Q125 TrustRadius + Demandbase Better Together Webinar .pptx

Q125 TrustRadius + Demandbase Better Together Webinar .pptx

• 1.
  Allyson Havener CMO at TrustRadius DecodingIntent Signals to Supercharge Your ABM Strategy Hannah Jordan Director of Digital Marketing at Demandbase
• 2.
  Bottom of Funnel Agenda Overview01 02 03 04 2 Leveraging Intent Signals Top of Funnel Middle of Funnel 05 06 Q & A
• 3.
  Reach, target, andengage TrustRadius buyers on Demandbase “The TrustRadius audience shows a higher engagement rate than any other ABM segment - accelerating accounts through the buying journey.” - Growth Marketing Lead | LogicMonitor Reach Target Weight and build segments targeting TrustRadius buyers in Demandbase campaigns Engage Accelerate the buying journey on Demandbase through sales prioritization and marketing nurture 12M+ buyers visit TrustRadius annually
• 4.
  TrustRadius Signals inthe Demandbase Platform Which should be used at which stage of the funnel? Product Intent "Show me all visitors who interacted with my products on TrustRadius” Category Intent "Show me all visitors who researched products in my category and potentially my product on TrustRadius”
• 5.
  Top of Funnel Howto identify and engage accounts showing early-stage research signals Audience: Accounts who… ● Viewed your products’ category on TrustRadius ● Are showing low to medium levels of intent on the related keyword set in Demandbase These actions indicate that accounts are beginning their research on a particular topic and are browsing articles across the web (Demandbase intent) to get a baseline understanding. It also indicates they are looking at what key players are currently in the marketplace (TrustRadius) and are starting to get an idea of who to include in their evaluation
• 6.
  Display Surround Accounts Paid Search PrioritizeBids Outreach Light Sales Touch Make sure the accounts know that you are a major player in the space they are researching These accounts are likely typing queries into their Google search, make sure you show up! Add current contacts to a short outreach campaign to understand the buying group Recommended Plays
• 7.
  Middle of Funnel Nurtureprospects with precision targeted content and messaging Audience: Accounts who… ● Viewed pricing for your product on TrustRadius ● Are showing trending intent on your product keyword set in Demandbase Trending intent is triggered in Demandbase when an account shows a spike in their intent activities compared to their baseline. This indicates they are getting closer to engaging vendors. Viewing pricing on TrustRadius indicates that the account is progressing in their evaluation and now are scoping out the costs associated in order to move forward and secure necessary budgets.
• 8.
  Recommended Plays Sales Touch+ Direct Mail Advertising Campaign 1 2 Acquire net new contacts at the account who are likely to be part of the buying based on seniority and function Automated SFDC task alerts SDR to new contacts. Additional automation adds them to outreach and mailer campaign
• 9.
  LogicMonitor: Moving accounts downthe buying journey
• 10.
  Bottom of Funnel AccelerateSales Opportunities through hyper-relevant engagement Audience: Accounts who… ● Viewed comparisons of your product and competitors on TrustRadius ● Are showing high intent on the related keyword set in Demandbase When a company compares your platform to that of your competitors, it is clear they are in the finally stages of their evaluation and are looking to make a decision between platforms. Coupled with high intent in Demandbase, this means that based on a companies employee size, we are seeing a large number of people and activities showing intent signals for your specified keywords.
• 11.
  Prioritized bottom funnel engagement Identifythe right contacts Personalized Outreach SDRs looked at accounts that were showing bottom-funnel intent on TrustRadius coupled with data from Demandbase Based on the high intent accounts, SDR’s identified the right contacts to reach out based on CRM data Based on what the account was looking at on TrustRadius the SDR could tailor outreach and include customer quotes from their reviews that were relevant for their persona LogicMonitor SDR Outreach Strategy
• 12.
  Driving business impactwith TrustRadius + Demandbase Goal: LogicMonitor wanted to reach and engage more downstream in- market accounts and accelerated deal cycles. Execution: • Multi-channel program: Targeted SDR outreach sequence and display ad campaign to reinforce email outreach • Salesforce Connector + Demandbase for ABM & Linkedin and other display ads Phase 1 Outcomes: • Increased ad performance by 2x • Increased engagement and down funnel growth by 81%
• 13.
  Q&A