Today’s B2B digital buyers are more empowered than ever. They want a self-serve experience and make buying decisions before ever talking with a salesperson. In fact, most of the buying committee never interacts with a vendor directly.
How do you reach in-market prospects at the right time with relevant content in the buyer’s journey when they aren’t talking with you?
That was the challenge facing ScienceLogic SL1, a top-rated solution in the IT infrastructure and monitoring tools category. Mary Kirkman, Demand Generation Leader at ScienceLogic, and her team leveraged intent data from TrustRadius to engage new and in-market accounts that were also looking at specific competitors.
We’ve written a full case study on how they did it. A short summary follows below.
A large number of serious buyers matching ScienceLogic’s ideal customer profile make important purchase decisions on TrustRadius. They spend over 9 minutes reading around 250 in-depth reviews of ScienceLogic’s SL1 platform and making side-by-side comparisons with other vendors. This kind of activity generates strong and reliable signals on a buyers’ intent to purchase.
The challenge for ScienceLogic was to figure out how to reach the right prospects at the right time with relevance early in the buyer’s journey. Solving this challenge would enable the company to gain a competitive edge and drive meaningful revenue
The keys to success
Serving as SalesLogic’s Campaign Manager, Dana Dobson’s goal was to drive meaningful engagement with key accounts that would lead to booked meetings. To execute quickly, it was important for the team to use existing tools and processes and minimize the introduction of new elements that would slow the team down.
Dana executed a targeted outreach sequence driven by the BDR team and a display ad campaign. The ScienceLogic team used the TrustRadius Salesforce Connector to quickly align the data with their own Salesforce accounts and workflow.
“Installing and configuring the Salesforce Connector was a breeze!” said Jamie Gelep, ScienceLogic’s Sr. Marketing Operations Manager. “The documentation TrustRadius provides is super helpful to get everything set up in under an hour.”
The integration between Salesforce and TrustRadius enabled ScienceLogic to:
- Connect TrustRadius intent data with existing opportunities on Salesforce
- Quickly see the influence of the TrustRadius audience on their opportunities
- Get insights into the hands of sales reps where they already operate
Besides the tight integration of technology and messaging, the ScienceLogic team brought in support from the sales enablement team to prioritize accounts, line up contacts for each account based on job titles, and assign to BDRs along with helpful context.
Ultimately, the team successfully used the intent data to add a new dimension to their outbound workflow. Seeing tangible results from a highly focused competitive campaign helped ScienceLogic realize that the intent data is not only relevant but that it generated better-than-average performance.
- The goal was to have the BDRs setting up the first prospect meetings within 6-8 weeks of running the program. The team exceeded expectations, passing along five enterprise accounts for BDR outreach with just four weeks of activated intent data
- The team saw a 30% boost in ad performance
- Increased website traffic from target accounts
“The intent data from TrustRadius is highly effective and relevant,” Mary Kirkman says. “We are aligned on delivering results while engaging our prospects with the right context at the right time.”
Get started with intent data
Buyer intent data lets you see all of the anonymous people who are looking at your product right now. This is the secret weapon that could fill your entire pipeline in 2021 and beyond.
Want to get started with TrustRadius buyer intent data? Reach out to us at firstname.lastname@example.org