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Powering Efficient Demand Gen and ABX with Data Orchestration

Powering Efficient Demand Gen and ABX with Data Orchestration

Episode Summary

"Intent data is the key to really understanding how they can prioritize and decide what to tackle today." In this episode of our Datavana Podcast, Sara Koppes (Sendoso), Rachel Sadacca (Welcome), Kelly Justice (Outreach), Michelle Vu (G2), and host John Kosturos talk about intent data, and how it can help define and refine ICPs to target. Keep targeting fluid by utilizing intent and behavioural data.

"We've seen success in creating multiple step cadences with our tool, going and understanding what the intent signals were." - Michelle Vu.

As well as defining which intent signals determine who to target, intent also gives effective insights of how to target."To leverage understanding of buyer intent to really hone in on our ICP and continue to refine it." - Rachel Sadacca.

By analyzing which content is most relevant to buyers with intent, you can use that content to target other buyers who are clustered around those same signals. "You’ve got your intent and now your audiences. So how do you activate those audiences?" - John Kosturos.

Focus on creating organic content that targets prospects with intent, but builds community and improves brand image and company value.

In this panel podcast our guests also cover ABX, engagement strategies for 2020/21, and alignment for targeting.


Powering Efficient Demand Gen and ABX with Data Orchestration
Name: Michelle Vu
What she does: Senior Director of Sales, Commercial
Company: G2
Where to find Michelle: LinkedIn
Powering Efficient Demand Gen and ABX with Data Orchestration
Name: Kelly Justice
What she does: Senior Manager, Demand Generation
Company: Outreach
Where to find Kelly: LinkedIn
Powering Efficient Demand Gen and ABX with Data Orchestration
Name: Rachel Sadacca
What she does: Senior Marketing Manager, Demand Generation
Company: Welcome
Where to find Rachel: LinkedIn
Powering Efficient Demand Gen and ABX with Data Orchestration
Name: Sara Koppes
What she does: Director Of Marketing Operations
Company: Sendoso
Where to find Sara: LinkedIn

Michelle Vu Bio

Michelle Vu has progressed to Senior Director of Sales, Commercial at G2 after about three and a half years at the company. Michelle is an experienced Sales Leader with a demonstrated history of growing and developing high-performing sales teams. She is passionate about developing Sales Professionals not just in their sales career, but by helping them set and achieve personal goals that will improve their lives as a whole.

Kelly Justice Bio

Kelly Justice (Outreach) has progressed from a Marketing Operations Manager to a Sr. Manager, Demand Generation at Outreach. Her certifications include Salesforce Certified Pardot Specialist and Pragmatic Marketing Certified - Level Three (PMC-III).

Rachel Sadacca Bio

Rachel Sadacca (Welcome) believes all matters in life can be creatively analyzed, which is why she finds herself so drawn to technology, web marketing, and online strategy. She’s a quick-learning and ambitious marketer, utilizing and growing her knowledge of digital marketing and project management skills daily. She’s become experienced at measuring and interpreting the results of marketing initiatives and specializes in digital lead and demand generation efforts.

Sara Koppes Bio

Sara Koppes (Sendoso) has been an integral part of the Sendoso team for over three years. She’s moved up the ranks from Marketing Operations and Programs Manager to Sr. Marketing Operations Manager to Associate Director, Marketing Operations. She’s taking nacho recommendations.


Powering Efficient Demand Gen and ABX with Data Orchestration
Name: John Kosturos
What he does: Chief Revenue and Product Officer
Company: RingLead
Where to find John: LinkedIn

John Kosturos Bio

John Kosturos is a RingLead veteran; he’s been at the company for over 10 years. He now serves as Chief Product Officer, assisting some of the fastest-growing companies in the world by automating their data management. When he’s not working, find John studying basketball.

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Powering Efficient Demand Gen and ABX with Data Orchestration

Marketing Ops Panel Themes

1. Defining ICPs and Campaign Audiences

What do you do that’s unique to make sure your team is targeting the right companies, and people, in every single campaign?

