Layering exegraphics and intent data to up your game (and your returns)

RevOps groups are justifiably pushed to include intent information of their prioritization methods. Which makes excellent sense: on this planet of demand gen and chilly outreach, a prospect who has voluntarily expressed curiosity in an answer your organization provides is method extra seemingly to purchase than somebody who hasn’t. Intent information provides significantly better predictive capabilities than commonplace firmographic filters (like business, headcount, location or income).

Intent information is highly effective. There’s little question about it. Nevertheless, it will not be supplying you with the complete unfold of knowledge it’s good to maximize your conversions. For instance, intent information can overemphasize “window customers,” lookie-loos who’re solely checking issues out as a result of they price little to nothing.

Positive, a prospect downloaded a white paper or attended a webinar in alternate for a stay e mail deal with, however these actions might be light-weight indicators of precise readiness. Usually, 66% or extra of prospects on a standard, unfiltered intent record are such window customers—not the new prospects you’re more than likely to land a gathering with.

However whenever you pair intent information with exegraphics? Now, you’re unlocking the actual potential of each information units to optimize your gross sales pipeline.

How exegraphics differ from intent

Exegraphics and intent information supply primarily a macro- and a micro-view of a possible buyer. Intent alerts replicate particular person actions that point out some quantity of willingness to have interaction together with your firm’s choices. Exegraphics are demand alerts: they reveal the interior workings of firms and the way they execute their mission.

An exegraphic is actually any attribute you’ll wish to find out about an organization—even when that info just isn’t readily accessible. The B2C giants have been in on this idea for years with psychographics that reach effectively past demographics: the big information attractors (assume Amazon or Google) can predict what you’ll wish to purchase, as a person client, earlier than it your self. Exegraphics supply related insights for the B2B world.

AI-driven exegraphics take a look at firms two methods: one is a concentrate on an organization’s place in its business and the worth it provides to its market. The opposite focuses on the features of individuals throughout the firm, and the way these features are constructed, sized and prioritized. Somewhat than create static information factors, exegraphics additionally account for developments and alter over time.

Right here’s a technique to consider it: Intent information displays small-sample-size information factors the place a prospect has engaged together with your firm in some light-weight method. Going after these prospects on that information level alone is like fishing based mostly on the place you see a ripple on the water. You realize not less than one fish is swimming there, and if it’s hungry, it’d chew.

Exegraphic information, alternatively, goes deeper than surface-level interactions to know broader behaviors and patterns. Within the fishing metaphor, you’d have a working data of the place colleges of fish journey within the lake throughout totally different seasons and instances of day. You’d know what they prefer to eat and once they’re most lively. You’re not chasing ripples; you’re casting a lure the place it’s more than likely to land a hungry fish.

Combining forces to focus your gross sales technique

Now you might argue that one of the best ways to fish is each to know the deeper behavioral patterns, and to search for the ripples that sign a stay one. We agree.

Each prospect can doubtlessly exhibit each intent alerts and demand alerts, as on this case: 

Should you’ve already applied an intent information supplier’s system to seize the potential needs of particular person prospects, nice: preserve utilizing it. Alongside that, Rev can determine the exegraphics that your finest prospects share. We use hundreds of thousands of behavioral information factors from hundreds of firms to know what traits underlie your best-fit prospects’ wants and create an aiCP (an AI-supported ultimate buyer profile) to construct you a prospect pipeline from the businesses with the highest “Rev Scores.”

Layering your current intent information atop the aiCP provides even clearer route in your gross sales and advertising methods, combining the fish’s conduct with the ripples atop the water.

This matrix describes 4 main situations for combining exegraphics and intent information:

Subsequent wave: excessive Rev Rating + low intent rating

These goal firms reveal the suitable heavyweight behaviors to match your aiCP. They act like your present finest prospects on the within, and for these causes they’re extremely more likely to have a necessity in your services or products—even when they don’t understand it but, or haven’t acted on it but.

Your technique: Nurture these next-wave prospects.

 These firms are ripe for a higher-volume nurture marketing campaign. They will not be totally conscious of a looming ache level, or that your organization provides options for it. So, begin creating these relationships. On the similar time, you possibly can monitor these prospects for intent alerts—any method they’re responding to your nurture marketing campaign or searching for extra info, which might bump them into the “scorching prospects” class beneath.

Window customers: low Rev Rating + excessive intent rating

We talked about window customers above. These prospects are sometimes false positives. They reveal curiosity or curiosity, however the underlying exegraphics reveal they will not be a probable finest match as a result of they don’t share many similarities together with your finest or ultimate prospects.

Your technique: Delegate and deprioritize.

These prospects’ high-intent scores come at a low price to them (typically nothing greater than providing an e mail deal with). The great factor is, interacting with them can stay a low-cost proposition for you, too. Don’t ignore them, however don’t expend time and sources on them, both. You possibly can route them to automated advertising campaigns till they reveal a extra critical curiosity.

Non-prospects: low Rev Rating + low intent rating

Odds are, your product isn’t helpful to everybody on the market. These firms haven’t proven vital curiosity in your product, and their exegraphics don’t reveal a lot probability that they ever will.

Your technique: Merely ignore them.

Generally, you may wish to assume non-prospects are an untapped market. Most frequently, they’re not price your time. The ROI on advertising to those firms could be minuscule, and odds are they’d be unhappy prospects anyway. Except these firms begin to reveal some curiosity or radically evolve nearer to your ultimate buyer, simply don’t even hassle.

Sizzling prospects: excessive Rev Rating + excessive intent rating

These are the golden-ticket prospects. The holy grails. The unicorns. Not solely do they appear and act like your ultimate prospects, however they’re additionally demonstrating a readiness to have interaction and purchase. Do we actually want to clarify why you must name these firms proper now?

Your technique: Go for it! Route them to your gross sales crew for instant motion.

Ultimate thought: Exegraphics and intent information are extra highly effective collectively

In fact we imagine that exegraphics are essentially the most highly effective device for any RevOps chief. We all know of no extra complete option to perceive what makes your finest prospects tick, and to determine your true ultimate buyer profile.

But there isn’t any denying that intent information augments the precision and power of exegraphics. With exegraphics alone, absent intent information, your gross sales crew is aware of they may should spend time promoting the thought earlier than promoting the product. However realizing which prospects perform very similar to your current success instances and which of them are already wanting on the options your crew provides?

Effectively, we will’t promise the trout will soar proper in your boat. That’s no enjoyable. However with exegraphics and intent information taking part in collectively, your gross sales crew can focus its efforts on the best likelihoods of touchdown glad prospects.

Prepared for a free record of goal accounts which have the exegraphics you care about most? Contact us.