6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform. New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas. 6Sense also added ABM Alerts and updates to its reference company dataset.
According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”
“ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned. Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”
Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions
6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data. Intelligence is displayed across three tabs:
Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over
Map: Engagement levels by job and function with associated engagement
Insights: Firmographics, Technographics, Website Visitors by location, Top
pages viewed by account
ABM Alerts deliver weekly activity profiles on key accounts to sales reps. The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.” 6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.
The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement. ABM alerts provide direct links to account profiles in 6Sense and Salesforce.
ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.
“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”
DiscoverOrg announced the next generation of its OppAlerts intent-driven technology intelligence service. The premium service now delivers ten-times as many OppAlerts as before and integrates the alerts into its Build-a List-prospecting. Only surging companies with Bombora Surge scores of at least 75 are flagged.
Surge scores are early indicators of intent to purchase based upon B2B media site activity. A 75 signifies companies in the top five to ten percent of interest in a topic as compared to their baseline level of interest in that topic. As much of the buyers’ journey takes place before purchasers contact a firm, reaching out to prospects during the early stages of the journey provides sales reps with an early movers’ advantage.
“The holy grail of the B2B marketing and sales world is to know when customers are actively researching your product or service,” said DiscoverOrg CEO Henry Schuck. “The DiscoverOrg – Bombora partnership allows our customers to know specifically what their prospects are researching and then which decision-makers to connect with, all in one place.”
DiscoverOrg switched from the Bombora firehose API, which delivered bulk raw data, to Bombora’s processed surge feed. The upgraded service allows DiscoverOrg users to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
Marketers can load a ListMatch file and have it immediately enriched with OppAlerts Surge scores by selected topics. They can then filter by topic, review trends, and assess week-over-week changes in scores. As the list is loaded into their prospecting engine, marketers can further refine the list by firmographics, technographics, biographics, and recent Scoops (sales triggers). DiscoverOrg has mapped all 4,100 topics to related job functions, allowing sales and marketing reps to quickly build targeted contact lists most likely to be interested in surging topics at key accounts.
The OppAlerts Build a List view displays current and historical intent data by company. Users see the week-by-week score changes along with other surging topics at companies. Lists may be saved for ongoing monitoring within the platform or via a weekly alert. Thus, sales reps can monitor their ABM accounts and place calls when intent spikes at them.
The email alert highlights New OppAlerts, Biggest Gains, and OppAlerts by Topic.
“Bombora is the only provider of Company Surge data. Combining our insights about which businesses are more actively researching specific products and services with DiscoverOrg’s best-in-class firmographic and contact data brings the most actionable form of Intent data to B2B sales teams,” said Erik Matlick, Bombora Founder and CEO.
Pricing was not released, but the service is sold in both light and unlimited tiers. Light tiers provide up to 100 surging companies per topic per month for 12, 25, or 50 topics. Joint subscribers only pay a small fee for delivery of Bombora data from within DiscoverOrg.
DiscoverOrg has been working to build out its datasets. They now cover 3.7 million contacts across 150,000 companies.
True Influence rolled out version 2.0 of its InsightBase ABM platform with enhanced intent data, improved contact data, and an Advanced Relevance Engine which ranks accounts according to ABM demand level.
InsightBase provides intent analytics across 4,000 business topics and fifteen countries. Intent is then matched to contacts, firmographics, and location-level technographics.
According to the firm, InsightBase 2.0 “combines the most advanced data and analytic technologies to create a comprehensive monitoring solution that specifically identifies Intent Signals, which are proven pieces of data that indicate buying interest and purchase acceleration. These signals are collected in real-time as the result of web-based activities – such as web impressions, searches, email opens and more — to create a profile showing which companies and locations are actively in the market for a specific solution.”
True Influence offers connectors for Marketo, Eloqua, and Salesforce.
“Today, companies tend to rely on first-party lists or behavioral data to plan their B2B marketing approach, but that is just a small piece of the puzzle,” said True Influence CEO Brian Giese. “The fact is, B2B decision makers take a complex journey before making buying choices by conducting research for their next big purchase. To be truly competitive, it’s critical to have a complete, worldwide picture of your prospects’ overall online purchase journey.”
Bombora partnered with Marketo to natively integrate its intent file into the Marketo Engagement Platform. Bombora collects anonymous company-level activity from B2B media sites and determines intent as a company surge score across 4,100 B2B topics and 2.8 million companies. The surge score indicates an uptick in baseline interest in customer-specific B2B topics.
