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TRANSCRIPT
Sell Faster With Tech IntelligenceDynamic Use Cases To Impact Your Bottom Line
Sell Faster With Tech Intelligence I 2
Contents
Sell Faster With Tech IntelligenceDynamic Use Cases To Impact Your Bottom Line
Introduction 3
Top 3 B2B Account Scoring Use Cases That Maximize Sales 5
Top Account Scoring Use Cases 6
Account Scoring In Action – Case Study 7
How To Get Tech Intelligence Into Your CRM Or MAP Quickly 7
5 B2B Marketing Campaigns That Generate More Revenue 8
Marketing Campaigns In Action – Case Study 10
How Tech Insights Help You Score And Prioritize Your Best Leads 12
Popular Lead Scoring & Prioritization Use Cases 13
Lead Scoring & Prioritization In Action – Case Study 14
How To Help Your Scoring & Prioritization With Technology Intelligence Now 14
How Tech Intelligence Helps You Displace Competitors All Year Long 15
Competitive Takeaway Opportunities 16
Competitive Displacement In Action – Case Study 17
Easiest Way To Enrich Your MAP or CRM With Tech Intelligence 17
Make Digital Advertising Easy And Effective With Tech Insights 19
Digital Advertising In Action – Case Studies 21
Augment Your Digital Advertising Campaigns With Tech Intelligence Now 22
Introduction
One of the main challenges B2B sales and marketing teams face is prioritizing their outreach on the right accounts or prospects. If you have a database filled with hundreds, or thousands, of accounts, it can be tough to segment your outreach properly so that you target the right audience with the most relevant message.
We hope you find this guide useful. If you have any questions, please contact us.
Tech Intelligence for Marketing and Sales Use Cases
Tech intelligence helps you solve your outreach challenge by showing you what technology products your accounts have installed, how much they spend on them, and when their contracts are up for renewal. When you have this type of tech intelligence integrated into your CRM or MAP, it becomes much easier to generate more revenue faster from your sales and marketing outreach, because you can focus your efforts on:
§ Accounts with the highest revenue potential
§ Reaching prospects using products you compete well against or complement with your own solution
§ Accounts that are up for renewal or are working with an integration partner you prefer
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In this guide, we’ve compiled the most successful use cases from our customers so that you can see how to start using tech intelligence to target the right prospects, be more relevant in your outreach, and achieve much better results on all your sales and marketing initiatives.
§ Top 3 B2B Account Scoring Use Cases that Maximize Sales
§ 5 B2B Marketing Campaigns That Generate More Revenue
§ How Tech Insights Help You Score & Prioritize Your Best Leads
§ How Tech Intelligence Helps You Displace Competitors All Year Long
§ Make Digital Advertising Easy & Effective With Tech Insights
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Top 3 B2B Account Scoring Use Cases That Maximize Sales
When you have hundreds or thousands of accounts in your CRM or MAP, how do you prioritize which accounts your sales and marketing teams should go after? For growing businesses, tech intelligence provides the key insights their teams need to identify accounts that are over 60% more likely to close. This is why sales and marketing teams who use tech insights to score their accounts cite tech install data as the most critical component of their success.
Unlike broad firmographic criteria such as company size, number of employees, industry and annual revenue, technology intelligence allows you to identify the technology footprint of your ideal customers. That means you know if your accounts are using a competing or complementary technology product to yours, you know if they’re an early adopter of SaaS applications, and you know if they are using legacy or obsolete products.
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All of this intelligence provides you with information you can use to prioritize your outreach on the accounts that are most likely to buy from you. It also allows you to reach out to them in an informed manner with a message that is much more relevant than if you knew nothing about your account except for basic firmographic data.
Top Account Scoring Use Cases
Technology intelligence account scoring automates account prioritization in your CRM or MAP to ensure your sales and marketing teams follow up with the accounts that best match your ideal customer profile first. For our customers, the most successful account scoring use cases are as follows:
§ Competitive Displacement: boost scoring for accounts using competitor software or hardware products and target them with a message that shows how you solve their pain points.
§ Complementary Campaigns: score target accounts that use a technology product you enhance and reach out to them with your value proposition.
§ Upsell/Cross-sell: know the entire technology environment of your accounts and route accounts that are using legacy product to your sales and marketing teams for outreach automatically.
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Account Scoring In Action – Case Study
Tegile (now Western Digital), wanted an easy way to prioritize accounts for their sales team. They determined that any accounts with three specific technologies installed had a 64% higher likelihood of turning into a win and that these target accounts generated 49% more revenue. Tegile used technology intelligence scoring to identify and send these accounts to their sales team automatically.
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How to Get Tech Intelligence into Your CRM Or MAP Quickly
§ HG for Salesforce – ensure you’re focused on the right leads and accounts with technology intelligence enrichment in Salesforce.com CRM.
§ HG for Marketo – use tech insights to score your leads directly in Marketo.
