Ride the Waves of Intent Data with Bombora
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So you have a database of thousands of ‘dead’ leads. How do you find the few that are still interested in hearing from you and get them to love you (again) with content that’s relevant? Watch Bombora's Millie Resnick and Marketo’s Mike Madden, Director of Demand Generation, as they broke down how intent data can help you find prospect love again among new and ‘dead’ leads, and prioritize them for sales.
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Ride the Waves of Intent Data with Bombora
- 1. Un-Break My Heart: Help Your Prospects Love YouAgain Using Intent Data Mike Madden @ Marketo Director, Commercial Demand Gen & CoE Millie Resnick @ Bombora Director of Product Marketing
- 2. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar
- 3. Ride the waves of Intent data Millie Resnick, Director of Product Marketing
- 4. Business buying is a group activity Each stakeholder’s journey is distinct across multiple sales and marketing channels Social Website Email B2B Publisher Tech Review Site Search Source: HBR.org, 2015 The average number of stakeholders involved in a B2B purchase decision 5.4
- 5. Business and Technology Decision Makers purchase decisions are influenced by a broad range of content sources Top 15 Discover Stage Vehicles North America, Enterprise, All Infrastructure SW Technologies Business Decision Makers Technology Decision Makers Content collected by Bombora Source: Forrester Business Technographics Global Priorities & Journey Survey, 2016 (Base: 458 BDMs, 306 TDMs in NA Enterprises)
- 6. And they are almost decided before you reach them 57%How far the average B2B buyer is through the purchase decision before engaging a supplier sales rep*. *Source: https://www.cebglobal.com/marketing-communications/digital-evolution.html
- 7. Intent data tells companies which products and services other companies are researching right now.
- 8. Only 15% Of your target accounts are ‘in-market’ for what you sell.
- 9. Bombora collects B2B Intent data at unprecedented scale Researching on 3,694 B2B topics Listening to 2.8M companies Making the scale of this Intent data unparalleled – globally It is used to produce Company Surge™ data Across 1.7B B2B devices Bombora’s Intent data is gathered from multiple content sources White papers Case studies Search Webinars Registration Articles Subscriptions Infographic Data Co-op Company Surge™ Audience Verification Visitors Insights Digital Audience Builder Company Surge™ for Email Company Surge™ for Salesforce *Figures for Q3 2017 (average of monthly figures from July to September)
- 10. Organizing Intent data Topics classificationAccount classification Individual IP Address Domain/Account 23.8 Billion Monthly Consumption Events Auto-classified into 4,100 topics across 12 themes in our taxonomy Automatically classifies the content consumption activity of an individual to an account, which is a more reliable indicator of an organization’s purchase intent.
- 11. Applying data science to derive Company Surge™ Behavioral interactions and data points feed a Topic Interest Model to produce a Surge Score from zero to 100. The Surge Score represents the intensity that a company is researching a topic during a given week, while considering the context of the consumption activity against its historical baseline Content Consumption Events Topic Score 100 60 0 Significant drop in consumption Significantly above average consumption Normal Consumption Very low consumption Very high consumption 50 Average consumption High consumption Low consumption *A measure of topic interest across space, time, and company Factors used to identify B2B business buying intent: Topic consumption by interactions The number of interactions from a company on a particular topic compared to historical baseline Topic consumption by unique users The number of people researching a topic from a particular company compared to historical data Mean topic relevancy The density of the article on the topic of interest (i.e. is the topic the focus of an interaction or mentioned tangentially?) Engagement metrics The depth of engagement that a company has per interaction (e.g. scroll velocity, dwell time, etc.)
- 13. The ABM Approach by ICP Non-ICP Accounts Target Accounts Named Accounts Named Accounts – Hand- selected by AEs, compensated more on closing these accounts Target Accounts – Fit the Ideal Customer Profile AND have a Leadspace Account Score > 49. Non-ICP Accounts – Accounts that are not a product or market fit for Marketo.
