In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.
This week I interview Matt Benati, Founder & CEO of LeadGnome.
Nancy: Why does the industry need your solution?
Matt: Sales and marketing automation solutions deliver powerful capabilities to today’s modern, data-driven, demand generation professionals. LeadGnome fills a major gap for sales and marketing teams, delivering revenue-driving Account Based Intelligence (ABI) derived from reply emails. Every time your marketing team and sales representatives send an email campaign, your company receives critical information about your target accounts that:
- Identify sales trigger events, turning one reply email into four (4) opportunities
- Increase call connect rates
- Improve email deliverability rates
- Generate net new referral contacts
- Deliver fresh data that appends and cleanses your existing leads
Nancy: Why should it be prioritized above other options?
Matt: LeadGnome delivers a powerful boost of sales intelligence with very little investment in time or money required to launch. The platform runs seamlessly in the background, helping existing marketing automation and CRM tools perform better.
“I’m very impressed with the account-based intelligence uncovered by the LeadGnome web service. With just a single campaign, we identified 83 trigger events for our sales team to follow up on. That same campaign generated hundreds of new contacts within our targeted accounts. It’s amazing how something as simple as a reply email can provide so much valuable intel,” said Sangram Vajre, Co-Founder & CMO of Terminus.
Nancy: What are the symptoms that indicate an organization would benefit from your solution?
Matt: Typically, organizations either manually mine reply emails or simply ignore them due to lack of resources and time. If an organization is sending out regular email marketing campaigns without the processes in place to mine replies for account based intelligence, they can benefit from adding LeadGnome.
Additionally, organizations using inbound marketing techniques with platforms like HubSpot, often gather leads through a path of least resistance with forms requiring very little information. LeadGnome integrates with HubSpot, making it easier to flesh out contact information for those inbound leads and expand reach within their accounts.
Lastly, according to Zoominfo, 94% of B2Bs suspect their customer and prospect data are inaccurate, yet 30% of those have no strategy in place for updating their database. Organizations that purchase lists or do not currently have a way to ensure the integrity of the list from which they are working can benefit from running LeadGnome in the background. Because LeadGnome derives account based intelligence directly from existing accounts, it delivers the freshest data possible.
Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?
Matt: LeadGnome plays a significant role in the “Who to Sell to” layer of the Hierarchy of Revenue Needs model. LeadGnome solves the following challenges:
- Build prospect lists
- Ensure high-level of lead follow-up
- Find email and phone contact data
- Identify connections to prospects within your network
- Increase call connect rates
- Maintain and refresh database
- Respond to Leads quickly
- Route Leads to the ‘right’ person
- Test & verify email addresses in database
Nancy: How mature is a typical organization’s sales stack before adding your technology?
Matt: We find that our customers benefit greatly from LeadGnome if the following systems and processes are in place:
- Marketing automation
- Customer relationship management
- Email nurturing program(s)
LeadGnome should be item #4 on this list because it significantly improves the productivity of email campaigns. Specifically, LeadGnome empowers sales and marketing teams to expand pipeline within new and existing accounts by uncovering trigger events, increasing connect rates, and identifying decision makers and influencers.
Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?
Matt: LeadGnome is unique in its ability to analyze the unstructured body of an email and gather account based intelligence that cannot be obtained through other marketing and sales automation solutions.
In addition, LeadGnome integrates with popular marketing automation and CRM systems, including Salesforce, HubSpot, Marketo and Oracle Cloud. With such powerful information buried in the mountains of reply emails generated by marketing and sales campaigns, B2B enterprises of all sizes can benefit significantly from the LeadGnome web service.
Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or purchase considerations?
Matt: You can find a great deal of information on our website, www.leadgnome.com. Here are a couple of specific resources you might find useful: