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Panel: Why Intent-Driven Demand Generation Is Rocket Fuel for Growth (Bombora & Outreach Case Studies)

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Kelly Justice
Marketing Operations Manager at Outreach
+ 2 speakers
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Panel: Why Intent-Driven Demand Generation Is Rocket Fuel for Growth (Bombora & Outreach Case Studies)
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About speakers

Kelly Justice
Marketing Operations Manager at Outreach
Charles Crnoevich
Head of Partnerships at Bombora
Shawn Elledge
CEO at Sales Lead Automation

Charles Crnoevich was one of the earliest employees at Bombora and is the Head of Partnerships at Bombora. He has built and maintained over 40 high scale partnerships across sales, marketing, and advertising technology in efforts to establish Bombora as the ubiquitous source of B2b intent data in the market. Charles’s background was in business development across startups like Sefaira (acquired by Trimble) and Trupoly (acquired by RCS Capital).

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With over 30 years of experience, Shawn Elledge has established himself as a marketing strategist and technologist with advanced database expertise. He started the Lead Generation Insitute and Sales Lead Automation to help companies develop efficient and effective lead generation strategies using intent data. “I am fascinated by the databasestrategies and technologies that track consumer intent and ultimately empower relevant communications.

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About the talk

Track: B2b Track

In this dynamic panel, helmed by business leaders at Outreach, Bombora, and Sales Lead Automation, you’ll get a masterclass in intent data - what it is, how it works, and how to leverage it to drive tremendous business growth. You’ll also get a couple of illuminating case studies from Bombora and Outreach, from which you’ll learn the specific, simple-to-use strategy that drove 10 million leads into their pipelines in just 4 months.

00:01 Introduction of Intent data

04:42 What is Intent data?

05:17 Types of intent data

06:40 Profiling people based on cookie data

08:02 Surge in Banbora

10:18 Use cases of Intent data

13:40 Modeling approach

14:56 Leveraging your CRM

16:10 Data enrichment team

17:11 Who owns intent data strategy?

19:11 Surge reports

21:26 What’s working in sales automation space?

23:35 Q&A

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So I invited Charles Crnoevich, who's Head of Partnerships at Bombora to come up here and share the story with me. 00:00 Along with Kelly Justice, who runs market operations for Outreach, 00:07 so great sales automation platform and I've tested him also. 00:12 You gotta check those guys out. 00:16 So it gets started. 00:17 Here's what I'm going to do is I had a customer who's in the logistics space. 00:17

So a global company so if your Apple and you want to change out the kiosks in all of your Apple stores around the world. 00:23 That's kind of a problem, 00:31 so you generally go to a company like this, 00:33 they'll take out remove 00:36 The kiosk and then install the new one hook, 00:38 it up wire it the whole 9 yards, 00:41 so as you can see. 00:43 They are interested in companies with multiple locations, 00:44 mainly procurement logistics facilities, real estate transportation. 00:49

VPN higher right, I did the basic general. 00:54 Ideal customer profile at companies with 5000 or more employees so nothing exciting right. 00:57 So I took the campaign and we first launched it, 01:04 I pulled down like 7000 records so my database. 01:08 About 40,000,000 US records in my database, 01:12 so I looked at that pull down 7000 just to kick start this campaign. 01:15 And then I use cell automation. 01:20 Just do a Real Simple. 01:22

Three-step touch and the reason for that was as I wanted to reach. 01:23 'cause I knew with a three-step touch 7000 contacts is going to take me a couple of months just to go through that entire list. 01:27 So the more touches the longer it takes you to go through your list so the results for the first two months. 01:34 Twenty-one percent open rate response rate less than 1% 01:41 yeah. 01:46 So pretty simple, it sucked. 01:46 It's like holy crap. 01:49 What am I doing here? 01:49

There's gotta be a better way of doing this so a long that time, 01:52 we had an opportunity to do. 01:56 A beta with Bombora’s data, 01:58

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Kelly Justice
Charles Crnoevich
Shawn Elledge