Now that live events have been cancelled or postponed, it’s absolutely critical for sales and marketing teams to look for intelligent ways to fill the gaps in their pipelines. Naturally, we’re all looking for ways to leverage digital channels to engage with new prospects or existing customers.
In the current environment there is a tendency to want to reach out to as many prospects as we can in the hope that a small percentage will convert into opportunities quickly. While that’s understandable, the companies who are most successful in their outreach are those that use technology intelligence to prioritize their efforts on the right accounts, using messaging that is timely and highly relevant to their needs.
Campaigns with highly specific targeting and messaging result in conversion rates that are up to 75% higher than more traditional campaigns. This allows teams to make the most with limited resources and focus effort where it will have the greatest impact on filling pipeline gaps.
Here are a few ways your sales and marketing teams can utilize technology intelligence to generate demand in the face of economic uncertainty:
Prioritize Your Outreach On Accounts with the Best Revenue Potential
Using technology intelligence helps you quickly prioritize which of your prospects have the best fit and highest revenue potential. Specifically, it helps you:
- Target Companies Using Key Technologies. Technology Installation information shows you what products your accounts have installed, including whether or not they are using competitor products or complementary solutions.
- Reach Out to the Big Spenders. IT Spend Intelligence shows you what your accounts typically spend in your product category. This way you can avoid wasting valuable marketing and sales resources on accounts without adequate budgets.
- Understand the Timing of Competitive Contracts. Contract details show you when the products your accounts are using are up for renewal, allowing you to prioritize your target accounts at the most optimal time.
When you have instant access to tech intelligence, it becomes easy for your teams to prioritize their efforts on the accounts with the highest propensity to buy from you. It also keeps your sales and marketing teams aligned on the same accounts so you can grow your pipeline together.
Increase Your Conversion Rates with Targeted Account-based Messaging
Sending out a targeted message that directly addresses your prospect’s pain points and provides a well thought out solution, is the best way to engage your accounts and turn them into pipeline opportunities.
In fact, precise messaging that is tailored to the right prospects gets a 75% higher engagement rate than a generic message that is not personalized to your recipient’s situation. Here are 3 programs you can implement quickly when you have granular technology insights to guide your outreach:
- Competitive Take Out
Identify accounts using competitor products and target these accounts directly by showing how your solution addresses well-known pain points.
- Complementary Targeting
Find accounts using a complementary product to yours and highlight how you can enhance their existing solution with your own product.
If you have a family of products, identify customers who could be a great fit for one of your other solutions because they have nothing similar installed.
In summary, tech intelligence allows you to prioritize your outreach on the accounts that are most valuable to your company. It also enables you to craft and deliver more precise and relevant messages which lead to much higher conversion rates on your outbound and inbound campaigns. Ultimately, it enables you sales and marketing teams to fill their pipeline gaps.
Start Using Tech Intelligence to Prioritize Your Outreach Now
With HG Insights, you can easily access Tech Intelligence from your CRM, MAP, or digital advertising platform. Schedule a quick demo to see you can make our insights immediately actionable for your virtual sales and marketing teams: