Three B2B Campaigns to Master Intent Data and Maximize ROI

Are your marketing campaigns starting to feel like a high-stakes gamble? It’s time to stop guessing and start making calculated decisions!

In this webinar, I’ll disclose a proven framework for modern B2B marketers to “bend the odds in your favor” and make the most of every dollar spent.

Forget about generic strategies.

I’ll break down three essential campaigns and demonstrate how to transform them:
– Events
– Webinars
– ABM Gifting.

The key? Actively generating first-party intent!

I’ll provide you with specific, actionable strategies that turn standard communications into powerful tools, helping prospects reveal their true interests.

You’ll also discover how to seamlessly combine your internal data with third-party intent, giving context to every prospect. Stop wasting time on low-quality leads!

Watch now to learn how to convert simple names on a list into intelligence-rich leads for your sales team, consistently boosting your conversion rates!

Find out more about working with Pam HERE.

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Other publications: 

• Pam Didner Blog
• Pam Didner YouTube
• Pam Didner Books

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Interested in learning more about Pam’s AI Training, including her exclusive AI Copilot Training for enterprises? Feel free to schedule a complimentary call.

Transcript

Hey everyone, happy summer. Thank you so much for coming to my webinar. I’m going to talk about a kind of boring topic, but I’m going to make it a lot of fun. So, what I want you to do is just relax. Okay? This is not your typical webinar. All right? You don’t have to sit like this and listen. No, sit back, and we are just going to have some fun. All right?

And the topics I want to talk about today are three marketing campaigns that you can instantly improve with intent data. I know that’s just so wordy, isn’t it? But I’m going to break them down and then make sure that you understand. Is that good? Okay, we’re going to get started.

So, I really only have two goals. Okay, two, that’s it for today.

Number one is, I want to help you think and approach demand generation a little differently. Just a little. That’s the number one goal.

And number two goal, if I can go back to my slide, haha, is to find joy. Have you ever seen Inside Out? If you haven’t – big loss, you have to watch them. Number one and number two are both very good. Okay? And we are here to find some joy in our work.

But in order to find joy in a business setting, you have to think with me. We are going to think together, but in a very casual way. All right? Nothing serious. You were like, “Seriously, Pam, we have to think together. That just sounds way too serious. No, no, no, no. It’s casual. And the way that we are going to think together is because you start thinking, and you think a little bit differently.

A lot of stuff that you do on a regular basis, especially the status quo, will become new again.

When is something new? You were like,”Oh, I didn’t know about that. Let me try it and see if that works.”

And with that kind of mindset, it adds a little excitement to your job. And by doing so, you’ll find little joy. Joy in a business setting is a baby step. Baby step. Baby step. Is that helpful? Because most of our jobs are so intense. We have endless tasks we have to do on a regular basis. We have deadlines we have to meet. The things that keep your job interesting and a little jazzed up are that you do things a little differently.

And that’s what we’re going to do. But before I get started, I also want to share the reality that all of you experience. I know it’s hard. All our prospects have a short attention span. They are all goldfish. Seriously, I have become a goldfish myself. I cannot hold anything for more than two minutes. I was like, “Okay, what’s your point? Let’s get to it.” Right? And because information is at everybody’s fingertips, everybody has an iPhone. It’s on their fingertips. So it’s very hard for all of us salespeople and the marketing people to sell and also to market.

If you feel that nothing works, I want to tell you you are not alone.

I talked to many, many marketers, as well as very seasoned sales professionals. They all feel the same way, especially in the past two quarters. Okay, so I get you. Just want to make sure you are not alone. So how do we fix it?

Before we start, you need to change your mindset, and this is a very important mindset. You also need to educate your management and executives.

Marketing is about placing calculated bets. Marketing is just like a sales call. Sometimes, when you make the sales call, it will be successful. Sometimes it doesn’t. That’s also marketing. Sometimes your campaign is going to work beautifully. Sometimes it’s just going to flop.

You have to educate your management. Marketing campaigns are like placing calculated bets.

Because it’s a calculated bet, you need to make sure everything you do is increasing a little bit of probability, right? Because it’s a bet.

So what can you do to make sure that you increase that little bit of probability to help you win? So every touch point counts. That’s another mindset you need to have. Because of that, what you are doing to make sure every touch point counts is bending the odds to your favour by carefully curating and managing each touch point.

That’s where you’re going to think differently. So, I’m going to mention these key points a couple more times during this webinar, but I want to make sure you understand everything you do, especially marketing. You need to think, “How can I bend the odds to my favor”? And you need to tell your team members that as well.

So let’s start with a video. I want to share a video with you. I’m going to share my screen now.

