The Monthly Intel: VisitorIntel – Our Secret Sauce to ABM Success

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A Message from our Founder

VisitorIntel: Our Secret Sauce to ABM Success

Most B2B companies today have some level of an account-based marketing (ABM) strategy. Depending on their market size and available resources, some target thousands of accounts powered by a dedicated ABM platform and omnichannel outreach while others manually build lists and primarily rely on email and social channels.

But no matter the scale, the fundamental structure of all ABM campaigns remain the same with these 4 stages:

  1. Identify accounts: It includes compiling a list of companies matching your ICP which takes into account factors such as industry, revenue, geography, headcount, technographic {where applicable}, expected deal size, etc.
  2. Build persona lists: Next, you create persona-based and department-based target lists of prospects from those accounts.
  3. Create custom messaging/resources: You create value-added resources and custom messaging to resonate with specific personas and departments.
  4. Omnichannel outreach: Finally, you start outreach through traditional channels like emails, calls, and events while using social media, paid ads, etc. as air cover.

Sounds straightforward, right? Then why are some companies more successful at ABM than others? After all, if you have a good data source and a decent marketing team, building lists and custom messaging shouldn’t be a problem. Then what differentiates successful ABM campaigns from the rest?

Here is a hint – sales cycles are long and at any point in time, not more than 10% of consumers are at the buying stage. That means if you build a list of 100 accounts, only 10 of them are looking to buy immediately. Do you see the problem?

Timing and retargeting are what successful ABM campaigns have in common. Rather than targeting accounts they want to sell, they target accounts ready to buy.

Now the obvious question is, how do you know which accounts are ready to buy? For starters, there are buying signals and intent data. They tell you what kind of products and services buyers are actively looking for. But that only reveals the general behavior. To recognize that 10% – the buyers actually interested in YOUR products and services, you have to go deeper.

Enter VisitorIntel

Consider this – If 5 people from a company visited your website in the last week and that company matches your ICP, what does it indicate? Even if none of them filled out any form, wouldn’t you consider them to be a qualified account?

In fact, isn’t that account more qualified than those in your cold lists? And finally, if you targeted these accounts with custom messaging across different channels, wouldn’t it yield better results? That’s precisely our secret sauce!

With VisitorIntel, you can:

Identify companies visiting your website
Validate them against your ICP
Build accurate buyer persona lists
Start targeted outreach

With this approach, you take the guesswork out of your campaigns because every account you target is looking to buy and thus can achieve much higher conversion rates. And that’s how you succeed at ABM every single time.

Request a live personalized demo to see the above process in action!

Manoj Ramnani

 

Upcoming Events:

How to Boost the Quality of your Funnel

How to Boost the Quality of your Funnel

The performance of your marketing & sales funnel is a direct reflection of “quality” and we all know that to achieve our growth goals we need higher quality at every stage. Higher quality leads, higher quality sales conversations, higher quality sales opportunities. This event will explain how to boost the quality of your marketing & sales funnels. Once you register for this event you’ll be sent a Funnel assessment that will give you an instant scorecard with recommendations and will be used to personalize your webinar experience.

We hope you’ll join us for this interactive event hosted by SalesIntel’s Director of Marketing and 9Lenses’s CEO.

Register for the Workshop

 

Growth Hacking: Tips to Go from $0 to $10 Million and Beyond!

Growth Hacking: Tips to Go from $0 to $10 Million and Beyond!

Growing a business is not easy but can be the most rewarding journey. After you’ve gone to market and successfully closed your first few clients, it’s a constant game of how can you 10x your company by the end of the year. There are millions of things to consider when you’re asked to invest your time, funds, and focus. Yet there are a few key things that entrepreneurs and company leaders can do to successfully growth hack their business.Join us for our informative panel where we’ll ask entrepreneurs how they’ve helped scale companies and the common challenges they’ve faced.

Register for the Webinar

 

VisitorIntel: The Secret to ABM Success

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Marketers constantly develop new techniques to match the changes in customer expectations and technological developments. The latest one being account-based marketing and for good reason. It’s a highly effective strategy when done right, but there are ways to make your ABM campaign even stronger by adding one element to your process.

Join SalesIntel’s Director of Marketing and marketing expert, Raj Khera, to unpack VisitorIntel and how it will strengthen your ABM strategy.

Register for the Webinar

Client Success:

Learn How a Sales Enablement Tech Company Brought Their Call-to-Connect Rates Back to Life with SalesIntel

StorySlab was using prospect data from another data vendor but when the pandemic hit, their conversation rates suddenly plummeted. Since everyone had started working remotely, nobody was there to pick up the phone in offices. So they partnered with SalesIntel to improve their call rates.

Read the full story of how StorySlab has grown during a pandemic by partnering with SalesIntel, the leading B2B data and mobile number provider.

Read the Case Study

 

Top Whitepaper of the Month:

Whitepaper: Don’t Know How to Start Conversing with Prospects? Try Sales Sequencing

The best sales sequences are the ones that strike a perfect balance between automation and personalization. Sequencing is a great way to help your sales team scale both their performance and execution, and stay top of mind with their prospects. These touchpoints are not limited to emails but can also include SMSs, social messages, phone calls, and other sales tasks!

Download this whitepaper to learn best practices for putting together a sales sequencing strategy that gets results and how to take them to the next level!

Read the Whitepaper

 

Top eBook of the Month:

Ebook: Dear Email, You Bounced Again

Not all email bounces are the same but they all hurt just the same. As a data provider, we understand the value of email marketing and the efforts it takes to get each email campaign right. Which is why we’ve created this eBook!

With a deeper understanding of the inner workings of email deliverability, marketers will be able to diagnose and fix the cause of undelivered emails to get the most out of their campaigns.

Read the eBook

 

Our Favorite Blogs

Top 4 Ways to Increase Conversions for Sales Outreach Emails

Best Strategies to Turn Data into Actionable Insights

7 Real Reasons Behind Your Email Bounces