Sales Intelligence The Secret Weapon for 2014

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Brendan Stevenson
6 years ago
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Justin Hoskins Vice President, Product Architecture & Innovation

1 Sales Intelligence The Secret Weapon for 2014 Jeff Ramminger Senior Vice President, Field Marketing & Client Consulting Justin Hoskins Vice President, Product Architecture & Innovation #TTGTSummit TechTarget Worldwide ROI Summit

2 2014 sales challenges More - content getting consumed - places for buyers to go - data to mine and manage Higher - prospect expectations - degree of prospect intelligence Less - dependency on sales for information - time to influence the buy TechTarget 2

3 Unlike marketing, the fundamentals of sales ARE changing 70% When buyers want to speak to sales reps Buyers are learning about solutions & compiling shortlists without your sales team Source: 1 Sirius Decisions TechTarget 3

4 Buyer expectations of sales circa 2014 Buyers expect a high level of knowledge from sales teams TechTarget, 2013 Media Consumption Report 4

5 What do many sales people still deal with today? Leads in a spreadsheet are quite literally only one small piece of a complex buyer puzzle TechTarget 5

6 Maybe you re nurturing leads before they go to sales TechTarget 6

7 What about their behavior before they became a lead for you? TechTarget 7

8 What s the complete picture of the prospect that you can deliver to sales? TechTarget 8

9 In 2014, Marketers need to expose as much of the buying team as possible TechTarget 9

Learning from consumer behavior: The paradigm of buyer research & intelligence Purchases Dwell times Items you have added to cart but abandoned Product

10 Learning from consumer behavior: The paradigm of buyer research & intelligence Purchases Dwell times Items you have added to cart but abandoned Product ratings Address What your neighbors are buying Sizes: yours, anyone you ve bought for Revenue from buyer-intelligence driven targeting: 35% TechTarget 10

11 Data science is bringing a completely new dimension to B2B marketing and sales The application of data science to CRM data, 1 st party and 3 rd party data sources powers real revenue improvement TechTarget 11

Demos & Firmos Content Access Content Rate Revenue Jobs ACTIVITY 1st party data shows specific

12 The B2B intelligence spectrum Litigation International Competitive Interest Funding PREDICTIVE 3 rd party data helps predict opportunity potential Hiring Patents Project Detail Content Pace Name, Account Demos & Firmos Content Access Content Rate Revenue Jobs ACTIVITY 1st party data shows specific opportunity potential & details CONTACT Name, role, company, etc. Social Signals Social Presence Technology TechTarget 12

13 Predictive Intelligence & Analytics can alert you to deals you re not aware of TechTarget 13

14 Sales & Marketing Intelligence: Playing the Odds #TTGTSummit

Platforms: Lattice Engine, Mintigo, Infer Sources: News/Firmographic sites, Social Media, data from your own CRM systems,

15 Predictive Data vs. Observed Intelligence Predictive Data: Your clients look like XYZ, so let s find prospects that look like XYZ too Platforms: Lattice Engine, Mintigo, Infer Sources: News/Firmographic sites, Social Media, data from your own CRM systems, etc. Overall: - Good if you cross-sell several products - More powerful for existing companies than start-ups - Can require significant set-up, methodology building, etc. - Rarely has any element of time, flow, or change TechTarget 15

16 Predictive Data vs. Observed Intelligence (cont.) Observed Intelligence: Your prospects who do XYZ are highly likely to buy in the near future. Platforms: Activity Intelligence, Hubspot, Marketo Sources: Content consumption, event attendance, web site activity, etc. Overall: - Works equally well for big, established companies and new, emerging companies - Results are real-time and actual, instead of inferred - Because behavior changes over time, prospects not interesting today are likely tomorrow's deals TechTarget 16

17 Who s likely to have a baby in the next 3 months? Predictive Data: - Married within the past 1-4 years - Has large family on both sides - Significant number of friends/peers having their first baby - Dual professionals from the Northeast in their late 30 s Observed Intelligence: - Traded in sports car for minivan. - Researched naming trends on - Signed up for Baby R Us rewards program - Changed health insurance from Individual to Family plan What are the odds? What are the odds? TechTarget 17

Traditional marketing based on predictive data Often use predictive data to filter demand and maximize productivity - We target the Financial Sector, with 5,000+ employees, and want VP s or higher

18 Traditional marketing based on predictive data Often use predictive data to filter demand and maximize productivity - We target the Financial Sector, with 5,000+ employees, and want VP s or higher Tend to be transactional, FIFO, and implement myopic processes - Often because we re chasing the allure of measuring ROI over achieving ROI Over the next several years, the market will change as more tools begin to marry predictive facts with observed activity TechTarget 18

19 Let s talk about how we leverage Observed Intelligence to find qualified projects TechTarget 19

20 We use 7 key activity patterns that emerge as projects go from research to decision New Contact - When a new contact is discovered at an account Repeat Engagement - Every time a secondary lead is dropped from an existing contact Critical Mass - When a contact hits 3 touches inside the client s campaign Account Penetration - When an account has 3 unique, discovered contacts Competitive Situation - When contacts at an account have viewed content from 3 IT vendors Activity Spike - When an account has significant competitive, social, or editorial activity Decision Making - When an account downloads decision stage content from any source TechTarget 20

21 Applying values, or scores, to each pattern enables us to transform raw data into. TechTarget 21

22 a much more meaningful analysis of Wells Fargo s activity cycle TechTarget 22

23 Next Step: Analyzing each pattern unto itself TechTarget 23

24 With ongoing observation, your marketing and sales efforts can be oriented around this pulse TechTarget 24

25 Observed Intelligence requires an entirely different marketing-sales-sales ops relationship We believe, based on our own use of this methodology, that companies who adopt this model will have an unfair advantage at winning more deals. Predictive facts, while useful, no longer drive campaign structure - Real time data feeds will dictate sales behavior Certainty the transactional model of extend online offer, wait for prospect response, then call them becomes quite out-dated. TechTarget 25

26 The intersection of Activity Intelligence CRM & 3rd party intelligence Customer Records Activity Intelligence Intelligence-Enhanced Customer Record Name Account Contact Activity Intelligence 3 rd Party Intelligence 3 rd Party Intelligence TechTarget 26

Sales intelligence can influence and impact marketing strategies and programs Roll-ups of specific opportunities and their detail across brands or pillars give marketing clear feedback on -

27 Sales intelligence can influence and impact marketing strategies and programs Roll-ups of specific opportunities and their detail across brands or pillars give marketing clear feedback on - Challenges and gaps in consideration - Opportunity similarities that can be exploited Better visibility and understanding to cross-solution opportunities within macro level topics like cloud, business analytics, etc. Better understanding of cross-brand or cross-pillar opportunities within an account TechTarget 27

Applying sales intelligence Intelligence should influence your content marketing strategies and tactics Insight into emerging projects and accounts give marketing and sales the visibility, and time,

28 Applying sales intelligence Intelligence should influence your content marketing strategies and tactics Insight into emerging projects and accounts give marketing and sales the visibility, and time, to target and engage the buying team Discover missed leads or leads stuck in nurture phase leading to increase in MQL s, increased pipeline and increased revenue 67% 80% 94% of prospects download 4+ assets before shortlist of NA prospects get to short list without sales of MQL s never close TechTarget 28

29 Thank you Worldwide ROI Summit TechTarget 29

Intelligence-driven marketing/sales for B2B technology

Intelligence-driven marketing/sales for B2B technology Bill Crowley Senior Vice President, International @BillC3 #TTGTSummit www.techtarget.com/formarketers TechTarget Worldwide ROI Summit How can topic