VIDEO: If you immerse yourself in something, you are going to get ideas about it. But you have to do the immersing first. You’re not just sitting there waiting for lightning to strike. You’re working in a metier, and the more you work in it, the more ideas you will get about it. It’s just how human creativity works, whatever kind.

I’m stopping sharing. It’s going to take a little while.

Okay. So, who is that lady?

Well, if you actually like Handmaid’s Tale, she’s the author of that book. I know there were several versions of The Handmaid’s Tale in the past, probably 30 years, starting with the movie and then eventually the TV series that you watch right now. And she created that story. Okay. And she has been a prolific author and has been writing tons of poetry, novels, and essays. The key things about Margaret her point is you have to immerse yourself when you have to immerse yourself to understand your customer’s journey. You have to immerse yourself to understand, for each point, what are a couple of things you would do differently to bend the odds to your favour.

How are you going to immerse yourself? I’m going to share some ideas with you.

Remember, I mentioned earlier, there are three campaigns I want to share with you. So that started with one number – EVENTS. Okay. I am going to do a kind of workflow.

The way that you have to think a little bit differently is that you have to look at the workflow level.

This is a typical event, right? You have an event invitation. You send an invitation to the people that you want to invite to your event. It doesn’t matter whether it’s a customer event or the sponsor of a trade show event. Then hopefully people will register. You know who is coming, and you do the headcounts, and you do the live events. After the event, you send out a post-event thank you email, and then you move on to the next event. How many of us are doing that? When I was in the corporate events, I did this. I have 56 events I have to do in a year, and I cannot stop, and this is the typical workflow.

However, if you actually look at any kind of event playbook, they are not going to give you a lot of detail in terms of what you need to do differently.

This is a typical event playbook that you’re going to see, you know, on the website, and this is actually where I captured this information. This is actually from Zebra Technologies. And uh, they say hey before event preparation, this is the playbook they created for their channel partners, and this is all the steps you have to do, and then of course, you want to do an event promotion, you know, 30 days in advance, 25 days, 14 days out, and then live event. But if you notice, a lot of those descriptions tend to be very generic.

They just basically say you need to send out reminders, but that’s not helping you in terms of what you need to do differently. So again, why don’t we build a workflow based on that playbook? I built a workflow. We are going to do an invitation 30 days out, 25 days out, 14 days out, 7  days out, and even one day out for an event reminder that will all drive to event registration. Yeah, this is no different. It just showcases that there are things you will need to do.

The things that you need to do differently are what should be included in each invitation email. Thirty days, can you do a short 30-second teaser? Twenty-five days, can you do something a little bit different? Fourteen days, maybe you have a mystery gift that you want to give away and is worth a certain amount of dollars. And the seven days, maybe you can talk about what is new, remind everybody again, so when you are looking at every single touch point, like what I’m doing right now, I am looking at every single touch point, and I’m thinking, how can I make that touch point count?

I want to give you very specific examples to help you think.

So detail matters. The 30-day email, for example, you probably can include some sort of 20 to 30-second teaser. Basically, talk about very short. It doesn’t have to be very formal and highly produced. No, you can just use your phone and record it, but make sure that the quality of the audio is good. People like to hear crisp audio. Is that helpful? Identify what’s new. Just mention three things. Twenty seconds done, right? And tag the attendees who actually engage with the videos.

If they watch it, you kind of know you have to tag. For 25 days, you can basically say, “Hey, send out a high-level agenda item or a specific keynote or section that you think is good. They might be interested, right?” You can also say, “Hey, we are preparing a Q&A list to answer any questions you may have. Hit the reply. Let us know your question.”

Again, what am I doing? Bending the odds to my favor. 14 days out. Let’s assume that you actually have a VIP dinner the night before the event, or you have a mystery gift you want to actually give away. You can also talk about that. Let them know. Share the information. And if you actually have a VIP dinner, you can also tell them reply, okay? Or let us know your biggest industry challenge, and your name will be added to the drawing. Whatever you can do. But when they say their biggest challenge, that’s intent data. That’s first-party data. That’s something that you can pass to your sales team.

Same thing about email. Again, share the agenda one more time.

Tell everybody to come, right? Or you can actually share a case study if you choose to, one from a similar industry.

One day emails. Create a 20-second video with three specific takeaways they’re gonna get out of it to tell them that if they come, these are the things they’re gonna get out of it, and make sure that it is relevant to your audience.

So I’m not sending a very typical standard invitation email. Nobody reads that anymore. So, how can you add a little finesse to it and make it a little fun for yourself? I know it’s a little work. I understand that. And also for your audience.

Now, all of a sudden, when you are looking at the intent data or looking at the replies from the five emails that you sent out. The five emails were sent out.

Let’s assume you get some reply. Not a lot of people will reply. I totally understand. But if they reply, that means they are interested. You can also count on there being an 80% chance they are coming.

