Getting Ahead of the Buying Cycle with Real-Time Intent
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The document discusses the challenges faced in the B2B buyers' journey due to complex buying committees and information overload, emphasizing the importance of identifying buyer intent early. Demandbase's real-time intent solutions aim to capture first moments of interest and automate engagement through targeted actions. Limitations of current intent offerings include lack of flexibility, extensive time commitments, and difficulties in executing actionable strategies across different technologies.
Getting Ahead of the Buying Cycle with Real-Time Intent
- 1. GETTING AHEAD OF THE BUYING CYCLE WITH REAL-TIME INTENT Phil Hollrah, VP Product Marketing Alan Fletcher, CPO
- 2. © 2017 DEMANDBASE｜SLIDE 2 CHALLENGES WITH TODAY’S B2B BUYERS JOURNEY Larger, more complex buying committees with sophisticated, digital research behaviors More channels, and accessibility of information for buyers makes it harder to sell Critical to identify and understand true intent early on – and act on it throughout the buying journey Data and intent monitoring solutions haven’t deliver all we need
- 3. CHALLENGES WITH TODAY’S BUYERS JOURNEY • 71% of B2B buyers start their research with a generic search • B2B buyers conduct 12 searches on average prior to engaging a specific brand's site • B2B buyers review an average of 10.4 sources in any buying situation • B2B buyers consume 10 pieces of third-party content for every one piece created by your business Millward Brown Digital Google Google Crimson Marketing
- 4. © 2017 DEMANDBASE｜SLIDE 4 INTENT AT THE EARLIEST POSSIBLE MOMENT Initial Research Social Network Social Media First Website Visit Competitive Site Visits Form Fill / Hand Raise Buying Committee Research Pipeline Customer Advocate Competitive Intent Upsell / cross-sell TIME INTEREST Customer RetentionCustomer Acquisition
- 5. © 2017 DEMANDBASE｜SLIDE 5 LIMITATIONS WITH TODAY’S INTENT OFFERINGS SIZE AND COVERAGE B2B signals and interactions occur across the web – not limited to specific sites within a network. TIME COMMITMENT Process can take weeks or months. Need the ability to refine and experiment, allowing time to change. LACK OF FLEXIBILITY Lists aren’t flexible and categorization is too broad. Can be difficult to customize. LIMITATIONS OF DATA Specifically looking for exact keywords, pre-defined categories. Doesn’t include your onsite data. NOT EASILY ACTIONABLE A lot of manual work and analysis required. Hard to execute across multiple technologies with data loss.
- 6. © 2017 DEMANDBASE｜SLIDE 6 DEMANDBASE REAL-TIME INTENT Real-Time Intent identifies the online activities of accounts and buying committees to capture their first moment of interest in your products and services CAPTURE THE FIRST SIGNALS OF INTEREST
- 7. © 2017 DEMANDBASE｜SLIDE 7 DEMANDBASE REAL-TIME INTENT EARLY Capture intent at the first moment of interest PRECISE Target by account, persona, job function, individual ACTIONABLE Trigger automated sales and marketing activities DEMANDBASE REAL-TIME INTENT
- 8. © 2017 DEMANDBASE｜SLIDE 8 REAL-TIME INTENT – TRIGGERED ACTIONS Hyper-targeted Ads by Account & Persona Website Content Personalization Account Based Sales Development Account Identification ARTIFICIAL INTELLIGENCE Forms Completion
- 9. © 2017 DEMANDBASE｜SLIDE 9 BETTER AND MORE DATA DRIVES REAL-TIME INTENT DATA SOURCE PURPOSE Offsite/Publisher Data What sites your target accounts, personas and individuals are visiting 3rd Party Data Generally poor, but when aggregated + synthesized, provides baseline value IP Matching Data Identifies companies in Real-Time on your website or publisher sites Business Internet Reveals business relationships, written records, investments, and corporate goals Keyword Mapping Maps thousands of keywords to millions of companies
- 10. © 2017 DEMANDBASE｜SLIDE 10 HOW REAL-TIME INTENT COMPARES Transparency Matching Size and Coverage Early Indicators Accuracy Actionable REAL-TIME INTENT
- 11. © 2017 DEMANDBASE｜SLIDE 11 REAL-TIME INTENT IN ACTION
- 12. © 2017 DEMANDBASE｜SLIDE 12 REAL-TIME INTENT IN ACTION
- 13. © 2017 DEMANDBASE｜SLIDE 13 REAL-TIME INTENT IN ACTION
- 14. © 2017 DEMANDBASE｜SLIDE 14 REAL-TIME INTENT IN ACTION