poll question - hg insightshginsights.com/wp-content/uploads/how-to-accelerate-abm.pdf · our core...

Poll QuestionHow would you describe the level of ABM implementation in your

company?

2

ACCELERATING ABM CONVERSIONSUsing the ABM Demand Diamond to get results

4

Enriched Data Accelerates Conversions

The ABM Demand Diamond helps:

• Identify customer profile (ICP)

• Find the right target accounts

• Run effective ABM campaigns

• Close more selling opportunities

$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

5

Analyze Won Accounts to Find ICP

Top Ideal Customer Profile Inputs

• Deal clusters & deal size• Sales cycle: time and effort from sales• Lifetime value (ARR)• Company size/industry• Technology products installed

$$$$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

6

Identify More Target Accounts That Match Your ICP

Expand account selection with:

Firmographics: • Company size• Revenue• Industry• Location

Technographics• Software• Hardware• IT Spend• Install Location

$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

“ Tech install data helped us identify accounts with the right technology profile for our solutions. As a result, we can now identify the accounts that are 64% more likely to turn into closed won revenue”

TECHNOGRAPHICS USED FOR ACCOUNT SELECTIONIdentify Prospects with the Most Potential

Customer Example

• Challenge:Customer needed to identify target accounts for their sales team.

• Solution:Through ICP analysis was able to determine that any accounts with three specific technologies installed had a 64% higher likelihood of turning into closed/won revenue. HG Data Technographics were used to identify and score these accounts.

• Result: Customer saw a 49% increase in revenue from target accounts with technographic insights.

8

Account Scoring Steps• One: Review the technologies installed at your

highest-revenue-producing customer base

• Two: Update your ideal customer profile with your technographic findings

• Three: Tag all prospects that fit your new technographics-based ideal customer profile

9

How to build the report:Report Type: Accounts with HG Data TechnologiesAccount type = CustomerCross Filter: Accounts with Assets (or whatever report your org uses to view account products)

How to build the report:Report Type: Accounts with ContactsAccount Type = ProspectMQL StatusCross Filter: Accounts with HG Data Technologies

Prioritize Prospects with the Most Potential TECHNOGRAPHICS USED FOR ACCOUNT SELECTION

10

Run ABM Campaigns on Target Accounts Leads

Increase conversion rates with campaigns segmented by:• Complementary technologies• Competitive technologies

Qualify campaign response by:• Website visits• Content downloaded

$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

“ Based on the targeting we can do using technographics, we saw way above average response through email outreach in just our first month, which led to some quick sales wins for us.”

12

Customer Example• Challenge:

Customer needed increase conversion rates of ABM campaigns.

• Solution:Used Technographics to identify the cloud solutions in place at their ABM accounts, and develop campaigns and messaging specific to the incumbent technologies – including email, digital advertising, and content marketing.

• Results: More targeted ABM efforts achieved engagement rates that were 2.5x industry average, and turned into sales in less than 30 days.

BETTER ABM WITH BETTER DATAUse Data to Find Accounts and Inform Your Outreach

13

Close More Qualified Account Leads

Generate more closed/won business with contextual technographic data (SQL)

• Contract size• Contract renewal date

Account rep can reach out with better offer before competitor contract is up for renewal

$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

“ The data drove some quick sales wins for us and soon my entire SDR team was asking for more. The information was so useful and accessible, it became a no-brainer…”

TECHNOGRAPHICS USED FOR SDR OUTREACHProvide SDRs with the Context to Engage Target Prospects

Customer Example

• Challenge:Customer need to provide context on more than 70K accounts for SDR outreach

• Solution:Customer used technographics to find accounts with legacy software that was no longer supported or about to expire. They then focused their SDRs on these accounts with specific messaging designed to address pain points and initiate relevant conversations

• Result: Closed business within weeks of enriching their accounts with technographic data

15

16

Use Technographics to create and close accounts

Analyze Closed/Won

Identify Target Accounts

Run ABM Campaigns (MQL)

Close more qualified account leads (SQL)

Closed/Won

$$$

Firmographics / Technographics

Behavioral

Contextual

$$$

17

Poll Question 2What type of third-party enrichment data do you use today?

HG DataComprehensive and Accurate Technographics

Use Advanced Data Science to Process & Curate Data

19

BILLIONS OF DOCUMENTS ARE

AGGREGATED

Unparalleled and ever-expanding pool of raw data

including: Case studies, whitepapers, press releases, blogs, job postings, resumes, gov’t documents, and more…

AND PROCESSED THROUGH THE HG

PLATFORM

Using our own curation IP, documents undergo deep analysis via the HG Data

Integrity platform to extract previously

unseen intelligence.

TO PRODUCE STRUCTURED CUSTOMER INSIGHTS

Empowering you with the Confident, Actionable, Data-driven decisions.

THE BUILD PROCESS

20

WHO

Company/Prospect

TechnologyStack

WHAT

Physical/Cloud/Geography

WHERE

VerificationDate

WHEN

OVER120,000,000TECHNOLOGY

INSTALLATIONS

USED AT OVER13,000,000

LOCATIONSGLOBALLY

OF9,000+

TECHNOLOGYPRODUCTS

MANUFACTURED BY4,500+

TECHNOLOGYVENDORS

VERIFIED BY240,000,000DISTINCT DATE

STAMPS

Build Most Comprehensive & Accurate Technographics

21

HG Data for Salesforce embeds tech install information in Salesforce

Technographic Options• HG Data for Salesforce – embeds

technographics directly in Salesforce so you can use for account selection, lead scoring, reporting, and setting up automated business processes

• HG Data Universe - license large portions of our core data set to targets sales/marketing efforts on right accounts, or to generate more accurate models, forecasts, and trend reports.

• HG Data Audience – use comprehensive tech install data to create hyper-targeted segments for your digital display advertising. You can also easily deliver these segments to leading DMPs and DSPs.

USING HG DATA TECHNOGRAPHICSEasily Access Tech Install Data for Account Selection, Scoring, and Reporting

22

Expanded Product Offering

• Richer combined technographic datasets

• Deeper technographic insights

• Better access to data

• Larger global footprint

HG Data Acquires Pivotal iQOffers High Value Contextual Data for Prioritizing Accounts

Acquisition adds IT contract data, spend intelligence and intuitive interface

+

Q & A Learn more at hgdata.com