Now you understand who is actually going to show up. Of course, they also can not show up, but the probability again is higher. You have the reply information that’s first-party data. You can add that to the intent data that you have.

There are a lot of intent data platforms out there, and the majority of them actually have standard data that you can enrich, and that helps you to understand in terms of what that specific prospect’s intent is, right? You can look at the typical information, the company’s growth information, their technology stack, their seniority, the job title, etc. But many platforms that intend to be data platforms also have something called a “likely engage filter”.

Everybody does it a little bit differently. You can look at the information in terms of their engagement on the website, their engagement on the search and also their engagement on you know if they go to a certain software evaluation platform and look for a specific software or products. There is a lot of intent data out there. You need to determine what you are looking for, and of course, you can match that with your company’s ICP (ideal customer profile).

Have you noticed what I am doing? I’m looking at the workflows.

I’m identifying the touch point I can do differently. If the customers engage with me, I look at their replies and layer that information with intent data and my company’s ICP.

That is putting your prospect in context, to help yourself understand who the prospects are that might engage with the salespeople.

All right. Let’s move on to number two. But again, as I said, bend the odds to your favor.

Number two is a webinar. I’m doing the webinars right now, and you’re attending them, right? So, what is the typical webinar workflow for marketing people? A lot of you probably do LinkedIn pay ads, and you do email campaigns. You send it out to a huge list or your subscriber list, and then you promote it on a social media channel, whatever is appropriate.

You drive the traffic to the web, the registration landing page. Then you launch the live webinar, and then you send out a post-webinar thank-you note. Then you move on. Okay, that’s cool. And then a lot of time on the sales side, if you actually have an inside and outside sales team, you know what I’m talking about. The inside sales, which is SBR, will vet SQL, and if the SQL has been vetted and qualified, it will pass to the outside sales team. The outside sales team will engage with them.

Hopefully, the prospects are interested and then schedule a meeting.

So if you look at the marketing side and the sales side, as if there is no connection between the two, especially on the webinar. So how can we make that connection? What if you look at some of the original data or the first day’s first-party data? Let’s just use this one as a scenario. Can you identify the prospects that have attended your webinar three times straight? Three times consecutively.

I’m not saying like attended like in January, March, June. No, no, no, no, no. Attended three times consecutively. If a prospect did that, is that the intent that you think you need to follow up? Why do they do that? Is that an interest in your product or service? Maybe it warrants a follow-up from your sales team. What are you doing? You are vetting the information for your sales team.

So again, doing something similar to what I just said. Layer the attendees who actually attended your webinar three times straight.

You have that piece of information. Now you map that information with intent data with the ideal customer profile. Again, what are you doing? Bending the odds to your favor. So you are not just looking at the webinar attendee data and saying – That’s it. Let’s just upload that information to CIM or in the marketing automation tool you are actually looking into the data and see if you can find some nuggets. That’s number two in terms of using the webinar plus the intent data. All right, the next one is ABM gifting.

I know a lot of you are doing ABM, account-based marketing, and account-based marketing comes in many different forms and formats. Also, you identify a strategic accounts and then you can do pay ads to reach out to them or you can actually have a list that you want to reach out specifically and then you do an invitation only event and invite them to your invitation only event that’s also very targeted very strategic can also be called ABM.

I know there are a lot of salespeople who have strategic accounts they want to reach.

They have that list on a regular basis, and they work very closely with the marketing team, and the marketing team will do specific marketing campaigns to provide the air cover for the sales team to increase the probability of the prospect engaging with sales.

So let’s talk about the ABM gifting, or as an example. So, this is a workflow. Have you noticed I’m just a workflow girl? But you know what? I actually feel this is much easier to explain the situation to marketers. And also, this is a good way to communicate with the executives to help them understand what you do. On top of it, when you show something like this, the management was like, “Oh my god, this is complicated,” and you go, “Yeah, I know.”

On any kind of ABM, I can tell you one thing. The most important thing is the list.

You need to spend a lot of time actually on the list. Make sure the list is clean. This is something that the list, the company, or the account is that the sales and marketing people agree on. If nothing else, salespeople need to approve. The list is super important. If the list is not good, nothing else you do is good. I can guarantee that. I actually spend a lot of time making sure the ABM list is solid, and you should do that too.

So now you actually have an ABM prospect list, and you want to kind of like your sales people are coming to you and basically say, “Hey, you know what, we have this list, how can I get them to talk to me”? They’re like, “Okay, because they are like marketing director and first line or second line managers, and why don’t we send them maybe a pair of wine glasses, and it’s a postal mail. It’s a nice package.

You are pitching to your salespeople and it’s a nice package and “we’re going to send it to their office”.

