As marketers, we’re constantly looking to be relevant with our outreach. That’s because we know that relevancy increases the likelihood of recipients engaging with our content. One way to increase your relevancy quotient is to leverage industry news announcements into your marketing campaigns. But to do so, you need to have the right data in place to act quickly on the information – otherwise your outreach becomes dated or worse yet, irrelevant.
Take, for example, the recent legislation passed by the US government banning federal agencies from using Kaspersky Lab’s anti-virus software. If you are a competitor to Kaspersky, a competitive take away campaign aimed at Kaspersky Lab’s customers would be highly relevant.
Having Technographics in Your CRM Lets You Act Quickly on News
If you had your own Kaspersky Lab moment for your industry, how quickly would you be able to act on that information? Well, if you had technographic data (technology install data) in your CRM, you’d be able to generate a campaign-ready list of accounts and prospects (who use your competitor’s software) in minutes. In theory, that means you could see the news in the morning and have a campaign ready to go in the afternoon.
News Announcements Provide an Opportunity to Act and Be Relevant
The news about Kaspersky Lab is pretty dramatic, but every day there are a wide range of other types of announcements that can provide us with opportunities to be relevant, including:
Mergers and Acquisitions: provide an opportunity to re-evaluate existing technology purchases and look for alternatives
Industry Promotions: a great chance of getting out in front of new decision makers
New Round of Funding: could indicate that a startup may have the funding to invest in your solution
Negative Reviews: bad news on a competitor solution gives you a chance to highlight how your technology can help
End of Life: announcements regarding certain software or hardware being discontinued or no longer be supported allow you to enter the conversation as a potential replacement solution
But remember, you can’t act quickly on the information, if you don’t have the technographics in place to take action.
Using Technographics to Increase Engagement
At HG Insights, we’re big believers in using technographics for our own opportunistic news-based marketing campaigns. In two basic e-mail campaigns we produced based on acquisition news from Eventbrite and HPE, the big thing that stood out was the open rate. At 53% and 68% respectively, these rates were more than double and triple the percentages we’ve achieved with other outreach e-mail. This confirmed to us that building a campaign around relevant news is a great way to engage your audience and get the conversation started.
Example of Eventbrite acquisition news e-mail
Example of HPE acquisition news e-mail
Make Integrating Technographics into Your CRM a Priority for 2018
According to the 2017 ABM Benchmark Survey Report by Demand Gen Report, 30% of the companies surveyed said they planned to use technographic data for their ABM programs in 2018 and we hope you can now see why.
If you’re ready to become more relevant and better prepared to move quickly with news-based marketing campaigns in the new year, we have the data and tools to help you, including:
HG for Salesforce: embeds technographics directly into Salesforce so that sales and marketing teams can easily sort, filter and use the data to create campaign segments, score and rank accounts, generate reports, and implement workflows and triggers to build more intelligent business processes.
HG for Marketo: enrich all your Marketo leads with technographics instantly so you can build smarter campaigns that increase engagement, qualified leads, and revenue.
If you don’t have Salesforce or Marketo, visit our HG Universe page.