5. AGENDA
01 Your website matters more than ever before
02 Optimize your marketing campaigns with first-party
data
03 Scale your marketing-to-sales handoffs

6. POLL
What percentage of your sales process currently occurs
digitally (zoom, chat, etc.)?
● 25%
● 50%
● 75%
● 100%

7. YOUR WEBSITE
MATTERS MORE
THAN EVER BEFORE

8. 80% 66%
of the interactions
between B2B buyers
and sellers will occur
through digital formats by 2025
Gartner
of customers expect companies
to understand their needs and expectations
Salesforce

9. ● When your customers might be ready
for a cross-sell/upsell opportunity
● How sales reps should prioritize their accounts
based on who has been active on their site
● Identify potential churn-risks
WHAT YOUR WEBSITE CAN
TELL YOU

10. THE AMAZON EFFECT

11. ● Lack of personalization
● Underuse of data
● Lack of cohesion across the customer journey
WHERE ARE BRANDS
MISSING?

12. FIRST-PARTY DATA
IS THE FOUNDATION
TO DRIVING
GTM STRATEGY

13. ● Website: Known and anonymous web traffic to your owned
digital properties
● Event: Direct interaction data from webinars, virtual events,
trade shows, booth visits, and your hosted events
● SFA/CRM: Activity tracking for direct interactions
and historical reporting of past wins/losses
FIRST-PARTY DATA

14. POLL
How are you using first-party data in your go-to-market
strategy today?
● We’re not.
● To find out more about our prospects’ website activity.
● Through a chat solution.
● To find out which personas are most engaged with our
content.

15. B2B BUYING TEAMS
ARE LARGE & ANONYMOUS
85% - 90% of 1st party buying signals are anonymous.
Pathfactory: Source: PathFactory report: The Rise of the Anonymous B2B Buyer | Data collected, July 1, 2021-October 31, 2022
2 3
17
31 27
36
Small Companies
(<250)
Medium Companies
(250-999)
Large Companies
(>999)

16. MISALIGNED REVENUE
GENERATION PROCESS
Missing Opportunities
● Only 3% of website visitors fill out forms
● 75% of B2B organizations do nothing to
deanonymize web traffic
Targeting the Wrong Accounts & Contacts
● 10% of your TAM is in-market to buy
● 78% of those accounts are not in your CRM

17. GROUP ACCOUNTS AT
EACH FUNNEL STAGE
Accounts with
No Website Traffic
in the last 30 days
Accounts with
Educational Intent
in the last 30 days
Accounts with
High Website Activity
in the last 30 days
● Optimize campaigns by excluding accounts
with zero intent
Notify sellers to engage these
accounts as soon as possible
Warm these accounts with
targeted ad campaigns based
on their intent signals

18. Awareness
Bolster awareness, gain
trust and differentiate
your brand in the space
by promoting quantitative
data like 3rd party reports
and awards to top of
funnel accounts
PERSONALIZED MESSAGING
WITH 1PD
Consider Decision Purchase
Further tailor content across
channels based on industry,
firmographic and
psychographic data
to keep customer and
prospect interests.
CTAs and goals shift to driving viewers to demo
pages as they progress through
the buying journey.

19. JUST BECAUSE IT’S
ONLINE DOESN’T
MEAN IT CAN’T
(AND SHOULDN’T)
STILL FEEL HUMAN

20. SOURCE: “The New B2B Growth Equation” February 2022
SOMEWHAT PERSONALIZED VERY DIRECT 1x1
47%
DEGREE OF PERSONALIZATION
Increased market share
by degree to which
marketing is
personalized
52%
66%
75%

21. MARKETING →
SALES HANDOFFS
AT SCALE

22. NO MORE
WAITING.
1. Reps have insight into where exactly
their prospects and customers are on
their journey with the product
2. Reps are able to be more personalized
in their follow-up based on the content
they know their prospects already
consumed
3. Both marketing and sales teams can
iterate on their processes based on the
data collected

23. 1. Maximize what you’re already doing. 📣
2. Engage with your highest intent buyers. 👋
3. Convert faster with automation. 🤖
GET STARTED

24. THANK YOU!