LeadSpace is now including Bombora intent data in its Customer Data Platform. Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic. “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”
LeadSpace customers can target
outreach based upon topical interest, prioritize sales and marketing activities
using intent data within predictive models, and personalize ad campaigns with
messaging and content around surging topics.
LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership. They can also identify net-new prospects using look-a-like modelling and surge data.
“ABM succeeds when sales and marketing work closely toward the same goals. The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”
Erik Matlick, CEO and co-founder of Bombora
Intent data also assists with
sales-marketing alignment via harmonized messaging. According to David
Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before
where we could run a fully-integrated and aligned marketing campaign and sales
play, where the messaging matches. Our marketing emails are talking about the
same things that our sales reps are talking about. That alone is enough to get
brownie points with Sales!”
Technology marketing services vendor Aberdeen acquired intent vendor The Big Willow, creating anew marketing category of intent qualified leads for sales reps. No financial details were provided.
The Big Willow describes itself as the “the leader in buyer intent data science and intent-targeted digital advertising.” The firm monitors billions of daily web interactions to determine the interest intensity level across product categories. The goal of intent data is to identify prospects early in the buying cycle so that vendors can begin marketing to them before they reach out to competitors, “thereby providing sellers a first-mover advantage and resulting in vastly more effective marketing and sales investment.”
Aberdeen CEO Marc Osofsky explained why a market research firm bought a source of intent data, “B2B marketing is undergoing a fundamental change as buyer journeys are now primarily online, and massive new data streams become available to improvethe performance of marketing and sales. Our role is to capture and analyze this new buyer behavior data to help our clients improve marketing and sales performance.”
The Big Willow captures keywords and IP addresses and links them to D-U-N-S locations. The firm also performs natural-language indexing of web sites for keyword assignment.
“We are focused on helping clients convert intent data into new wins,” said Osofsky. “The addition of The Big Willow makes us the only company with all ofthe necessary capabilities to deliver results from the power of intent data.”
Buyer intent data captures the online research of actual buyer journeys and determines a purchase intent signal from the noise of normal activity. Doing this at internet scale with keyword precision creates the most accurate way to predict who’s in market for your products or services. Companies use these predictions to improve the performance of account-based marketing, targeted advertising, demand generation programs, content marketing and more.
By combining The Big Willow’s online interactions (topic, keywords, PageURL, andOpt-in), Aberdeen’s targeting data (company, location, contacts), and first-party visitor intelligence and win/loss history, Aberdeen builds models to identify sales ready leads. Aberdeen further helps identify opted-in, qualified contacts via its research library and call center. Models are based on 18 months of buyers’ journeys indexed down to the device id.
“Marketing often struggles to deliver sales ready leads – content syndication leads can stall out in nurture, ABM activity does not lead to sales meetings,” says Aberdeen. “Our Intent Qualified Demand programs deliver because we do what the other approaches lack. We reach out as Aberdeen to target titles at in-market companies with research-based self-assessments to qualify
Aberdeen’s approach differs from predictive analytics in that they identify specific contacts showing current interest whereas predictive analytics models focus more on identifying companies which are similar to current customers. Based on their buyer journey data and client closed/loss history, Aberdeen claims that their models achieve 91% accuracy in predicting purchase intent based on blind tests run by clients.
The Big Willow tracks buyer journeys across 3.7 billion device ids and 12 billion webpages. The firm captures 480,000 keywords. Aberdeen claims to offer “the largest, most accurate and highly targeted [intent data] in the market today.”
To further its goal of identifying Intent Qualified Opportunities, Aberdeen has grown its contacts file to 60 million names tied to geolocations and companies.
“Combined, Aberdeen and the Big Willow now deliver intent-qualified opportunities that include the specific company location of the intent and the target titles’ contact info,” said the firm. “Clients have the option of a full-service, cost per lead program, a data lake delivery, or the opportunities and contacts sent directly into their CRM.”
The Big Willow CEO Charlie Tarzian has been named President and Chief Innovation Officer of Aberdeen while Keith Blackwell has assumed the position of Aberdeen Chief Operating Officer.
The Aberdeen Group was spun off of Harte-Hanks several years ago and contains Aberdeen market research and the old AccessCI (aka Harte-Hanks Market Intelligence) technographics database.
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.