Using Tech Intelligence to support sales & marketing collaboration — Elizabeth Cholawsky // HG Insights

Quotes

• “The way tech intelligence bridges the gap between sales and marketing is that it gives the same picture to both teams so that the marketing can support the contour territory with appropriate messaging and the competitive analysis with perhaps a new product from sales can result to a synergistic alignment between marketing and sales and much more effective campaign.” - Elizabeth “ABMs (Account-based marketing) is an interesting case because the tech intelligence we provide is heavily used in companies that really understand how important ABM scoring and account prioritization is right now.” - Elizabeth “As mentioned we can tell you the technology profile and that allows the marketing to target the right accounts, focus on companies where is a revenue opportunity via the spend information and drive more predictable results.” - Elizabeth “Practically, the lead scoring comes in where you might give a higher score for a company that has no product installed. Whereas if there’s a competitive product that just got installed and you know that it was just in the last six months, then you can de-prioritize that account. So it’s about resource allocation and efficiency and driving quick conversions on your target prospect list.” - Elizabeth “Understanding the velocity of technology adoption whether somebody is in the trial phase, whether they are increasing or decreasing the number of licenses is obviously an important signal as well.” - Ben “To summarize, there’s a couple of ways that marketing and sales are collaborating. There is an understanding of the territories and what level of maturity of customer profiles that are in a given territory. It allows the marketing team to understand what they should be saying to drive the right leads to sales.” - Ben“On the sales side, understanding the scoring, the right time to read somebody’s propensity to buy, your targeted accounts figuring out how this works into ABM strategy and for marketers, what copy and language and how your campaign should be positioned not only for targeting but also including some of the variables that can show you understand the problems that a potential target is facing.” - Ben