The intent scores help identify and prioritize sales and marketing activities around prospects with active purchasing research programs. Firms with high surge scores can then be targeted for programmatic marketing, digital messaging, and sales outreach. Surge data also flag dormant accounts which are re-entering the purchasing cycle, assist with messaging around key topics, and inform lead scoring and routing decisions.
According to Bombora, only fifteen to twenty percent of companies in a target list are engaged in an active purchase cycle. Thus, understanding which companies are in market is critical to marketing effectiveness. “It arms you with insight into which of your target companies are more actively researching your products or services compared to historic baselines – indicating intent to take action,” said Bombora.
“With the Marketo Engagement Platform acting as the hub to make this understanding more actionable, there is exponential value to how Bombora’s intent data can be leveraged across an organization,” stated Bombora CEO Erik Matlick.
“As a marketer, the best buyers to engage with are the ones that are already actively researching,” said Marketo SVP of Strategy and Alliances TK Kader. “Providing intent data from Bombora to our customers creates an opportunity for them to engage with buyers who have a high propensity to buy, ultimately delivering better pipeline to sales and increasing the velocity of the sales process.”
Marketo is also offering best practices and campaign setup advice.
I am beginning a monthly series entitled What Is where I provide an overview of one of the underlying sales and marketing intelligence technologies or processes being deployed at B2B firms. I will begin with Intent Data.
Intent Data is one of the three informational elements of B2B Lead scoring (the other two are Fit and Opportunity). Intent data consists of both first and third-party elements and identifies when companies are actively researching specific product categories. First-party data is captured in your marketing automation systems and web logs. Typical first-party intent data includes
Trade Show Booth Visits
In short, if somebody is viewing your website, reading your collateral, meeting with you at a tradeshow booth, or attending your webinars, then he or she is displaying purchase intent. Of course, not everybody doing so is a potential purchaser, but a high percentage of individuals digitally interacting with your firm are somewhere in the buyer’s journey for your products and services.
Unfortunately, intent data is often anonymous. Unless the individual submits a webform, you are most likely limited to an IP address. As B2B visitors are usually accessing your platform from a corporate IP address, it is possible to tie the IP address to the company and at least associate the activity with a company. Companies such as DemandBase, Bombora, and Dun & Bradstreet offer Visitor Intelligence services to map IP addresses to companies. Along with the company name, they enrich the visitor intelligence with firmographics such as location, size, and industry.
External intent data is provided by vendors such as Bombora, The Big Willow, True Influence, and TechTarget. External intent data is gathered from B2B Media websites that evaluate topics of interest across their network and determine which topics are of interest to companies. Interest is gauged by articles viewed, white papers downloaded, searches performed, case studies read, etc. Generally, each company is baselined by topic with interest determined with respect to the baseline. A surge of interest takes place when short-term interest in a topic is well above the baseline for the company. Intent data is generally delivered as a numeric score by topic with companies licensing the topics of interest. As intent is determined at the corporate level, it works best in lead scoring. With the exception of TechTarget, you don’t know which individuals are researching specific topics.
TechTarget Priority Engine provides technology specific intent at the individual level along with contact information, buying stage (early or late based upon content viewed and downloaded), and key influencers (companies of interest). TechTarget is focused on Technology topics across its 140 media sites.
As I discussed in Part I of this article, technology media and intent purchasing firm TechTarget recently launched a set of enhancements to its Priority Engine service that improved the user experience, added persistent URLs, list assignments, and added user roles.
The release also supported a new Salesforce widget and a repackaged offering. The Salesforce widget identifies which technology topics are actively being researched by the prospect and whether the prospect is actively evaluating vendors. Other features include a persistent URL link to the full dashboard and available prospect counts.
TechTarget repackaged its offering with the Q2 release. While it has premium pricing compared to other technology sales intelligence service, TechTarget’s ability to identify firms which are actively looking for solutions by product segment, recommend the key stakeholders around the buying decision, and flag which competitive or complementary vendors are of interest to each prospect differentiate it from other vendors. This “Active TAM” approach helps sales reps focus their attention and messaging to the best opportunities currently in the market for solutions.
Priority Engine has market momentum. TechTarget added 50 new Priority Engine accounts in Q1 after adding 40 new accounts in Q4. Revenue more than doubled in Q1 versus a year earlier. The firm is also shifting its sales and marketing focus from media and lead generation to data solutions and insights. On his recent earnings call, CEO Michael Cotoia remarked that the firm has “the leadership position” in B2B IT purchase insights and that the TechTarget salesforce is now leading with data solutions.