  • ICP development – what kind of data points do you leverage?
  • How do you make sure your ICPs remain fluid? (Intent and behavioral data points?)
  • Are you scoring at the account level?

How do you create audiences once you know the criteria of your ICP?

  • Is it all community and engagement driven?
  • Are you going out and buying lists?
  • Are you leveraging third-party data to build out your TAM?

2. Supporting disruptive ABX into your target audiences

What are some of the most effective ways you’re engaging the target personas?

  • ABM ads, retargeting, syndication, virtual events, trade shows, direct mail? What’s working and what’s not?
  • Are there any specific campaigns your team found success with that you were surprised worked so well?
  • How did your engagement strategy change in 2020?
  • Where did you pivot efforts and find the most successful? Or what didn’t work?

3. Reporting and Tracking Activity to Success

How do you make sure your reporting is enabled at an account level?

  • Scenario: You engage someone at a digital event. That person tells their colleague to sign up for a demo on your website. The demo is successfully completed and your sales person converts the lead. Now the attribution goes to your website…
  • So you have your profiles defined that you target through an omni-channel approach – but how do you solve the challenge of mapping person engagement to accounts in order to provide account based attribution?

Do you have an SLA between sales and marketing?

Context: Marketing at RingLead attributes a dollar value to every lead source and segment:

  • i.e. an enterprise demo request is worth $100K. An enterprise content request is worth $5K. An enterprise trial request is worth $125K.
  • A commercial demo request is worth $50K. A commercial content request is worth $2.5K. A commercial trial request is worth $60K.
  • Marketing knows how much monthly pipeline they need to create by dollar value in order to support sales quotas.
  • Similarly, sales knows they must follow up with their leads in less than 15 mins in all cases and that:
    • For enterprise request – sales must call 3x within week 1, 3x within week 2, and a total of 12x within the first month
    • For commercial request – 3x within week 1, 3x within week 2, and a total of 9x within the first month

How are you enforcing and monitoring lead follow up?

  • Has going remote complicated this process, if at all, how so? and how did you solve for initial challenges?
  • We’ve created “Don’t be on it” dashboards to call out reps who didn’t place a call within the first 15 minutes or missed x amount of calls within a designated time. What dashboards or internal mechanisms do you have in place to ensure lead follow up is happening?
  • Do you know the average time it takes for your sales reps to actually make a phone call to every lead you send over?

4. Miscellaneous/Softball Questions:

  • If you were to explain the cost of dirty data on demand generation, how would you deliver a case to an executive Sponsor?
  • How are you extending your value outside of your ops role to power transformation, innovation and connection within your organization? Going beyond the tactical to serve in a more strategic role?
  • What would you be doing if you weren’t in demand generation/operations?
  • What have you found is the value of building your career around the Salesforce or Marketo communities?

Key Notes

  • Defining ICPs and Campaign Audiences. Businesses should always keep a fluid understanding of what their ICP is and leverage all kinds of data, including intent, to help refine definitions of a target customer. "To leverage understanding of buyer intent to really hone in on our ICP and continue to refine it." - Rachel Sadacca
  • ABX for target audiences. To maximise ROI and objective outcomes, B2B organizations should develop effective strategies for campaigns to successfully engage the target personas using organic content, ads, virtual events, trade shows, direct mail. "We already have templates in plays in our playbook of the type of messaging that we should be sending." - Michelle Vu
  • Reporting and Tracking Activity to Success. Employ SLAs between sales and marketing to accurately track, report and further develop alignment to increase understanding and success of Go-To-Market strategies. "Just making sure and working alongside our sales partners to make sure we continuously improve" - Kelly Justice
  • Enforcing and monitoring lead follow up. With Covid and the world moving to being almost fully remote, businesses need to establish creative methodologies to ensure that leads are prioritized and properly followed up on within reasonable timeframes. "Defining our lead scoring programs helped with that as well in terms of prioritizing some of the outreach on larger listed audiences." - Rachel Sadacca