We’re 20 years into the SaaS revolution now, and B2B companies have gotten the table stakes of an operational set-up for tactical go-to-market pretty much down. We know how to define our ideal customer profiles (ICP) in terms of firmographics. We understand the importance of technographics and the implications of existing installs on sellability. We’ve learned about buying team dynamics and we’ve gotten the hang of creating personas to help us address the typical needs of important functions and roles. And, if we have enough historical data, we can now pretty easily use analytics to model propensity to buy, project that onto a list of lookalike targets, and have at it.
But what if you’re a new company and you don’t have the data you’d need to create an effective model? What if you’re small and you don’t have the resource to get all that groundwork done any time soon? What if you’re in a mature category and you’ve already completed all the set-up work – and all your competition has too? In those situations and more, innovative marketing and sales teams are starting to look at their challenges and opportunities through a different lens. Rather than viewing their ICP targets as lookalike companies who all deserve equal attention, they’re turning to sources of behavioral insight that can illuminate the actual people and real solution needs to focus on now. By shaping their own actions around the activity in the market, they’re better able to optimize resource allocations, deliver improved customer experiences and maximize their revenue.
Here’s the proof of why activity matters
When the global tele-qualification company Operatix leverages rich activity signals on behalf of their clients, they’ve achieved a 4X lift on typical conversion rates. And these meetings convert far better than average into real opportunities that progress into deals. When we executed our own extensive analysis of cold list-based demand gen tactics compared to those where we could see significant buyer activity, after over 6,000 outbound calls and more than a million emails, we showed that activity-based targeting yields an up to 7X lift in email response and a 5X improvement in MQLs qualified. What’s more, when rigorously applying the insights available to us to better prepare our callers, we’ve achieved as high as 19X improvement in meeting creation. Conversely, our cold lists required 4X more dials to get a meeting booked, and of those scheduled meetings, the show rate was 50% worse.