How to identify which signals indicate buying intent
Not all signals are created equal and not all signals indicate buying intent
Stan Rymkiewicz, Caitlyn Vaughn, and Matthew Volm hosted a webinar recently about "Routing on Intent Signals: Do's and Don'ts"
In case you missed it, here are some of the best moments:
💡 Don't fully automate the outbound. Get the timing and person right. Lean on the rep to get the messaging right using a personal touch.
💡 Figure out your top 5 intent signals. Less is more.
💡 Don’t mention the intent signal in your outbound i.e. “Saw you were on our pricing page.”
💡 More tools creates more complexity because every tool wants to own a new tab.
-- > The last point is key.
Think about all the tools sellers invest in to track intent signals. . .
Separate tool for website tracking.
Separate tool for social engagement.
Separate tool for job changes.
Separate tool for community engagement.
Separate tool for review sites.
All these separate tools may only cost a few hundred dollars a month each, but the cost to operationalize could be 10X the software license.
Cost to evaluate.
+
Cost to use the platform.
+
Cost to hire someone to manage the platform.
+
Cost to manage the person using the platform.
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Cost to keep track of all the software licenses.
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Cost of other tech needed to make existing tech operational.
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Time.
Here is an early-stage SaaS company, Revcast, consolidated its tech stack, experimented with intent signals, and routed them into existing workflows:
1️⃣ Tracked 15 different signals: competitor’s content, first-party content engagement, new followers, profile views, event attendance, Google searches, and more.
2️⃣ Tested different outreach strategies to determine the right action to take once a signal is triggered.
3️⃣ After three months, they validated 3 intent signals based on conversion rates: Followers of a big-time LinkedIn influencer, engagers of content with a certain keyword, and engagers of the CEO’s content.
4️⃣ Every week, they pay close attention to those 3 signals to generate new high-intent leads and route them directly into their Sales Engagement Platform. And they now have a proven sales enablement plan to operationalize -- no more guessing on how to take action.
🚀 Results: 4X ROI in the first 2 months + Efficiency
Below is an insights report for an early-stage AI startup that identified which signals truly indicate intent after 3 months of experimentation.
What’s most fascinating about these results is that the lowest volume campaigns (relationship mapping) had the highest conversion rates. The highest volume campaigns had the lowest conversion rates (people Googling keywords tied to the seller’s value prop).
#MicroCampaigns work! cc) Brendan Short’s article on this topic.
Default does not want to own a new tab.
And neither does MoxieGTM.
Use MoxieGTM to generate the high-intent leads. Use Default to route the leads.
Are you a RevOps agency that is a master at lead routing but needs a partner for lead generation?
Let’s talk!
Consolidate + Experiment + Execute
*Credit Default for the image in the header