Cotoia described the Priority Engine value proposition as “purchase intent insights happening in our world across our universe of sites and topics” which are integrated into the customer’s workflow. Furthermore, Priority Engine informs sales and marketing about “what accounts are active and what accounts are active with your competitors, oh, and what accounts are not active with you.”
TechTarget is successfully rolling out the service to firms which target technology companies, nearly doubling its user base over the past six months.
Technology media and intent purchasing firm TechTarget announced a set of enhancements to its Priority Engine service “that vastly improve ABM performance, increase sales productivity and maximize demand generation success for enterprise B2B technology organizations.” Amongst the enhancements are improvements to the user experience, a new Salesforce widget, persistent URLs, list assignments, user roles, and improved topic filtering.
Priority Engine combines executive intelligence with purchaser specific demand signals spanning 10,000 IT Topics across its technology research sites. The service marries HG Data technology intent intelligence with DiscoverOrg contacts, Owler firmographics, and TechTarget intent data and prospects. Priority Engine assists sales and marketing professionals by “expanding access to total buying teams at active accounts and showcasing rich purchase details such as installed technologies, vendor shortlists and specific, relevant topical interests.”
Priority Engine is GDPR compliant across its 18 million professional profiles who have opted into TechTarget partner marketing programs. Furthermore, because TechTarget has opted-in user profiles, it is able to provide intent data at the individual level. This contrasts with other intent networks which gather anonymous intent information at the company level.
User Experience enhancements include a left-side navigation menu and search bar. The navigation bar provides account list management, export functionality, and export monitoring. The search bar provides a type-ahead company list to expedite account searching.
Account profiles contain Owler headquarters information along with a business description, logo, sizing data, and social media links. Also displayed in the business summary are an account interest gauge, Buying Team counts, Vendor Interests based upon downloaded vendor content, and Top Interests. The account Interest gauge evaluates site readership (number of readers, type of content, scope of vendor interest) to determine whether the prospect is Evaluating Vendors, Ramping Up, or Not Active in the segment.
TechTarget also offers a set of intent signals based upon readership patterns: Widespread, Sustained, Late Stage, Stakeholder, and Cross-Vendor. According to the firm, “the more blue dots that are lit up, the more focus sales should commit to the account.”
At the top of each Account Profile are the licensed segments. Sales reps can click on any of the segments and the profile is filtered for the segment across TechTarget Buying Teams, DiscoverOrg Contacts, HG Data products, and the business summary. TechTarget offers 300 technology market segments with over 200 available for North America.
Priority Engine users are now assigned to one of three roles: Administrators, List Builders, and Read-Only. Administrators have full system functionality along with account management responsibilities. Both Administrators and List Builders can build and assign account lists to other users. Only Administrators can export records. Priority Engine suggests that Administrators are usually marketers and that List Builders are typically Sales Managers. View only users would be inside sales reps that would be working account lists but not building them.
Account List Building was redesigned with reorganized and expanded filters displayed on a single page. Filters have been separated into common and advanced screens with common filters spanning firmographic, technographic, and intent variables. Advanced filters include Last Touch, Purchase Signals, and HQ location. Within any filter, users may select Includes Any (OR), Include All (AND), and Exclude (NOT) Boolean logic.
Users can also rank results by market segment. Most Priority Engine subscribers have between one and five licensed segments. Except for the largest technology firms that operate in many segments, the firm contends that focusing on key segments provides better results than including adjacent technology segments.
Previously defined lists are available for both suppression or sub-list targeting.
TechTarget Priority Engine List Building
Lists are ranked according to intent signal strength for a market segment. Clicking on a different segment results in a different set of priorities.
The new Ranked Accounts list view includes the navigation bar along with company logos, the top areas of interest, and the company most influencing the account over the past 90 days (based upon TechTarget content viewing patterns). Clicking on any account takes the user to the account profile.
The persistent URL provides a direct link between sales and marketing platforms to the Priority Engine Dashboard. “The sales-to-marketing handoff can be one of the most challenging aspects of implementing modern marketing strategies, especially ABM. To properly inform and empower salespeople, you must be able to pass along valuable account-level insights with each lead — and few systems or workflows support this,” said Michael Cotoia, CEO, TechTarget. “Priority Engine addresses this challenge by providing a persistent and portable account link that can be embedded within any existing sales or marketing systems.”
Please continue to Part II which discusses the Priority Engine Salesforce connector, product repackaging, and market momentum.