Webinar • Aug 31, 2023

Contact-Level Intent: The Missing Piece In The Revenue Marketing Engine

What will you learn?

How marketing can help sales understand who to call and what to say;
How contact-level intent eliminates sales–marketing misalignment;
How to architect budget-friendly advertising campaigns your CFO will love.

Speakers

Joe McNeill

Chief Revenue Officer at Influ2

Key Points

[00:03]	Greetings
[01:33]	On GTM leaders’ prime focus for 2023, according to Pavillion
[02:00]	Why outbound marketing is under a lot of pressure right now
[03:07]	Why calling or emailing volume alone doesn’t land more wins
[03:57]	On the biggest SDR challenge: how to have meaningful conversations with prospects
[04:59]	On the biggest AE challenges: what to do right now that will have the biggest impact
[05:49]	How can marketing help sales decide who to call and what to say?
[06:43]	On marketing and sales silos and how they hurt revenue generation efforts
[07:04]	How ABM methodology tried to address the misalignment between marketing and sales and where it failed
[07:40]	What’s the difference between account-level intent and contact-level intent?
[08:22]	How engagement signals from buyers help SDRs and AEs convert better
[09:20]	How contact-level intent aligns sales and marketing for budget efficiency, conversion boost, and processes transparency
[10:17]	Key findings from Influ2’s Prospect-to-Opportunity Conversion Rates Study and Ebsta & Pavilion’s B2B Sales Benchmark Report
[10:48]	How contact-level benefits marketing in terms of unit economics
[11:25]	How contact level intent helps attribute marketing influence and justify marketing budgets better
[12:27]	How Influ2 tracks marketing influence based on contact-level engagement
[12:55]	Which companies benefit from contact-level intent the most?
[14:02]	Q&A: on the saturated market and optimal number of touchpoints
[16:57]	Wrapping up

Transcript

Well, it's great to see everybody. I see some familiar faces in the crowd. For those of you, uh, that don't know me, I'm excited to get to know you this week. Uh, we have our booth out here. Stop by, chat with us, chat with our team. We can walk you through what this means for your organization.

Um, so I'm excited to talk to you about content level intent and, uh, how it can help sales overcome their biggest challenges. How, how we can help further your commercial alignment within your teams, and then how we can help you architect campaigns that your, your CFO will love. Uh, my name's Joe McNeil. I am lucky enough to be CRO at Influ2. Uh, prior to joining Influ2, I was with two different organizations. One, uh, I grew from eight to a hundred million, primarily through outbound. Another one from 70 to 240 million, primarily through inbound. So I've seen both sides of the coin. Uh, I'm familiar with, you know, the methodology to architect an organization on both sides.

But today I am, uh, excited to talk to you about scaling pipeline. And, and really in my experience, the biggest challenge with building a hyper-growth company, with building a growing company is scaling the pipeline alongside, right? The old adage is, the best way to hit your bookings target tomorrow is to hit your pipeline goal today. And I think, you know, for those of us that are fingers on keyboard, this is, this is the day-to-day challenge. And, and for 2023, it's even more challenging, right? Like the 2023 mantra is, “Hey, let's double our pipeline, but you have half the resources and half the budget to do so, right?” So it becomes, it becomes a lot more challenging.

Key takeaways

With the demand to double pipeline size while dealing with reduced resources and budgets, sales are finding it increasingly difficult to hit their quota.

Over the past few years, outbound marketing has gained renewed focus due to its predictability and reliability.

Marketing can play a vital role in enhancing SDR’ and AEs’ efforts by utilizing contact-level intent and engagement data. This approach bridges the gap between targeting accounts and targeting individuals.

By utilizing people-based advertising and engagement data, companies can more accurately target the right individuals with the right messages, enhance conversion rates, and improve pipeline velocity.

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