- 14. Our MQL Model 𝑀𝑄𝐿 = 𝑇𝑎𝑟𝑔𝑒𝑡 𝑆𝑡𝑎𝑡𝑢𝑠 (𝑇𝑎𝑟𝑔𝑒𝑡) + 𝐵𝑒ℎ𝑎𝑣𝑖𝑜𝑟 𝑆𝑐𝑜𝑟𝑒 (> 19) + 𝐴𝑐𝑐𝑜𝑢𝑛𝑡 𝑆𝑐𝑜𝑟𝑒 (> 29) • Right Job Title • First/Last Name • Valid Email/Phone • Company Name • Email Clicks • Form Completions • Visited Booth • Attended Webinar • Attended Demo • Downloaded Analyst Report • Scoring decay to capture inactivity Predictive Account Score powered by Leadspace Looks at: • Annual Revenue • Employee Size • Industry • Location • Technologies Used • Other signals like hiring trends, funding levels, social media activity, etc. Job Title/Function Demo Score Marketing/Ops - Practitioner 30 Marketing/Ops - Manager 38 Marketing/Ops – Dir/VP 45 Marketing CMO 50
- 15. Behavior Score = 0 Early Stage, No Activity Behavior Score 1-10 Early Stage Behavior Score 11-29 Mid Stage Behavior Score > 29 Late Stage We Have 4 Types of Buyers
- 16. The Buying Stages & Content Strategy Reactivation (No Engagement in Past 1 Year) Early Stage (Behavior Score = 0 - 10) Mid Stage (Behavior Score 11-29) Late Stage (Behavior Score > 29) Any lead, regardless of vertical or business type, with a last engagement date before 1 year ago. Messaging: • We Miss You • It’s Been A While • Call out unsubscribe • Click = Reactivation Content Types: • Blogs • Worksheets • Cheat Sheets • Infographics • Slides and Templates Engagement Segmentation: In past 1 year Content Types: • Blogs • Worksheets • Ebooks • Webinars • Cheat Sheets • Infographics • Slides and Templates Engagement Segmentation: In past 1 year Content Types: • Blogs • Worksheets • Ebooks • Cheat Sheets • Webinars • Analyst Reports • Sales CTA • Infographics • Slides and Templates Engagement Segmentation: Past 30 days, past 60 days, past 90 days, & past 1 year
- 17. Intent Data Overlay - Bombora Munchkin Code Can Track: • Email Engagement • Web Engagement • Form Fills • Asset Downloads • Landing Page Performance What Marketo Can See
- 18. Intent Data Overlay - Bombora MKTO What Marketo Can See What Bombora Can See
- 19. How Bombora Works TOPICS • Topics show buyer intent and intensity. • Some examples: • Marketo • Pardot • Email Marketing Automation • Lead Generation • Demand Generation • Marketing Automation HISTORICAL DATA ANALYSIS • Gave Bombora a list of all customers that closed in the past 6 months. • Bombora mapped historical topic Company SurgeTM data of recent customers to all 100 available keywords over 18 months time before they closed won. • We took the top 50 topics to create a world-class integration.
