Director of Strategic Accounts - Client Consulting
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:
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.
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.
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.
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.
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.
ABM, Account-Based Marketing, Priority Engine, purchase intent data, purchase intent insight, sales and marketing strategies, sales intelligence
COVID-19 Business Strategies