Over the past year, we interviewed and gathered success stories from hundreds of Priority Engine users. While they represented companies of all sizes and market segments, there were four traits every successful customer had in common.
They don't let perfect be the enemy of good.
We often hear new customers tell us they’re waiting to start a campaign because they need to finalize their nurture strategy, hire a new employee, or wait until the sales team is fully trained. The problem is, while they're waiting - the competition is not.
Successful Priority Engine customers understand that Active Prospects are researching solutions right now. The longer they wait to contact them, the higher the chances they’ll lose the deal. So instead of waiting, they find a way to connect - even if it means starting before everything is perfect.
Don’t be afraid to start slow, test with a few emails, and assign contacts to a couple of inside sales reps. The key is to do something to start engaging the Active Prospects from your account lists, because the longer you wait, the harder it will be to win the deal.
They vary their marketing tactics.
Almost all Priority Engine customers start by sending targeted nurture emails to warm up Active Prospects and bring them into their funnel. While this is a great first step, sometimes it takes more than email to break into a challenging account, especially if they’re not familiar with your solutions or brand.
Successful customers find that by varying their tactics they can influence the buying team throughout their journey; keeping their brand top-of-mind and making it easier for inside sales to book a meeting. Customers shared examples of retargeting Priority Engine Active Prospects on social media networks, engaging them using trained telequal services, and even sending them direct mail pieces.
Don’t forget that TechTarget can help you surround and retarget Active Prospects with our content marketing and contextual advertising solutions. Our direct access to Priority Engine data guarantees that you’re always reaching the right accounts and people. And because of the trust we’ve built with our audience, we can help you more easily break through to prospects who may not be responding to your direct outreach.
They don't over-qualify.
It’s important to focus your attention on the people and companies where you have the best chance to win, but sometimes it can go too far. Priority Engine gives you the flexibility to micro-target account lists to your ideal customer profile, but one mistake new customers make is over-filtering lists to the point where they end up losing more then they gain. Successful customers find that if they loosen up their traditional campaign filters and focus on broader active account lists they end up finding new opportunities in places where they never thought they would be considered.
Remember, Priority Engine is serving up Active Prospects and accounts because they’re showing recent and relevant purchase behavior on the TechTarget network. While your traditional campaign filters may focus on a few key verticals, job titles, and locations, you should consider revising this strategy when you have the additional layer of intent to point you in the right direction. In fact, many of our customers use Priority Engine's intent insights to prioritize and score leads and typically automatically give Active Prospects higher scores because of their recent and relevant activity.
They coordinate sales and marketing outreach.
One of our biggest takeaways after speaking with these customers is that real Priority Engine success starts when you engage Active Prospects across multiple marketing and sales channels, including demand marketing, inside sales, and your partner network.
The key to success is coordination. The marketing emails you send to Priority Engine prospects must be coordinated with inside sales and partners to prevent duplication of efforts or over-messaging individual prospects.
Our customers noted that this is usually accomplished in two ways:
- Marketing exports prospects into their automation system and nurtures them until they’re accepted by sales (SALs). At this point, inside sales or partners contact them based on their recency and lead score. This is a more traditional approach, but it does come with the risk of missing opportunities from prospects who do not respond to marketing.
- Marketing nurtures prospects while sales call them simultaneously. In this model, sales reps are provided with reporting (usually in Salesforce) that tells them when marketing is sending promotions if the prospect has responded, and what they responded to. This approach guarantees that every prospect is at least contacted by an inside sales rep and lowers the overall risk of missed opportunities.