Top Banner

Click here to load reader

Sell Faster With Tech Intelligence - HG Insights ... However, being highly targeted and relevant is only possible when you have the right tech intelligence in your marketing automation

Aug 25, 2020

ReportDownload

Documents

others

  • Sell Faster With Tech Intelligence Dynamic Use Cases To Impact Your Bottom Line

  • Sell Faster With Tech Intelligence I 2

    Contents

    Sell Faster With Tech Intelligence Dynamic 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

    Sell Faster With Tech Intelligence I 3

    https://hginsights.com/contact-us/

  • 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

    Sell Faster With Tech Intelligence I 4

  • 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.

    Sell Faster With Tech Intelligence I 5

  • 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.

    Sell Faster With Tech Intelligence I 6

  • 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.

    Read complete story

    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.

    Sell Faster With Tech Intelligence I 7

    https://abminaction.com/issues/volume-03-issue-03/abm-insights/ https://hginsights.com/hg-for-salesforce/ https://hginsights.com/hg-for-marketo/

  • 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.

    Sell Faster With Tech Intelligence I 8

  • 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 Out Identify accounts using competitor products and target these accounts directly by showing how your solution addresses well-known pain points.

    2. Complementary Targeting Find accounts using a complementary product to yours and highlight how you can enhance their existing solution with your own product.

    3. Upsell See which accounts are using old or unsupported products and engage them with campaigns that encourage them to upgrade or consider an alternative solution.

    Sell Faster With Tech Intelligence I 9

  • 4. Cross-sell If 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.

    Read complete story

    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.

    Sell Faster With Tech Intelligence I 10

    https://hginsights.com/resources/bettercloud-uses-technographics-to-find-accounts-with-a-2-3x-higher-selling-opportunity/ https://hginsights