Enterprise Sales Tech

Category Glossary

Most companies will benefit from having a well-defined list of target accounts. Target accounts are those that met your ideal customer profile (ICP). However, just because an account is likely to buy, doesn’t mean they will buy ‘now’. The best account targeting solutions will help you know who’s likely to buy now and why that’s the case. This is referred to as ‘purchase intent’. It’s now possible for salespeople to know which prospects in your ICP intend to purchase. When prospects visit your website or consume content on the web, those activities are thought to indicate an interest in purchasing. The more signals, the stronger the purchase intent. Some purchase intent solutions such as TechTarget’s Priority Engine aggregate intent data and then prioritize the list of potential buyers by the strength of their intent signals. In addition, some  – like Priority Engine – provide detail on the types of solutions organizations are researching most. Be aware that many intent providers identify only the organizations, not the individual people, that are consuming the content.

Look for:

  • Identification of multiple people at a single account showing interest in specific solutions

  • Customizable filters to target your ICP and the solutions they need to express interest in.

An offshoot of lead list building solutions, installed tech stack providers identify technologies each organization has deployed. This information can prove quite helpful when the sale of your product or service is complimentary. Not every lead list building solution includes this information.

Typical features include:

  • The ability to find accounts and contacts that use specific technologies

Lead List Building solutions make it possible for salespeople to keep dynamic lists of prospects based on specific attributes like company size or job title. They can also alert sellers to trigger events such as job changes, company acquisitions, or new facilities. Lead list building solutions are a popular way for sellers to search for suspects for cold outreach. See also Account Targeting & Purchase Intent.

Typical features include:

  • Demographic and firmographic filters

  • Saved list filters for automatic list updates

  • Prioritizing based on triggers

Note: There are many lead list providers on the market where you by ready-made lists of vendors based on your criteria. We do not cover those here. We also do not include CRM or other category vendors that may offer this functionality within their solution.

While trade-shows and other field sales meetings are postponed due to the pandemic, no doubt these solutions will be in demand again in the future. These solutions can help you coordinate collateral, meetings, and lead activity for each event prior to, during, and after. They can significantly improve the lead follow-up to the point where prospects are sent personalized materials immediately upon the onsite or booth visit.

Typical features include:

  • Daily route mapping

  • Pre-meeting agenda planning

  • Scanning badges

  • Discussion forms

Gives sellers the ability to communicate and prospect on social media channels. They may also give you the ability to research prospects interests and/or be notified when a prospect or prospect account posts something or announces news. This category doesn’t have consistent characteristics since there are a host of solutions that offer different social selling functionality. For instance, this category includes solutions that will visit LinkedIn profiles en masse along with auto connect requests and templates.

Functionality may include:

  • Auto connection requests

  • Notification of trigger alerts

  • Personality trait analysis

While doing research on the web, salespeople will come across many sources of contact and company names. These web lead clipping solutions allow sellers to quickly “grab” the data and import it into a spreadsheet, database, or CRM. Some lead clipping solutions will append the contact information with data like email address or phone number. This is helpful for sources like LinkedIn that don’t provide email addresses.

Typical features include:

  • Capturing all names and contact information displaying on a web page

  • Checking to see if you have the contact in your CRM (and adding)

  • Appending with missing data like email

These solutions identify which companies your web visitor/s work for (if their IP address is associated with a company). Regardless, if the visitor ever completes a web form, their past visits will automatically be associated with their contact information. Knowing the company that a visitor is associated with can give salespeople the opportunity to find the right contact by looking up the company on LinkedIn or on a lead database service like ZoomInfo.

Typical Features are one or more of the following:

  • Identifies visiting companies based on their IP address

  • Identifies people that work for the visiting companies and provides contact details (not the actual contact that visited)

  • Identifies the actual contact that visited and the pages they visited.

Note: many marketing automation solutions include website visitor identification as a feature. We do not include marketing automation solutions on the SalesTech landscape. For those, please see Scott Brinker’s Marketing Technology landscape.