A CMO who continues to rely on spam, forms and cold calls is so yesterday. Buyers demand more, and there is a better way to connect, engage and sell by doing less. This according to my interview with Latane Conant, the CMO for leading account-based marketing firm 6sense and a new author with an important book that was the basis of our discussion.
Latane had a lot to share, and plenty of valuable insight. If you are a marketing leader, you have to get Latane’s take on how to out-perform by leveraging ABM in a new way to optimize your marketing and sales.
On how to breakthrough and illuminate anonymous buyers:
“The industry term is intent data. And there are… I like to categorize three types of intent data, OK? First is first party intent data. This means they are on your website. They may or may not have clicked a form, though. And I always tell sales and marketing teams, I’m like, if you don’t know who’s on your website, and you are not De- anonymizing your website and getting that first party intent, it’s like being a parent with kids in high school and not knowing who’s coming and going from the basement. It’s just like super irresponsible. So, step one is understanding first party intent. Who’s on your website, who’s opening your emails, like we talked about, who is coming to your webinars… So, all of those are your owned properties, so that’s first party intent.
Typically that’s the strongest digital body language, right?
They are on your website, they want to come to your stuff, etc…That’s great, but it’s not enough.
There is another form of intent that I call second party intent. And I think I made that up, but think of this as you don’t own the website, but it is a website about you. So, a G2 crowd website. For example, trust radius. All of these review sites are about you and about your competitors People are going there to learn about a category or vendors.
Then, there’s a third-party intent. What are they actually researching? Understanding the key- and people do it different ways, but we do it based on keyword. So, we are looking for, we have relationships with publishers and outlets and we can see key words that are getting researched the most frequently and bubble those up, and if those keywords are like your name, or your competitors name…That is also a signal. “
This was just one topic of discussion… to hear more, please listen to the full episode here! https://open.spotify.com/episode/5MxEKfrUC1Gv9fi45JPCBn
Always have good intentions, people!
Keep evolving, EVOLVERS!
Until next time…
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