Intent data –The secret to smarter

sales prospecting?

What’s the problem for Sales and Marketing?

Don’t know which leads or

contacts to focus their time on

Waste time following up on

leads that are not currently or may

never be interested

Not knowing where a prospect’s

specific interests are across a suite

of products

Today, B2B buying is a group activity and strongly influenced through content

One actionable stream of this data that we produce is ‘Surge’…Which is when a company starts consuming content on a topic much more than they normally do, according to historical data and benchmarks.

How do we define this ‘surging’ demand among B2B buyers?

Topic relevancy or strength of density

Interaction types are weighted (search>article read)

Unique user velocity by topic

Topic consumption velocity

We use the following four factors to identify a surge in our data:

Surges are scored across a range from zero to 100, at the company and location level.

§ 0 = Significant drop in consumption

§ 50 = Normal consumption

§ 100 = Significantly above average

Surge data can help sales and marketing teams identify when B2B buyers are ready to act.

Surge data can help you identify the topics that your target audience is most interested in

We ran an analysis on enterprise-level organizations (with 1,000+ employees) against 35 granular cloud-related topics

Surge data can help you speak to your target audience at the right time

This report allowed us to identify which companies were surging strongly on cloud topics in general

mofo.com

Cloud Applications

97

stateauto.com

Cloud Strategy

97hp.com

Hybrid Cloud

96

www.novartis.com

Cloud Security

97

Surge data can help identify the office locations where demand is located

And which ‘cloud’ topic was most likely to engage individuals at office locations of those organizations

visistat.com

Cloud Infrastructure

99

lexmark.com

Cloud Infrastructure

99

hp.com

Cloud Strategy

99

Knowing when demand is surging is only valuable, when you can act on it.

Surge data has multiple uses across sales and marketing

Sales outreach/upsell

Targeted lead generation

Inside sales prioritization

Targeted email campaign

Targeted LinkedIn advertising

Nurture path augmentation

Site personalization

Account-based programmatic display

Cold calling is never easy. But one of our clients, decided to use Surge data to supercharge its outsourced lead generation efforts!

The lead gen company’s average dial-to-conversion rate was:

Surging companies are 3x more likely to engage!

Meaning only one out of every 100 calls resulted in a conversion.

Meaning three out of every 100 calls resulted in a conversion.

The resultsBy calling companies in locations that we’re identified as surging increased the dial-to-conversion percentage by:

Surging companies were three times more likely to engage!

The outcome

Surge data drives conversions for sales and marketing alike

VMTurbo sent an email to contacts at companies and locations that were surging on cloud-as-a-service (The surge group). They also sent to a control group (The non surge group).

Next, they had their inbound sales team call all responders across both groups. The surge group

Sales follow up:

Of all opportunities came from the surge responders

Email open rates:

The non-surge group

The results

Intent data can help identify higher quality leads

that have an increased probability of closing

Intent data can help sales and marketing to be more targeted, timely and relevant!

Intent data can help increase the timeliness and efficiency of the

sales process, producing increased conversions

Intent data can help understand exactly when,

where and what topics your prospects are interested in

Bombora’s Surge data seamlessly integrates with Adaptilytics so you can engage the right people at the right time with the right content.

Surf’s up. Let’s take-off. Charles CrnoevichSales Director+1 646 759 8928ccrnoevich@bombora.com

bombora.com | @bomboradata