Account Discover That Starts With Who's Showing Intent

Hello, everybody, and welcome to today's webinar where we will be discussing account discovery that starts with who is showing intent. I am going to give everyone a couple more seconds to join and get logged in. If you wanna say hello in the chat, maybe tell us where you're joining in from. I know we have folks registered from all over. Hello. Hello.

Okay. Wow. Really from all over. We appreciate you guys being here. Okay. Let's get started. So a few housekeeping items. This webinar will run for roughly an hour. It is being recorded, so we will make sure that you all receive that at the end of the event. And just as I prompted in the beginning, please feel free to engage and ask questions as we go through this webinar. We have a lovely team that will be assisting with answers as we go through the content today. If this is your first time at an Influ2 webinar, welcome. We are so excited that you're here.

If you've joined us before, we are so happy that you're back. We have a really fun theme in store for you today, all space-themed, but we also have some surprises. So I just wanna tease that if you stay on this webinar to the end, we have some exciting giveaways that we will be announcing, including a really fancy telescope that will accompany our space theme. And we will be picking 10 people at random to receive a Jellycat.

So we hope that you find the content super fun, and also look forward to a giveaway here at the end. So what are we going to talk about? We are going to start our discussion today all around account discovery. We are going to be breaking down how historically this has been handled in the ABM space up until today. Then I am super excited to unveil what is new from Influ2 as of today. And then we have an awesome panel of speakers who are gonna help us break down practical use cases for how to actually use this new capability in your day to day.

So joining me today is that amazing panel of speakers. First, I want to introduce Scott Brinker, MarTech analyst, advisor, and godfather of MarTech, which is still one of the best titles and intros I have seen thus far. We also have Caroline Hsu, growth marketing director at Indico Data. Scott and Caroline, thank you for being here. We're super excited to have you. And we also have our very own Anna Tsymbalist, who is our director of ABM and media ops here at Influ2. And just to introduce myself, hello. I'm Kaela Clark, and I lead product and lifecycle marketing here at Influ2. Alright.

So let's get started with the content. If you're on the webinar today, you have some interest in account-based marketing. And if you're familiar at all with account-based marketing, you know that fundamentally, this strategy is anchored in the idea that you have a list of target accounts that you want to go after, to win business from. Right?

So I wanna frame this as the starting point for our discussion because for years, there's been a single way to do this, and I wanna break down what that typically looks like. So many of you who are running account-based marketing programs have a list of accounts that you're going after and very commonly you're getting this list of accounts flagged to you from a vendor or an ABM platform that's saying, here are the accounts that are showing intent. Right? Here are the accounts that have some activity going on. Here are accounts that have someone doing some research within them.

These are the ones that you should focus on. The challenge with this is this intent flag, this indication that this is an account you should pay attention to stops at the account-level. So you know that this is an account that's been flagged for you, but you don't know why those accounts have intent or who or where that engagement actually came from.

So when you get this list of target accounts, it's hard to ignore when you get a list that says, hey. Here are your priority accounts that are showing intent. Here's where you should focus. So you send it to sales anyway, and you hope that sales has some success in reaching the right people at those accounts and having productive conversations with somebody there that's showing intent.

But it's a guessing game. Right? And even if you give your sales team a list of possible people where that intent might have come from, it still is just that. It's a guessing game. So when you're getting this account-level flag that, hey, this account is one you should pay attention to because it's in market or has high intent or it's a hot account. If if you multiply this interaction over and over over a span of time, it's likely that this is the look that you start to get from your sales team when you pass them an account that has intent. Right? What if we rewrote this?

This is why we're here, and this is what we wanna talk about today. So what if instead of relying on a pile of signals that you essentially can't act on because it still leaves you guessing who within an account to engage, what if we let intent from specific buyers be the reason those accounts are put on your target list? So I wanna pause here, and I wanna invite our panelists back up because this is just to essentially frame up the conversation. And I know that many of you have had firsthand experiences with this description of trying to execute on account-level intent.

So, Caroline, I'll invite you back first. I know you have some some thoughts here.