For many sales and marketing teams, discovering an in-month deal requires a whole lot of luck. But we know in B2B, luck isn’t a scalable tactic. Traditional demand generation methods just aren’t cutting it anymore. A marketing team judges how qualified a lead is based on engagement alone; a sales team takes that lead and discovers it isn’t a fit at all. What happens next is predictable: marketers and sales professionals lose trust in one another. Meanwhile, the pressure to meet targets doesn’t go away—it grows.
Many modern B2B companies select their target account tiers using fit data from a data intelligence solution, and engagement data from their marketing automation solution. This combination is a good start, but there’s one problem with the engagement data: prospects have to come to you. Your marketing automation misses all the high-fit accounts who have performed hundreds of hours of research, but have spent zero time on your website. This research data, known as Intent data, combined with the recency of the action reveals the full picture of a sales ready lead.
We call this four-point methodology, F.I.R.E.
Fit + Intent + Recency + Engagement = The equation for an in-month deal
- Fit data reveals which accounts are a good fit for your product or service. This scores how well a target’s needs align with your product or solution, based on a unique set of characteristics (such as tech stack, revenue, size, etc.). A lean, well-calibrated strategy targeting a small group of high-fit companies can far out-perform a massive campaign that targets an unfiltered market.
- Intent data reveals which accounts are displaying an intent to purchase on third-party sites. Intent data operates from a data co-op that tracks billions of touchpoints across thousands of the highest value analyst, review, and publication websites. Sites like Gartner, G2Crowd, and Forbes report when accounts download white papers or read articles.
- Recency data reveals how recently an account displayed an intent to purchase or engaged with your brand. With recency data, you can differentiate a prospect who was interested in the past and a prospect who’s interested right now.
- Engagement data reveals when and in what way an account has engaged with your brand, online or offline. The beauty of engagement data is that it is relatively simple to track and score.
The idea behind F.I.R.E. is simple. This isn’t about forcing yet another tool into your tech stack, or another process into your workflow. If an account has high fit and recently shown intent, can your team create engagement? This methodology is a new way to think of scoring and prioritization that reflects today’s world. It’s about how you and your team can cut through the noise and hone in on your next customer before the competition does.
By prioritizing your sales and marketing teams’ time, effort and budget with FIRE data, you can ensure your go-to-market (GTM) team is putting most of their energy into engaging with accounts you have the best change of closing. You can also structure your GTM team’s engagement tactics based on this criteria, and measure the effectiveness of your outreach by how accounts are scoring across these dimensions. High-fit accounts that have both high intent and high engagement will bubble to the top. Those are your platinum-quality in-month deals that won’t require any luck to close.
This week’s post is by guest author Shonal Narayan, Sr. Director of Marketing for Everstring, marketing and sales intelligence software powered by automated data science and the world’s most reliable business data.