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5 B2B Marketing Campaigns That Generate More Revenue
As a B2B marketer, you know that marketing campaigns are most effective when they are highly relevant to your audience. In fact, relevant campaigns that are targeted to the right prospects have a 75% higher engagement rate (MailChimp) and can increase the selling price for your product by 35-40% (SiriusDecisions). However, being highly targeted and relevant is only possible when you have the right tech intelligence in your marketing automation platform (MAP).
Firmographics and demographics can serve as a starting point for targeting, but to truly increase engagement, generate qualified leads, and ultimately drive more revenue, demand gen teams rely on technology insights.
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This intelligence allows them to see exactly what software or hardware technologies their accounts or leads have installed so they can segment more precisely. It also helps them inform their messaging so they can create highly relevant online ads, e-mails, landing pages and other targeted content that engages their audience.
Here are five typical campaigns demand gen teams can set up and run quickly when they use tech intelligence to segment their lists in their MAP:
1. Competitive Take OutIdentify accounts using competitor products and target these accounts directly by showing how your solution addresses well-known pain points.
2. Complementary TargetingFind accounts using a complementary product to yours and highlight how you can enhance their existing solution with your own product.
3. UpsellSee which accounts are using old or unsupported products and engage them with campaigns that encourage them to upgrade or consider an alternative solution.
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4. Cross-sellIf you have a family of products, identify customers who could be a great fit for one of your other solutions because they have nothing similar installed.
5. Opportunistic News Driven A bad review on a competitor product or recent EOL notice is a great opportunity to reach out to companies considering a new solution.
Marketing Campaigns In Action – Case Study
BetterCloud was looking for a way to target and prioritize accounts with larger selling opportunities. To do this, they needed to identify accounts with multiple SaaS products installed. The use of tech intelligence allowed their sales and marketing teams to target and close on accounts with 2-3x higher average selling prices.
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How to Start Using Tech Intelligence In Your Campaigns Now
Our solutions make it easy to use tech insights to segment your marketing campaigns for maximum impact:
HG for Marketo – enrich all your Marketo leads with tech insights instantly so you can build smarter campaigns that increase engagement, qualified leads, and revenue.
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HG Audience – hyper-targeted B2B audience segments for digital display and social campaigns.
HG for LinkedIn – better target prospective customers, increase response rates, and create more leads with custom audiences for your LinkedIn campaigns.
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How Tech Insights Help You Score And Prioritize Your Best Leads
Even with a clearly defined ideal customer profile, it can be hard to decide which leads your sales and marketing teams should be giving the most attention to. Reaching out to leads with relevant messages already takes a lot of time when executing on campaigns, so the last thing you want to be spending more time on is figuring out which leads to select for your campaign. Fortunately, with the right tech intelligence embedded in your CRM or MAP, you can make sure the right leads are prioritized automatically.
Technology intelligence enables you to get in-depth insights on your leads that go beyond typical and more general lead scoring criteria such as behavioral, demographic and firmographic data.
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With technology intelligence you can dig deep and prioritize leads based on their technology footprint. For example, you can segment your leads based on whether they are using a competing or complementary technology product to yours, whether they are a late or early adopter of SaaS applications, and whether they are using legacy or obsolete products.
Having this unique knowledge allows you to understand your audience and reach out to them with a message that they are more likely to respond to because it directly addresses their specific pain points. With the right leads prioritized, it also makes it easier to deliver more MQLs, create better sales and marketing alignment, and convert leads to sales.
Popular Lead Scoring & Prioritization Use Cases
By using technology intelligence to automatically score and prioritize your leads based on your ideal customer profile, you can ensure your sales and marketing teams stay focused on pursuing the leads that generate the most revenue. Here are a few of the most successful lead scoring and prioritization use cases our customers have implemented using technology intelligence:
§ Competitive Displacement: boost scoring for leads using competitor software or hardware products and target them with a message that shows your product solves their problems.
§ Complementary Campaigns: score and prioritize leads that use a technology product you enhance, and reach out to them with your value proposition.
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§ Upsell/Cross-sell: know the entire technology environment of your leads and prioritize those that are using legacy products to your sales and marketing teams for automated outreach.
Lead Scoring & Prioritization In Action – Case Study
Alfresco was looking for a way to prioritize their accounts in a more efficient way so that their sales and marketing efforts were more aligned and so they could achieve better results. After using technology intelligence from HG Insights to score their leads, Alfresco increased engagement rates by 75% for their online ad program, while reducing their cost per lead by 50%.
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How To Help Your Scoring & Prioritization With Technology Intelligence Now
Our products streamline and automate the marketing process while increasing engagement and conversion rates:
§ HG for Marketo – use tech intelligence to identify the leads with the highest propensity to buy directly in Marketo.
§ HG for Salesforce – ensure you are focused on the right leads with tech intelligence enrichment in Salesforce.com CRM.