- 21. The Three Factors That Matter Surge Score Specific Keyword Keyword Count
- 22. The Bombora Weighted Surge Score Surge Score Specific Keyword Keyword Count Bombora Weighted Surge Score WHAT WE CAN DO • Immediate account prioritization for sales (Call Nows) • ‘Wake the Dead’ campaigns to reactivate sleepy subscribers at highly active accounts • Extremely targeted digital advertising efforts for accounts • More relevant database emails based on Company SurgeTM topics • Events based on geolocation of recent Company SurgeTM
- 23. Marketo’s Implementation of Bombora [Sunday] Bombora Company SurgeTM Update into Marketo via custom objects 50 operational campaigns built for all 50 Company SurgeTM topics Campaign flow: •Update Topic Field to say ‘Topic’ •Assign Weighted Surge Score •Add lead to static list to keep track of Company SurgeTM history [Monday] Automated campaigns run based on Weighted Surge Score thresholds being met [Saturday] Weighted Surge Score and all surge topic fields wiped to NULL Process Begins Again…
- 24. Ex. Bombora-Backed Wake the Dead Emails Then Email Leads at Account That Fit Buying Profile Based on Topic Cluster If Account Spiked, Weighted Surge Score Threshold Met, and ICP Criteria Met… Weekly Company SurgeTM Update – Sunday Evenings
- 25. Bombora-Backed Email Performance 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Bombora Emails Marketing Emails Open Rate 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% Bombora Emails Marketing Emails Click-Through Rate
- 26. Company Surge™ Integration for Marketo Prioritize the right accounts at the right moment! ● Account-level Intent Data ● Native Marketo Integration ● Enrich your target accounts with a Surge Score and topics based on buying intent ● View which of your accounts are actively researching specific topics related to your business ● Largest exclusive B2B Intent Data Co-op Data Co-op Acme Inc. Surge Score: 78 Topics: 4 1. Campaign Analytics 2. Attribution Reporting 3. Marketing Automation 4. Marketing ROI +
Notas do Editor
- Starts with talking about business buying. Business buying is a group activity and each person in the buying group will have his/her own journey across multiple pieces of content across many channels during their research phase. There are many statistics out there and this one is from Harvard business review that says there are about 5.4 stakeholders involved in an average B2B purchase decision and when it’s an even larger enterprise purchase, it can often be in the double digits. Beyond the stakeholders in the buying group, you also need to consider that there are multiple other influencers within a company that may be involved during different phases in the buying cycle, for example if you’re selling video conferencing software, it’s not just IT that you need to be reaching but folks in other departments like sales, marketing, and others.
- What types of online content do those business and technology decision makers use to influence their buying decisions? In this study by Forrester, they’ve outlined 15 of what they call discover stage vehicles that decision makers use during the research process. These range anywhere from tech analyst sties to whitepapers, IT forums, and other sources across the web.
- The result of all this research that’s done is that most buyers are already pretty far down the purchase decision path before they ever engage with a sales rep or with marketing content and become a lead.
- It’s also important to understand that not all of your target prospects are in-market for all products or services all the time. According to research we’ve done, on average only 15% of companies are ever in-market for certain products or services at one time. As marketers, we often try to go after the entire market when most of the companies are not looking for that video conferencing software right now, when on average only 15% of your target companies are looking for that product. Making it even more critical that you have an understanding of which companies are in-market so you can focus your marketing efforts on them right now.
- Given that context, Bombora has created a cooperative of B2B websites that consists of broad B2B sites like Forbes and The Wall Street Journal to niche special interest sites and analyst firms to collect of this rich content consumption activity that occurs when people in buying committees are doing research on products or services that they may be interested in purchasing.
- And what we do with that is classify that individual’s content consumption activity with an account because as we talked about, business buying at a company is a group activity, and then we classify that piece of content that they are consuming with the over 4100 topics, which are related to B2B products and services, in our taxonomy.
- With all the data that’s collected and organized, we then apply data science to it. For each company, we establish a historical baseline of activity across several factors like the number of content consumption interactions, the number of people performing those interactions, the relevancy of the content, and how engaged the users are with the content. From there, we can determine if there’s an increase or decrease in intent and how we derive Company Surge. Company Surge uses a Surge Score from 0 to 100 to represent the intensity of that increase or decrease in research activity compared to the baseline. Company Surge can be used across many marketing and sales use cases. It’s now integrated directly within Marketo. Pass over to Mike to talk about specific use cases, how he’s applied them at Marketo and the results he’s seen.
- Other Hero Statements: Prioritize the accounts that are ready to engage! Prioritize your accounts based on who’s ready to engage! Prioritize your accounts based on active buying intent! Prioritize your accounts based on current buying intent! Prioritize the right accounts at the right moment to engage!