Priority Engine is a powerful sales and marketing intelligence tool that identifies and prioritizes the most active accounts in your market. In addition to account insights, Priority Engine also provides direct access to real, opt-in buying team contacts along with insights into the relevant technologies and pain points those individuals are researching.
This quick start guide will help orient you to the tool and suggest ways to utilize the powerful data within. Start by watching this 2-minute video overview:
Now that you have a basic understanding of Priority Engine navigation and data, here are some of the most popular use cases and features to take advantage of:
Account Lists are used to filter and prioritize accounts and prospects in your market into tailored views that match your goals. Once created, Priority Engine automatically priority-ranks them every week. They can be created by Admins or List Builders using any combination of dozens of filters ranging from topical interests, competitive interests, engagements with you, firmographics, installed technologies, and more. They can also be built around specific sales territories or set up to automatically reflect Salesforce Account Views. Account List results, prospects, and insights can be automatically imported into your contact database to fuel email nurture campaigns, sales cadences, and advertising programs.
- What is an Account List?
- How to create an Account List
- Intent Filters, Purchase Signals, Technographics, and Firmographics
- Your Home Page
Priority Engine automatically ranks your top Accounts and Prospects every week, enabling you to focus your efforts on your best opportunities. Accounts are ranked based on relevant, recent activity of the entire buying team and engagements with your company like website visits, ad clicks, and content downloads. Prospects are ranked based on their individual research activity, including which topics and vendors match your company's entry points, relevant research areas, and if they have downloaded your content. Account and prospect scores can even be imported into MAPs and CRMs so you can target your marketing and sales outreach to the hottest prospects in your market.
- How does Priority Engine rank Accounts?
- Prioritizing My Top Accounts
- How does Priority Engine rank Prospects?
- Prioritizing My Top Prospects
Account and prospect insights are found on all account and prospect pages when activity is detected. Entry Points and Research Areas contain insights on the exact topics, vendors, and technologies an account or prospect is interested in. They should be used to help guide your outreach, define discovery questions, and personalize your emails and calls to improve response and increase conversion. Engagements with your company like website visits, content downloads, and ad clicks help you differentiate warmer accounts and choose the appropriate tone for your messaging. Top sellers and marketers who use these insights are 12x more likely to have emails opened and 2x more likely to generate an opportunity.
Priority Engine can enhance your other sales and marketing tools by importing new accounts, contacts, and insights directly into marketing automation systems and CRMs. There are many options to ensure that the valuable data in Priority Engine makes its way into the systems. Learn more about them here:
- Integrating with CRM - Salesforce, Dynamics
- Integrating with MAPs - Marketo, Eloqua, Pardot, HubSpot, Integrate
Measure and Prove Success
At the end of the day, everything you do with Priority Engine is about your results. Priority Engine's ROI Dashboard gives you an intuitive in-tool dashboard to monitor your progress and prove your impact on pipeline.