integrating intelligence into the work flow of marketing ... · integrating intelligence into the...
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#ROISummit | www.techtarget.com/ForMarketers
Integrating Intelligence into the Work Flow of Marketing (and Sales!)
Justin Hoskins Vice President, Product Innovation and Architecture
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White Paper
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The Challenge: finding new opportunities and the prospects behind them
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Awareness Consideration Decision
Typical Marketer Data
Bill Jones
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Deal Data™ helps fill gaps with real-time, actionable purchase intent & prospect data
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Awareness Consideration Decision
TechTarget Deal Data™
Prospects with activity
Key buying signals
Pain Points Detected
New Location Activity
Shift to Decision Stage
Buying Team Detected
Julie Grey
Tom Ford
Mark Hill
Multiple Vendor Interest
Sustained Interest
NEW
NEW
NEW
Bill Jones
Julie Grey
Tom Ford
Mark Hill
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White Paper
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One account is complex enough, but what about all the accounts out there?
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Don’t try to boil the ocean – there are relatively simple approach to finding the right prospects at the right time.
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Intelligence is not our master – it’s here to serve you, not the other way around
1. Generating new contacts/opportunities
2. Named accounts
3. Newly expanded offerings/cross-selling
4. Stretching marketing budgets
5. Competitive conquesting
6. Live event recruitment
7. Maximizing Inside Sales/BDR productivity
8. Ensuring/expanding Field Rep’s knowledge
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What are you responsible for?
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Marketing
How to use Priority Engine™ to generate new contacts or opportunities
I’m responsible for generating new contacts and opportunities within SalesForce.com
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Functionality
– Run the report each week to find new contacts within your segment at accounts
Utilization
– Add contacts or generate an opportunity directly within that view with the click of a button
How to use Priority Engine™ to maximize the yield of your Named Account Strategy
In 2015, we are hyper-focused on 500 accounts that we need to penetrate…but generating enough leads from those accounts is hard/too expensive.
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Functionality
– Use Account Views in Salesforce.com to define your list
– Let Priority Engine update you each week on which accounts are researching a solution.
Utilization
– Ensure you are never in the dark about your key accounts.
– BONUS: See the other side of the coin, and prioritize accounts outside your Top 500
Marketing
Field Sales
How to use Priority Engine™ to expand into new markets/segments
Our go-to-market story is changing to show we're bigger than XYZ technology. We want to target accounts in related spaces to get our foot in the door.
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Functionality
– Drill into an account profile with multi-segment Priority Engine
Utilization
– See where accounts are engaging with adjacent segments
Marketing
How to use Priority Engine™ to stretch marketing budgets
We spent so much money on lead gen in 2014 across multiple sources. How can I leverage the dollars I’ve already spent?
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Functionality
– Create account views using fields like Account Source, Initiative, Attendance, etc.
– Marketing can run this report weekly for updated views
Utilization
– Reclaim “Closed:Lost” opportunities by viewing buying signals and alerts to activity beyond your nurturing efforts
Marketing
How to use Priority Engine™ to conquest competitors
We're bumping into our competitor a lot, and we want to make sure we're always in the conversation when a prospect is looking at them.
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Functionality
– Run a report to create a prioritized hot list
– Download the results to a spreadsheet for even more filtering options
Utilization
– Reports show competitive engagement
– Consider outbound marketing efforts to win the head to head battle
Marketing
How to use Priority Engine™ to recruit for an event
We want to recruit for a live event we're holding in Chicago
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Functionality
– Build an account view based on the Chicago geography
– Run a report using that view to build a prioritized hot list
Utilization
– Generate an updated recruitment list each week with contact information for accounts actively researching your segment in the greater Chicago area
How to use Priority Engine™ to maximize inside sales/BDR productivity
Inside sales assigned by region are goaled with setting meetings for Field Sales. How do they know who to call first?
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Inside Sales
Functionality
– Build an account view based on Inside Sales Rep territory
– Run a report with that account view to create a prioritized call list
Utilization
– Reports include email and phone contact information
How to use Priority Engine™ to keep field reps aware of their territories
We want our field reps to have the most complete understanding of their territory as possible
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Field Sales
Functionality
– Field reps can use Priority Engine as well!
Utilization
– Mobile-friendly weekly email alerts keep them informed on their book
– Reports showcase key buying signals and alerts to significant activity