Tech Tool Merry-Go-Round
Wendy, as you know, the proposed tooling is a cost-effective option to resolve known visibility issues within the current tech stack and they are also leaders in the space. We see companies approach this differently; what’s lost during the endless vendor debate is speed-to-market.
Here is the breakdown of Bombora Visitor Insight.
- Provides identity resolution of which account(s) are visiting your corporate website, including the following data points, for example:
- Company domain
- Company size and revenue
- Functional area (e.g., IT)
- Seniority Level
- Personal interests and lifestyle
- Data is derived from maintaining a database of corporate IPs, as well as their data co-op
- Understanding audience data for users who visit your corporate website allows for the following:
- Better optimization of media by understanding granular audience segments which would have otherwise been unknown. For example, today, we create audiences based on account domain and functional area of “IT.” If the Bombora VI tag was installed we could determine a percentage of users requesting “demos” fall under “Engineering” from an audience perspective. Thus we may be missing out on opportunities to target that segment.
- Identity resolution allows for the BDR team to be proactive on accounts that are showing signs of engagement such as which pages or pieces of ungated content they have consumed, but have yet to identify themselves through a form fill.
- By enriching Bombora VI data with other tools like Google Analytics, the marketing team can uncover high-level user journey’s by the attributes above. For example, you could understand how segments of anonymous users by seniority level are navigating content on your corporate website. This data will allow the marketing team to adjust the web experience and value narrative to better align with those journeys.
AtScale can likely live without the audience data from a media perspective, albeit a little less optimized. But there is still a blind spot of not knowing what accounts are on your corporate website and where they are going anonymously. Either way, this should be resolved with an alternative solution, eg Clearbit, VisitorTrack (owned by Bombora), etc. So if the decision is not to implement the Bombara tag, then is AtScale moving forward with Clearbit?
Another hot topic is Lead-to-Account Mapping, so here is the breakdown:
- A tool to automatically routes leads to the appropriate target account rep and provide visibility to sales of inbound leads associated with an account
- Through fuzzy logic and a rules engine, leads are appropriately identified and match to a target account
- Sales reps typically work out of the account object and have no visibility into additional leads coming into their accounts. This risk leads being routed to the wrong rep, BDR, or multiple BDRs over time, negatively impacting customer experience and visibility into account engagement.
Recent trips on the tech tool merry-go-round now include:
- Contentful vs. WordPress
- HubSpot vs. Marketo
- LeanData vs do nothing
- Bombora vs Clearbit
Either way, Convertiv is agnostic, however, there is no doubt the endless tool debate is negatively impacting the 2020 pipeline. I hope this detail helps, and we solidify the 2020 toolset and move forward without endless debate.