Pre-Launch Checklist To Send Your Sales Into The Stratosphere!

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Congratulations, you’ve reached Intent Data Astronaut Training 104, where we highlight 4 essential steps you won’t want to skip when incorporating intent data into your account-based sales and marketing strategy.

Now that you understand how fit and intent data work together to fuel a strategic marketing campaign, you’re almost ready for launch.

Keep this list handy as a reminder of how to put these principles to work for your team.

Step 1: Develop a Fit Score

Fit and intent go together like stars and the universe. One just simply doesn’t work without the other. Use a modern data platform powered by machine learning to define your ideal customer based on your own past successes.

For more on why Fit + Intent go together like astronaut peas and carrots, take a glimpse at our blog article on: Flexing your Account Fit in the Intent Data Universe

Step 2: Develop an Intent Score

Use the same modern data platform to layer your fit scores developed in Step 1 with intent scores based on third-party publisher data.

If you’re not sure the difference between third-party publisher data and others out there, you’re not alone. Peep our first in a series of blog posts on: Navigating the Intent Data Universe

Step 3: Understand Your Intent Tiers

Using intent tiers as your guide, develop an action plan configured to each level that works for your company.

We go into a lot more detail about buyer intention stages and how you can begin to organize this for your team. Click here to read our blog on: Intent Tiers

Step 4: Prioritize Your Accounts

As new leads flow into your data platform, prioritize them based on their fit and intent scores.

High-fit accounts surging on Tier 1 intent should be your top priority; accounts that are a poor fit and weak on intent should be your lowest.

Align Your Sales and Marketing Teams

Using these intent data guidelines will help you navigate consumer behavior confidently — and with context — to create closer, trusting relationships with sales teams.

More Confidence for Marketing

For marketers, fit and intent data help you hand off prospects to sales with confidence, as you’ll have more context to back up your claims. This will create closer, more trusting relationships with sales, helping both teams achieve greater success.

In other words…

  • Do think of intent as a trigger to initiate engagement, based on level of intent.
  • Do not interpret a surge in intent as a sales trigger

More Closed Deals for Sales

For sales, intent data is a window into an account’s interests and needs. It provides valuable information that you can convert into valuable conversations with leads—but only after those leads have been qualified by other signals, like fit.

So basically…

  • Do think of it as an opportunity to tailor your pitch according to a lead’s demonstrated interests and concerns.
  • Do not think of intent as proof of an account’s willingness to buy.

Download the Intent Data Universe e-Book

Intent-Data-Universe-eBook-CoverLearn what intent data is (and isn’t), and how to make it work for you

The team at EverString created this eBook to help you understand what intent data is, when to pair it with fit data, and how to use it as part of a successful and high-yield engagement strategy.

Get your copy of the Intent Data Universe eBook here >>

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