized
Video
eBook/Guide
Tailored Nurture
Contact Us

Intent
+
Personalization

Keys to Becoming Irresistible
Time your contacts with appropriate content
(Intent can help)
Quality data, inspired creative
Become personal - not just personalized

Thank You
To learn more:
visit www.trueinfluence.com | email: sales@trueinfluence.com

InsightBASE Lunch & Learn Presentation

Recomendados

Recomendados

Más contenido relacionado

Último

Último (20)

Destacado

Destacado (20)

InsightBASE Lunch & Learn Presentation

Notas del editor