Increase in Lead Generation
Challenge
Understanding every prospect’s pain point and knowing what messaging or content will resonate best is no easy feat. The added complexity of a broad total addressable market and multiple ideal customer profiles makes this challenge even more daunting for go-to-market teams. Just ask Valtech, the agency that serves a wide variety of customers across different verticals and markets.
Given their potential reach, Valtech was looking to implement a data-driven strategy to help their sales and marketing teams understand and prioritize which key prospects they should be targeting at any given time.
After originally bringing on ZoomInfo to support Valtech’s North American sales team, the NA marketing side of the house saw an opportunity to tap into the same database to level up their programs. “Our sales team was finding success with ZoomInfo, so we decided to invest as well. Since we target so many different industries, it can often be challenging to understand who we should be going after and what messaging will resonate best. ZoomInfo’s Intent data was a potential solution to this, as it tells us what target accounts are looking at topics related to the services we offer,” explained Courtney Blackman, Campaign Associate of North American at Valtech.
“Before ZoomInfo, our campaigns felt more like best guesses. We would just market to certain customers and hope they are interested in what campaign we happen to be running at that point in time. With ZoomInfo Intent, we’re able to be much more specific in who we go after and we’re customizing our messaging to the exact pain points these prospects are looking to resolve.”
Courtney Blackman
Campaign Associate of North American at Valtech
Solution
By infusing ZoomInfo’s Intent data into their campaigns, Valtech’s North American marketing team has been able to identify and engage buyers right when they begin researching a solution similar to their offerings, leading to improved campaign results.
The marketing team at Valtech has found value in ZoomInfo’s Intent data, which gives them visibility into the companies that are showing above-average web browsing activity on the topics that are most relevant to the solutions they offer. These insights help the marketing team craft relevant campaigns around specific pain points that Valtech can resolve.
“Originally, ZoomInfo was brought on to assist our sales reps with their prospecting efforts. Now, ZoomInfo is not just a prospecting tool, but it drives strategy. We understand who we should be targeting and when, and we’re able to customize our messaging to resonate with the different needs of our prospects. This has been great for us because we’re able to identify early buyer interest, build targeted lists, and customize our content and how we promote it.
“One of the ways I use Intent is to see correlations between prospects in a specific industry and draw conclusions on which topics matter most to them at any given time. For example, I might notice a spike in healthcare organizations looking for patient support technologies. I can then take those spikes as an indication that this is a shared pain point across that specific industry,” said Blackman.
Since Valtech serves so many professionals across different industries, these insights help the North American marketing team develop informed target audience lists, have third-party behavioral triggers, and ultimately guide campaigns for lead generation and middle-of-the-funnel account based marketing.
The Results
The North American marketing team at Valtech saw an increase in lead generation with campaigns informed by Zoominfo’s Intent data.
“We ran a campaign targeting mobility accounts that showed spikes in one of the topics we followed. We promoted one of our automotive case studies, and after 4 weeks, we had impressive engagement results. We acquired the same amount of leads with this one campaign as we did in one quarter of other campaigning.”
Rather than spending valuable time curating content and simply hoping it resonates with their audiences, Valtech is creating hyper-targeted campaigns and marketing to those who have the highest propensity to engage. They are better able to communicate pertinent and relevant information to their audience.
“Before ZoomInfo, our campaigns felt more like best guesses. We would just market to certain customers and hope they are interested in what campaign we happen to be running at that point in time. With ZoomInfo Intent, we’re able to be much more specific in who we go after and we’re customizing our messaging to the exact pain points these prospects are looking to resolve.”
