#TTGTSummit | www.techtarget.com/ForMarketers

Worldwide ROI Summit | © TechTarget

Jeff Ramminger, SVP, Field Marketing & Client

Consulting

Justin Hoskins, VP, Product Architecture & Innovation

Sales Intelligence –

The Secret Weapon

for 2014

2014 sales challenges

© TechTarget 2

● 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

Buyer expectations of sales – circa 2014

© TechTarget, 2013 Media Consumption Report 3

Buyers expect a high level of

knowledge from sales teams

17% Increase in revenue

productivity per rep

from effective use of

sales intel1

9.3% higher quota

achievement

in orgs with

mature lead

generation &

management

practices3

45% need help figuring

out which accounts

to prioritize3

42% feel they don’t have

the right information

before a sales call4

Today’s sales teams…

© TechTarget 4

…need

better

intelligence

to sell

…benefit from

alignment &

mature lead

generation &

management

…want help

to prioritize

accounts

within their

territories

Sources: 1 Eloqua; 2 CSO

Insights; 3 & 4 Lattice Engines

and CSO Insights

The new, Intelligence-Driven

marketing & sales paradigm

© TechTarget 5

What do many sales people

still deal with today?

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Leads in a spreadsheet are quite

literally only one small piece of a

complex buyer “puzzle”

Maybe you’re nurturing leads

before they go to sales…

© TechTarget 7

What about their behavior before

they became a lead for you?

© TechTarget 8

What’s the complete picture of the prospect that

you can deliver to sales?

© TechTarget 9

In 2014, Marketers need to expose as much of the

buying team as possible

© TechTarget 10

Learning from consumer behavior:

The paradigm of buyer research & intelligence

11 © TechTarget

● 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%

Data science is bringing a completely new

dimension to B2B marketing and sales…

12 © TechTarget

The application of data science to CRM data, 1st party and

3rd party data sources powers real revenue improvement

The B2B intelligence spectrum

© TechTarget 13

Litigation Funding

Hiring

Social

Signals

Patents

International

Revenue

Technology

Jobs

Social

Presence

Project

Detail

Competitive

Interest

Content

Access

Content

Pace

Content

Rate

Name,

Account Demos &

Firmos

PREDICTIVE 3rd party data helps predict

opportunity potential

ACTIVITY 1st party data shows specific

opportunity potential & details

CONTACT Name, role, company, etc.

The new, Intelligence-Driven

marketing & sales paradigm

© TechTarget 14

17% Increase in revenue

productivity per rep

from effective use of

sales intel1

9.3% higher quota

achievement

in orgs with

mature lead

generation &

management

practices3

45% need help figuring

out which accounts

to prioritize3

42% feel they don’t have

the right information

before a sales call4

To effectively Close more deals

your marketing needs to…

© TechTarget 15

…need

better

intelligence

to sell

…benefit from

alignment &

mature lead

generation &

management

…want help

to prioritize

accounts

within their

territories

Sources: 1 Eloqua; 2 CSO

Insights; 3 & 4 Lattice Engines

and CSO Insights

Generate an

approach (and

rework systems) to

deliver

demographic, firmographic,

activity & predictive

intelligence to you

sales teams.

Utilize account-

level activity

insights to aid

sales in

identifying when buying signals

exist within their

territory

Develop

measurement

strategies that

account for

marketing contribution to sales

revenue to build

relationships with

sales management

#TTGTSummit | www.techtarget.com/ForMarketers

Sales & Marketing

Intelligence:

Playing the Odds

Predictive Data vs. Observed Intelligence

© TechTarget 17

● 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

Predictive Data vs. Observed Intelligence (cont.)

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● 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

Who’s likely to have a baby in the next 3

months?

© TechTarget 19

Who’s likely to have a baby in the next 3

months?

© TechTarget 20

● 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

● What are the odds?

● Observed Intelligence:

- Traded in sports car for mini-

van.

- Researched naming trends

on www.babynames.com

- Signed up for Baby R’ Us

rewards program

- Changed health insurance

from “Individual” to “Family”

plan

● What are the odds?

Traditional marketing based on predictive data

© TechTarget 21

● 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

Let’s talk about how we leverage Observed

Intelligence to find qualified projects

© TechTarget 22

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

23 © TechTarget

Applying values, or scores, to each pattern

enables us to transform raw data into….

© TechTarget 24

…a much more meaningful analysis of Wells

Fargo’s activity cycle

© TechTarget 25

Next Step: Analyzing each pattern unto itself

© TechTarget 26

With ongoing observation, your marketing and

sales efforts can be oriented around this pulse

© TechTarget 27

Observed Intelligence requires an entirely

different marketing-sales-sales ops relationship

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● 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

● Certainly the transactional model of “extend online

offer, wait for prospect response, then call them”

becomes quite out-dated.

Full Service Qualification: Leverage TechTarget

to qualify your opportunities

© TechTarget 29

● While observed behavior is highly predictive of a

deal, it can never tell you:

- The size of the opportunity

- Current solutions used by the prospect

- The prospect’s key purchase considerations

Individual Reports are sent weekly as we verify

the opportunity

© TechTarget 30

To ensure we’re qualifying prospects at the

right time, we built a Salesforce.com App

© TechTarget 31

● We have a dedicated team of researchers who every

day use the application I’m about to show you….

● We’ve had such success using this tool, that we’ve

decided to license it to our clients as something we

call IT Deal Alert: Account Watch

● If you want to learn more about this service, I’m

running demo’s all afternoon

The intersection of Activity Intelligence™

CRM & 3rd party intelligence

© TechTarget 32

Activity

Intelligence™

3rd Party

Intelligence

Customer

Records

Intelligence-Enhanced

Customer Record

Name

Account

Activity Intelligence™

Contact

3rd Party Intelligence

Sales intelligence can influence and impact

marketing strategies and programs

33 © TechTarget

● 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

Applying sales intelligence

34 © TechTarget

● 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

of MQL’s

never close 94%

of NA prospects

get to short list

without sales 80%

of prospects

download 4+

assets before

shortlist

67%

35

Thank you

Worldwide ROI Summit | © TechTarget