How Technographics Help You Find the Right Prospects for Your Outbound Marketing Campaigns
Bedrock Data marketer, Zak Pines (AKA Moneyball Marketer), recently shared some impressive results with us regarding a series of outbound e-mail campaigns his team delivered using sales intelligence information from HG Data. Here are some of the key metrics:
|Industry Average*||Bedrock Data|
|Click Through Rate (CTR)||0.55%||6%|
|Lead to MQL Conversion||6%||15%|
|SQL to Pipeline||22%||50%|
* Source: TechTarget
To see how Bedrock Data achieved this kind of success, keep reading as we dig into the tactics behind this very successful outbound marketing campaign.
A Targeted Approach
Proper targeting drives everything Bedrock Data does from an outbound marketing standpoint. Bedrock Data offers a data integration service that connects, cleans and continuously synchronizes data from multiple cloud systems in real-time. By connecting multiple systems together, Bedrock Data is able to unify data across different CRMs, MAPs, event systems and more, giving sales and marketing teams a single view of the customer.
The success of Bedrock Data’s outbound marketing efforts lies in its ability to successfully identify prospective customers with the right configuration of two or more software products. Accurate technology installation data (technographics) is what allows Bedrock Data to find these customers and segment them correctly for their outbound marketing efforts.
Relevant Outbound Marketing
Getting an engagement rate that is 2.5x the industry average on your outbound marketing campaign is not easy, but you can dramatically increase your chances of success when your message is relevant and reaches the right prospects.
For the Bedrock Data marketing team, being relevant comes easy to them because they know their product well and they understand what the pain points are for users who need to connect two or more data systems together. They know, for example, that depending on what marketing automation platform a company has installed, there are going to be some inherent challenges integrating it with a particular CRM or event management platform.
With this knowledge, they developed three different data integration guides that address known issues and how Bedrock Data’s connectors help solve those issues without major involvement from IT. These guides are available on their website and articles and blog posts they’ve created as part of their inbound marketing activities.
Finding the Right Audience
The inbound approach described above is great for prospects who happen to come across your content via a web search or recommendation from a colleague. But when you want to go with a more proactive outbound approach, the challenge always lies in finding and reaching the right target audience.
For B2B technology product marketers like Bedrock Data, technographic data is the key to reaching the right audience. With technographics Bedrock Data is able to segment prospects based on whether or not they have a particular configuration of software products installed, then send messages that directly address the pain points each segment is most likely to face.
Here are two sample e-mails from Bedrock Data that highlight how they were able to generate a high click-through-rate (6%) to their data integration guides:
The typical pain point with closed-loop reporting goes something like this:
You use HubSpot to generate lead source reports, but don’t have a CRM feed populating that so all your numbers are showing up as zeros.
So we created “The Marketer’s Mega Guide to HubSpot Integrations” to give you the tools to align sales activities to marketing, create closed-looped reporting, and analyze data accurately.
Ultimately, we’d like to make your life easier 🙂
Pardot killed its native CRM connectors.
Which is a real drag if you are using Pardot and a popular CRM like Microsoft Dynamics, NetSuite, or SugarCRM.
We invited a Pardot Power user to talk about Pardot-CRM integrations that don’t require code or heavy IT projects.
We captured the full story in “The Marketer’s Mega Guide to Pardot Integrations.”
You’ll learn how to connect Pardot, what your options are, and the top use cases.
Note how specific each e-mail is in addressing the pain point and then providing a solution. In many ways it’s marketing 101: know your target, be relevant, and good results will follow. But it’s important to remember that this outreach strategy is not possible if you don’t know what software products your prospects have installed. Without technographic data to refine your target audience and guide your content development efforts, your message becomes broader and less effective.
For Bedrock Data, having technographic data means they are able to achieve campaign results that are well above industry average, leading to faster conversion and close rates.
Ready to Start Using Technographics for Your Outbound Marketing Initiatives?
If you’re ready to start using technographics to target the right audience with your outbound marketing, we have the data and tools to help you, including:
HG Data for Salesforce: embeds technographics directly into Salesforce so that sales and marketing teams can easily sort, filter and use the data to create campaign segments, score and rank accounts, generate reports, and implement workflows and triggers to build more intelligent business processes.
If you don’t have Salesforce, visit our HG Universe page.