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How Tech Intelligence Helps You Displace Competitors All Year Long
If you’re a growing B2B technology company, you’ve probably invested a significant amount of time and money in researching, developing and testing your product. You’re well versed in what it can do and can articulate how it solves common pain points eloquently. You’re also quite familiar with which competitors your solution competes well against and have messaging that precisely highlights your differentiation. But how do you get in front of the accounts that are using your competitor’s products so that you can win them over with your unique solution?
When you have tech insights for existing and new accounts, the answer to this question becomes quite easy.
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Technology intelligence gives you the insights you need to know exactly what technologies are installed at your accounts so you can quickly identify prospects using competitive solutions and actively coordinate competitor displacement campaigns throughout the year.
Not only can you get this technology installation information for your existing accounts, you can also use the intelligence to find new accounts that are also using your competitor’s products. In fact, sales and marketing teams who begin using tech intelligence, often find that their total addressable market for a given competitor is usually 3-5x larger than they estimated, providing them with an even larger revenue opportunity to pursue.
Competitive Takeaway Opportunities
When you have tech insights in your CRM or MAP and that information is easily accessible and actionable, you can jump on opportunities quickly, such as:
§ Direct Displacement: when your competitors have well-known pain points, you can reach out to their accounts with sales and marketing outreach that directly address their issues and illustrate how your product solves them.
§ Negative Reviews: bad news on a competitor solution gives you a chance to highlight how your technology can help.
§ End of Life: announcements regarding certain software or hardware being discontinued or no longer be supported allow you to enter the conversation as a potential replacement solution.
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§ Mergers and Acquisitions: provide an opportunity to engage with a customer when they may be re-evaluating existing technology purchases and looking for alternatives.
Competitive Displacement In Action – Case Study
Zendesk felt they had a great opportunity to win back market share by targeting companies using competitor solutions. But to do this, they would first need a way to quickly find and target these companies. Learn how Zendesk used tech intelligence from HG Insights to launch competitive displacement campaigns and win back market share.
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Easiest Way To Enrich Your MAP Or CRM With Tech Intelligence
There are many opportunities that occur throughout the year that can help you dislodge your competitors but you’ll only be able to jump on them quickly if your accounts and leads are enriched with tech intelligence.
Here are two products that can help you enrich your accounts quickly so you’re ready to go:
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§ HG for Salesforce – ensure you’re focused on the right leads and accounts with tech intelligence enrichment in Salesforce.com CRM.
§ HG for Marketo – use tech insights to score your leads directly in Marketo.
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Make Digital Advertising Easy And Effective With Tech Insights
The top 3 complaints consumers had about digital advertisements in 2019 were that there were “too many ads”, “annoying or irrelevant ads”, and “intrusive ads” (VPN Mentor). Many times, these complaints are the motivations behind ad-blocking, which for a digital advertiser, is your worst nightmare. Digital advertising campaigns are only effective if you’re able to create customer engagement with relevant ad placement and messaging.
According to the American Marketing Association, targeted advertising can increase click through rates by 670%. As a B2B marketer, the best way to achieve these results is by using tech intelligence.
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Although firmographics can help you narrow down your audience, to truly grow your customer and prospect engagement, generate brand awareness, and increase campaign effectiveness you need technology insights.
Tech intelligence shows you what technology products your prospects have installed, allowing you to hyper-target your digital display advertising to the exact audience you are trying to reach. This means you can launch much more effective and relevant campaigns, while also maximizing your ad spend on the right targets.
When you’re able to easily use tech intelligence to segment your online advertising, you can quickly run a number of different ad programs, including:
§ Competitive: target your ads to your competitor’s customers directly, showing them how you address well-known pain points.
§ Complementary: display ads to users of products that are interoperable with yours, highlighting how you enhance their existing solution.
§ Upsell/ Cross-sell: send relevant upsell/cross-sell ads to users of a specific hardware or software technology product.
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Digital Advertising In Action – Case Studies
Unity was looking for a way to leverage online advertising for its ABM program in order to generate demand, nurture prospects, and drive revenue growth across its gaming and non-gaming verticals. By using HG Audience segments from HG Insights, Unity is now seeing a substantial boost in performance in its paid digital advertising program.
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Kimble uses LinkedIn to advertise their content, special events, and webinars but knew they needed an easier way to specifically target companies that match their ideal customer profile. Learn how Kimble used HG for LinkedIn to achieve a 10x increase in CTR on first-touch, sponsored video advertisements on LinkedIn.
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Augment Your Digital Advertising Campaigns With Tech Intelligence Now
These products make using tech intelligence easy while helping you develop meaningful segmentations:
§ HG Audience – create hyper-targeted B2B audience segments for digital display campaigns on Facebook, Adobe Marketing Cloud, Twitter, Salesforce DMP, and dozens of other leading marketing platforms.
§ HG for LinkedIn – better target prospective customers, increase response rates, and create more leads with custom audience segments for your LinkedIn campaigns.
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We hope your enjoyed the report:
Sell Faster With Tech IntelligenceDynamic Use Cases To Impact Your Bottom Line
Questions or feedback? We’d love to hear from you:
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