When healthcare IT security company Imprivata transitioned to an account-based marketing (ABM) strategy, they realized that intent data could provide the deep customer insights they needed. Learn how they used InsightBASE to keep their customer journeys on track by creating intent data checkpoints.

1. Be there when they’re ready to buy
Right Place, Right Time. How Intent Data Flags Accounts
That Are Ready To Buy
Tuesday May 8, 2018
Janet Rubio
Chief Marketing Officer
True Influence
Naomi Marr
Director, Marketing Operations
Imprivata
Lynne Powers
Director, Demand Generation
Imprivata

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We are trueI n fluence
• Activating the ABM landscape so you can be there when they’re ready to buy
• Leveraging the largest collection of B2B intent signaling data
• Delivering powerful fact-based insights on in-market buyers at all stages of the
purchase funnel
• Providing marketing and sales teams with highly actionable prospect insights
• Combining purchase intent data with verified contact information

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

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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
SPIKING
INTENT
SPIKING
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

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More Than 250 Leading B2B Brands Trust True Influence

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Our Speakers
Lynne Powers
Director,
Demand Generation
Naomi Marr
Director,
Marketing Operations
Twitter: @imprivata
Website: www.imprivata.com

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Imprivata At-A-Glance
6M
healthcare
providers
39
countries
Industry Leadership
• 30 patents issued to-date
• Cerner partner of the year
• Elaborate partner eco-system
Company Information
• Founded 2002
• Offices in US, UK and Australia
• 420+ employees wordwide
1700
global healthcare
customers

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Questions you might have about Intent Data
Where do Intent Data solutions fit in
the new Demand Unit Waterfall and
the Marketing tech stack?
Can Intent Data identify
trends in need of Sales
or Marketing action?
How does Intent Data fit
in with Account-Based
Marketing strategies?
How does Intent Data help
place the right products in from
of the right people at the right
time?
How can Intent Data be
used to determine targets'
interest area and level?

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Project
Technology
2.0
Account-
Based
Marketing
Demand Unit
Waterfall
Execution
Efficiencies
and Process
Changes
Better Results
and
Experience
Clear
Measurement
and Common
Vernacular
Impact

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Account Based Marketing Strategy
Internal Drivers/Leverage
EMR
Implementation/Switch
Legal/Compliance
Workflow efficiency
Security
VDI Implementation
Other
Core Product Focus
OneSign
PatientSecure
Confirm ID EPCS
Confirm ID Remote Access
Cortext
Complete Solution
Account Strategy Type
High Air Cover
Broaden Awareness
Cross-Sell Solution
Product Support/
Promotion
Deal Acceleration
Customer ChallengeProduct Strategy

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Whole-Account Marketing & Sales Effort
Week 1 3 5 7 9 11 13 15 17
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Direct Mail -
Case Studies
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case Study
Email – Request
a Demo
Email #8 Email #9
Direct Mail -
Video Mailer
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM
Direct Mail -
Key Personas
Sales Rep
Follow-up to DM Gift DM
Benchmarks
Set
Measure
Results
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
IP Targeted Banner Ads & PPC Geo-Target
Sales Email
Outreach
Sales Email
Outreach
Analyze Intent
Data for Sales
Team
Analyze Intent
Data for Sales
Team
Analyze Intent
Data for Sales
Team
Analyze Intent
Data for Sales
Team
Data
Augmentation

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Identifying Trends for Sales and Marketing Activation
ABM Pilot
Begins
Sales Lunch
Meeting
New PatientSecure
Opportunity Created
● Spikes in 3rd party
intent prior and after
Sales Meeting
● 3rd party intent then
levels off once
Opportunities are
moving forward

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1st & 3rd Party Intent Data Relationship
Email Campaigns/Events
Clicks

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Proof is in the Lunch Pudding
“I had lunch with the new CIO and a few of
his direct reports last month – they
reached out to us…
…He stated that they will be moving
forward with OneSign (working to identify
which site will be the pilot) and would
also like to start to present PatientSecure
to his rev cycle team…
…I was told that Imprivata collateral was
all over their IT office.”

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Opportunity Impact of Campaign
$1.8M

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Right Products, Right Accounts, Right Time
• Large hospital network (160 facilities)
• Existing OneSign Customer
– Intent signals show interest in Confirm ID
EPCS (electronic prescription of controlled
substances)
– No Sales interaction around that product
• Product experts and Sales now have active
conversations
• New Opportunity added to pipeline

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• Single-site facility
• Not a current customer
• No luck penetrating account in the past
and no current activity
• Sales not aware of intent signals
Determine Targets' Interest Levels

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Leverage Tech Stack: Operationalize Demand Unit Waterfall®
• New Demand Unit Waterfall
(DUW) Stages Mapped
• Ownership Clarity and
Accountability
(marketing/tele/sales)
• Functional Work Within Process
Defined
• Tech Stack Mapped to Process

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Accelerate Demand Unit Waterfall @ Active Stage
• Active stage reflects 3rd AND 1st party intent
– 3rd party intent enables forensic selling!
• Salesforce and True Influence integration
– Pass product value to move product-specific demand
units (Opportunities)
– Pass Salesforce account ID to ensure correct
demand units are moved
• If there's intent, Opportunity stage moved from Target to
Active
• Determine if there's a mismatch between Account strategy
and intent for a different product
– Marketing and Sales conversation

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Key Takeaways On the Power of Intent Data
• Intent Data fits in with Account Based Marketing strategies
• Intent Data determines targets' interest area and level
• Intent Data helps put the right products in front of the right people at the
right time
• Intent Data identifies trends for Sales or Marketing action
• Intent Data solutions fit into the new Demand Unit Waterfall and the
Martech stack

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Q & A

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Thank You
To learn more:
visit: www.trueinfluence.com | email: sales@trueinfluence.com
Visit us at booth #163