Priority Engine supports hundreds of unique marketing and sales use cases. While subscribers appreciate the flexibility the tool provides, first-time users sometimes struggle with knowing where to start. This guide will outline the top four best practices successful Priority Engine users follow to generate demand, increase consideration, and track ROI from their investment.
1. Establish Your Goals
Before you create your first Account List, you should define your marketing and sales goals. Understanding what you're trying to accomplish with Priority Engine is just as important as knowing how to use it. Common goals include:
- Building your database
- Recruiting for events
- Launching new products
- Improving alliance relationships
- Increasing MQL and SQL output
- Generating direct sales opportunities
- Supporting ABM
While Priority Engine can address all of these use cases, it's important to first establish your goals, as each one will require different Account List segmentation, unique nurture streams, and customized performance indicators.
2. Define Your KPIs
Once you've outlined your goals, the next step is to map them to success metrics to properly track results and ROI. If the aim is to leverage Priority Engine prospects to generate leads for sales, your KPIs would look similar to these:
- CTR (Click-Through Rate)
- Conversion Rate (MQL or SQL)
- CAC (Customer Acquisition Cost)
- Time to customer conversion
- LTV (Lifetime value)
To make real progress against your KPIs, you should not only map them to your broader goals, but to the specific marketing and sales tactics that will be deployed. If your broad goal is to build your contact database, your KPI for marketing could be cost-per-contact (CPC) and your KPI for inside sales could be phone connect rates. Both groups want a larger database, but what's considered a success is different depending on the department and tactics that will be used.
Don't forget to consider what your current systems and resources are capable of before aligning with specific KPIs. If you can't track revenue or opportunities to leads, don't make revenue one of your top performance indicators.
3. Assess Your Nurture Capabilities
Goals set. KPIs established. Now how do you achieve them? While there are hundreds of ways to use Priority Engine to reach your goals, our recommendation is first to utilize the tool to enhance your nurture streams and engage prospects with outbound email. Before your first mailing, it’s important to assess your current nurture capabilities and deployment plan.
- Do you have marketing automation in place and have you considered direct integration with Priority Engine?
- Does your organization have multiple nurture streams?
- Can you create new nurture streams rapidly?
- How do you measure the success of your nurture programs?
- What are the triggers used to score contacts/accounts?
Priority Engine will help increase the volume of active, opt-in contacts regardless of how sophisticated your current nurture programs are, but the more targeted, segmented, and personalized you can be, the better the results.
4. Personalize and Target Segments
Personalizing communications and targeting market segments can significantly improve impact on your results. In fact, TechTarget's internal studies have verified that if you send the right message, to the right person, at the right time, you'll see a 7X improvement in engagement.
- Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs – HubSpot
- Leads that are nurtured with personalized content produce a 20% increase in sales opportunities – DemandGen
- 76% of marketers define real-time marketing as personalizing content in response to customer interactions – DMNews
- 60% of marketers note they struggle to personalize content in real-time, yet 77% believe real-time personalization is crucial – Jeff Zelaya
Priority Engine gives you the ability to create highly targeted and personalized lists for your outbound email and call campaigns. The Account List feature makes it easy to export thousands of opt-in contacts, segmented for personalized messaging. Some of the most common Account List options include:
- Customize event recruitment emails by targeting Zip Code, Research Location, or HQ State.
- Customize content selection based on competitor content engagement.
- Customize channel marketing outreach by targeting specific partner locations.
- Customize email subject lines based on a prospect's recent topical interests.
- Customize content streams by targeting different industry verticals.
- Customize messaging based on install data.
These are just a few examples of how to leverage the power of Priority Engine to fuel your marketing strategies. Don't forget to take advantage of your dedicated TechTarget Client Consult for hands-on guidance and direct support. If this is your first time using Priority Engine, we recommend reading the Quick Start Guide next.