Also, beautiful wine glasses and we are going to have a personalized letter and also an ebook very nice print ebook as part of it and we are just going to ask them that hey you know check out product and also if they schedule call with you – you’re talking to your sales people now – and they’re going to get a bottle of wine as a follow-up, right?

To complement a pair of wine glasses. Hey, nice. Okay, very good. So, your salespeople say, “Okay, that sounds like a good idea.” By the way, I have to tell you, don’t do this, actually, for the C-suite. Let me tell you why. So, I actually ran a campaign to the C-suite once with a similar idea. It didn’t go very well. I didn’t get a lot of response because you know what? A lot of C-suits make a lot of money, and their salary are actually pretty high. They probably don’t care about a nice wine, glasses, or a $100 or $200 worth of bottle of wine. So when you are doing the ABM gifting, you have to think through in terms of, okay, you know, who are the people I’m going after? If I’m sending this, will they care? Will I add a little surprise to them?

So when I do this, I tend to focus on marketing directors or the first line and second line marketing managers.

Because they were like Oh, this is kind of nice but if you send it to a suite, they were like Whatever and they just give it to their admin. Not good. So again, right here you build a workflow, right, if they say okay, I will have 15-minute conversations with the salespeople, and then you pass that information to sales, and sales will do a follow-up, possibly have a scheduled call. And then you have to do logistics and send out, you know, the wine bottle to them. Yeah. If it didn’t go anywhere, you should also follow up with another email, which is email one. If they didn’t respond, follow up with email two.

So I’m building a workflow to show everybody in terms of how I’m managing the ABM gifting.

If anybody responds, if they respond to an email or you have the 1-800 numbers or whatever, if they reply, you layer that information with the intended data. You do research. You gather intelligence to understand this person a whole lot more. And also map that into ICP and provide the information to your salespeople. That’s why intent data is for – you have the first-party information, and you add the intent data to complement and enrich your insight.

So that’s my example. What am I doing? Bending the odds to your favor. That’s it. Nothing else. So I’m giving you three different examples, and I’m giving you a specific tactic that you can think about.

What am I doing? Help you to think a little bit differently. What are the things that you can do to make every single touch point count?

However, I also want to make sure you understand. I said that earlier marketing is calculated bet. Even though you are curating every single touch point, it still doesn’t guarantee success. It does not. Nothing is guaranteed in our lives. Period.

So you have to make sure that you are doing everything you can. You make sure your management knows that you are doing everything you can. You also have to set expectations, like you know, this is not a necessary guarantee. We have a goal of a conversion rate of 10% or 15%. I’m doing the best I can. We’ll see how it works.

I want to make sure everybody understands I’m not giving you a panacea and you’re not going to live happily ever after. What I’m telling you is a bet, and you’re doing everything you can, but that still doesn’t guarantee success.

Here’s another video I want to share with you.

Okay, I want you to keep trying and keep optimizing. There’s not much to it. All right, just bear with me and let me stop, and this is a presentation, and I’ll share my screen.

That was a video on Instagram. So, I was scrolling one day, and I was like, looking at this. Oh, this is great. This is great for my webinar. I was like, I need to use this for my webinar. And that baby tried like seven or eight times.

You know if the baby doesn’t give up, you shouldn’t. You shouldn’t either. Okay? Just keep trying and try a different way to optimize it, right? There’s no shortcut. Absolutely none.

And don’t listen to me. Honestly, why don’t you listen to Telaso? Eventually, everything will work out. It will. But what you need to do is just take it down to a word flow level.

Analyze it. Look at each touch point and think about it. What can you do differently?

I just want to let you know I see you. I do. And I know how hard you work. Every single marketer I talked to actually has black eyes right here. Like, oh my god. And there are just endless deadlines, endless campaigns, and the analytics that you have to deal with. And I see you, and I understand.

But I just want to let you know, you take a moment to appreciate yourself sometimes and tell yourself, you’re awesome. And you should say that to yourself. I’m awesome. And you do. And to end this presentation, I just want to share with you, feel free to connect with me on LinkedIn, YouTube, and TikTok. Yes, I do have a TikTok channel.

If you really like this webinar, please take a picture of this QR code. I have a short survey, only six questions, 20 seconds. Let me know how I’m doing. If I suck, let me know as well. It will not offend me.

If you want to understand how to use intent data intelligently, Michelle Blondin from Zoom Info is standing by. Okay, send her an email. She’ll work with you. If she cannot work with you, her team will, right?

You can also schedule a call if you want to talk and if you have issues. It can also be a therapy session sometimes. So, this is my email address. Hello pamdinner.com. And like I said, share your challenges with us. We love to help you. All right, take care. I hope to see you on LinkedIn. Bye-bye.