In the most recent Priority Engine user group, customers talked about how they use Priority Engine strategically, how it fits into their MarTech stack tactically, and the results they see. Read on for tips on how to grow your pipeline with intent data.
3 core concepts around building pipeline were addressed:
1) “Nurture” can be SO MUCH more . . .
Traditionally, many people hear nurture and think drip email campaigns. However, our most successful users/customers have shown that nurture needs to take place across multiple channels, not just email. We heard from several customers using other channels at the same time as drip email campaigns to surround accounts/contacts.
Tactics included:
- One-off emails (webcast promos, event promos, etc.) in addition to the drip campaign
- Social media (social ads or engagement)
- Pro-tip: focus on the social platforms your audience use. It might not always be the most popular channel (i.e. Facebook/Instagram)
- Re-targeting display ads
- Personalized content/site experiences
- ISR or rep engagement
- AI chatbots
- Direct mail
- What am I missing? Do you have any other tactics you find effective? Let me know in the comments!
2) Enable your ISRs with a best practice approach fueled by data
An ISR at the group spoke about using Priority Engine to book a high volume of qualified meetings in the first 2 months. The success was attributed to the data sourcing/quality and the messaging/tactics in which he followed these best practices.
- Segment your lists to fit the messaging. In this case, the customer had a set of partners they aligned with, so the ISR would build lists based on who had the partners’ solution already installed, and then use that as a hook in the messaging/outreach.
- Cadence matters: The ISR would look to make 2 calls and send 3 emails to each contact. He would open first with a soft introductory email (who they are, what they do, the value they add), then follow up with a call, and alternate the outreach for at least 5 attempts.
- Surround the account: The ISR described the simplicity of his calling strategy. He pulls up a Priority Engine list and works from “Rank #1” down through the accounts. He tries to reach 50 accounts a day, and engage at least 5 contacts at each account.
- Engagement times: The ISR found it most effective to email outside business hours—Sunday evening for example—so the email is at the top of a recipient’s inbox first thing in the morning. He also indicated that it’s good to call when people are likely to be at their desk, i.e. first thing in the morning, lunch, or end of day.
3) Begin with the end in mind
Another user (from a company in a developing market) spoke about how they are using Priority Engine with 2 goals in mind.
First: Feeding the near-term pipeline:
This is a standard use case which most Priority Engine users are already executing. Our speaker said they are using interest patterns to identify contacts/companies and bring those into nurture or have ISRs cherry pick. They message contacts based on their job role, industry, and job function/level.
- The measurement here is pipeline development; are accounts being influenced to generate or expand pipeline?
- Lists are segmented based upon core keywords and competitor engagements.
Second: Build the database for long-term pipeline development.
Because they are in an emerging market, the user spoke about the necessity of finding the earliest possible entry point to set the foundational concepts and build a brand for the future. They are focused on long-term nurture so they promote educational content for 6 to 9 months. (Of course, a user could fast track out based on engagement.) With this tactic, they can expand and identify their future market.
- The measurement here is engagement. Are these contacts progressing as farmed names to active engagement with content/thought-leadership? Are they passively moving or actively moving through nurture?
- The lists are segmented based on higher level, management-focused keywords outside their “core,” rather than tactical execution-focused keywords. They also use installed tech to help segment lists.
This past week, we had another great set of customers sharing unique experiences and helpful concepts that can help you grow your pipeline with intent data from Priority Engine. If you’re interested in attending a future event, please contact me.
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